Newsletter #42: EU Slaps TikTok ✋

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_{Reading Time: 4 min XXXReadability: Grade 3 (any clearer, I'd be invisible)}

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In this edition:

• ✋ THE EU SLAPS TIKTOK.... It hurts you 😥

• 🚀 STOPPED TIKTOK ADS?.... How those sales looking Scrooge?

• ©️ YOUTUBE COPIES TIKTOK.... Get in line

• 📖 TALES FROM TIKTOK SHOP.... Do you want the details?

Let’s get started….

✋ THE EU SLAPS TIKTOK

Its hurts you

TikTok is the Wild West.

They are still trying to figure it out, which means what we can do today, will most likely be removed in the future.

The EU wants to depersonalise the TikTok algorithm.

That’s like strapping kryptonite to Superman… do you think he will still be Superman?

‘Cos the TikTok algorithm and personalisation is the key to it’s success.

It’s FYP page is more addictive than checking the sales dashboard on Amazon.

So when then EU get their way…. other countries will follow.

Then TikTok could lose their edge…..

But TikTok will find a way…. they always do.

How this effects you:

• Limits your marketing strategies

  • Remember when Facebook was not so regulated? The ad platform from 2015 was incredibly effective.

  • ‘Cos TikTok Ads are like Facebook Ads from 2015.

  • But not for long…. the more regulations, the less marketing strategies you have (I have had my TikTok account banned a few times as I am always testing the boundaries…. they are getting closer 😞)

• The Wild West is over

  • Influencers are going the same way as Amazon PPC…. what use to cost $50, now costs at least $500 and prices are increasing.

  • With the TikTok Ad library, competitors can now copy you and everyone can see your strategies.

Start on TikTok now 👊 It’s the cheapest it will ever be…..

🚀 STOPPED TIKTOK ADS?

How those sales looking Scrooge?

TikTok marketing is expensive……

You first have to pay for content creation and then pay for TikTok ads.

It’s not a cheap platform (and I am as cheap as they come…. just ask my wife 😞).

But what happens if you run TikTok ads to an Amazon product for 3 months and then stop?

Take a look at this screenshot below:

• It is for an Amazon product (non-seasonal sports product)

• We pushed TikTok ads to the listing for 3 months

• The brand updated their ASIN’s, so I could not obtain sales data for the screenshot (but it did increase by 30-40%)

Basically…..

TikTok Ads increase the Branded Search on Amazon

• You can see the Branded search decreasing once the TikTok ads decreased.

• According to Brand Analytics, the brand dropped off once ads stopped

Sales increased

• We see sales increase by around 30 - 40%

• But as it was a low profit item, the costs of influencers, creators and TikTok ads resulted in a negative ROI (the strategy worked, but the product did not have the profit margin).

• We used attribution links…. but only reported clicks, no sales.

This also proves that long term campaigns are ideal…. I have tons more data, but that screenshot summarises everything.

TikTok users don't like ads..... but if they see 5 TikTok users talking about a product, they will check it out on Amazon out of pure curiosity

• 🥷 Ninja Hack: Hire at least 5 influencers...... boost their content with ads but target a small audience so it 'appears' like everyone is talking about your brand as the users in that audience will see your ads so often).

©️ YOUTUBE COPIES TIKTOK

Get in line

TikTok is leading the way and everyone is following.

YouTube just released ‘Samples’, a TikTok format based on music artists.

Spotify rolled out a similar feature a few months ago.

I have a few clients that use the TikTok content we create on their Amazon Ads campaigns.

Short form video is here to stay.

With the mass adoption of short form content, how many pieces of content do you have?

📖 TALES FROM TIKTOK SHOP

Do you want the details?

So I am pretty bullish for TikTok Shop.

‘Cos look at the facts:

• TikTok is crushing it in the East

• They just launch Fulfilled By TikTok (FBT)

• Their selling rates are a fraction compared to Amazon

• TikTok is the bug that can’t be squashed… they will ALWAYS be a thorn in everyone’s side

Over the past few weeks I have received a ton of interest in TikTok Shop.

I am thinking of putting a mini case study together…… but this will be different.

This will focus on helping Amazon sellers add TikTok as another channel.

It’s tons of work, so I am gaging interest……

That's it for this week 👊

Hope you enjoyed it

Thanks for reading.

- Paul

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