Newsletter #45: TIKTOK & AMAZON.... Unlikely Allies in Boosting Search Metrics

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The weekly newsletter that’s more balanced than Batman on a rope ladder... No fear of falling here.

In this edition:

• 🔍 TIKTOK & AMAZON.... Unlikely Allies in Boosting Search Metrics

• 💌 TIKTOK DM’s...Pushing DMs Harder than Grandma at Bingo

• 💥 ENGAGE-TOK... When It Comes to Ads, TikTok's the New MVP

• 🛒 GIFT CARD 2.0.... Strategies are changing, are you?

Let’s get started…..

🔍 TIKTOK & AMAZON

Unlikely Allies in Boosting Search Metrics

Amazon and TikTok don’t like each other…..

This has been verified by Amazon:

• When I spoke to their team and asked them why Attribution and other metrics don’t correlate, they replied “We can’t discuss the WHY…. but don’t trust the data” (the call was being recorded, so they were very cryptic 🤬 )

• I have run over 200 TikTok-to-Amazon campaigns and the reporting never makes sense (we flooded a listing, that has a 10% conversion rate, with over 10,000 clicks from TikTok Ads…. huge increase in sales, but Sessions and Attribution didn’t report anything…. the sales increase looked wholly organic…. but it wasn’t).

SALES is the wrong metric as we cannot trust the numbers.

However, we can trust the Search Volume data…..

Take a look at these 2 graphs:

I am creating a case study around this and will post that shortly…..

But 2 takeaways:

• Stop relying on Attribution or sales when running TikTok Ads

  • As sellers we look at the short-term metrics, i.e. “Is it increasing sales now?”

  • But you need a long-term approach as each brand experienced a sales boost…. but it was relative to how many ‘impressions’ it got on TikTok (I am right now trying to establish an ROI on Search Volume increase).

• TikTok is a “Product Discovery” platform

  • If TikTok user’s see your product mentioned…. they will check it out

  • So in the video, explain to them how to find it on Amazon, “Just search, [BRAND NAME] [KEYWORD]”

Overall…..

TikTok indirectly increases your Amazon Search Volume.

🔥Will follow up on this in the case study…..

🫨 TIKTOK DM’s

Pushing DM’s Harder than Grandma at Bingo

Messaging TikTok users is painful…. it’s clunky and no one uses it.

I contact them on Instagram and then ask them about their TikTok profile…

Just painful and frustrating….

But that’s changing

TikTok are adding messaging to the platform…. kinda like Instagram.

This is a big deal and whilst unavailable right now, will be added shortly.

This will be even more powerful once integrated with TikTok Shop 🚀 

 💥 ENGAGE-TOK

When it comes to Ads, TikTok’s the New MVP

Are you stuck in the Instagram age?

TikTok is now the ‘Wall Street’ of influencer marketing, giving you more "engagement stock" options.

Imagine reaching 5.2% engagement with TikTok's mega influencers instead of yawning at Instagram's measly 0.23%.

Even though these are the averages… I generally work with influencers that have a 10% engagement rate 🚀 .

TikTok is THE platform for influencer marketing

Social Commerce is your key to unlocking sales on Amazon, TikTok Shop and your website.

How many influencers is your brands working with?

We build these lists and collaborate with around 100 influencers per client…. that means, 100 engaged influencers with a dialled-in audience.

100 influencers promoting your brand and then boosting that content with TikTok Ads…… Makes competitors are a thing of the past…. ‘cos having a list like this makes your brand untouchable.

I know an 8 figure Amazon brand where TikTok Shop surpassed their Amazon sales and even added to it.

This is not a special brand or case…. it’s the norm for TikTok (hence why I pivoted the whole agency to purely focus on TikTok).

I say this all the time….. don’t sleep on TikTok 🚀 

 💥 GIFT CARD 2.0

Strategies are changing, are you?

Thank the economy for this….

Shoppers do not want to spend their own money…. they want Gift Cards.

Gen Z users will spend 56% more on gift cards this year.

As Amazon sellers, we know the power of discounts and gift cards.

How I plan to use this:

• Send a Gift Card to as many people as possible

  • TikTok Ads have some ad features that are made for discounts

  • Use online discounts, vouchers, etc…. create a gift card in as many formats as possible.

• Don’t give TikTok users a discount upfront

  • Tease them and prepare them for the discount

  • Get their details and prepare a marketing campaign showing how awesome your product is and when the time is right, get them to use the discount

If done properly, you will get all their details (TikTok profile, email address, etc.) and experience a sales spike.

Gift Cards are powerful and Gen Z wants them 👊

That's it for this week 👊

Big thanks to those who voted in the last poll:

I won’t use another Emoji again 🤔🫣🥸😲😈🫤👮😍🤷‍♂️🤯 (finger slipped… I swear 😉).

Please vote below and will feature your comment in the next newsletter:

Thanks for reading.

- Paul

PS.... 18 months - That how long my team has been working on our new ‘TikTok Influencer Ambassador program’ (name needs some work).

We are currently taking 3 more clients….. that’s it (pinky promise…. as we don’t have the bandwidth for more). Book a call with me if you want the details.