In this webinar, our TikTok experts discuss advertising and creative strategies to help your brand leverage social media’s highest engagement channel. As the first independent agency to earn TikTok Accreditation, you won’t want to miss out.

1. Talking TikTok
How to Authentically Activate and
Convert on the Highest Engagement
Platform

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by tomorrow
01
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3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
950+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
KATY LUCEY
Director, Paid Social
CASEY NICHOLAS
Agency Partnerships
Manager

6. Agenda
● Why Tinuiti Loves TikTok
● The Culture of TikTok
● The TikTok Customer Journey
● Measuring the TikTok Effect
6

7. Are you currently running ads
on TikTok?
● Yes!
● Not right now but I have before
● I haven’t run ads on TikTok yet
POLL

8. Why Tinuiti ❤s
TikTok
8
100MM
MAU in the
United States
55%
Growth since
Jan 2020
● Nearly half (49%) of TikTok users said they
purchased something after seeing it
“advertised, promoted, or reviewed on the
platform.”
● TikTok is expanding into social commerce
at a very rapid pace, including partnering
with Shopify to make purchasing via the
platform more seamless.
● User growth on the platform outside of
GenZ has exploded in the past year, making
it a prime spot to drive consumer action.

9. The Culture of TikTok
9

10. C O N F I D E N T I A L & P R O P R I E T A R Y
The world’s destination
for positive, joyful
entertainment.
10

11. C O N F I D E N T I A L & P R O P R I E T A R Y 11
71%
of people agree that the
biggest trends start on
TikTok.
Source: US TikTok Marketing Science, Understanding TikTok's Impact on Culture Custom Research, conducted by Flamingo, March 2021

12. C O N F I D E N T I A L & P R O P R I E T A R Y 12
By understanding how trends
happen, brands can tap into their
power, unlock unprecedented
connection with communities, and
drive their business forward.

13. C O N F I D E N T I A L & P R O P R I E T A R Y
TikTok
Drives
Culture
of TikTokers like brands
better when they
create or participate in
a trend on TikTok.
believe TikTok communities
have the power to create
change in culture.
try something or go
somewhere new after
seeing it on TikTok.
61%
70%
43%
Why Trends Matter.
Source: US TikTok Marketing Science, Understanding TikTok's Impact on Culture Custom Research, conducted by Flamingo, March 2021

14. C O N F I D E N T I A L & P R O P R I E T A R Y
2.
Attention
4.
Saturation
3.
Remixes
14
Anatomy of a Trend
Each trend goes through 4 distinct stages as it spreads, goes viral, and then comes back down to earth.
1.
Hook
An engaging, easy to
replicate symbol, idea, or
sound that’s turns into a trend
on the For You Page.
The trend attracts attention
on TikTok, disseminates to
other platforms, and is picked
up across mass media.
The trend is iterated and
co-created upon, reaching
wider audiences who
participate with their own spin.
Reaching peak adoption, the
trend becomes a reference in
culture, ingrained in the
zeitgeist.

15. C O N F I D E N T I A L & P R O P R I E T A R Y
Let's Break It Down:
Trend Patterns
Viral Trends
Community Trends
2 Types of Trends:

16. C O N F I D E N T I A L & P R O P R I E T A R Y 16
Viral Trends spike quickly, get remixed, & their popularity
rapidly diminishes once they hit a saturation point.
What does this
mean for brands?
Brands and creators get to react
and participate, but note, the
brand window of impact is short.
When brands show up quickly and
authentically, they get to ride the
wave of earned media.

17. C O N F I D E N T I A L & P R O P R I E T A R Y
Viral Trends:
17
Hook Attention Remix Saturation Brand Participation
https://www.tiktok.com/@adultswim
/video/6970335432097729797
Adult Swim drove over
1 million new followers
to their account

18. C O N F I D E N T I A L & P R O P R I E T A R Y
Three Takeaways for Viral Trends
“Always on” - Brands need an organic presence.
Build trust with your audience with regular organic content and engagement. This allows brands
to jump on viral trends naturally as part of the community presence.
“Be active” - It's not just about posting content; it's also about engagement.
Commenting on TikToks from fans and community builds relationships and brand equity. 21% of
TIkTokers feel more connected to brands when they comment on people's posts (26% among
creators).
“Transport your audience” - nostalgia powers many TikTok trends.
Think about whether — and how — your brand can tap into this native creator and community
behavior. Tapping into memories and nostalgia is a powerful way to drive engagement.
Source: US TikTok Marketing Science, Understanding TikTok's Impact on Culture Custom Research, conducted by Flamingo, March 2021

19. C O N F I D E N T I A L & P R O P R I E T A R Y 19
Community Trends grow slow and steady as members of the
community come together to create and share new stories,
relying on collaboration.
What does this
mean for brands?
Brands have a bigger window of
opportunity to engage and
participate. In fact, brands can
even drive trends; there’s no
wrong time to act.

20. C O N F I D E N T I A L & P R O P R I E T A R Y
Community Trends:
20
Hook Attention Remix Saturation Brand Participation
12M+ video views
and 1.7M completions

21. C O N F I D E N T I A L & P R O P R I E T A R Y
Three Takeaways for Community Trends
“Keep the fire burning” - be active on TikTok.
This allows you to recognize, tap into, and be fluent in native platform behavior.
“Keep your ears open” - Sounds are a goldmine.
Sounds can be remixed In any number of ways, so trends that start with sounds are rich creative
territories.
“Go with the flow” - Don't be afraid to be serious.
There's a place on TikTok for weightier stories as well on the platform if you
read the room right. As long as it's authentic, the community will embrace it.

22. C O N F I D E N T I A L & P R O P R I E T A R Y
The Playbook: Best Practices
How your Brand can get started on TikTok:
1. Create a TikTok Business Account
2. Amplify Organic and Branded Content
3. Enable Co-Creation With Reservation Ads
4. Increase Relevant Reach with Auction Ads
5. Lean Into Low-Cost Production
6. Partner With Creators
The Payoff: Grow trust, loyalty, and brand affinity. Do more
with less by making your content work harder for you.

23. The TikTok
Customer Journey
23

24. Not a Parent, 57%
Married 54%
Where are your potential customers spending time?
Female 74%
GENDER, Female
AGE, 25-34
25-34, 28%
35-44 18%
18-24 18%
$25k - $75k, 46%
$75 - $100k 16%
NO KIDS IN HH
HHI, $25k-$75k
Source: Google Insights Finder, SimilarWeb, Resonate 24
MEDIA HABITS Audience Index by Platform
115i 112i 108i 108i 105i 101i 99i

25. TikTok addresses all aspects of the customer journey
25
Finalize decision and ultimately
convert through a retargeting
ad.
CONVERT
Driving product discovery
through reach and
engagement campaigns to
drive new site traffic.
DISCOVERY
Continue to learn more about
a product or brand by driving
to specific landing pages.
RESEARCH
Continue to connect with new
customers to create repeat
buyers and high LTV loyalists.
NURTURE
TikTok
Customer
Journey

26. Planning Throughout the Funnel on TikTok
TOP FUNNEL
● Generate mass exposure and extend reach by
leveraging Branded Hashtag Challenges,
TopView, and Branded Effects
MID FUNNEL
● Use an always on approach to fuel low-funnel
and build audiences.
● Focus on Evergreen content and optimize toward
product page views, site traffic, and TikTok
Profile growth.
LOW FUNNEL
● Move down the funnel by optimizing toward
product-specific metrics like Add to Cart and
Purchase.
● Leverage product-focused creative or moments.
BRANDED HASHTAG CHALLENGE
TOPVIEW
TIKTOK ORGANIC PROFILE
SITE TRAFFIC
ADD TO CART
PURCHASE
26

27. There’s a perfect creative type for your goals
27
Brand Takeover, Top View Hashtag Challenge, Brand Effect,
In Feeds Ads
Dynamic Product Ads, App Install Ads
PLACE IN
FUNNEL

28. Creative thought starters
28
How to coach your creative team to make quality TikTok ad creative
Leverage native
TikTok sounds
Get the brand
message out
early
Stay trendy
Think like
a creator
Highlight the
main takeaways
Use any of 900
commercially
licensed tracks to
make music an
essential part of the
storytelling
63% of all Auction
Ads with the highest
CTR highlight
their key message or
product in the first 3
seconds
1 out of 5 Auction
Ads with the highest
view-through
rates leverage
popular trends,
effects, or music
Use the native
interface find the
right balance
between
authentic-looking
content that fits in
with UGC and the
look of polished
advertising
4 out of 10 Auction
Ads with the highest
view-through
rates use graphic
overlays to highlight
relevant information
or tell the story in
fast-paced ways.

29. Find the right creators to
amplify your brand
29
TikTok’s Creator Marketplace can
assist in:
● Aiding in compiling impactful creator
briefs
● Matching brands to the right influencers
by analyzing the brand’s audience data &
the influencer’s follower base and brand
voice
● Negotiating contracts
● Coordinating product distribution
Connecting brands to high-impact creators,
facilitating best-in-class content creation, &
reducing barriers to activating on TikTok

30. Measuring The
TikTok Effect
30

31. Match the KPIs to the ultimate goal
AWARENESS
CONSIDERATION
INTENT
Brand Lift, Ad Recall, Reach, Video Views, Video View Rate
Landing Page Views, Click Through Rate
Cost Per Action, Return on Ad Spend, Lifetime Value

32. 32
Prove out the value of TikTok investments
HALO ANALYSIS
● Quantify the impact of media spend from one channel on a
selected success metric across other channels in the
marketing mix
INCREMENTALITY TESTING
● Geo-based segmentation which splits zip, city or DMAs into 2
randomly assigned groups: Test and Control
● Customer or user level segmentation which splits individuals
into into 2 randomly assigned mutually exclusive groups: Test
and Control

33. 33
So what have we seen with our clients?
After a structure geo-holdout test,
one DTC brand saw a 10% increase
in new users to site, a 11% increase
in purchases and a 9% increase in
revenue through their TikTok
activation.
One beauty brand launched into a full
funnel TikTok approach and saw their
purchase conversions double when
compared to pre-launch benchmarks
One retail brand activated into TikTok
Collection ads and saw a 4x increase
in conversions and a 64% decrease
in CPA as result, which lead to an
increase in investment on the
platform.
+9% 2x -64%

34. RESULTS
Luseta Beauty
TIKTOK SUCCESS STORY
INDUSTRY: BEAUTY
Tinuiti achieved additional reach and brand awareness for a growing beauty company.
CHALLENGE
With the challenge of the 2020 pandemic and the need for ecommerce over in
store buying, Luseta Beauty faced the challenge of creating brand awareness
with an online presence to continue growing and increasing their revenue.
SUMMARY
● Luseta needed to pivot strategy to an ecommerce market
● Luseta Beauty partnered with Tinuiti to manage their digital strategy
and expand their media to reach new potential customers
● With the launch of TikTok campaigns there was an increase of overall
site traffic, hair quiz takers and ecomm sales for Luseta
SOLUTION
● Tinuiti expanded into TikTok working with a page view conversions
campaign to reach new and additional users
● After the launch Luseta saw an increase in site traffic with the ability to
retarget their site visitors for further marketing
● Our efforts resulted in 54K page views and over 1K Add to Carts
174%
More Efficient CPMs
Than Average
3,130%
Higher CVRs to Page
Views Than Average
34

35. Revlon
TIKTOK SUCCESS STORY
INDUSTRY: BEAUTY
Megan Thee Stallion & Revlon explode with TikTok TopView.
SUMMARY
● Tinuiti brought a recommendation to Revlon to launch with TopView and support the reserved
buy with In-feed auction ads to launch their new Satin Ink product in partnership with Megan
Thee Stallion on TikTok.
● The goal of this was to shift perceptions about Revlon and their new products: driving the sell
out of the product on Amazon, while also attaching a brand lift study to the buys.
● This is the level of sophistication Tinuiti strives to bring with our expertise: applying TikTok best
practices and past learnings to drive strong brand recall and consideration of Revlon.
224K
Likes
35
RESULTS
3.5K
Comments
10MM
Amazon Store Visits

36. Key Takeaway
TL:DR: It’s easier to activate
on TikTok than you think, and
with Tinuiti and creators, you
have access to the resources
to make it easy.

37. Schedule Your
Consultation
with a TikTok
Expert

38. Q&A

39. Register now at tinuiti.com/TLC21

40. Thank you!