Lessons - Running Profitable Campaigns on TikTok | Alessandro Bogliari - CEO of Influencer Marketing Factory

So walk me through, like, say, you know, say one case study to, because we're talking, we're sort of talking theoretical and high level now. So walk me through, like, say, one V to V brand, because I think that's the people that probably find the most, find the platform the most difficult to understand. So walk me through, like, a case study of one you can talk about, of somebody that did it successfully, and like, what that, what that campaign was like. Because I've seen someone, I've seen someone on your site, and they do it quite well. So I'm sure there's a few examples. Yeah. Is there anyone that you still on the website that, um, there was, there was a little, I, I'll, I'll pull it up again, actually, I was looking at, um, unless there's one that you just, like, the particular doesn't really matter to me. I just thought it would be good to walk through a case study, just because I know that people, of course, every, every influencer, marketing consultant, agency, they all say, like, yes, you should take your brand there. But it, I actually had trouble outside of, outside of your site. I actually had trouble finding a lot of brands that spoke about their TikTok campaigns and whatnot. I feel like it hasn't really been adopted yet. So you probably have some of the few really strong case studies that are out there. Yeah. Definitely. No, I mean, like, in general, I mean, of course, like, I can, I mean, they're like different of case studies that I can talk about. Maybe, let me start, like, you know, with some that is an easy one that is more, maybe B2C, just to get there. And then we can go and, like, in the, in the, also, in the B2B. When it has to be to be, it's, for me, of course, a bit more, like, difficult to talk about that because there is more, like, you know, things evolve in terms of, like, end years, I realize. Yeah. Then the B2C, as you can easily understand. But let me start, like, with, for example, one, maybe there is more in the, in the B2C, you know, we also represent talents on TikTok. So we also have, like, a roster of people that work with us and under our agency. And when, for example, it is that we have this talent called cringe Carter on TikTok. He was, he still is, but I like, he was already like a big fan of Duncan back in the days. He has done, like, so many free videos about Duncan. It was going to Duncan every single morning, getting a coffee, talking about his big, like, you know, it was, it was, like, so, so much of big fun, you know, like, it was just talking, like, hey, this is my daily life. I want to share it with you. And all the time, there was, like, a Duncan cap or some product, you know, usually coffee-like in his end, okay? So, Duncan reached out, you know, and said, like, we want to do something. And this was at the beginning when Charly D'Amelio was going out with the first Charlie drink. And so we offered Duncan in that way, for example, with our talent to go out there and center it, there was this new product. What people loved, it is that we were combining together the love, the genuinely love of Tantic Love of one of our talent for a certain brand. And then when he went out with, like, you know, this promotion, and Duncan even sent him, like, a custom and tailored merchandising with his name on, their audience, like, his audience loved that. Because it was like, oh, you're not just like selling out, like, you're, you know, your, your, your account, you're actually getting paid for, like, from a brand that you always sponsored, even without, like, you know, being paid in the past. So, I think that now we are going in the direction where audiences love to see in these co-branding activities, we are going from a mere promotional content of, like, A by these, to actually co-creating co-branding things, especially imagine in the makeup and beauty industry. There are, like, a lot of influencers that are creating their own merchandising, their own line of makeup, because these are what people want to see. They want to see that there is a face, that they can trust behind that, and not just any more, a big corporation. So, this is like, you know, one example, but we have done that for so many, like, you know, different, like, you know, industries. I'm talking about music industry. We've been, like, you know, back in the days, again, we started working with Sonny Music Universal, one music group, whenever they had, like, a new launch of a song or artist, we help at that because, you know, you can use that soundtrack on TikTok for a new trend or ashtag challenger, and people just to jump in on that are going to reuse that song. And so you start them, you know, you maybe you pay five people, but at the end of the campaign, you're going to have hundreds of thousands of videos created on that song, and a percentage of that are going to look on Spotify or Apple Music for that song. And this is why you see now there is so many songs that goes from TikTok to the Billboard, and even on Radio, because it's like, imagine that, like, one million of people make content on that soundtrack. A percentage of that is going to get interesting in that. I'm going to listen to that. And even the artist gets famous. And we have, like, Olivia Rodrigo is, I think, the biggest example of that. How we can start on TikTok and become, like, a big, a big, like, sensation. So that is more about, like, again, more B2C. But for example, in the B2B, we also have, like, you know, interesting cases about, like, anything that goes from banking to insurances. In that case, while we're done with some of these clients, it is that we went in a way there, we know that some of those contents are sometimes a bit boring, right? So you don't want to watch, maybe 30 minutes video or go through a PDF of, like, 20 pages. But what if your favorite TikToker can tell you in 30 seconds the benefits of something like that about, for example, your bank? Why should switch to this bank? There is more for young people that are, maybe, they want to spend this amount of money in fees. What if I can tell you that there is new service that can't be on that or, like, something that we saw a lot, it's insurances. Like insurances, especially for young people, this year in the States, more people saved money. And more people understood that you not only have to save money, but you have to be attention to many things. One of that is insurance. Insurance is such a mess. Even from Europe, when I moved here, it was like, what is this? I don't know what to do. And I realized that many Americans, like Bernal lived in here, they don't know how does it work. So imagine if a TikToker can explain you in a few seconds, at least the basics on how to find insurance. So in an informative video of maybe 30 seconds, you can give away five golden nuggets of information. And one of those in maybe it is a promotion to the new insurance platform or whatever. So it's always a combination of, like, being informative, being useful, but also being entertaining for the audience. So, again, you can really craft a messenger in a different way and still drive traffic to a certain website, even in the B2B space. So if a company, let's assume that's not a big company, it's a smaller company. And they're trying to figure out where to spend their time. Because there's again, a million different mediums, different channels, and they don't know where to spend their time should be on TikTok, YouTube, Instagram, whatever. So where do you recommend they spend time? Just one, all of them. What's your take on that? So, I mean, you know, when we were trying to do like all of them, it's a lot of work. I think that a lot of brands do not realize how time consuming, it is to be active on social media. So I'm talking about creating content, fun influencers, planning a strategy, doing a calendar of activities. Like, it can be really like, you know, frustrating sometimes because maybe you're trying to do everything on any places and it doesn't work. What I recommend personally is that first of all, do not be in on everything just because so, if you're audience, it is not on Pinterest, don't be there. Like, for every like content and you put, maybe you're gonna get free repins or whatever and was worth it, maybe not. So, what I would do is that like, maybe try to find like two or three main social media that are working for you, for each of them spend time. I know that it is like common sense again, things, but you have to spend time on each social media, some hours every day or every week if you don't have enough time during the day to understand what type of content are working, first of all, and what people are commenting in underdose posts. You want to see the sentiment about that, you know, so you can do sort of even just like by yourself sentiment analysis of what is working under certain competitors of yours. Go there, see are they liking this type of content on these social media or they are hating it. If you can see that after a while, you analyze 20 of your competitors on Instagram, and you can see that the audience on Instagram is not lacking that or on TikTok or on YouTube or on Pinterest, on Twitch. They are not lacking the type of content, there are two ways. One, it means that maybe you can be the first one to go with a different type of content, so to be the competition and understand what you're always looking for, or two, it means that the type of social media is just not a good match for your type of or industry. So you just avoid it, you know, like why just be like, you know, go there and try to be and meet the system all the time. But what I would do is that start with two or three, and as you would do like, you know, eb test saying type of approach for anything, anything you marketing, I would do also the same there. Do this, and after a while you're going to see what is the response rate, right, on the different social media. And if after two, three years, you can see that one channel is not working that well. I mean, maybe you don't have to kill it, but put all your effort in the other two that are working, right? I mean, again, on the day, the 80-20 rule, it works even for social media. So why spending maybe one hour a day for different social media when you can put all your effort for those like, you know, 20% out of everything that is bringing you the 80 in, right? It's an easy rule, you know, the parental principle, but I think that you can definitely like, you know, adapt it for social media. So again, spend time on that, understand what the audience is looking for. And as I mentioned, at the beginning, do different type of content for any, for all the different social media. Don't try to repurpose, because audience are going to notice that they are not going to like it, and you're not going to, the majority of the times get, you know, the best feedback out of it, you know, so create one content thinking this goes to TikTok, this goes to YouTube, this goes to Twitch, every time should be native, not only thinking like, okay, this is the audience, they might like it, they might not like it, but put the right effort and time to create custom content all the single time.