Unknown Speaker 0:10
And next up, we have Dwayne Brown, who is going to be talking Snapchat and tick tock and are you here with us? Dwayne, there you are. Hi, Dwayne.
Unknown Speaker 0:29
Coming off mute
Unknown Speaker 0:29
Unknown Speaker 0:30
on mute. Sorry.
Unknown Speaker 0:32
So good. How are things in Canada?
Unknown Speaker 0:35
We have snow, you know. So yeah, things are okay. I guess I think like you all down there, like, kind of government get their stuff together, like brought this vaccine at a faster pace, you know? Yeah, we all feel Yeah,
Unknown Speaker 0:47
yes. Yeah, it was, it’s okay. You know,
Unknown Speaker 0:50
Unknown Speaker 0:51
Unknown Speaker 0:52
um, I can’t wait to hear what you got to tell us about Snapchat and Tiktok. And take it away, I think you should be able to share your screen now.
Unknown Speaker 1:01
Let me just open it up. share my screen. This is what we want.
Unknown Speaker 1:15
Cool, awesome. So
Unknown Speaker 1:16
I’m going to talk about Tick Tock and snap, I’m going to go heavier on the snap. Because I think from a performance perspective, if you’re trying to spend $1 today and get it all or tomorrow, next week, or even next month, I think it’s a better platform, then Tick tock, I think tacos, like a drug. So we’re going to talk about that a little bit later. Probably not reference drug again, but something that gives you a dopamine hit. And then hopefully, you all have tons of questions. And I probably won’t take the whole time. So we’ve lots of time to ask questions. I think the best times I’ve had when I talked about Staffordshire doctors, when people get to ask questions, we get to like have a discussion versus me just like, talk at you for the next 25 minutes, you’re going well, he just stopped talking with that Canadian accent. So let’s get things going. So I’m going to talk about snap and tick tock from a user perspective, they’re going to talk about like, are your customers there? You know, I think of all the different clients that we have the big question they are Dwayne isn’t like snap it to God for those like teenagers or those people who are in university or college, I’m like, 40 5060, why would I want to advertise on this platform, I just want to like, sell my candles, or my mountain bikes, whatever it is that we’re selling. So I think understanding for customers, they’re really important. And then I was going to talk about where we get started, right, you got to start somewhere in any ad platform. And, you know, I think when we’ve taken over accounts from internal teams, or other freelancers or contractors or agencies, everybody starts on a platform in a different way. So I’m going to share how we start on the platform. And that might inspire you to take a different path with Snapchat, if you’re running ads right now. Or if you’re not, it might just inspire you to take a different path than how you’d normally start if you did any paid social platform. So stop, it’s been a crazy year with a pandemic. And like most apps, they’ve grown immensely through pandemic, because we’re all stuck at home. We all want something to do. Maybe we live alone, like me, or you’ve got like roommates, you live with your family. And you much as you love those people, you just want some time alone. And so that means people spent more time and things like clubhouse and snap and tick tock and other apps. And so 2038 is where snap was a year ago, they’re at about 260 million right now. But I couldn’t find a nice updated version of this slide. So I kept it anyways, because I think what’s important on this slide is that people spend an average of 30 minutes a day on the app. And when you think about that, 30 minutes, seven days a lot, because you’ve got like eight hours at work, you sleep for 5678 hours. And then he got a lot of free time there’s so take all that free time you have when you’re not like running errands and trying to just like quit your life to spend 30 minutes on snap is a lot. But even in that 30 minutes, people spent an average of 20 minutes playing games, whether it’s solo with friends. So if you go after like gamers or people who are into like entertainment or interactive experiences, and Snapchat might be a real great platform for you. And that snap says people are 20% more likely to buy something and see an ad. I think heavy ad platform says that. Sure I am likely to buy something that I see an ad but am I more likely to buy it? Sure, probably. And then for millennials, which I am barely and for Gen Z. It says we have a trillion dollar buying power which I think is pretty good. If we could just like at least in Canada direct the by impaired also voted out the crappy government so we don’t get like screwed over. That’d be great as well. That’s another talk for another day. And so we think about Snapchat, we think about how there’s 180 probably close to 150 million people in North America right now. But it isn’t just North American app. There are tons of people who use the app around the world. So whether in south and Latin America 32 million or Europe is at 77 million or even down in Australia where there’s Super isolated, it’s probably more closer to 10 million now. Even they’re using the app. And I think that’s really interesting, because staff hasn’t been around for a billion years. And so the fact that they’ve got almost that global reach ready when they’re still under 300 million is really good. Because it means that people are connected the app, not just because they’re all necessarily alike as people, but they’re connected because of their shared interests as people, right. So it’s not all just like men are all just women are all just boys are all just girls. They’re people who connected through shared interest, and that builds a community.
Unknown Speaker 5:36
And then the other thing I think, is really interesting is that people spend an average of and send an average of 4 billion snaps on any given day. And 38% of people don’t use Instagram in any given day. So if you find that, like me that your performance on Facebook and Instagram is maybe not as hot as it used to be a year ago. And you’re like, where do we spend more money? I think snap is a great place to take some that creative that you’ve been running on Facebook, take some of that money, even spending on Facebook and just test out another platform. Because the way that both Facebook and Google are heading means that we need to find places to spend our money that isn’t Google Facebook, or Instagram and Pinterest. I love those platforms because they mean I have a job. I also know that like I should not give all my focus and attention there because they’ll take my eye off the ball of other opportunities that might be less competitive for me, and a less competitive place for a lot of our clients in E Comm. DTC SAS is been on snap, or tip doc. And so we look at the user growth for Tick Tock over the last couple years, where they basically went from like, no unknown who they are to people saying they have roughly about a billion people right now. And there’s about 800 million at the end of the summer last year. That’s a lot of people. Obviously, that number is global. That’s not just like America, or North America or the Americas. That’s global. Some people say a quarter of that is in North America, some people say it’s last, nobody really knows, because Tick Tock won’t put up those numbers necessarily. But there’s definitely a lot of people there if you want to run ads from a global perspective, which again, I think is the benefit of both Tiktok and staff is that there’s a global reach there, if you want to do things outside of North America, or North America could sometimes be the most competitive market for a lot of brands. And so if they’re going to be at a billion right now, you know, where are they going to be a year from now, six months from now, at this growth rate, they would probably be somewhere closer to you know, one and a half billion. So getting on the ground floor now where you can test out things and figure out like, what creative is going to work, what credit is not going to work, figuring out what your target is going to be where you’re talking to now Can it be both Tick Tock and snap have very different different targeting options. And as much as we like to take our best performance audiences from like Facebook and Instagram and port them over to snap that doesn’t always easily apply to tick tock because the way you can talk it on Tick Tock is slightly different. It’s just not as robust or as mature, which we’ll talk about in a second.
Unknown Speaker 8:11
Okay, I’ve never seen this before. Let’s see if I escape. Okay, cool, cool. My issues on Thursday. So maybe it’s the image on this slide, because I just took it off of chalk site. But basically, what I want to represent is like, just like snap, there is like global reach billion people, even people in like a pack, where sometimes, especially when you think of like China, which is really big with like WeChat. Sometimes the apps they use in other parts of the world aren’t the same the apps that we use here in North America. So I think the fact that both of these apps have partially global reach is really indicative of that. They could be the next Instagram. And so you want to get on the ground floor, or even the first floor today. Let me skip slides, and see if I can open this back up. And hopefully that will work and we won’t have any presentation issues. Awesome, awesome. So maybe it was just me was just outside. And then similar to Snapchat, we talked about only Or have we talked about 30% of people don’t use Instagram in any given day, I thought shown the overlap between what the other platforms and to talk was really interesting. This is from 2018. And I couldn’t find anything more updated. I think the challenge is that tic toc is very close to their chest with their numbers and they don’t release everything because people were question whether like it’s as good of a platform as they make it seem. You know, obviously we’ve seen over the last couple years that Facebook gets like roasted when they said they lied about their video metrics. And then they lied about this and then they went about that. It’s easy to say that you didn’t lie when you didn’t say anything. And so Tick Tock does no stuff, which is a little unfortunate. But I think when you look at the percentage of unduplicated users between Tick Tock and other platforms, I think it presents an opportunity for people to take some of their money off other platforms that they normally spend money on, and see what’s going down on the world of Tick Tock and stamp. So are your customers there? That’s like the biggest question we get from clients even like my Boulton by client, who is like, the Judas of dudes. He’s like a dude’s dude. He’s like, Dwayne, I don’t really use Snapchat, no one on the team uses it. Like, why would you spend money there? And I’m like, Well, you know, there are people like me who use it who’s you know, above the age of 30, and close to 40? And a couple years or like, in like 12 months? And so I’m like, why don’t we just like run a test? You know, we test things for two months or three months, we test out, you know, three, or four or $5,000, compared to like, a whole budget, and just see what happens if it doesn’t work. We’ll never do it. Again. If it does work, well, then why don’t we just put more money there, because it helps us ideally, grow the business, we don’t want to just have all our money in one basket. Because if that basket gets a hole, or like Facebook and performance tank, you’re now going to scramble and find other baskets to put your money in. Totally not my day to day everyone. I’m sorry, I’ve just never seen this before.
Unknown Speaker 11:22
Let’s do. Okay.
Unknown Speaker 11:33
No, no, never seen this before. The weirdest day. Okay, you know what I’m going to probably just do like this. And that way, we don’t have that reload issue, which is not the ideal Syrians, but we’re going to go with it make it work. So when I think about when I think about testing that platform, I’ll usually try to install like the pixel, whether it’s the snap pixel on the left, or the Tiktok pixel on the right, I just see if like, the pixel will collect any data. And like, if there are any people that actually like, go from our website to that platform, that’s probably the I’m gonna say the easier of the two options if a client won’t give you access to like emails for some reason, or if it’s like a new new brand, and they don’t have like tons of emails to upload into a platform. And the reason I like to go with pixels outside, if it’s easy to install is then you can start to like, understand two different audiences are. So outside of that, I also like to try to like upload email addresses, most of our clients have been around for at least a couple years, sometimes more than a decade. So they have you know, 1000s, if not hundreds of 1000s of emails over that time and uploading emails into staff is really interesting, because what you can start to do is we’ll talk about the next slide is you can start to pick that email list and then start to understand of the people who are on those email lists. Which those people, if any, are on snap, and what do they look like on the platform? And when you look at what they will click on the platform, you can start to look at like, what’s their gender, or you can look at like, what is their gender within the United States versus the audience you just saved, you can look at like their age, cross, everything from 13 to 17, all the way to 35. Obviously, if you’re selling like alcohol or something that’s like 18 or 21. Plus, you can’t wait to target people under you know, 18 or under 21 Plus, but having the opportunity to like upload a list of emails and understand how the list you uploaded may be similar to the rest of America, or maybe similar to the people who generally buy your product by looking at data in good on one. This can help you understand if your best customers are on snapper and tick tock or any platform in general. And so when we upload a client’s email list into snap, we’ll honestly just go into audience insights and create a new audience and then pick the audience that we uploaded. So in this case, we’d pick like, customer list newsletter. And then like as shown on this past screen, this will pop up and they’ll have tons of options for you to pick different insights to understand like who was on that West versus America. And then also understand if you go into Google Analytics, you know, what is our best customers look like? And how does those customers compared to the people who would come to our site, and you snap at the same time. And so I think like the gender one is really interesting, but I also think things like household incomes are interesting. If you’re trying to target let’s say, people who only make 50,000 a year or 100,000 a year or like a quarter million dollars a year, big No. Even being able to understand what household income people are on SAP is really valuable. I’ve sold everything from like flowers to birdie shoes to like mountain bike parts, which if anyone here does a mountain bike, I’d say it’s a really expensive hobby because you’ll easily drop $1,000 but you may not even have a full bike at $1,000 like a fork, which is a part of your bike is like 800 bucks on a good day. And so you jump for that client, we want to target people who have got lots of money. So knowing that I can go and say I only want to target people who have X amount of money on snap, or I want to find out if our customers who make X amount of money are on snap is really valuable using Audience Insights, or even things like languages, you know, what do people speak, you know, maybe trying to target a certain group of people with a certain ad, whether it’s like, you know, Spanish or French and Canada, understanding what kind of people are on your list makes it easier understand if you can run a certain campaign that might be geared towards people who speak a certain language. And then other cool things you can do is obviously get a breakdown of the people on that list, and where they are, in this case, like in America, but you could also obviously pick like Canada or another country with the UK or Australia. The other option you can look at is just interest. So the people on the west, what are they into based on what staff knows about those people based on their email address, so like other, you know, sports, music, film, TV, and then like, what devices they use. So whether it’s like one of the big carriers, we have different carriers in Canada, so we have like, you know, TELUS or Rogers or Bell, obviously, in America, you’ve got like Verizon, and at&t and T Mobile. And then obviously, things like the UK, and Europe, and Australia all have different carrier carriers. But you can also see that data with Audience Insights, which I think is kind of cool.
Unknown Speaker 16:20
And they can even look at people on that list based on like, what they will get what they click on, staff trying to understand and with their connected to data logics, you know, are people like married, not married, you know, parents, moms call graduates Do they like own a small business, all things that are really cool, because maybe you want to target like small business decision makers, because that’s where your product goes after maybe you want to target people who are married, or parents or moms are all cool things to understand about your audience, and if they are on snap. And then the last thing kind of like that logic is experience. So that’s just another connector for snap that lets them understand and pull in people’s interests and find out the people on your list. What are they like, based on experience data, which again, includes like married, not married, but also things like education, life events, like a first time buyer, like first time buyers is a huge life event, because maybe you want to target people if you have like investments. Or maybe you want to target people to buy like your product, because it’s like graduates, or you want to sell something to like just first time buyers in general. What’s cool is with all these Audience Insights, it’s kind of like what we used to have back in the day with Facebook, which is like Facebook Insights. Now we have like snap in insights. And these insights can help us understand what we’re going to do in other platforms. Because if you upload your email list, and you understand who’s on that list, and what they’re like, as people and what their potential like, then you can figure out what you’re going to target on Facebook, or Instagram or what you might do on YouTube, we always forget that YouTube is the world’s second largest English speaking search engine, there’s lots of opportunity for product discovery, and just targeting people on YouTube versus obviously just like the whole Google ecosystem. And so you don’t have those Tick Tock insights as robust on the platform what you do on staff. And that’s partly because the platform for technology is just not as mature. And I think what really makes Tiktok separate from snap is that like, when you launch a campaign on Tick tock, this can’t be proved. But people have theorized that they like, basically push your campaign give you better metrics, it’s kind of like when you get like a high from like bungee jumping or doing something really, like scary or exciting, you get this dopamine hit. It’s kind of what tic Tock does when you watch a campaign, and then your goal is to always Chase and find that high again. But it’s really hard to find that high if you don’t have like tons of creative. Or maybe you got a brand that goes off to lots of like influencers, which is where we see the division between snap and tick tock we think if we’re going on Tick Tock is because we want to go after more influencers. And that’s kind of our market. If we want more direct performance, we want to go after snap. And then you will get targeting and insights, you will get all the targeting you can do with snap on the left. So any insight that you see on snap, you can turn it into targeting. But when you look at the targeting for Tick Tock on the right. It’s just not as robust as probably where Tick Tock was three or four years ago and so there’s not a lot of options to get super granular. So that’s one thing you have to keep in mind if you’re used to taking like your interest targeting on Facebook and Instagram. And then you used to port that over to staff you can’t just take all that information and put it over to tick tock as easily. You’ve got to go a bit more broad so you reach more people, which may not be a bad thing because maybe your play and tick tock is pure brand awareness which is most of what our clients want to do. But if it was what you wanted to do, tick tock might be a really great option for that. And then here’s some like breakdown of what the interest targeting looks like. So you can look at like news entertainment and then that breaks down to some categories which breaks down to some more categories, which is great but if you have other things like education or pets, the ability to break it down grant or is it always there. So that’s just something to keep in mind. So now when I think about running ads, I always think about, like, should even run an ad on a platform. You know, assuming that I do find that my audience is there, I think there are like three brands that excuse me, I think there are three brands that make a lot of sense. And so like, I’m a big fan of the rock, I love the rock, I don’t think the rock can do no wrong, I’m sure one day is going to do something wrong and make the news probably, but until then, I love the rock. And so I’m going to use the rock as an example of what three brands I think should be on the platform. So this is the rock, obviously, Dwayne Johnson with his daughter. And so I call this like, old school with traditional rock. And so like, if you’re like an old school brand, where you do a lot of things on like, Facebook, Instagram, Google, you’ve maxed it out, you’re kind of looking for another platform to go on. I think like snap and tik tok are two places you should really consider, they’re only going to continue to grow over the next couple of years. And it’s better to get on the ground floor now and test them out and wait for another year, another two years and test them out when they’ll be more competitive, and quite frankly, more expensive. Because both Facebook and Google are not going to get any cheaper, those cpms are going to go up every year. And we know that.
Unknown Speaker 21:12
So I think of this as like a celebrity rock. If you’re not seeing this TV show ballers great TV show on HBO, it ended like last year, but I highly recommend it. So if you’re like a celebrity, brand new, you’ve got lots of content, whether it’s videos, images, if you like the rock or like Will Smith, that I think being on either Tick Tock or SAP really makes a lot of sense, because you can take all of that content and repurpose it into ads, whether it’s like ucg content. Or you could take something that you’ve run other platforms and have it re edited for SAP. And that’s always a great option, because then you’re not having to like recreate ads from scratch. You know, we work with a client that sells a high tech waterbottle called Lark, and we’re always asking them, like, just give us whatever is working on Facebook and Instagram reformat it re edited, so we can run it on snap, and what is figure out like if it’s gonna work or not, because the ability to like make lots of content at scale is really hard. And whenever you can like share ads or content between platforms, it just makes your life a lot easier. So if you’re like a celebrity brand, where like if you hired us, or Freelancer or you hired someone in house, and you could like, give them a Google Drive folder of all your content that you’ve made over the last year, that I would say it’s worth testing out both Tick Tock and snap and see what happens.
Unknown Speaker 22:24
The last kind of rock is I want to talk is like badass rock. So this is like from Hobson Shaw, great movie, by the way. And so I think of badass rock as brands who seek when others zag. So back in q4, lots of brands were like freaking out because things were more expensive with Google and Facebook. And I was over here kind of laugh because we were like doubling down on things like stab discovery ads, other platforms, just figuring out how do we maximize a client’s revenue versus just trying to make a platform like Facebook, work on Facebook has been the biggest challenge and the biggest headache for any marketer in the last six months. And so if you’re having a headache on the platform, that is Facebook, you really need to just accept that it’s only going to get worse, probably not going to get better. And they should start to figure out where else can I spend my money and not put all my eggs in one basket. So if you want to save another zag, you should consider tik tok and you should consider snap. And so then when it gets started, so there are like three places I think we shall get started with going to platform. The obvious one is like remarketing, I often think if you can’t get remarketing to work on an ad platform, it’s probably not going to work for you at all. Because remarketing is like the bottom of the barrel, it’s the easiest thing to get work in. So whether it’s Add To Cart initiate checkout audiences, people who viewed your collection or category or feature page, people who have viewed your product description page or some sort of landing page that’s in your funnel, target and all those are great places to start for remarketing. You can also do some retargeting and try to upsell cross sell people who’ve already purchased from you in the past, that’s obviously an option as well. And if you can get one of those whether it’s retargeting and remarketing to work, then the next place obviously to go is just to like double down on that retention. So whether it’s like all customers, people or 2x, your average order value people who have bought from you twice in the last 365 days in the last two years. Getting your remarketing to work again your retention to work is probably the best place to start with snap and then if you can get those two things to work. The last place I go is obviously just like prospecting and cold audiences. Whether you do look alikes on Tick Tock or snap they don’t call them look alikes on either platform when you go with that because everyone knows what all click audiences for the most part. The other option is if you look at the audience insights you can take like a look alike audience layer on an interest audience and then like hyper focus the talking of that audience because you know if most of your customers are into like, let’s say going to the spa or most your customers have like pets, to take a look alike audience you’ve built off of your purchasers layer on interest targeting like pets or sponsors the point that will hyper focus your targeting to make sure you go after her, most likely the best people within that look alike audience to target and if you can get your room marketing to work you retargeting to work and your attention to work along with your prospecting, you’re probably gonna find another platform that you can market on and which is great. Obviously, you’re not going to have the same scale that you would on Facebook and Google, but it’s not always about having the same scale. It’s about finding other platforms you can spend money and make a profitable business from and quite frankly, just have less stress. And that is the end of my presentation.
Unknown Speaker 25:25
Great. Thank you, Dwayne. And yes, so if you’ve got questions for Dwayne, you can throw those in the q&a and and you’ll be joining us for the panel discussion later. Correct. Doing?
Unknown Speaker 25:41
Yeah, yeah. It’s great. Isn’t it? Something like that?
Unknown Speaker 25:43
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