Promotion of a psychologist’s account on TikTok

Promotion in TikTok

Our agency was contacted by a practicing psychologist, the author of the author's system of personality transformation. Her task is to help people create a solid foundation for long-term personal development. We signed an NDA agreement with this client, so we will omit specifics about the specialist.

$290

advertising campaign budget

307 570

people viewed the ad

22 665

person subscribed

$0,012

subscription price

Details

Location

CIS Countries

Target audience

girls interested in psychology, self-development, etc.

Niche

Psychology

The content on her TikTok account is dedicated to such important topics as how to become happy, how to get out of depression, and how to establish good relationships with yourself and others.

She analyzes the psychology of family life and teaches how to resolve conflicts without quarrels and shouting. Her videos help to understand the psychology of men and women, why people are so different, and how they complement each other. For those who care about personal development, she gives practical advice on how to restore energy exchange, overcome a crisis, and start growing.

Task

Client: a specialist in psychology
Goal: to gain subscribers for TikTok account
TA: users 35+
Period: one week

Work progress

Analysis of content and target audience

We analyzed the client's existing content and target audience to better understand the interests and behavior of potential subscribers. We identified key topics and approaches that work best on TikTok for the 35+ audience.

Developing a content strategy and scripts for video

We created a promotion strategy with a focus on attracting the target audience through useful tips and demonstrations of solutions to typical psychological problems. We developed two types of scenarios for the video: 1. A video with useful information and an unobtrusive call to subscribe. 2. Video scenes demonstrating common psychological problems with a call to subscribe at the end. We gave the client recommendations on shooting and editing video creatives.

Set up and launch an advertising campaign

We set up an advertising campaign with the goal of “Engagement” and optimization for subscriptions. We conducted a test run, tracking key metrics such as the number of subscriptions and their cost. Adjusted targeting and audience settings during the campaign to achieve the best results.

Campaign monitoring and optimization

Tracked campaign results and adjusted goals and targeting in time to improve the quality of subscribers. We refocused the campaign on a warm audience and launched remarketing and look-alike campaigns to increase the quality of subscribers. We analyzed the results and provided the client with a report with recommendations for further account development.

First, we started working on the content on the account and its target audience. All the collected data helped us to think over the strategy of promotion on TikTok, as well as to offer additional content for promotion in the recommendation feed.

Videos for TikTok must be native and made to match the general style of popular videos on the platform. Such a video will not immediately strike the eye and scare off the user, on the contrary, they will be drawn in and continue watching with a higher probability of the targeted action.

The scenarios were divided into two groups, according to the purpose of the creative:

disclosure of useful information and unobtrusive calls to subscribe and like. By giving a useful tip/fact/technique at the beginning, we warm up the audience.
Demonstration of pain in the format of a skit with a native call at the end. The user is involved in what is happening and associates himself with the main character.

After the client received recommendations and a ready-made script, the stage of shooting creatives on the client’s side began. In turn, we provided feedback and adjustments to the videos created by the client. As a result, we received the final creatives.

We then proceeded to set up and launch the advertising campaign. At the end of the campaign and after adjusting the goals, we drew conclusions and provided a report with recommendations.

Results of the TikTok account promotion

Key results

$290

advertising campaign budget

307 570

people viewed the ad

22 665

person subscribed

$0,012

subscription price

Initially, we chose the advertising goal of Engagement, optimizing for subscriptions. Since the campaign was focused solely on subscriptions, the price per subscriber was quite low – $0.01. On the one hand, we achieved many subscribers at a very low price, but on the other hand, it is important to understand the imperfection of TikTok’s algorithm.

The goal of advertising is to find the audience that makes a conversion action at the lowest price, but this audience is not always the target audience. If you set up the audiences incorrectly, such cheap subscriptions do not entail further development and engagement in the account content, so after some time after the growth of subscribers, an above-average unsubscribe rate may appear.

When running this campaign, where the goal was engagement (new subscriptions or profile visits), we got the following results:

Number of subscriptions: 22 665
The price for a subscription: $0.012
Total spent: $290

Most of the budget was spent on subscriptions for the audience aged 25-34, and then the target audience aged 35-44:

In addition, the metric showed that subscriptions were made mainly from Android devices. The campaign was not narrowed down in the process, so we got a lot of cheap subscriptions:

After the first launch, we attracted a mixed audience, as the algorithm was looking for the cheapest possible subscribers due to the main goal.

Then we decided to increase the level of attracting new subscribers and decided to test another hypothesis: a second advertising campaign with a focus on the quality of subscribers. We could implement it by launching an advertising campaign to look-alike audiences and remarketing to warm audiences that respond to content the best.

This is what we got as a result:

The video viewability campaign was able to gather a warm audience for setting up remarketing and look-alikes.
Total cost: $22
Shows: 42 572

Then we launched a new subscription campaign:
Number of subscriptions: 970
Subscription price: $0.07
Total spent: $90

Subscriptions were more expensive, but after the end of the advertising campaign, the account continues to gain organic views and subscriptions from organic traffic.

In this case, the campaign interacted best with different audiences: 18-24, 25-34, and 35-44. Also, users were mostly active on IOS devices:

Conclusions

Numerous cheap audiences is not always a good thing. As a rule, the activity of such an audience will be extremely weak, which will be followed by unsubscribes and a decrease in activity and account rating. Therefore, it is necessary to regularly monitor the campaign and adjust goals in time

We managed to stabilize the decline in activity and subscriptions after the first advertising campaign, which led to a rapid increase in organic subscriptions from engaged users.

The client was satisfied with the work done and continues to cooperate with us.

Our specialists will be happy to help you promote your TikTok account. Leave a request and we will provide a detailed consultation.

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