Promoting an educational portal on TikTok

To attract subscribers to the account, we initially used the subscription goal. This campaign is aimed at the lowest possible subscription cost – in the end, we received 28,390 followers at a price of $0.005.

But it is worth noting: although we achieved a large number of readers at a low price, it is important to understand the “rawness” of the TikTok algorithm. The goal of advertising is to find an audience that subscribes to the profile at the lowest price, but this audience is not always the target audience.

The cheapest subscriber is obtained through a wide audience, but such cheap subscriptions do not entail further development and engagement with the account’s content. Because of this, later, after the increase in subscribers, a higher than average percentage of unsubscribes may appear.

As a result of the advertising campaign, we received the following results:

Number of subscriptions: 28,390
Number of impressions: 165,615
Cost per subscriber: $0.005
Total spent: $142

Most of the budget went to the target audience aged 18-24, and only then to the target audience aged 13-17:

In addition, the metrics showed that subscriptions were made mainly from Android devices. The campaign did not narrow down during the campaign, so we got a lot of cheap subscriptions:

After that, we did a restart:

We created new advertising campaigns:

• Profile conversions — the campaign is aimed at showing a warm audience, which after watching a video goes to the user’s profile. This conversion is considered the “warmest” because in 60% of cases the user subscribes to the profile. After the campaign, audiences were collected for remarketing and look-alike to recruit the maximum warm audience for further engagement.
• Video views — a campaign aimed at showing a warm audience (remarketing and look-alike). This campaign made it possible to “catch up” with users who are interested in content. This contributed to obtaining more relevant subscriptions and increasing organic traffic on the account.

Speaking of subscription results through video views, we got the following metrics:

Number of subscriptions: 453
Number of views: 13,592
Cost per subscriber: $0.013
Total spend: $6.13

Including conversion campaign costs:

Number of subscriptions: 541
Cost per subscriber: $0.087
Total spend: $47.11

An advertising campaign with this approach also worked in larger numbers for the portal’s target audience, as can be seen from the metrics:

After the advertisement, we noted that there were no unsubscribes – this indicates that the audience has been reached. The second criterion for assessing the audience is the growth of organic traffic on the account, since part of the views fall on the account’s subscribers.

On the client’s account, we observed an active growth in organic views for new videos and transitions to the site from the profile.

Conclusions

In general, the client was satisfied with the results of the work performed. Thanks to well-written creatives, as well as competent advertising settings taking into account the specifics of the niche and audience in TikTok, we significantly improved the campaign’s performance.

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