Promotion of a mini course in photography on TikTok: setting up studio light

Promotion in TikTok

Our agency was contacted for the second time by one of the main fashion photographers in the CIS, who has been working in commercial and creative photography for over 10 years. He is well known in the professional community for his work with such global publications as Vogue Japan, Vogue Mexico, Vogue Thailand, Vogue Kazakhstan, Harpers Bazaar, British Vogue, SNC.

$469,22

advertising campaign budget

6 379

clicks

988

clicks

$0,47

price per conversion (purchase of a mini-course)

$15

price of the mini-course

Details

Location

CIS

Niche

Online Photo School

Previously, we worked with the client to promote their webinar for photographers on TikTok. The results of the past collaboration were excellent, and the client intends to continue using this platform to promote a mini-course on thinking about and selecting light for photography. We signed an NDA with the client, so we won’t disclose their names.

The course itself is devoted to a rather serious and problematic topic among people who are at least slightly related to the activities of a photographer. With his course, the author wants to help solve this problem by telling and showing only things that are applicable to any shooting. The lessons are visual and include a backstage where he sets up the light himself and explains each step. In addition, he shares lighting schemes, commenting on how to apply them and what to consider when using them.

The challenge

Client: professional fashion photographer
Period:one week
Objective: traffic to the mini-course
Traffic source: TikTok

Work progress

Analysis of the course and target audience

We studied the content of the mini-course and identified the key benefits that would be of interest to the TikTok audience. We analyzed the target audience to more accurately identify the segments that are most likely to be interested in the course.

Developing scenarios and preparing creatives

We created scripts for TikTok-oriented video creatives, focusing on the professionalism of the course author and the practical value of the training content. We included a demonstration of complex lighting schemes and professional shots of the author to confirm his expertise and attract the attention of users. We provided the client with recommendations on how to shoot and edit videos. The client shot the materials we finalized before the campaign launch.

Set up and launch an advertising campaign

We optimized ad goals for the conversion event (purchase of a mini-course). We linked analytics to the Thank You page to accurately track conversions. Launched an advertising campaign targeted at TikTok's audience, using targeting by interests and demographics.

Campaign monitoring and optimization

Continuously tracked key metrics such as number of conversions, cost per conversion, number of clicks, and analyzed the effectiveness of different audience segments. We narrowed the target audience by focusing on more solvent and creative segments, which increased the effectiveness of the campaign. We noticed that most of the purchases were made by women and users of iOS devices, which helped in further optimization.

Firstly, our team studied the course itself: we identified the target audience, highlighted important segments and benefits of the course that would be interesting for TikTok users.

Video marketing on TikTok is the most suitable option for promotion, as the platform is mainly focused on creative users. That’s why coverage of such topics as professional commercial and creative filming will be warmly received by the social network’s audience, and course ads will not be ignored.

Based on the data on the course structure and the analysis of the TikTok audience, we started writing scripts for advertising creatives. The main rules of writing a script for Tik-Tok are to demonstrate the link as clearly and understandably as possible. In addition, we wanted to show the audience the professionalism of the course author, which further contributed to the final conversion.

One of these solutions was to showcase the author’s professional photos in creatives, which he took with the most difficult light. This proved that the course was taught by a real pro in his field, who would teach you to better understand the light in the pictures and, if you wish, make similar shots without wasting time, effort, and nerves.

After the client received the finished script and recommendations for shooting and editing, he shot all the necessary materials. As a result, we made a few amendments and started launching the advertising campaign.

The ad goals were immediately optimized for the conversion event. To effectively track the results, we linked analytics to the “Thank You” page.

Results of the promotion on TikTok

Key results

$469,22

advertising campaign budget

6 379

clicks

988

clicks

$0,47

price per conversion (purchase of a mini-course)

$15

price of the mini-course

For the entire period of the advertising campaign, we received the following indicators:

Number of conversions: 988
Price per conversion (purchase of a mini-course): $0.47
Total spent: $469.22
Number of clicks: 6 379
Price of the mini-course: $15

It was also mostly women who made the purchase decision:

There are also metrics by network and device, from which more targeted actions were taken:
There were more IOS users in this ad campaign. Because during the launch of the advertising campaign, we gradually narrowed the target audience, looking for a more creative and solvent segment.

Conclusions

TikTok is increasingly active in discussions about online learning and online schools, which makes this platform more suitable for attracting new customers and boosting sales in the online learning niche.

Price of the mini-course: $15
The price of the main course: $150

Since the mini-course lasted only a few days, the funnel was quite fast. After the launch, the client shared data on sales of the main course – 27% of people purchased the course.

Whether you want to get a new customer base for your training project or want to expand your existing one, this platform provides innovative marketing opportunities to realize these goals.

The results of our joint work were fully justified, and the client was satisfied.

If you want to learn more about lead generation on TikTok, leave your request on the website and 4Limes specialists will provide you with a free consultation!

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Promotion of a mini course in photography on TikTok: setting up studio light

Details

The challenge

Work progress

Analysis of the course and target audience

Developing scenarios and preparing creatives

Set up and launch an advertising campaign

Campaign monitoring and optimization

Results of the promotion on TikTok

Key results

Conclusions

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