Promoting a webinar on TikTok for photographers

Promotion in TikTok

Our agency was contacted 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. We have signed an NDA with the client, so we will not disclose their names.

$469,2

advertising campaign budget

6 379

number of clicks

988

conversions (registrations)

$0,47

price per conversion

Details

GEO

CIS

Target audience

Men and women who are interested in photography, filming

Niche

Online photo school

Every year, TikTok is attracting more and more interest from representatives of educational projects to promote their webinars on this platform. All this is due to the dynamic development of the network and its advertising algorithm, which allows you to get real results from promotion.

After studying the target audience, competitors, and the webinar itself from our client, we concluded that promotion through video marketing on TikTok was the best option. The platform is primarily focused on creative users, so webinar ads for photographers will not go unnoticed by the TikTok audience.

Advertising formats on TikTok were the perfect solution because of their dynamism and ease of perception by the audience. Such ads will help to show all the benefits of our client’s webinar and evoke the necessary emotions in consumers, and later – the desire to learn.

In this case study, we will share our experience of launching ads on TikTok.

Task

Client: professional fashion photographer
Period:one week (test campaign)
Objective: registration for the webinar
Traffic source: TikTok

Work progress

Analysis of the webinar and target audience

Conducted a detailed analysis of the webinar, highlighting the key features and benefits that should be emphasized in advertising creatives. We studied the target audience and competitors to determine the best approach to promotion on the TikTok platform.

Developing scenarios and preparing creatives

We developed scenarios for video creatives, taking into account the specifics of TikTok and the needs of the audience. An important aspect was to convey the idea that the webinar would help photographers improve their skills, regardless of equipment and shooting conditions. We provided the client with a technical assignment with detailed recommendations on how to shoot and edit the videos. The client shot the materials according to the provided scripts. After that, we made the necessary edits to improve the quality of the creative and its compliance with the campaign goals.

Set up and launch an advertising campaign

We set up an advertising campaign on TikTok, choosing the goal of registering for the webinar. We took into account the peculiarities of TikTok's dynamically changing advertising account and adapted the strategy to get the best results. We launched the campaign, focusing on clicks, conversions, and cost per user.

Campaign optimization and monitoring

We constantly monitored key campaign metrics such as the number of conversions, cost per conversion, number of clicks, and analyzed the effectiveness of individual ad groups. We determined that one of the most effective ad groups attracted a significant number of clicks from women, which allowed us to plan further actions, such as creating a separate campaign targeting this segment.

Expert comment

First, we studied the webinar itself in detail, highlighting the main features and benefits that were mentioned when writing scripts for creatives. Creativity is one of the most important communication tools. Therefore, to create a video, we write scenarios and ideas that the client can use to make a video.

The main rules for writing a script for TikTok are demonstrating the link as clearly and understandably as possible for the audience visiting this platform through simplicity. Such a video will not scare off the user – they are immediately engaged and continue watching, gradually approaching the target action.

According to our terms of reference, the client shot several creative options. The main idea was to convey to users that no matter what you shoot with and how much time you spend on retouching and processing photos, the webinar will provide all the necessary knowledge and tips to help you take professional commercial and creative photos even in basic conditions.

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 edits and started launching the advertising campaign.

TikTok’s advertising account is very dynamic. Every week, new settings appear in it, so a different strategy is developed for each project. This helps to take into account all the factors when starting the promotion.

The main goal of the advertising campaign is to register for the webinar.

Results of the webinar promotion on TikTok

Key results

$469,2

advertising campaign budget

6 379

number of clicks

988

conversions (registrations)

$0,47

price per conversion

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

Number of conversions (registrations): 988
Price per conversion: $0.47
Total spent: $469.2
Number of clicks: 6 379

Let’s take a closer look at the data for the group where the largest budget was spent at a favorable price:
One of the best groups showed that most of the clicks were made by women (2939). Because of this good performance, a great way forward would be to create a separate ad campaign targeting this particular segment.

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 in search of a more creative and solvent segment.

Conclusions

Our expectations were fully met. The client was satisfied with the results of the advertising campaign because the traffic showed its payback. Therefore, in the future, the client aimed to promote the mini-course using the same tactics.

Thanks to the active submission of new videos, as well as the competent customization of advertising, taking into account the specifics of the niche and audience on TikTok, you can significantly improve the already good performance of the first campaign.

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

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