Advertising on TikTok for a psychologist. Promotion of expert services on TikTok

Creating SMM strategy

Our agency was contacted by a psychologist who specializes in problems with self-realization, burnout, and self-discovery. We signed an NDA agreement with this client, so we will omit the specifics about the specialist.

$3 275

advertising budget

3 026

number of registrations

$1,12

registration price

Details

GEO

CIS

Target audience

women 25+

Niche

Psychology

The main task was to launch a new three-day marathon on resource recovery. Previously, the client used paid traffic on Facebook, but the registration fee reached $2.5-3, which is a rather high price for a free event. Therefore, one of the main tasks was to decide on a paid traffic channel that would provide results at a more favorable price.

Many people are familiar with the topic of burnout; psychologists call it the plague of the 21st century. Many young professionals who are just starting their careers face burnout after 2-4 years of intensive work. Taking into account the fairly young age of the target audience, we offered the option of promotion through TikTok.

One of the most controversial aspects of promotion on TikTok is its target audience. Initially, it was really teenagers aged 14-17, but every year the age of the social network’s audience is increasing. At its webinar in October 2020, TikTok showed analytics proving the audience’s maturation.

25.2% – audience aged 25-34
Число активных пользователей

Task

Client: three-day marathon for a psychologist
Goal: 3 marathon registrations
KPI: 850 registrations for the marathon up to $2
Advertising format: on the landing page

Work progress

Target audience analysis and strategy

Developed a portrait of the target audience, focusing on women 25+ years old who face the problems of burnout and self-actualization. Developed a promotion strategy on the TikTok platform, targeting a youth audience prone to burnout and self-discovery.

Creating and adjusting advertising creatives

We developed scenarios for advertising creatives, taking into account the specifics of the platform and the preferences of the target audience. We applied three approaches to creative creation: native content, familiar situations, and TikTok trends. We gave feedback on the videos created by the client and made adjustments to improve their effectiveness.

Setting up and launching advertising campaigns

Installed a TikTok pixel on the client's website to track conversions. Optimized advertising campaigns for a conversion event to register for a marathon. Customized audiences and selected interests. Launched a test advertising campaign to test hypotheses and adjust approaches.

Optimization and management of advertising campaigns

Disabled ineffective audiences and ads based on the results of the test campaign. We ran advertising campaigns, adjusting bids to maximize efficiency. Analyzed the results on a weekly basis and made the necessary adjustments.

Stages of promoting services for a psychologist

Advertising creatives

The traffic you get from TikTok is quite specific. Much more specific than Facebook. Therefore, a user who comes to your website from this platform is much less likely to make a purchase right away. Conversion rates for direct sales on TikTok can be several times lower than on other social networks. Therefore, for this project, it was important to choose the right variant of the advertising link. To begin with, our experts analyzed which competitors’ content received the most reviews on the platform. After that, they presented several scenario options:

Native — its essence is to disclose useful information and unobtrusively encourage participation in the marathon. By giving a useful tip/fact/technique at the beginning, we warm up the audience, after which the user is more likely to register for the marathon.

Familiar situation — this type of creative shows typical pains and situations of burnout in the format of a skit. The user is involved in what is happening and associates himself with the main character. The story is followed by a transition to a native invitation.

Trends in advertising — this formula consists of a mix of the latest TikTok trends, which is superimposed on the advertising message.

Results of advertising on TikTok

Key results

$3 275

advertising budget

3 026

number of registrations

$1,12

registration price

Here are the results of our test advertising campaign on TikTok:
Вот какие результаты мы получили

Advertising budget: $3 275
Number of registrations: 3 026
The price of the application is on the website: $1,12

The client was satisfied with the promotion of the project, as we received a total of 3026 registrations in several launches, with an average cost per registration of $1.08.

Summarizing all of the above, it is worth noting that TikTok is a really promising platform for business promotion in order to further increase revenue. The targeted advertising tool on TikTok opens up quite interesting opportunities for businesses, especially in the long run.

Our specialists will be happy to assist you in running targeted advertising on a turnkey basis. Leave a request and our specialist will advise you in detail.

Do you have any questions?

Our experts are ready to answer them. Leave your contact details. We will be glad to discuss your project!