Driving One Million Installs with TikTok Influencers PG Connects Digital #2

we are going to be talking tick tock next which is something which um yeah as as the grand daddy here and i increasingly feel like is something i'm aware of but uh from a from a consumer perspective but not really about the business side of it um i know it's huge i know my son is obsessed with it um so um yes so next up we are going to be talking uh with i'm gonna i'm gonna need you to pronounce this because i'm only gonna marmalize it come on give it give it i've got no um so and angela you're from yolk uh network uh and you want to talk to us about uh driving one million in stores with tick-tock influences yeah and counting one million counting

well as we are you all right where are you based in london are you in yeah i'm in london so we're both in london great weather isn't it awful the guy from california had it better who knew but are you all set up to go are you ready with your uh yeah um should i just share my screen you share your screen where in the background you have a problem we'll jump in and then we'll come at the end to ask questions but otherwise i'm gonna disappear and let you get on with it okay yes yes cool you're one of our sponsors thank you very much so i saw some of you guys the day i'll let you talk about anyway so thank you and uh yeah off you go perfect okay so hi guys um my name is julie madawaka and today i'll be talking about um scaling ua through influencers on tick tock so um in terms of the agenda today i will be going through uh kind of who we are so i'll give you a brief insight as to what we do at yoke then why tick tock um in comparison to other social media platforms then uh best practices with influencers

so how to exit uh execute influencer campaigns on tick-tock um and the best practices for that and then finally the effect of influencer campaigns and essentially like measuring the effect of um that and the impact of your influencer campaigns on tick tock so in terms of who i am uh i'm sure you've had a couple times now but i'm generating my dewalco i'm i'm from london and i'm one of the co-founders at yolk and the ceo um and what do we do at yoke uh so we have a network of over 2 000 influencers on tick tock uh with a 600 million plus total audience um are an influencer categories range from lifestyle to gaming um entertainment and comedy and we predominantly work in the us uk uh and uk markets but with influencer traffic as you will learn in the talk today are you do get installs um from across the globe so how do we do it uh we do it through cpi influencer marketing so through our influencer network we

actually work on a cost per install basis um to actually scale campaigns uh and in terms of uh who we've worked with uh we worked with partners across uh the mobile industry from fintech to gaming uh plarium shopping and pixar are through photo and editing so we've worked with a whole host of apps uh across the mobile industry and uh why tick tock then and this is the big question i think a lot of advertisers and mobile advertisers especially are asking why tick tock well in terms of the platform itself it actually has over 800 million monthly active users and it's actually received over 1.5 billion total installs so i'm sure you guys have seen uh tick tock all over the place but the key thing and the most interesting thing is that tick tock on average is getting about 45 minutes per day per person are in terms of

active users so that's a lot of watch time especially in comparison to other um social media channels so what are the key benefits of tick tock and the platform itself so uh number one it's a creative focus platform in comparison to instagram which is more about the social experience and engaging with your friends tik tok is all about the content two um with it being a creator focus platform and all about the content it's also uh has full screen content whereas other social media platforms like youtube is it's landscape and it's actually made for desktop and instagram isn't full screen as well but where it is full screen the content is able to draw you in and um attract your eyeballs when you're in the platform and finally uh as a mobile advertiser and uh and as a and as advertisers this is really important because it's a very unsaturated audience in

comparison to other social media channels so there's a huge opportunity for you to get in front of a new audience and to monetize those eyeballs whereas other platforms like instagram and youtube they're pretty saturated with advertisers tick tock is completely different and and has new eyeballs especially in the western markets so another thing about tick tock and why tick tock well anybody can go viral um and here is an example of an influencer or creator on the platform uh they actually have 10k um followers so about 10 000 followers uh and the way that the the platform works is that because it's all about the content if your content is good enough you can get pushed to the 4u page and it's often seen that creators on the platform may have 10 000 followers and end up getting millions of views which you can't do and it's unseen on other platforms such as instagram and uh and facebook it just doesn't happen

because they're paid social mediums now so uh you need to build your audience first before you get the eyeballs but on tick tock you can get the eyeballs immediately and in terms of that there's also positive engagement and what i mean by positive engagement is that on instagram you will often see creators have a hundred thousand followers and they would actually end up getting about ten thousand likes or um a fraction of their a smaller percentage of their audience uh will view their their actual content whereas on tick tock you can have uh 10 000 followers and get millions of views so that is engagement beyond your actual um audience because the algorithm does push you to new audiences and here's an example of this this creator that i highlighted uh the one with ten thousand followers she actually had uh 10.7 10.7 000 followers and this video that i'm going to show you received over 6 million views

everybody has that one thing in their house that everybody thinks is so cool could be a hidden cabinet little movie room gadget but ours is this we're it's pretty cool content so um as you can see here uh this actual creator because she's smaller her uh views do fluctuate but that you can see the real scale of tik-tok when done correctly so in terms of actually ranking influences and how we kind of um categorize influences in the yolk network uh we say micro is between uh 200 thousand to one million uh followers in terms of mid is one to five million followers large is five to ten million followers and mega is 10 million plus followers and that's because there are multiple influences and even within our network the largest influencer on the

sign up to our platform has over 18 million followers uh whereas our entry point is about 200 000 but i'd say uh if you're about to if you want to work with influencers on the platform i'd say probably start in the mid tier are between one to five million followers because you can actually get a real idea of scale and um you can see the impact um on your actual campaign which i'll get to um later down in the presentation so i want to profile an influencer um this influencer uh he would essentially be a large amid uh creator so between the one to five million uh range and his name is uh bobby moore so bobby moore he actually has 4.2 million followers and on average he gets between 750k views to 1.5 million views per post um but sometimes his actual content does go viral and um we often see him have a

huge impact on the mobile campaigns that we run so i wanna um give you an idea of the scale that you can see with the influencers on the platform so i'm going to play this content for you and uh you'll be able to see the impact that it had for one of our clients hey keep quiet i'm about to tell you a secret about netflix okay so the american netflix has way more shows than uk netflix but i know how you can watch those shows even if you don't live in america just follow my next steps and never be bored again okay so click the link in my bio to download hexatech vpn so your virtual location is the united states and connect now enjoy all the american networks so um i accidentally clicked earlier but this piece of content actually received over 55 million or 55 000 installs are worldwide

which is actually crazy scale and it also received over 3 million views so in terms of the actual impact and the scale for mobile advertisers the influence on the platform can actually have a huge impact and it and and it's often that you see this happen with these larger scale influences so there's huge scale available when working with ticktock influences on a platform but how do you unlock this skill and how do you get the best out of creators because it can't surely be that you will just give the creator your app and it would actually work so um i have a few tips for you in terms of the best practices when working with influencers so number one in terms of best practices you need to create engaging content and what i mean by engaging content is content that actually keeps the eyeballs and then increases the watch time for the actual um the influences audience because you

don't want to make content that is very addy and that is very boring because then the audience what then the content won't get pushed by the algorithm number one and two it'll be very boring and the audience will just swipe past the content and two i'd say create content that is very native to the influencers audience um the way that you could do this is by uh creating a shorter brief um that integrates your app to for the influencer and then gets the influencer to use their creativity to kind of tell that story about your app with a call to action so this is because when working with influencers you often see that the content will be very very addy or the brand or app might want to have too much creative control but tick tock is all about the creator it's all about the content so you need to give creators the opportunity to do so so i want to run through two examples uh here on the left is an example of

a horrendous uh influence ad and uh on the on the right is an example of a yoke adam something that we do with influences so um have a look now are you planning on gaining weight or even losing weight or maybe you're planning on maintaining your weight stick around because i'm about to show you my little secret welcome to your daily dose of health facts so my best girlfriend who's literally like a fitness god showed me this app a couple months ago called flat tummy it's for a woman it's called flat tummy looking for it now in the app store it's like a pink and white arrow i'll show you not only is it a fitness app and it will tell you what to do every day depending on if you want to work on your core upper body or lower body but it also has menus and ingredients so you know how to make things for all meals of the day so you know you're staying your target weight range also though it has a shop section where you can get nice fitness clothes protein shakes multivitamins it's amazing

you must get this app i literally fell in love and i use it every day there's the app right there yes i'm sure a few of you might have clicked off the screen but the main reason why this content wasn't good was because one it was just clearly unauthentic and it did not actually fit the influencers our content usual content itself on top of that the actual content was it was as though the influence was reading off a script and it looked very very addy um as an audience uh as a tic toc user they will usually just scroll past this and um the way the algorithm works they'll note that and i i can tell you that this wouldn't have performed well however i can give you an example of actually some good content where you have it native to the influencers audience but on top of that i describe it as engaging content hey guys my name is tom and i'm going to show you my daily routine so i start by waking up and playing some games then i have a

big bowl of cooker bobs play some mechanics who doesn't love music then i turn on my phone and look for apps play today's app is survival city zombie defense now hear me out this game is addictive from the get-go you are introduced to fighting zombies and the tension is real basically the concept of the game is to build up your town and build your defenses and basically just get rid of all the zombies who look a lot like simon cowell with it you get gifts along the way bombs etc you can build more defenses get more villagers and it's so much fun you can also do missions which gives you extra materials the scariest part about this game though is the nights when zombies invade i'm so nervous to do this if you guys pass night one you are a legend as you can see i'm getting attacked by loads of zombies and i'm kind of scared that is zombie city guys links in bio if you're unsure what linking by means click the profile picture to the right of the screen and then click the link in my bio they will be taken to the download page hope you guys enjoy and have fun fighting zombies see you later hey guys so in terms of the content that was a huge difference in terms of our example number one was very boring

it was very stale but in terms of example number two they are it you the actual ad um itself and the content created by the creator um it took advantage of ticktock's features in terms of changes um it ex it cleanly explains great it cleanly explained how the game works it also was very native to the creators audience and usual content which was really engaging and this performed really really well so other things that you could do with best in in terms of best practices on tick tock are you can take advantage of viral trends and i'll show you in this video although the actual example isn't uh the app taken advantage of a viral trend but i can explain how you can integrate it and two you can also make sure that there's a call to action on the post so what happened you could even do this in the actual um uh video itself so when the creator creates the content as you see don marcus

um the the correct content in the last um slide he was able to show his audience that you can go through click the link in my bio and you can download the app and this was easily guiding his audience to download the content so i'll show you here why why wipe it down white white white wipe it down right so although that content was short and sharp what uh uh an app you could have done with this content is that as there was a white they could have integrated their own app and maybe even shown a picture of their app and then when it went back they could have also shown another picture that app so it's really really um cool and it's really um quite an engaging way and as as i said if you put the white down challenge um in the campaign brief and then you told the influencers to integrate it with your app then i'm sure that they will be able to come up with some

really cool and creative ways um to um to drive installs for your app so in terms of the influencer effect so it's all good and well on understanding how tiktok works understanding um the type of skill that you can now get with influencers but i want to show you how to actually kind of measure and see the effect of influences on the campaign so what we did is that we worked with one of our clients and uh we were able to try and we were trying to measure the organic effect of the influencer our campaign for them and through our network we work on always-on models so our clients are receiving installs on a daily basis and they're always um and we're essentially a user acquisition channel for them but our publishers are influencers so what our client wanted to see was over a month period how um their spend with us um and our influencer network had an effect on on their app install um on the

install ranking so the um the the cells in green um are for increase on under rank based on the previous day their cells in red are decreased on the rank on on the previous day and um the stars in orange are keeping the same rank um in the app store on the same on on the next day so um during this period just to note this is when we actually pause the campaign to our kind of calculator and start measuring the effect so you can already see that as they reduce their spend um they also reduce their um their position in the app store and um what we actually were able to see was that there was a direct correlation between our clients influencers spend um and their app store ranking and this is mainly because of the organic effect in addition to the performance of the paid install effect so this is the organic uplift

from the campaign so what you actually see with a lot of influencer campaigns is that there is a lot of organic uplift and often you will see a boost or a jump in your organics on the day that a larger influence or especially a larger tick tock influencer will post and how do you calculate this well for smaller apps it's a lot easier to see organic uplift um if you receive if you're not receiving that many installs per day then what you can actually see that there'll be less noise and there'll be a a larger jump on on the number of installs if you were to work with like mmp or even looking on the back end um in app store connect but also with um with a large app that is very noisy and has multiple on advertising channels such as facebook google youtube then it's a lot harder to calculate the organic uplift from influencer campaign so what i would even say is probably target a smaller geo and how we often do is target the uk because

it's a lot easier to measure the organic uplift within um a smaller geo in comparison to most apps that are targeting the us on and trying to um trying to calculate it especially with a noisy channel um will be pretty difficult and another thing that you get with influences is the social credibility um and measuring the effect of this is that as an advertiser you're able to leverage that influencers audience and on tick tock what we have seen is that in influences audience are hugely loyal to them in comparison to instagram in comparison to um and similarly to youtube actually um in comparison to instagram there's there's quite a fickle audience and that's because they're less engaged but on tick tock the fans are die hard and they're really really loyal so you can see this effect um and i'll explain to you in a further case study uh in this deck so uh the influence effect just to wrap it up um when

measuring the of campaigns or just thinking about the paid installs um i'd say look on your app store connect as well um if for influencers to post like a 9 p.m on a sunday night kind of um use that as a time stamp to look at on organic um installs that you receive based on the past um few days and for the next 48 hours when the campaign goes live so with that it's paid in stores plus the organic um installs equals the total effect of the influencer campaign so this is uh just a short way a small a quick way to kind of calculate the effect of a campaign on paper so i want to walk you through a case study that we had um with one of our um with a photo editing um the app is called airbrush and they asked us to um help them to drive that engagement um through ticktock influencers and also installs uh so what we did and what we do for all of our campaigns

is that we have historical data on all influencers because we we have that stored in our in our within our network now so we select influencers based on their historical data first and then we select influencers based on their category and this is what we did with airbrush we then uh got the influencers to create some really cool content in their natural tone of ways about airbrush um and here's an example of one of the pieces of content that was created for the campaign so i'm doing this airbrush trend again but instead of putting everything to the right i want it to be as far left as possible so as you can see i'm putting my eyebrows all the way down so they can be little cute little caterpillars i want my lips to be super small and petite make them smaller i want my nose to look super super small and cute like cindy lou who what i want my eyes to look like tiny little black dots like little pelican black dots and i just want my face all together to be small and what do i get in return i look like a freaking monkey if you want to try yourself the links in my bio

so with this actual piece of content we actually saw some huge results so the influencers not only um used that as a content example but we actually saw engagement in a lot more deeper ways so there was a social effect and we actually saw that on tiktok you can actually uh use the sound of an influencer and we saw that the influences then other influences within our network were using cringe carter's sound to create content for themselves and this essentially leads to ugc being created so here's an example of how we so i'm doing this here so by searching the sound by cringe carter this is all ugc and we would and by utc i mean user generated content we actually saw over 500 pieces of user generated content created and it even gets better some of the

followers from the campaign actually went into the app store onto airbrushes um um reviews and we're leaving comments saying come on we all know most of us are here from louie mills's tik tok don't lie and louis mills is one of the creators that we that works with us within our network so on a monetary level we actually saw upon the launch of this campaign um and calculating the effect airbrush fed back to us and they said that they had seen a 90 increase in revenue across the uk and u.s markets part of this was because it integrated the social effect on the organic uplift the social credibility and also the performance aspect of the campaign so cringe carter's um post um the one that i use an example here is it in numbers well there was the total views from the original post were only 520k uh 27k

um views however the total piece of ugc created was uh 578 pieces ah which you can see here and finally including the ugc and cringe carter's post there were actually over seven million views um for airbrush on um on this campaign and in terms of the campaign as an overrule we actually saw that the campaign um over over the duration of the five days we saw that there was a app store increase um within the uk market of over 400 places and the highest overall app store rank for airbrush was they actually broke into the top 20 overall in the uk our app store so there was huge effects across the social side um in terms of the content side in terms of um the actual paid installs um because we were able to help them to drive revenue

and overall airbrush is still a client that we work with today and um they're seeing some phenomenal effects through our influencer network so just in summary for um of my um deck today if you're a mobile advertiser you need to move now um you really need to get into tiktok because it is unsaturated audience and on top of the fact that the longer that you wait the more opportunity there is for your competitors to get on the platform explore it and be able to um scale and get in front of you and there's huge scale on the platform from the examples i'm showing you to you today there are influences with millions and millions of eyeballs and views that they're receiving every single day that are ready to be monetized on by your apps and finally make sure the number one rule is give the creators freedom when they're creating and working with you main reason being is because we are all

advertisers um we're not creators the creators have built up their audience and they will know how to best position your app in front of their audience my name is uh jd madawako uh i'm one of the co-founders of your network and i hope that i was able to provide a lot of value for you today on top of that what i've actually done is um i'll leave the screen up here uh but you can actually download our tiktok influencer guide by going on this landing page and it explains how we've driven over one million installs and counting um on tock and uh it's a guide with kind of the best practices and um interesting ways that you can work with influencers on tiktok i hope i was on value wow that was great there's a lot of data in there um so uh this talk like others will all be available to distribute to the whole uh conference so this will be a a lasting uh lasting value so hopefully there's nothing there you don't mind sharing yeah i'm happy to that was really it was really really good a lot of

doing that we've got a load of questions and we've got a bit of a bit of time because we're just waiting for the next panel to get together so we're okay yeah um um so yes i i've got a few questions before again what do you want to ask is as i said i'm i'm probably outside the the demographic of tick tock slightly yeah thanks for that you'd work well on the platform yeah no i don't remember the creator of it but anyway but i'm aware of what it is but i i don't see um a lot of what i see is isn't necessarily kind of our games advertising promotion well i'm not as much as how much do you think at the moment is or how many clients are games companies because you mentioned a variety of clients there and yeah a lot of games companies using tick tock at the moment you think um yeah so um interesting enough i actually used a game example so that that i saw one more that was i said it was best was actually a game example but um what i would say is that yeah there are a lot of um gaming clients on in terms of like there's music gaming on that where that we're kind of working

with um there's also um a lot of social gaming um so i think what kind of we haven't seen work too well is that hypercasuals on tiktok but i still think that um as the audience begins to mature and um and the eyeballs start to come in the platform in terms of different categories of content uh there will definitely um be opportunity um for for gaming to scale more i know i know that that bike dance and tic toc themselves are doing some games publishing their own as well so they obviously got their own promotion network right anyway there's a lot of very specific questions and some some general questions here so i'm going to scan into some of these um what uh uh you might get sentences quite quickly so phil don't don't worry you have to have to pad just do i have do i answer them all i'll i'll say them and you can you can have to agree so what what geos do you do cpi's in is is one quick question um the main geos that we work in is the uk and the us um so that there we about eighty percent

of our influence of traffic is from our from those geos but with influence of traffic you you get installs from across the globe but um there will obviously be about um i'd say like five percent is the rest of the world and then 15 is like tier one english speaking markets okay um there's a couple of questions that combined so what you mentioned i think you mentioned in your talk but unsaturated audience so psy has been very vocal in lots of questions here is that what do you mean by that um so unsaturated audience means that there are just not that many advertisers there especially in comparison to other social media platforms so um as anybody can advertise on facebook on from from small business to large businesses from apps to e-commerce there's so many different types of advertisers on facebook and instagram but on tick tock there aren't as many at all um so that's what i mean by unsaturated because the eyeballs are fresh and yeah they're essentially ready they're going to be a lot more highly engaged

and not using it okay definitely a final question from cyan then i'm going to have the cutting max is asked by a thousand how is how is cpr retention compared to paid ad networks um well we actually see it a lot a lot better um mainly because the way that we work is on a fixed cpi so in terms of um what will happen is that um the actual campaigns um you only build for the paid cpi but then there's organic effect that you're always going to get with influencer traffic um and then that actually reduces your cpi so we always say we look at it as an ecpi um and the way that we actually work is are similar to the ad network site we optimize campaigns um based on the posts and so we we we're very data driven with our influencer campaign so um it's actually dependent on app it works really well some apps i'm going to be honest not all campaigns perform the best yeah but um that's just me being honest um but yeah well i mean not everything every campaign works right that's not yeah that's influence only but it's

great to have lots of data because that's often a criticism of influencer is that you know it's it's a bit more hit and hope um um i guess there's a couple questions here so daniel partis is an editor of influencer update one of our channels here is asking there's a lot of traffic there obviously massive traffic but how are they valuable question mark you obviously are but do you i think your point is people watch so many tick tocks it's one of those things you kind of browse through yeah how do you ensure that content kind of sticks and yeah no that's a good question um and some of that i mentioned in my deck as well um i'd say have a call to action um and it also depends on the creators as well because some creators as i mentioned they are really really low audiences so anything they say they will do um essentially um so i say have a call to action so that um you can essentially drive those eyeballs on to a place okay fair enough um and then we've got uh

i guess it's i guess it's kind of the same thing as a brand how can you convey information in 15 seconds that's kind of the same deal um as a brand i would say is that um because what we have our our our businesses are through our free cpi and our performance network but we also have um agency um which focus on brand um and uh we actually do brand campaigns there um to to kind of help brands establish their presence on tick tock and um that's more about eyeballs okay cool fantastic um that's a question about pc games obviously my the connection to mobile is more obvious it's a mobile app have you have you got an experience of working with non-mobile games or apps like pc stuff yeah so that's that's what we do with like our brand side um with pc games i'd also say similar to um similar to just existing influencer on marketing what on

what you'd have to probably do is work on on for views um and with pc it's like you have it's not going to be as direct response because there's a paywall so um there's other i'd say you could incorporate influence and marketing into like a facet of marketing channels but it's always good to work with influencers because of the social effects of them um if their audience sees that their work you're working with um influencers um and they're playing the influence while playing the game they're more than likely gonna convert um on maybe if it's ticks or native or even on other channels cool i'm gonna cut i'm gonna ask two quick last questions in one and i'm gonna ask psy uh going up to you if you'd like to follow up with you direct he's got a lot of specific yeah yeah definitely um so two questions one is just a general one i don't know if tick tock's any difference other obviously sometimes uh there can be challenges working with influencers they're kind of creative individuals and they're used to doing their own thing is there anything specific relating to tick tock above others or was it just

issues i think so with us we've been working on tick tock for about um a year plus now so what we've seen is that on tick tock the creators are um they have all the tools on the actual platform in the app to create so the turnaround time is a lot quicker they're they're not like prema dominant pre-redoners like youtubers or influence or instagram influencers yet um yet yeah exactly yeah but um even within our network um that's one thing that we have and that we are able to leverage because we have these relationships um we can turn around campaigns are very quickly so that's something that um we we do really fast and on and on overall is a lot quicker and i'm easier to work with influencers and a final question i i know i know that tick tock's growth has been phenomenal um obviously we've asked us in a lot of other tracks today um kid 19 has obviously been more time at home more people looking for entertainment now that people are starting to go out and are you seeing any drop-offs in in in

dates or engagement or anything like that or is it is it just holding to be fair um we haven't actually seen a huge impact at all from people kind of coming up i think the impact will be is that it will just be different sectors will have their booms so for example especially in london everybody's ready to go out and just party really so like i can imagine like just like um lifestyle like and and um venue apps will probably i'm seeing increase because like something like dice for example people want to find out what there is to do um so i think it's more the category of apps that will change and um but in gaming especially um i think it's what another thing that i spoke to my um one of my clients about was that um it's the type of game um the game category was uh what has been affected by kovid so during covert there was like kind of a decrease in hyper casual um in comparison to like um there was an increase in like strategy games

and it's because with hypercast you usually play when you're busy or when you're bored but with strategy games now what's actually happening is that um because during kobe do you want to get immersed in the game you want to get lost in it and play it for longer so there was actually a higher increase in installs for like strategy side than that okay so yeah the more casual you think as people going out the more quick quick hit yeah i think as people are going out then especially in gaming um they might start to turn back uh towards the casual on category because you're not you're going to be busy with other things you're not going to be playing at home all day kind of idle cool all right um i'm on that note i think i'm going to have to say uh goodbye uh julia if anybody wants to ask questions or find more we will share the link for the i've already shared a link there but we'll share information from that that one will install thing and thank you very much for sharing so much data really insightful and uh yeah hopefully we can have a have a beer together without you know safe at some point definitely up for that all right have a great afternoon thank

you very much see you there guys