Latest / Success Story with Scott Clary / Lessons - Running Profitable Campaigns on TikTok | Alessandro Bogliari - CEO of Influencer Marketing Factory

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Lessons - Running Profitable Campaigns on TikTok | Alessandro Bogliari - CEO of Influencer Marketing Factory · Success Story with Scott Clary

• 0:00
  So walk me through, like, say, you know, say one case study to, because we're talking,
• 0:16
  we're sort of talking theoretical and high level now. So walk me through, like, say,
• 0:19
  one V to V brand, because I think that's the people that probably find the most, find
• 0:23
  the platform the most difficult to understand. So walk me through, like, a case study of one
• 0:27
  you can talk about, of somebody that did it successfully, and like, what that, what that
• 0:31
  campaign was like. Because I've seen someone, I've seen someone on your site, and they
• 0:35
  do it quite well. So I'm sure there's a few examples.
• 0:38
  Yeah. Is there anyone that you still on the website that, um, there was, there was a little,
• 0:43
  I, I'll, I'll pull it up again, actually, I was looking at, um, unless there's one
• 0:47
  that you just, like, the particular doesn't really matter to me. I just thought it would
• 0:50
  be good to walk through a case study, just because I know that people, of course, every,
• 0:54
  every influencer, marketing consultant, agency, they all say, like, yes, you should take
• 0:58
  your brand there. But it, I actually had trouble outside of, outside of your site. I actually
• 1:03
  had trouble finding a lot of brands that spoke about their TikTok campaigns and whatnot.
• 1:09
  I feel like it hasn't really been adopted yet. So you probably have some of the few really
• 1:13
  strong case studies that are out there. Yeah. Definitely. No, I mean, like, in general,
• 1:17
  I mean, of course, like, I can, I mean, they're like different of case studies that I can
• 1:22
  talk about. Maybe, let me start, like, you know, with some that is an easy one that is
• 1:28
  more, maybe B2C, just to get there. And then we can go and, like, in the, in the, also,
• 1:32
  in the B2B. When it has to be to be, it's, for me, of course, a bit more, like, difficult
• 1:36
  to talk about that because there is more, like, you know, things evolve in terms of, like,
• 1:41
  end years, I realize. Yeah. Then the B2C, as you can easily understand. But let me start,
• 1:46
  like, with, for example, one, maybe there is more in the, in the B2C, you know, we also
• 1:52
  represent talents on TikTok. So we also have, like, a roster of people that work with us
• 1:58
  and under our agency. And when, for example, it is that we have this talent called cringe
• 2:04
  Carter on TikTok. He was, he still is, but I like, he was already like a big fan of Duncan
• 2:11
  back in the days. He has done, like, so many free videos about Duncan. It was going to
• 2:18
  Duncan every single morning, getting a coffee, talking about his big, like, you know, it was,
• 2:24
  it was, like, so, so much of big fun, you know, like, it was just talking, like, hey, this is my
• 2:28
  daily life. I want to share it with you. And all the time, there was, like, a Duncan cap or
• 2:33
  some product, you know, usually coffee-like in his end, okay? So, Duncan reached out, you know,
• 2:38
  and said, like, we want to do something. And this was at the beginning when Charly D'Amelio was
• 2:43
  going out with the first Charlie drink. And so we offered Duncan in that way, for example,
• 2:47
  with our talent to go out there and center it, there was this new product. What people loved,
• 2:53
  it is that we were combining together the love, the genuinely love of Tantic Love of one of our
• 3:00
  talent for a certain brand. And then when he went out with, like, you know, this promotion,
• 3:06
  and Duncan even sent him, like, a custom and tailored merchandising with his name on,
• 3:15
  their audience, like, his audience loved that. Because it was like, oh, you're not just like
• 3:19
  selling out, like, you're, you know, your, your, your account, you're actually getting paid for,
• 3:26
  like, from a brand that you always sponsored, even without, like, you know, being paid in the past.
• 3:31
  So, I think that now we are going in the direction where audiences love to see in these
• 3:36
  co-branding activities, we are going from a mere promotional content of, like, A by these,
• 3:43
  to actually co-creating co-branding things, especially imagine in the makeup and beauty industry.
• 3:50
  There are, like, a lot of influencers that are creating their own merchandising, their own line
• 3:55
  of makeup, because these are what people want to see. They want to see that there is a face,
• 3:59
  that they can trust behind that, and not just any more, a big corporation.
• 4:04
  So, this is like, you know, one example, but we have done that for so many, like, you know,
• 4:08
  different, like, you know, industries. I'm talking about music industry. We've been, like,
• 4:12
  you know, back in the days, again, we started working with Sonny Music Universal, one music group,
• 4:17
  whenever they had, like, a new launch of a song or artist, we help at that because, you know,
• 4:22
  you can use that soundtrack on TikTok for a new trend or ashtag challenger, and people just
• 4:26
  to jump in on that are going to reuse that song. And so you start them, you know, you maybe you pay
• 4:32
  five people, but at the end of the campaign, you're going to have hundreds of thousands of videos
• 4:36
  created on that song, and a percentage of that are going to look on Spotify or Apple Music for
• 4:41
  that song. And this is why you see now there is so many songs that goes from TikTok to the Billboard,
• 4:47
  and even on Radio, because it's like, imagine that, like, one million of people make content
• 4:53
  on that soundtrack. A percentage of that is going to get interesting in that. I'm going to
• 4:57
  listen to that. And even the artist gets famous. And we have, like, Olivia Rodrigo is, I think,
• 5:03
  the biggest example of that. How we can start on TikTok and become, like, a big, a big, like,
• 5:08
  sensation. So that is more about, like, again, more B2C. But for example, in the B2B, we also have,
• 5:14
  like, you know, interesting cases about, like, anything that goes from banking to insurances.
• 5:21
  In that case, while we're done with some of these clients, it is that we went in a way there,
• 5:26
  we know that some of those contents are sometimes a bit boring, right? So you don't want to watch,
• 5:32
  maybe 30 minutes video or go through a PDF of, like, 20 pages. But what if your favorite
• 5:38
  TikToker can tell you in 30 seconds the benefits of something like that about, for example, your bank?
• 5:44
  Why should switch to this bank? There is more for young people that are, maybe,
• 5:47
  they want to spend this amount of money in fees. What if I can tell you that there is new service
• 5:51
  that can't be on that or, like, something that we saw a lot, it's insurances. Like insurances,
• 5:57
  especially for young people, this year in the States, more people saved money. And more people
• 6:04
  understood that you not only have to save money, but you have to be attention to many things.
• 6:08
  One of that is insurance. Insurance is such a mess. Even from Europe, when I moved here,
• 6:14
  it was like, what is this? I don't know what to do. And I realized that many Americans,
• 6:22
  like Bernal lived in here, they don't know how does it work. So imagine if a TikToker can explain
• 6:27
  you in a few seconds, at least the basics on how to find insurance. So in an informative video
• 6:33
  of maybe 30 seconds, you can give away five golden nuggets of information. And one of those in
• 6:39
  maybe it is a promotion to the new insurance platform or whatever. So it's always a combination
• 6:46
  of, like, being informative, being useful, but also being entertaining for the audience. So,
• 6:52
  again, you can really craft a messenger in a different way and still drive traffic to a certain
• 6:56
  website, even in the B2B space. So if a company, let's assume that's not a big company,
• 7:01
  it's a smaller company. And they're trying to figure out where to spend their time. Because there's
• 7:06
  again, a million different mediums, different channels, and they don't know where to spend their
• 7:10
  time should be on TikTok, YouTube, Instagram, whatever. So where do you recommend they spend time?
• 7:16
  Just one, all of them. What's your take on that? So, I mean, you know, when we were trying to do
• 7:24
  like all of them, it's a lot of work. I think that a lot of brands do not realize how time consuming,
• 7:31
  it is to be active on social media. So I'm talking about creating content, fun influencers,
• 7:39
  planning a strategy, doing a calendar of activities. Like, it can be really like, you know, frustrating
• 7:46
  sometimes because maybe you're trying to do everything on any places and it doesn't work.
• 7:51
  What I recommend personally is that first of all, do not be in on everything just because so,
• 7:55
  if you're audience, it is not on Pinterest, don't be there. Like, for every like content and
• 8:01
  you put, maybe you're gonna get free repins or whatever and was worth it, maybe not. So,
• 8:07
  what I would do is that like, maybe try to find like two or three main social media that are
• 8:12
  working for you, for each of them spend time. I know that it is like common sense again, things,
• 8:18
  but you have to spend time on each social media, some hours every day or every week if you don't
• 8:24
  have enough time during the day to understand what type of content are working, first of all,
• 8:28
  and what people are commenting in underdose posts. You want to see the sentiment about that,
• 8:34
  you know, so you can do sort of even just like by yourself sentiment analysis of what is working
• 8:39
  under certain competitors of yours. Go there, see are they liking this type of content on these
• 8:44
  social media or they are hating it. If you can see that after a while, you analyze 20 of your
• 8:50
  competitors on Instagram, and you can see that the audience on Instagram is not lacking that
• 8:55
  or on TikTok or on YouTube or on Pinterest, on Twitch. They are not lacking the type of content,
• 9:00
  there are two ways. One, it means that maybe you can be the first one to go with a different
• 9:04
  type of content, so to be the competition and understand what you're always looking for,
• 9:09
  or two, it means that the type of social media is just not a good match for your type of
• 9:14
  or industry. So you just avoid it, you know, like why just be like, you know, go there and try to
• 9:19
  be and meet the system all the time. But what I would do is that start with two or three,
• 9:24
  and as you would do like, you know, eb test saying type of approach for anything, anything you
• 9:29
  marketing, I would do also the same there. Do this, and after a while you're going to see
• 9:34
  what is the response rate, right, on the different social media. And if after two, three years,
• 9:38
  you can see that one channel is not working that well. I mean, maybe you don't have to kill it,
• 9:43
  but put all your effort in the other two that are working, right? I mean, again,
• 9:47
  on the day, the 80-20 rule, it works even for social media. So why spending maybe one hour
• 9:52
  a day for different social media when you can put all your effort for those like, you know,
• 9:57
  20% out of everything that is bringing you the 80 in, right? It's an easy rule, you know,
• 10:03
  the parental principle, but I think that you can definitely like, you know, adapt it for social
• 10:07
  media. So again, spend time on that, understand what the audience is looking for. And as I mentioned,
• 10:13
  at the beginning, do different type of content for any, for all the different social media.
• 10:20
  Don't try to repurpose, because audience are going to notice that they are not going to like it,
• 10:25
  and you're not going to, the majority of the times get, you know, the best feedback out of it,
• 10:30
  you know, so create one content thinking this goes to TikTok, this goes to YouTube, this goes to
• 10:35
  Twitch, every time should be native, not only thinking like, okay, this is the audience,
• 10:42
  they might like it, they might not like it, but put the right effort and time to create custom content
• 10:47
  all the single time.