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All previous issues are posted inside our Marketers Utopia.​

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Marketing Breakdown

TikTok now has more viewable hours than YouTube.

The average TikTok user watches 24 hours of video content per month. So even if every video on TikTok was 3 minutes, that's 480 videos viewed per month, per user, on average.

So how do you step up your ecom game on the platform?

We're gonna break it down here with some of the top tips to keep in mind when creating ads for TikTok.

Top 3 tips for eCommerce brands:
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1. Go in with an offer- Everybody loves a deal, no matter who you are. So instead of focusing on advertising "just" the product, focus on the offer to increase the likelihood of conversion and watch-through.
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Focusing on an offer increases the impression rate by about 67%. So, gearing up towards the biggest online shopping season, ensure your offer is obvious, worthwhile and irresistible.

I don’t know what this says and since it is not english, let’s pretend like this Maybelline ad is an offer.

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​2. Multiple angles- Until living in an augmented reality world becomes the norm and users can 'explore' a product, the next best thing is to let buyers explore products from every angle. For example, the top 99.29% performing ads all had multiple scenes and showed their product(s) from different angles in their videos.
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Furthermore, when creating videos, make sure your specs and quality are all on point. Here's what the 'Golden Standard' should be when it comes to your videos:

1. Resolution: The best performing videos ads have at least a resolution of 720p

2. Audio: There was a 16% increase in impression for videos that used audio

3. Ratio: Using a 9:16 ratio increased impressions by 60% - something of importance to note here is that horizontal aspects ratios, 16:9, have typically been popular. However, the reverse, a taller rather than wider, ratio proves to make a positive difference.
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3. Captions- TikTok has always preached to utilize text for CTA and offers, which most marketers have already learned pays off over the years. Adding captions to the entire ad can help increase impressions by about 55%.

Given that 80% of users have sounded off on Facebook, having captions on all videos across all platforms will get you better results, but now we know by how much.
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Marketing News

Picture this: Your product + Facebook = Instant Check-out

That’s the direction Facebook is going.

The platform is currently testing a new buyer flow. Ads get redirected to your Instagram or Facebook stores instead of your website, making it more accessible and faster for in-app checkouts.

The current ad feature they are testing would allow 10% of traffic to your social store. This is most likely Facebook’s way to curb the issue with Apple’s latest ATT update, which will affect Facebook’s data reports.

You see, one of the winning aspects of Facebook’s ad is the data it collects and provides advertisers. (Un)fortunately, with Apple’s newest update, Facebook can only provide data to marketers of users who have chosen to opt-in to their ATT tracking on websites.
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To combat the loss of data, Facebook will do what Facebook does best, keep everything and everyone within their (virtual) walls.
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By creating a checkout process within its walls, they can control 100% of the data without any privacy concerns.
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For marketers, a new, shorter customer journey is here.
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Maybe this may be a good thing, as the cycle/number of clicks will be shorter. However, the conversion rate will be exciting to watch, particularly because the ad copy, image (or video) and pricing will be (probably) the only factors to convert users on the spot.
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Apple has only fed the beast.
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Marketing Resources

​KapWing.com - get autogenerated captions & create memes with ease

​Jitter.video - get amazing motion graphics perfect for your video ads if you're not familiar with after effects

​Hopps.io - find a 3 minute video to your digital marketing questions

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Sponsored by The Utopia for Marketers​

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Huge Update to our Marketers Utopia

Starting this upcoming week we will be hosting up to 3 live calls every single week

Utopia now

> Has 4000+ strategy posts inside Utopia's Library

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Here's how the new update works:

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Every Monday we will be hosting a live calls to Utopians about a specific topic and work with you guys to answer your specific questions live on the call - e.x web design calls, facebook ads calls, etc

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Much love,

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Wiz of Ecom