Good TikToks generate Authority and Leads

The videos you think aren’t good might be good– edit them– just put them out there and see.

The key to TikTok and social media in building Authority is; to show people what you are doing. You are not just talking about the program to get attention. You must call the action at the end and have a good hook.

You can upload it from the website or phone. The website is where you are going to play around, and add manager is when you are configuring things.

Tiktok has said that they are going to penalize accounts that are reuploading videos from other channels.

Make videos, add texts, add captions, put 2 or 3 clicks together, and show what you are doing.

It takes me a few seconds to do this, and I am not a video editor or technician. I am not doing anything fancy. 

The text is going to be a captivating title.

When the video is uploaded, you can boost it by generating code and giving that to other people, agencies, and partners, and they can run ads on TikTok and use it as an ad.

My Book on TikTok Advertising

If I connect this TikTok business account to my TikTok business center, I can automatically boost any TikTok I have without generating the code. That’s all the process.

The process of taking raw video and turn into TikTok happens after you tell your story or someone else tells your story. It would help if you had a hook to get their attention.

You have somebody where you explain all the problems you solved, and then you have a call to action at the end.

You can take any particular video and voice over to it.

I am doing it through ads manager rather than boosting. I have got three why videos; more are coming soon.

Do I recommend doing the whys, just boosting them a couple of bucks a day instead of spending 20 a day? 

Explain your XYZ, as I help X to achieve Y via Z.

For example;

We help business owner entrepreneurs in the online space generate more revenue through creative generation and brand strategy.

Whether a coach, consultant, author, expert, or whatnot, people have to know that you are credible because many other gurus say, “I can help you generate more leads and make money online.”

What develops the trust to build Authority?

What boost does is a layer in that initial piece so that when they do see your offer, back in their head, they get a sense that this guy is familiar to me, and I don’t know where I saw his stuff.

And because we boosted it to them, we are simulating the Farell effect.

Is it always much more vital when someone refers to someone walking around the beach in this tropical area? 

How is he going to help me become an entrepreneur? What credibility does he have?

Why should he be telling me what I should be doing? And why is he asking me for money or asking to book a 15-minute call?

Boosting helps do that if the content you have is high Authority.

So it is you and whoever is the industry authority person.

Suppose I want to do stuff with online advertising, Perry Marshall’s granddaddy. So I am doing tons of things with Perry Marshall, and we are boosting TikTok from his account. He and I are talking about all kinds of stuff.

It’s not like you boost any post which is valid for Facebook. It is slightly different than TikTok cause the authority level has to be higher, and you have to get to the point.

So this Rahming old man syndrome penalizes older people.

Boosting works if you are establishing Authority.

How do you establish that credibility?

It’s with industry leaders. It is you demonstrating the results. 

You know what you are talking about, and they will recognize which TikTok algorithm will pick up. And it would be best if you got that initial touch in.

So when you are boosting posts, you do not even have to have a call to action at the end, which is weird because people will look you up if you are too good doing videos.

As the author, speaker, and coach, people will feel like they are friends when you come in. You will do TikTok lead ads, and the lead ad is how you collect information about the phone and email.

An excellent hack to Drive Leads

The lead is effective when you have a couple of exposure 

It is much more complicated if you try to drive leads to a cold audience.

Your stats get penalized for that, it’s not like one or the other, but you are warming them up with your boosted posts.

Then you run lead ads either against that audience or run on the target.

You don’t have to use a custom audience to target viewers of your video, website visitors, or email list subscribers.

You can do that if your custom audience is big enough.

But TikTok is so bright that they will naturally find people who have engaged with your content already. It appears as though we are aiming for what is already present.

So when you are doing lead ads, website convergence, or website clicks as your objective. These are the three things that we would like to use for convergence. 

It just helps you out.

And it Is true that on TikTok, it’s $20 a day. If you are doing stuff minimum, like Facebook allows $5 or a dollar a day, depending on the objective, you have to spend a little more. 

TikTok does this because they know that if you will not spend enough money to get 50 convergence per ad set per week, there is not enough data for a system to optimize even though the system is more brilliant. 

Me, Sharing my Expertise

If that is what you are doing, but instead of boosting from the page, you just went in and created a video view campaign and spent $20 bucks a day on three videos – depending upon who you are targeting.

You do not need targeting on something like that because if you make your videos the right way, you attract the right audience. 

The risk if you run video views as an objective is that TikTok will find people that will watch your video, but there may be people that will never watch your video, no matter how good your video is or how good the action is. Be careful about that.

So run lead ads are where you are going to spend most of the money but use other videos that you are going to boost to get a sense of what kind of content is resonating not whether it is going to convert or not, especially the hook, 

If you do not catch their attention in 2-3 seconds, it doesn’t matter what your offer is. 

I know a lot of internet people say the offer is essential. Yes, it is crucial, but they will never see your proposal if you do not have a hook.

The cost at the beginning are higher, and the ask the algorithm functions 

It is true of advertising on Facebook, Google, and TikTok. Initially, your performance is not good because they do not know who you are, do not know who your audience is, and do not know who is resonating.

That is why they want you to spend a little more to speed up the learning phase. 

It is not like they instantly know who the right people are because they need to collect data to learn.

I would rather have $20 excellent leads, like Facebook, Google, and LinkedIn, and I like to run at least a week. 

And retarget if you have a large audience, like a few thousand. 

Retargeting has worked well, especially on Facebook and Google, because when someone comes to your website, they do not fill out the form whether they are abandoned or added to a cart and do not buy.

Retargeting is chasing people on the internet who didn’t finish things you wanted them to do.

Omnichannel retargeting is when you have all the pixels firing, so you like the ultimate parasite. 

You have the Facebook pixel, TikTok, Twitter, and LinkedIn pixel all chasing people around over the next few days. 

But if your audience is small, and you have only a few people coming to your website and few people watching your video views, which you natively can retarget, then retargeting doesn’t do any good.

Because it is too small for an audience, and if your audience is too small, your CPM goes way up, TikTok and all the networks are discouraging you from running tiny audiences.

It also costs the system because every impression is a unique auction. If you add another item available on your auction, that’s more processing load on the server. 

They want to discourage you from doing that.

So here is something that everyone needs to understand, and almost nobody gets it for some reason.

Objective seeking is I want leads, so if you tell Facebook or TikTok, here is a pond of fish, and you aim to get fish.

You could say inside this pond, this little part of the pond seems to have more fish, you could fish in this part of the pond,

And you tell the algorithm– you want to wish in this part of the pond. 

But there is fish all over the pond, if you restrict it, tie their hand, and they can only fish in this part of the pond – which might have a higher density of this fish.

You are redistricting your algorithm to be able to seek against your objective. 

If you are driving sales through online marketing trackable through pixels and getting a couple dozen per week, you can run untargeted.

You do zero targeting. Why? 

Because objective seeking says, I want to get leads for less than $50. I want an ROI of at least 400%.

The system will look at the pond– the system knows where already the fish are the system will fish. 

The algorithm used to be so dumb back in the day. You had to tell it what to do. Otherwise, you burn impressions.

So if you advertise on Twitter and LinkedIn, those algorithms are so dumb that they will burn your money without regard for the cost per lead, cost ROI per sales, or no conversion consideration.

But Google, Facebook, and TikTok are so clever that you do not even need to target anymore.

Many people will misinterpret what I just said and say, ” Well, Dennis told me to run something against the whole world, and I automatically get sales. No, I did not say that.

I said if you are feeding the signal, so they understand what the fish is, it will find you fish, but you must catch a couple of fish yourself.

So we don’t talk about this whole discussion about targeting anymore.

For example, in a week or two, you get a dozen leads and can run them as lead ads without targeting.

Solid Strategy for Authority

It is the critical realization we have here. If anyone does not understand it, we should not move forward. 

I am going to restate it in two ways.

If you do not have a solid strategy, advertising will not solve your problem. In other words, if you are not already driving sales, you have customers that love you, not a ton of them but enough.

Where it is showing up inside your convergence tracking, the whole chapter inside this course on digital plumbing is, and all the people are like, what is this digital plumbing? I want to come and start creating TikTok ads. 

Well, if you do not have any tracking, how will the system learn and get you more networking?

The algorithm is so robust that if we have a clear MVP minimum viable product. It has to be niche enough.

It has to be a very particular problem for a particular audience via a specific technique.

That is, X, Y, and Z models. 

People be like, why is Dennis talking about the X, Y,  Z technique? What does it have to do with TikTok ads? 

If we do not have clarity on that, the system cannot get us more than we want.

That is like hoping TikTok is magic Jennie, and a psychic somehow knows what you want. No.

Your business generates people talking about why they like your product/service, and advertising gets you more. Here is another way of stating it.

Advertising does not solve a strategy problem. Advertising gives you more of what you already have.

If you are confused, do not know your customers, or have ten different kinds of customers, advertising will not solve that.

If you have a straightforward customer buying for an apparent reason and a clear product with obvious pain, then you will find TikTok fantastic.

Because you have your convergence traffic in place and you are feeding in all the convergence of people who have bought, you upload a custom audience. And this is marketing.

To educate the algorithm so it can find more people like that as opposed to – I’m just trying to retarget people that have been on my site for the last 24 hours.

Yes, that is part of retargeting, but a more significant part of retargeting is I am trying to educate the machine.

Mechine does a retageting for me.

You might think, well, Dennis has a random strategy. He keeps telling me to make a one-minute video, which seems arbitrary.

We should have an exact plan, the same words I need to say, but the designing of this whole system is around feeding the algorithm so it can do all the work for us.

The system is so intelligent that it does 95% of the work for us, everything like optimization, changing budgets, creating ads, how many campaigns I should run, and what percentage I should spend.

That doesn’t matter anymore, and the system handles everything for us.

But we need to tell the system what convergence is worth.

Some convergence is worth $50, some $100, and the system doesn’t know what you have to say to it. That is where manual bidding comes in.

Initially, you have automatic bidding. It is the go-ahead for the lowest cost by default.

You might say this cost is meager, and these leads are so good I will pay twice as much.

Go to Facebook or Instagram and reupload the TikTok. How do they feel about that?

Both of them have said not to do that.

Do you think they want to be promoting that?

It is what they are trying to promote, going native or making it right there inside the editor.  

Right now, there are not so many penalties. Once this thing gets more competitive, you bet there will be. 

Run a Facebook campaign to get thousands of leads – if they are responsive – – we can convert them.

Should you run ads against the signs up? 

It all depends on how strong your follow-up is when you collect coming leads.

How much are you paying? What is the worth? What kind of follow-up do you have against them?

Because when people do lead ads, they do the default, which is to get name and email.

We always like to ask one or two qualifying questions. It increases the cost per lead, but it is worth it.

When you convert on the phone, it’s very time-consuming. You have to answer the phone right away. That is the key.

The sweet window is within the first five minutes.

Facebook and TikTok lead ads copy each other.

What’s working for your lead ads on Facebook? Copy it to TikTok. And generally, you will find more performance and half the cost per lead, but you have to ensure that your video adapts well.

If you have decent videos on TikTok, it will do well even if you are against the demographic or targeting Facebook. And you generate enough leads.

It goes the other way as well.

Many local businesses, chiropractors, churches, and real estate agents run lead ads on TikTok. They find it pretty good and copy it on Facebook lead ads.

If unsure, the safe bed fires everything through the tag manager.

Because the whole point of tag manager is one tag rule them all.

The tag manager container has all the tags, and you control the events when they fire.

So it is better to have all the rules inside the tag manager.

I have seen a lot of people who are scared of tag managers and do not want to use them.

I have seen plenty of times where they double-fire. When someone manually puts in their convergence pixel and then setup tag manager and some pages, they forget to remove it, so it’s a double fire.

You have to generate leads and need your stuff to be out there. That’s where your focus should be on

Dennis Yu

About the Author

Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.

You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.

You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.