TikTok has become a mainstream social media, standing shoulder to shoulder with the likes of Facebook, Twitter, and Snapchat. Is this an app just for dancing teenagers and cute pet videos?
Or can businesses take advantage of TikTok and use its audience to grow their customer base? In this case study, we present highlights of our chats with Brady Sticker from ChiroCandy.
Brady is a young entrepreneur who has helped 350, (and counting) chiropractors grow their customer base using TikTok ads. Brady is also a two-time winner of Ninja Hacks awards and a seven-figure agency player.
He shares with us his experience with setting up TikTok ad campaigns and how he measures the results.
Brady Sticker from ChiroCandy
Content is king
A TikTok video ad is only as good as its content. Brady recommends creating unique content and not just using existing content from Facebook or Youtube. Otherwise, he says, you are sure to stick out like a sore thumb.
To drive the point home, Brady cites the example of TiVo! During Middle School when TiVo came out, he remembers feeling excited about not having to watch commercials anymore – thanks to TiVo.
He likens this to his generation, which he says doesn’t like being sold to. \
Instead, he states, that ads should match the ecosystem to keep the audience engaged. Ads with the right content tend to be engaging and not look like ads. This allows the viewer to become more engaged as they feel no pressure to buy a product.
A TikTok Ad Created By ChiroCandy For a Local Chiropractor
Be original, and keep it simple.
Brady recommends using original content, so customers know exactly what to expect when they arrive. He states that the ad shown in the picture above is original and authentic.The ad was sent to ChiroCandy by the chiropractor himself and is not made from stock content.
Stock videos are generally false advertising and can lead to disappointed customers. Brady also recommends keeping the ads simple as they resonate a lot easier with the audience. He remembers being surprised as to how effective simplicity was in getting outstanding results for his clients.
Numbers don’t lie
To highlight the effectiveness of the ads, Brady shared some analytics.
One of his clients had 50 leads for just $6, another had 53 for $11 and a third had 62 leads for $6. Brady maintains that these numbers are far superior than what one might get using Facebook ads.
In one instance – seen below – a chiro received over 500 patients requesting appointments, for just $3 a piece over a period of 30 days.
Over 500 Appointment Requests for Just $3 Per Request
Myth – TikTok is for youngsters
The videos of dancing teenagers might make us think that TikTok is primarily for younger audiences. However, Brady debunks this myth, stating that his ads are geared towards ages 25 to 55.
In his experience, Brady has seen older audiences actually spend more time than their younger counterparts. To drive the point home, Brady shared how he receives direct messages in TikTok from his 70-year old grandpa!
So, the question is not whether older users are using the app, but, rather, how we should target them.
Probe via pre-qualification questions
To target the right audiences you need to know as much about them as you can. Brady, therefore, recommends giving pre-qualification questions to his customers.
For example “Do you live within driving distance of our business?” Using this, you know whether they are in the vicinity and not on the other side of the town.
Brady ensures that adding such questionnaires will provide quality leads rather than a massive quantity of unqualified leads.
Results may vary
Do all 350+ chiropractors that ChiroCandy services see the same stellar results? Brady says that, as with anything else, results vary.
He recommends giving an offer in the ad that resonates with the audience. However, this is not possible for every client and so results can often vary substantially.
Adding music to the background can certainly give a TikTok ad that extra boost. However, Brady cautions against using copyrighted music, like most pop music. Using copyrighted music is a surefire way to get your TikTok account banned.
Instead, having royalty-free music play in the background is the way to go. A place to start looking for such royalty-free music is within the TikTok video editor itself. Check out what is trending, and the latest additions to the library, to select a musical theme for your video.
Shotgun, not rifle strategy
So, should you take the plunge and create a TikTok ad? If you do, Brady recommends a shotgun strategy.
As a country boy from Texas, Brady says he hunts ducks with a shotgun and not a rifle. This is because a shotgun fires multiple BBs, while a rifle fires only one. Your chances of hitting the target is higher with a shotgun.
Brady states that the same mantra applies to any social media marketing campaign. He recommends creating different variations which could then be repurposed for the TikTok video clips. This strategy helps test various audiences, headlines, creatives and so on.
As with anything in social media, the more widespread your marketing campaign and the more shots you take, the more likely you’ll hit the target.
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