Episode #56: TikTok – the NextGen UA Mobile Channel with Ryan Thorpe

In this episode of Mobile Growth and Pancakes, Jonathan Fishman sat down with Reflecty's CMO, to talk about the ever-growing importance of TikTok in your mobile marketing arsenal.

In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Ryan Thorpe, Co-Founder and CMO of Reflectly. They discuss the role of TikTok in the world of mobile growth and how you can leverage its UA capabilities.

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“If you can crack the creative and essentially find a way to capture the attention on TikTok, products can go viral, ads can go viral, and metrics perform so much better”

Ryan Thorpe

Key takeaways:

  • The attention span is shorter on TikTok. But the engagement is much higher both from the UA and the organic standpoints. You can run both organic and paid video ads, which increase the likelihood of going viral.
  • Even on TikTok it is challenging to target the right audience. But the algorithm improves, and TikTok has the extra advantage of organic growth. You can also save money by opting for an on-page web event rather than directing users to install the app. Leverage the opportunities to advertise your app in specific periods rather than all year round to increase your audience.
  • In terms of creatives, the TikTok algorithm learns from the top of funnel events. You should use your creatives as a new form of targeting. Analyze your creatives and see what the data says to adjust to a specific audience.
  • Influencer marketing is a big trend on TikTok. But your budget might not be a right fit for the most followed people on TikTok. If you look to target a specific audience, you can collaborate with less popular influencers. That means fewer costs and higher access to a relevant and relatable type of customer. You could also get creative and think about how to take advantage of famous elements or people to include in your videos.

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    About Ron Gordon
    Ron is Storemaven's Head of Marketing, the one person you would have guessed will know what this mobile growth talk is all about. A misguided law student and journalist, Ron brings to the table some lack of seriousness the Hitech realm is desperately in need of. In his spare time, he's mainly trolling Whatsapp groups.

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