In this cut-out edition episode, Nadia Bubennikova, Head of Agency at Famesters, delves into how brands can effectively utilize TikTok's Spark Ads to boost their performance marketing efforts. Nadia shares insights on leveraging influencer content and precise targeting strategies to drive sales and build brand awareness on the platform. Tune in to learn actionable tips for maximizing TikTok's advertising potential in the e-commerce space.
Full episode: S9:E34.
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Creators & Guests
Host
Kunle Campbell
Host of the 2X eCommerce Podcast and Co-Founder at OCTILLION
Guest
Nadia Bubennikova
Nadia Bubennikova is the Head of Agency at Famesters, an influencer marketing agency. With a background in business and a passion for video games and YouTube, Nadia has risen to prominence in the influencer marketing industry, guiding brands through the complexities of leveraging influencers for both brand awareness and performance-driven campaigns.
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Hosted by Kunle Campbell, who is an operator of a portfolio of consumer brands, 2X eCommerce is a weekly podcast for ecommerce operators by ecommerce operators. We interview remarkable ecommerce founders and leading enablers of ecommerce growth, with every episode promising to give you at least one growth hypothesis or idea you can test.
Our focus is growing your ecommerce revenues from a cross-functional perspective, be it marketing, your tech stack, operations, finance, or customer experience. We believe that by bringing together insights from a variety of experts, we can help you double the throughput of key ecommerce functions.
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Focusing a lot on TikTok Shop as a brand, brand owners listening to this podcast, how would you advise that they approach TikTok from a performance perspective? TikTok is actually a great tool for promoting and selling your product. The number one step I would recommend is to consider not only targeted ads on TikTok but also Spark Ads. What we like to do when we have those performance campaigns on TikTok is, first of all, to buy the ads from the influencers. Once the influencers post their content, if you've approved the content and it's good enough for promotion, we use Spark Ads to further promote it to a broader audience.
Here, the difference is that we're not promoting the creative from the brand's account, but we're actually promoting the post that the influencer made. The influencer posts a video review of a product, and then using Spark Ads, the TikTok official tool, we can promote the video itself and add a clickable link to this creative. So, we're promoting the content posted by the influencer, but it includes a button with a link, and we can target the audience we're interested in, demographically. Spark Ads is a bit different; it's a tool you can use if you have a TikTok business account. It helps you leverage the content that influencers have already posted for your brand.
What's a nuance listeners should be aware of in terms of the differences across industries? Do influencer marketing strategies execute the same way across various industries, or is there a nuance? Obviously, there are always going to be some differences across verticals and types of products. For example, in e-commerce, it always includes the logistics of delivering the product to the influencer, which changes the entire dynamic. If we're launching a campaign for a digital product like an app or a video game, we don't have to worry about delivery. We just create the creative guidelines and briefs, and the influencers follow them in their own way without logistical concerns.
When it comes to e-commerce, managing the delivery and logistics process is crucial. Sometimes products get lost in the mail, or influencers need more time to get acquainted with the product. Occasionally, influencers might even ghost you, while other times they’re super excited, and it shows in their content.
This question correlates a lot with the types of campaign requests we get from brands. The most popular among e-commerce brands is the brand awareness campaign. These are campaigns where we onboard many influencers and build strategies across different platforms, sometimes even incorporating different regions. The target is broader since we don't need to focus on specific niches or regions, allowing us to be very creative and achieve campaign results.
The second most common type is general performance or user acquisition campaigns, where the main goal is to drive sales. We calculate the costs of the campaign, determine the number of sales needed, and build the strategy from there. Unlike brand awareness campaigns, which aim to inform people about the product and build interest over time, these sales campaigns have strict deadlines, typically ranging from one to three months, to drive immediate results.
Lastly, there are special campaigns with influencers where brands don’t just integrate their product into the influencer's content but create joint projects. These are larger collaborations between the product brand and the influencer’s brand, where the brand is interested in using the influencer's likeness and image.
So, thank you for tuning into this episode of the 2X eCommerce Podcast. I hope you found it insightful and inspiring. If you want to dive deeper into the topics we discussed today, you can find the show notes at subscribe.2xecommerce.com. Before we wrap up, I have an exciting announcement for you.
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Don’t miss out on this opportunity to elevate your business and personal growth. Until next time, folks, keep growing, keep learning, and keep pushing the boundaries of what's possible. This is Kunle Campbell, signing off. Cheers.