🗑 You’re Wasting $$$ On Ads and Here’s Why!

TL;DR - Traditional content is no longer enough to engage potential customers on social media, leading to wasted ad spend. 

So how do you really optimize your ad dollars?

Insight💡- Our friends over at minisocial say, it’s effective content! Their platform pairs partners your brand with high-quality micro influencer creators who produce high-quality, fully-licensed UGC. Brands using minisocial have seen top 1% CVR performance on TikTok ads and a 50% decrease in cost per add-to-cart. 

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🚀 This Week’s Growth Hack:

UGC + BFCM = ???

*****Knowing not everyone who reads this newsletter is in e-commerce, I included a GREAT B2B examples in blue for each of the deep dives below :) 

It’s that time of year again! The time when I dive into how some of the most innovative brands are crushing it with micro-influencer UGC strategies leading up to Black Friday and Cyber Monday (BFCM). 

And this year I pinged my friend Kirsten, the founder of minisocial for her insights since she works with consumer brands of all shapes and sizes year-round. She said that with TikTok Shop continuing its reign as a go-to platform and user-generated content (UGC) becoming the gold standard for authenticity, these hacks below will show you how to stay ahead of the game for BFCM 2024.

1. Pulp & Press: Self-Care Meets Holiday Prep

The Concept: The holidays are stressful, and self-care is on everyone’s mind. Pulp & Press tapped into this by briefing creators to share their "Day One" of a wellness journey, inspiring followers to join them on a cleansing experience through the holidays.

Why it Works: The holiday rush means wellness and self-care content is more relevant than ever. By having influencers showcase their personal journey, it adds a layer of authenticity that followers can connect with.

What You Can Do: Expand on this idea—have creators take their audience through the entire journey in a single video. Show not just the start, but the results, keeping potential customers engaged and ready to join the ride.

What B2B Businesses Can Do: For B2B, focus on case studies or onboarding experiences. Have clients or partners document their "Day One" of using your service or software, showing how it solves a real problem. This is your "self-care journey" in the B2B world—letting potential clients see what it’s like to work with you from the start and building trust from day one.

What B2B Businesses Can Do: If you’re in B2B, consider collaborating with niche industry influencers on LinkedIn or specialized blogs to promote your product or service. Gifting or offering free trials of your SaaS or services can be a fantastic way to get influencers talking about the results they’ve experienced. Repurpose that content across your social platforms and highlight case studies in LinkedIn ads. Your "TikTok Shop" moment is getting prospects from awareness to action through simple, streamlined funnels like LinkedIn Lead Gen forms.

2. Q4 Forecast: TikTok Shop is Heating Up

The Trend: TikTok Shop is a goldmine for Q4, with TikTok heavily promoting content from nano and micro-influencers. The platform’s frictionless shopping experience, where customers can go from a post to a purchase in seconds, is a no-brainer for brands looking to drive holiday sales.

Case Study – TUSHY: TUSHY activated 100+ micro-influencers on TikTok to promote their products. But they didn’t stop there—they repurposed the UGC for their own TikTok Shop posts, multiplying the exposure and sales impact.

What You Can Do: Gifting products to nano-influencers is a low-cost way to get high-quality UGC that you can repurpose across your brand’s TikTok. Layer in the TikTok Shop tag, and you’re poised for a big Q4 push. Want help doing this? [Start your campaign on minisocial here!]

What B2B Businesses Can Do: B2B companies can solve the "holiday gift" problem by tackling common decision-making issues for business buyers. For example, aggregate testimonials or case studies into a single LinkedIn ad showcasing how your solution helps businesses during peak seasons or budget planning cycles. This montage approach gives potential buyers a snapshot of different success stories, increasing their confidence in choosing your services or software.

3. Jaxxon: The Gift Dilemma Solved

The Concept: What do you get the men in your life for the holidays? Jaxxon briefed influencers to highlight this all-too-common problem. Through a combination of UGC clips, they hammered home four core messages:

1. Finding the perfect gift.

2. Product quality.

3. Customer reviews.

4. The sale.

Why It Works: Combining multiple UGC pieces into one ad gives potential buyers the social proof they need to feel confident about their purchase.

What You Can Do: Gather UGC from creators and customers and turn them into a montage ad. Not only will this give you credibility, but it will also allow you to hit multiple selling points in a single piece of content.

What B2B Businesses Can Do: B2B companies can solve the "holiday gift" problem by tackling common decision-making issues for business buyers. For example, aggregate testimonials or case studies into a single LinkedIn ad showcasing how your solution helps businesses during peak seasons or budget planning cycles. This montage approach gives potential buyers a snapshot of different success stories, increasing their confidence in choosing your services or software.

4. TikTok & Instagram: The New Search Engines

The Shift: Gone are the days when people only turned to Google for product info. Now, 45% of TikTok users search for more information directly on the app after discovering a product. Instagram is no different.

What You Can Do: Use keywords and SEO tactics in your TikTok and Instagram captions. Encourage creators and customers to share reviews and testimonials on social media, making it easier for potential buyers to find what they’re looking for.

What B2B Businesses Can Do: B2B buyers are also using social platforms like LinkedIn and even YouTube to search for solutions. Optimize your LinkedIn posts and YouTube videos with SEO-friendly descriptions, keywords, and hashtags relevant to your industry. Make sure your testimonials, case studies, and product demos are easy to find and search-optimized. Become a thought leader that’s discoverable through strategic use of keywords. Want to tap into the power of TikTok search? Start your campaign on minisocial here!

5. Maximize Your UGC: Beyond Social

Here’s how to squeeze every last drop out of your UGC:

• Cart Abandonment Emails: Include UGC videos to remind potential buyers what they’re missing.

• Product Pages: Embed creator content to give shoppers a real-world view of your products.

• Reviews Section: Add creator videos to enhance social proof.

• Homepage: Use video commerce to give your site a dynamic, engaging feel.

• Copywriting: Use influencers' captions and quotes to add authenticity to your brand voice.

What B2B Businesses Can Do: For B2B companies, you can use UGC or testimonials in email follow-ups, on service pages, or in proposal decks. Add customer quotes to your pricing pages, or use video testimonials on your sales landing pages. Feature case studies or client testimonials at every critical touchpoint in your funnel, from email nurtures to your proposal templates. This helps build credibility and reduce friction during the sales cycle.

Time to Start Prepping for BFCM 2024!

Ready to leverage micro-influencers, TikTok Shop, and UGC for your holiday campaigns? Remember, Minisocial’s fully-managed projects have no long-term commitments, starting as low as $1,700. Just mention BFCM in your onboarding to get started!

💕 Want Even More? 💕

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That’s it for this week!

Talk soon,
Marketing Max
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Thanks for being a part of my journey :)

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