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SOSU White

Paid Social Media & Creative

Using TikTok as a Search Channel to Grow Revenue

It’s no secret that TikTok has been eating into Google’s search volume amongst younger audiences, fast becoming the ‘go-to’ for user search queries.In this new and exciting age of ‘SEO’cial, we developed a TikTok creative strategy that could predict user trends, inspire the hottest creative and future-proof our client’s digital marketing as we navigate this new ‘social-first’ search landscape.

The work we did
Web Header 2

THE CHALLENGE

The world of Beauty & Cosmetics is a fiercely competitive one, especially on TikTok. As advertisers increasingly embrace this channel, swarms of beauty-related short form videos are added by the hour. So how could we position SOSU Cosmetics above the noise and really stand out?

While the world of organic search evolves, and younger audiences turn to social as their first port of call when researching a new product/service, we knew we needed to tap into the exciting space of ‘SEOcial’ to gain that competitive edge. 

OUR STRATEGY

Using TikTok’s Latest Keyword Insights Tool, we sought to identify newly trending keywords within the cosmetics space, with a particular focus on changes in popularity amongst certain search terms. 

Our research found that ‘Lashes’, ‘Lash’ and ‘Mascara’, were showing within the Top 40% of Beauty & Cosmetics Keywords searched within the last 30 Days in Ireland. ‘Free Shipping’ was amongst the top keywords searched alongside this, indicating that users were looking for bargains outside of just % off discounts. 

We also knew that almost 40% of Gen Z users preferred the likes of TikTok and Instagram over Google Maps or Search for information-led searches.

We created a strategy for SOSU Cosmetics built with this in mind, one that would allow us to tap into these trending searches and put us ahead of our competitors.

SOSU Gif min

INNOVATION USED

PLANNING: Using TikTok’s Trending Ads and Hot Content Resources, we could draw inspiration from top performing videos and create new short form videos based on these trending search terms. By replicating video content that was trending, we knew our audience would be more likely to embrace, love and engage with our ads. People buy from people… and so our ads were built with that idea at its core.

EXECUTION: Armed with our TikTok Keyword Insights and new short form videos, we set out to ‘reverse-engineer’ the TikTok Search Auction to give us the best chance of showing our ad for these key terms when users searched them.

  • We highlighted these trending keyword searches within our ad copy and as text overlays on our videos, so that TikTok knew exactly what these videos were related to.
  • We also knew that TikTok, being a video-first platform, could pick up on keywords spoken within our video creative. Our influencer ads and creator-driven content was made with this in mind, ensuring these trending keywords were mentioned within our ads themselves
BUSINESS GROWTH

Where SOSU Cosmetics Lashes were seeing a 10% decrease in Sales Volume MoM and a 3% drop in Gross Revenue from March to April, our ‘SEOcial’ TikTok Strategy helped us turn Lash sales around, increasing Net Sales Volumes by 9% and Gross Revenue by an impressive 22% MoM.

By tapping into social search trends, we could promote the right products (lashes) when demand was highest, and push the offers we knew mattered most (free shipping with spends over €50). This helped us increase our average order values by 11% MoM.

When it came to TikTok engagement:

  • Our Ads optimised using TikTok SEO research had the strongest CTR’s, landing in the Top 30% of Ads shown in Ireland at this time.
  • We were in the Top 2% on the Industry Average for Conversion Ads at this time.
  • We also saw ‘Lash’ related content for SOSU Cosmetics appear in the list of the most popular hashtags in Ireland.
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What our clients say

Don’t just take
our word for it

"Wolfgang’s paid social strategy has allowed us to become smarter with the content we use. We’re no stranger to social media and content creation but working alongside Wolfgang means our content can work even harder for us across all our channels. We’ve seen great success with our TikTok campaigns in particular, raising brand awareness and focusing on effectively targeting our audiences throughout the marketing funnel.”
JS
Jennifer Shanahan
Ecommerce Manager, SOSU Cosmetics
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Using Call Intelligence to Boost Leads and Maximize ROI

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Google Ads ROAS H1 2024 vs. H1 2023

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Google Ads Leads H1 2024 vs. H1 2023

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