TikTok & The Age of ‘SEO’cial

TESTIMONIAL

“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.“

Jennifer Shanahan, Ecommerce Manager, SOSU Cosmetics

WOLFGANG DIGEST

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.

CHANNELS

TikTok

BUSINESS GROWTH

+22% Increase in Product Revenue

+11% Increase in Average Order Values

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.

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.

+22%

Increase in ‘Lash Related’ Product Revenue

+11%

Increase in Average Order Value

TikTok & The Age of ‘SEO’cial

Using TikTok as a Search Channel to Grow Revenue

TESTIMONIAL

WOLFGANG DIGEST

CHANNELS

BUSINESS GROWTH

THE CHALLENGE

OUR STRATEGY

INNOVATION USED

BUSINESS GROWTH