Building Confidence in TT4B Solutions
1
The Set Up
As TikTok’s Global Business Marketing team is responsible for educating potential business advertisers on the value of TikTok as a platform, converting them from skeptics to believers. Our work began with TikTok’s popularity exploding among users and the GBM team struggling to translate that exponential increase into revenue that matched the app’s popularity.
Our team quickly diagnosed that the site lived in a fractured ecosystem of one-off sites launched by internal teams and often forgotten. They were operating without a strategy centered around the needs of advertisers or the realities of how they were organized internally.
2
The Vision
First, we built a rich understanding of their primary audiences: SMBs, Large Businesses, Agencies, and the Creator/owner. The audiences were coming directly to the site and desperately searching for help and educational content - looking to understand advertising capabilities and seeking inspiration for their own campaigns.
Our vision: Create a content destination that connects our audiences with the information and solutions they need to feel confident in creating ads on TikTok by playing to the unique strengths of TT4B, focusing attention strictly on what really matters, and flexing to meet distinct audience needs.
So, we focused our engagement on three core jobs to be done:
- Demonstrate ROI to skeptical marketers.
- Educate advertisers on novel formats and offerings
- Inspire with authentically “TikTok” content tailored to audiences
We built the site architecture and visual system with flexibility in mind so that TikTok would be able to expand the goals and ambitions of the site as the larger ecosystem is consolidated around it.
3
The Results
Our unified ecosystem approach and uniquely TikTok experience is already seeing results.
- 18.5% increase in unique blog views
- 33% increase in unique inspiration page views
- 80% increase in CTR to SMB page
- 11% increase in Ad Manager Registration
Our work with TikTok continues as we lead the consolidation of their web ecosystem around TT4B, implement new product capabilities into the site, and oversee the iterative creation of new pages and content based on real-time data.
Making the site uniquely TikTok
Creating interactions that play into the unique strengths of TikTok to better engage and surprise and delight across the site experience.
Thinking audience-first
Supporting diverse user journeys and mindsets, facilitating each audience finding the right information and solutions they need to feel confident in creating ads on TikTok.
Inspiring and educating throughout
Shifting from a siloed blog structure to housing editorial content in different sections of the site based on intent and topic and integrating content across pages within the system to facilitate discovery.
Primary proof points
Rooting the experience in actionable data for advertisers to prove impact and results for businesses.
Ongoing optimization
Building internal tools and customized dashboards to increase site intelligence and optimize conversion.
