TikTok published a case study on performance marketing that will have brands excited about the results. Kendago, which is already one the biggest advertisers on Google and Facebook, finds itself in the spotlight again. Now they’ve successfully turned TikTok’s video entertainment platform into a primary advertising channel for its clients.
According to TikTok, Kendago increased Vshred’s ROI month-over-month and grew their daily budgets by more than 3 times!
Other milestones include an increase in conversion rate by 20%, 2 million more organic TikTok followers, and a 337% increase in engagement from the previous 3-month period.
“We were one of the early adopters of TikTok Ads, especially for wellness products. It was not easy at first. TikTok has different keys for success than Facebook and YouTube. In addition, TikTok is very sensitive about its users, and protecting them always comes first. We had to learn how to advertise on the platform, but once we overcame the challenges, we were able to acquire new customers for our clients at a fraction of the costs of other popular networks. TikTok has been a real game changer for us and something that we expect to continue to grow substantially into the future.” said Adam Feldman, VP Business Development, Kendago.
Another survey from MGH, a full-service marketing communications agency that specializes in restaurant franchises and more, released the results of a new survey of TikTok users about the social media platform’s influence on their dining behaviors. The survey revealed that more than half (53%) of TikTok’s millennial users in the U.S. have visited and/or ordered food from a restaurant after seeing it on TikTok.
Additionally, 38% of TikTok users in the U.S. across all generations have visited or ordered food from a restaurant after seeing a TikTok video about it — equating to approximately 51.8 million U.S. restaurant-goers whose dining behaviors have been influenced by the platform. TikTok currently has 136 million users in the U.S. and 1 billion users globally.
The survey also found that TikTok videos have prompted users to travel longer distances for new dining experiences, as well as swayed them to spend more money than they usually would on restaurants. Of the TikTok users surveyed, 30% have traveled longer than they normally do to visit a restaurant after seeing it on TikTok, and 28% have visited a restaurant that was slightly more expensive than the ones they usually visit after seeing it on TikTok.
“What this survey shows is that this once-dismissed social network, TikTok, has completely changed the way people behave, where they spend their time, and more importantly, how they spend their money,” said Ryan Goff, EVP, Social Media Marketing Director at MGH. “TikTok truly is a restaurant marketer’s dream-come-true. There aren’t many other tools we have left in our marketing toolbox that can drive the sort of impact promised by TikTok through this survey.”
The national survey also revealed the reasons why TikTok users chose to visit a restaurant after seeing it on the platform:
- 72% said it was appetizing-looking food
- 45% said it was a unique menu item
- 42% said it looked like a fun place to go with friends or family
- 38% said it showed a cool way of serving the food or drink
- 37% said it showed a cool atmosphere
- 30% said it had a great view
