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September: TikTok and Snapchat: A New Addition to Your Digital Advertising Stack

Heather
  • Updated
Hi,
 
Where do you spend most of your time when you are not working? Sure, family is keeping you busy, house chores, time with friends, and of course – Netflix...
 
But if you are like most of us, you are probably spending around 147 minutes per day (yeah, it’s 2.5 hours) scrolling on social media.  
 
Guess what? Your customers are no different. And if they are Gen Z, they spend more
time than the average person. 
 
This is why we recently added a couple of the most popular social apps, TikTok and Snapchat, to our robust digital advertising integration stack, which already includes Facebook, Instagram, Google Display Network, Criteo, Adobe DMP, and LiveRamp.
 
This month, we’ll give you some ideas on how to capture the potential of those media channels for your retention marketing efforts.
 
Cheers,
Shai Frank, VP of Product
 

Reach unresponsive and unsubscribed customers

As some customers might not be very responsive to email campaigns and other channels, you can get their attention on social media to interact with your brand and get them back into your mailing list.   

Remember that if a customer unsubscribed from your mailing list, they probably didn’t find your messages relevant to them. So to get them back, start with the customer– create segments that are not just “unsubscribed” but something like “unsubscribed AND last time they purchased was over 100 days, AND their main interest is Tennis shoes”. 
 
By focusing on your customer attributes, you can deliver a message that is derived from the customer’s needs and behaviors. And fulfilling the customers’ needs will be the way to get them back
 

Join the Social Commerce ride

Social commerce has become very popular, with many social networks adding capabilities to encourage customers to buy directly from their apps. For example, Snapchat recently added new AR (Augmented Reality) Shopping features, and TikTok launched its Shopping Ads a few months ago with video shopping ads, catalog listing ads, and live shopping ads.   

Optimove’s deferred deep links allow you to provide a frictionless experience to your customers when combining social with commerce. Here’s how – as social media is dominantly mobile, once your customers click an ad you want them to be directed directly to your app if they already have it installed(or send them to a dedicated web page if they don't). This not only provides a better experience to your customers but shortens the time to conversion and increases the conversion rate.   
Read more about the different use cases of using deferred deep links. 
 

Target potential, high-value customers

Lastly, in our previous edition of this magazine, we discussed acquiring new and high-value customers by targeting audiences that resemble your best customers. You can either upload a look-a-like audience to Facebook or ingest attributes of customers with the highest future value to any other advertising platform.  

For example, if you’re an athleisure brand, and your customer data shows you that customers with the highest CLTV are females, aged 30-40, live in the US, and have an average income of $50-60,000. It only makes sense to acquire customers that match this profile. And now, using Snapchat's and TikTok's Lookalike Audiences you can do exactly that.
 

> From our blog

The Future of Customer Retention – 3 Tips from Top Marketers 

Staples, Scientific Games, and FanDuel executives share their thoughts on the future of CRM Marketing. 

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