- Hi, I'm Lucy and I'm a Creative Partnership Manager at TikTok.
I've got a quick pop quiz for you,
so get your fingers warmed up
and ready to put your answers in the comments.
Alright, we all know that advertising's been around
for a long time,
but did you know when it was first seen to the modern world?
Was it A) the 18th century, B) the 13th century
or C) the 15th century?
Write your answers below.
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The answer is C, the 15th century
when the printing press was first introduced.
Congrats if you knew that.
Advertising is still woven throughout our society today
and it isn't going anywhere anytime soon.
And there are so many different types of ads.
So it's important that your brand considers making ads
to cater to each stage of the marketing funnel
to ensure they have the desired impact.
TikTok is a full-funnel marketing platform
that enables your brand to reach your awareness,
consideration, and acquisition goals.
And the good news is that Canva makes it simple
to create scroll-stopping TikTok ads
with eye-catching and easy to use templates
to suit every stage of the marketing funnel.
When it comes to advertising on TikTok,
it's all about bringing your creative self to the platform
and finding a scalable process that works for your brand.
In episode one of this series
we examined how to create an ad for top funnel campaigns,
an ad to grow awareness for your brand.
In this episode, we're exploring how to use Canva
to create ads for the second stage of the marketing funnel,
consideration.
So what does the consideration stage mean exactly?
The middle funnel is where you need to build trust
with your captured audience
by creating further understanding of your product
or service features to help your audience prepare
to take another step towards purchasing your product.
Many marketers will launch mid-funnel campaigns to:
get more consumers to shortlist the brand,
reinforce or change brand perceptions
to increase brand relevance,
drive deeper emotional engagement with consumers,
differentiate the brand from competitors.
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There are five key metrics to consider
when running a middle funnel campaign.
Primary metrics are:
number one - completed video views
which refers the number of times
the entire video was watched.
And number two, click through rate,
which is the ratio of the number of users
who have seen your ad,
to the number of users who have clicked on your ad.
Secondary metrics are:
number one - viewable impressions
and number two, cost per click, CPC.
This metric should be monitored
and kept within a healthy range.
Tertiary metrics.
Number one: conversion, which is an action that is counted
when a user interacts with your ad,
for example, through a click and then takes an action
to put an inquiry, add to cart, or purchase.
This is something we will explore more in-depth
in our next video to explore the lower marketing funnel.
Now that we have learned about the key metrics
that drive success for your campaigns,
let's explore the creative tips you should consider
when generating middle funnel campaigns.
Tip one: add in offer text and
amplify through using a voiceover.
By adding in an offer it will engage your audience
because, let's get real here, who doesn't love a deal?
At TikTok, we found that by adding in a real voiceover
to help illustrate your product or service
and also incorporating offer text,
indicated an 87% lift in conversion
and a 9% lift in impressions
compared to videos that did not have a voiceover
and offer text.
Tip two: add in closed captions.
At TikTok we found by adding in closed captions
or text on the screen that clearly displays an offer,
or a call to action, not only did it
make the creative more engaging for users,
but it also showed an 80% lift in conversion
and a 16% lift in impressions
compared to videos that did not have any closed captions
or displayed any offer or CTA text on screen.
Tip three: add in an end frame.
At TikTok, we found that by including an end frame
that summarizes key information on your product or services
gave a 47% lift in impressions compared to videos
without an end frame.
So that's our three tips
for making an effective middle funnel marketing ad.
And now Jordi, an expert motion designer at Canva,
is here to show you how to put all this knowledge
into making a scroll-stopping TikTok ad.
- Thanks, Lucy.
As we're creating an ad
for the consideration part of the funnel,
our audience already has a really good idea of who we are,
so now's a really good time to hook them in
with all of our possible offerings.
And we're going to cover this in today's tutorial.
Continuing on from our last ad,
I'm going to use the same Active Apparel brand,
which specializes in making
sustainable activewear for everyone.
The first step is to find a Canva template
that will suit the style I'm going for.
I think this one looks pretty good.
Now I've got the template,
the second step is to record the voiceover.
You can record your own voiceover
in the Canva recording studio
or you can upload your own audio file,
which is what I've done for this example.
I'm going to access it by navigating to the uploads tab.
And just like that the audio is added in.
I'm going to bring it to the start of the timeline
and clip it where I start talking.
To make sure it's working, I'll press play
and listen to a couple seconds of it.
"Hey everyone, in celebration..."
Yep, that sounded good.
I'll extend the length of the last clip
and then the audio track by clicking on the toggle
and dragging them out like this.
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I'm going to add an intro frame.
Now we're up to our third step in the process
which is to add our videos into the timeline.
I've created a folder with all my product videos
for Active Apparel, for easy access.
I'll drag in the one I want and add it to the background.
It just needs to be a bit shorter,
so I'll adjust it like this.
Branding is really important
to display in the first few seconds of ads,
so I'll add my logo from my brand kit
and change the color to make it legible.
The fourth step, is to add a title frame
and drag it into position.
Click on the other frame and copy the text
onto our title slide by hitting Command + C and then V.
As our text is white, let's change the background color
so we can read it.
Let's change it to black and add some texture
by going to elements and searching for black texture.
This one we'll do and I'll adjust it like so.
Next, let's add an animated texture.
So I'll pick one and add it to the background.
Next, I'm going to write kiss.
I'll let you in on a little secret.
If you wanna keep the bold text,
hold down shift as you type.
Time for animation.
I like this one.
Baseline, but I only want it on enter
so I'm going to select that.
I can now press Command + D twice to duplicate the text box
and it will attach the animation to it.
I'm going to change these words to marry and trash,
as this is our take on the pop culture game.
Step five is to use the style tab to recolor the text.
By clicking on it multiple times,
you can shuffle through your brand color options.
I'll also just make sure that the font is on brand.
Step six is to add our logo,
so I'll copy that across from the previous page.
The last thing I'll do is adjust the timing.
Now on to frame three.
We're going to repeat steps three and four.
This time I want an image, text, and animation.
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Excellent, now tweak the duration.
Duplicate it by holding down Command + D.
For this section of our ad,
I want to tap into a trend
I've seen appearing quite a bit lately.
It's called a snapshot stack.
So we've got our image in the background here
and then we wanna go ahead and add an image on top.
I'll choose this one and adjust it.
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Now to add the second image to our stack.
I'm going to hit Command + D.
And then again to just copy the image.
I want this one to be a bit twisted so I'm going to tilt it.
The next one needs a different image,
so I'm going to go back to my folder with my saved assets
and drag a different one in.
I'm going to repeat this process two more times
until I'm happy with my snapshot stack.
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And don't forget animation.
For this first frame,
I feel like something a bit different like scrapbook.
Now I'm going to adjust the timings of these two frames
to be 0.3 seconds.
And then if we play, we should see the effect.
And to kiss our activewear, of course, we.
So then once you kiss our activewear,
you can marry our sustainable ocean practices,
which will be the second part of our ad.
Now it's time to repeat step four
and change out the video.
In the Canva library, I'm going to search for ocean videos.
This one looks good.
I'll make it my background.
Next, it's time to change the text to marry.
On this next frame,
we're going to do something slightly different.
I'm going to search the templates bar for collage
and add a new page.
I'll match the background to the title frame,
delete this element and recolor this one
to make it on brand.
To replace all these videos,
I'm going to search for ocean or sea life and swap them out.
There we go.
I'm pretty happy with that.
To add animation, I will select all the photos
and click animate.
To keep it consistent with the rest of my video,
I'll use the scrapbook animation and have it only on enter.
Awesome.
I'm going to adjust the timing
so marry displays for 1.4 seconds
and the following frame for 1.6 seconds.
We can play it.
Marry sustainable ocean practices for slow fashion.
And yep, that's perfect.
Onto the final section
where we are going to trash pollution.
So back to step four, replacing the footage.
I'm going to search for pollution
in the video elements search bar.
Replace the background with this video.
Repeat step three for the text and write trash.
I also wanna change the color so there is higher contrast.
Hmm, black looks great.
I think this one should be about one second,
so adjust like so.
The next step is to duplicate this frame from before,
move it into position.
Excellent, I'm going to repeat step four
to replace the footage.
The first frame for trash actually already has my background
so I can hit Command + C, and then Command + V
to add it to my frame.
Now I'm going to swap out the featured image
by searching for pollution or sea pollution
to make it more relevant.
I'll also make sure to mute the sound on all the clips.
I'm going to duplicate each frame
and repeat this process three more times.
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I want the timing to be 0.3 seconds on all these frames
and make sure my scrapbook animation is added.
Time to test it out.
And absolutely trash pollution that.
Amazing!
The final part of the ad will be our CTA.
so I'm actually going to delete this frame
as I don't want it.
I'm going to repeat steps three and four
for the frame we have left.
Change out the video and change the text.
And the most important part,
don't forget to add your logo to the CTA.
Next, we need to duplicate this frame.
So hit Command + D and I want to repeat step four
for the last time and swap out this piece of footage.
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Adjust the timing on both clips.
Add animation.
The final step is to add some music to our ad.
I want something quite lofi,
so I'll search Canva's audio library for ocean lofi.
(gentle music)
Ooh, this one is nice.
Now I'm going to add it to my design
and make sure it's extended out.
Hey everyone, in celebration of-
Okay, that's a bit too loud, so I'll bring the volume down.
I think we'll do the same trick
we did in the previous tutorial
where we drag the audio to the end of the track
so we get a nice, natural fade out.
Amazing!
Let's watch and see what we think.
Hey everyone, in celebration of Earth Day,
let's play kiss, marry, trash.
At Active Apparel,
we want to kiss our activewear, of course.
We will marry sustainable ocean practices for slow fashion,
and absolutely trash pollution that harms sea life.
As an added bonus, we are offering 50% off
when you return your old apparel to us,
rather than trash it.
Happy Earth Day from Active Apparel.
- And just like that, you've got yourself a finished ad
ready to share with your audience via the TikTok Ads Manager.
Make sure you don't forget to add the closed captions
to help your video reach even more viewers.
Today we've taken away the uncertainty
around what you should include in your TikTok ads
created for those middle
of the funnel consideration campaigns.
Stay tuned for the next episode
where we'll explore how to create an effective TikTok ad
to move your audience through the funnel
from consideration of buying your product or service
to converting your viewer to purchase.
Make sure you subscribe to the channel
so you don't miss out.
See you soon.
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