Nikki Lindgren @ Pennock, The Beyond Beauty Podcast by Dillie

In this episode of the Beyond Beauty podcast, the host and expert guest Nikki discuss the influence of TikTok on beauty brand advertising. They explore TikTok's cost-effectiveness for initial customer engagement and its role in the marketing funnel. Nikki shares strategies for working with creators to boost organic content and align influencer campaigns with brand goals. The "3% rule" for content creation is examined, and the potential of TikTok Shops to drive conversions at different funnel stages is highlighted. The episode offers a deep dive into TikTok's impact on beauty industry marketing strategies.
About Nikki:
Nikki is a digital marketing expert who has worked with over 60 brands. Her agency manages $20M in yearly media to drive customer acquisition across DTC while also helping brands achieve in-store awareness at their B&M locations. Her expertise includes any and all digital ads platforms including Digital Out Of Home an Audio Ads, however, the platforms she spends the most time on are Merta Ads, TikTok Ads, and Google Ads.
She manages SEO and affiliates to drive eCommerce growth outside the paid media lane, setting the brands she works with up for long-term scalability.
Timestamps:
The decentralised agency (00:00:49)
Discussion on running a decentralised agency and working with platforms like Facebook after the big iOS change.
The rise of TikTok in paid media (00:01:16)
Insights on how brands are using TikTok for earned and paid media and the increase in spending on the platform.
Effectiveness of TikTok for brand engagement (00:02:27)
Exploring the effectiveness of TikTok as a strong way to catch people at the beginning of their customer journey and its favorable cost per serving impressions.
Shift in consumer behavior and content creation (00:04:43)
Discussion on the shift in consumer behavior towards using TikTok as a search engine and the need for brands to create educational content for TikTok.
Leveraging creators for organic reach (00:06:24)
Exploring the benefits of having creators post organically on their accounts and sparking their posts to track engagement and performance.
Paid media strategy and campaign objectives (00:08:47)
Insights on setting campaign objectives, measuring performance, and aligning media strategy with business objectives.
TikTok as top of the funnel (00:10:41)
Discussion on using TikTok for top-of-funnel engagement and remarketing strategies within the TikTok platform.
Content strategy and the 3% rule (00:14:30)
Exploring the concept of the 3% rule in content creation and the importance of the first few seconds in TikTok videos.
TikTok shops and funnel performance (00:16:06)
Insights on the performance of TikTok shops across the funnel and the impact of meta shop ads on conversion rates.
Slow adoption of Instagram's e-commerce (00:17:38)
Discussion on the slow adoption of Instagram's e-commerce features and the potential impact of enabling checkouts on Meta.
Rollout and Testing (00:18:36)
Discussion on measuring feature rollouts and assessing performance for large technology businesses.
Advertising Strategies and Costs (00:19:41)
Exploration of the business opportunity and the cost of shopping and converting on social platforms.
Entertainment vs. Transaction (00:20:40)
Debate on the purpose of using platforms for entertainment and education versus direct transactions.
Platform Performance and Paid Media (00:22:21)
Consideration of product promotion through paid media on different platforms and their effectiveness.
Channel Deployment and Strategy (00:23:38)
Discussion on the deployment of brands on different platforms and the focus on efficient top-of-funnel strategies.
Exploring New Digital Avenues (00:25:27)
Exploration of advertising on platforms like Reddit and Twitch, and the potential for advertising in the metaverse.
Simplifying Media Mix and Agility (00:28:02)
Discussion on simplifying the industry and the importance of agility in recognizing and adapting to the best traction.
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