The results? Over 50,000 valuable views (those longer than 15 seconds) at a cost of just €0.004 each. Almost 5,000 new followers acquired in a short time, at €0.14 each. The total reach of both campaigns hit nearly 360.000 people.
It wasn’t without its challenges—the topic of cybersecurity is sometimes deemed political by algorithms, resulting in ad rejections. Quick contact with support brought most of them back online. A lesson for the future? In upcoming campaigns, we will focus on a greater variety of materials so that the algorithm can optimize results even more effectively. And the newly built community provides the perfect opportunity for conversion campaigns leading to the uczmnie.pl platform’s offer.
Preparations
- business account setup,
- verifying the company in the ad account settings through the TikTok Business Center,
- ordering the implementation of analytics on the website
- and shopping carts
Phase 1
Increasing the profile’s reach and the engagement of TikToks published on the wall through a campaign with the Video Views objective.We wanted the most engaged audience that would stay with us for longer, which is why the campaign was set up for the 15-second views objective (Focused view). This approach allows for optimal budget spending by directing the algorithm toward users who will watch past the first few seconds.
We achieved 50,670 views, and the total amount spent was only €206.48 over a dozen or so days of the campaign—with a minimum daily budget of €20.
The campaign allowed organic content to reach a larger audience and also revealed the materials that generated the most interest, which will enable a focus on publishing thematically related content in the future.
There were challenges in the form of ad rejections for some content addressing cybersecurity, as the system deemed the topic political and disabled broadcast. However, most were restored after contacting support.
After a few days, we knew what content was the most popular. Since new posts were being published constantly, the content was updated during the test to keep subsequent new materials active in the campaign. As a result, we identified the top 3 unique video materials during this time.
KPIs:
15-second video views: 50,670
Cost per result (per unit): €0.004
Views: 224,198
CPM: €0.92
Reach: 130,465
Amount spent: €206.48.
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Phase 2
Acquiring followers for the channel @mateusz_chrobok
We increased the number of followers to 14,600 (an increase of 4,937 people), which, considering the low cost and the campaign’s short duration, is a good percentage result relative to the total number of followers. Additionally, the broadcasts took place in December and early January, a period when rates were only just normalizing after higher ad delivery costs in November.
The preparation involved recording a short video with an invitation to follow—in a style matching the channel’s organic narrative. This allowed new viewers to immediately determine if it was something that interested them. The channel’s theme was introduced, followed by the creator himself inviting them to follow.
During the test, we only had one piece of material at our disposal, so to some extent, it was a limitation. If a decision is made to run another campaign, we will focus on diversifying the materials, allowing for more optimal campaign learning thanks to a larger number of ads.
KPIs:
Followers acquired: 4,937
Cost per result (per unit): €0.14
Views: 410,121
Reach: 232,704
Amount spent: €705.21.
In the next stages, it is possible to test acquiring new traffic to the courses sales page or running conversion campaigns – thanks to the recognition and wide reach of the content from the creator’s profile, the audience may be more inclined to take an interest in the product offering of the uczmnie.pl platform.
