Align Your Creative & Storytelling While Diversifying Your Social Media Mix

1. Name of Presentation
Subtitle goes here if necessary
Video Best Practices for Snapchat,
Pinterest, & TikTok
Diversifying Your Social Mix

2. Today’s Logistics
Persephanie Arellano
Webinar Coordinator
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
● Submit questions for live Q&A

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

4. Today’s Speakers
Kelsey Miller
Senior Manager, Paid Social
Morgan Bailey
Senior Director of
Performance & Product

5. 5
1. Importance of diversifying paid social spend
2. Moving from static to video content
3. Creative best practices for Snapchat, Pinterest, & TikTok
4. Optimizing existing assets
Agenda

6. 6
Importance of Diversifying Paid Social Spend
6

7. 7
The average consumer has 8 social media accounts
Importance of Diversifying Paid Social Spend
“Customers aren’t only on one social platform, so brands shouldn’t be either…
While Facebook has historically been the king of direct response, each social channel has a
unique offering that aligns with real business goals. Each of these channels should be
considered when pulling together a holistic paid social strategy.”
- Katy Lucy, Tinuiti Director of Paid Social

8. 8
Entertain Millennial consumers & drive brand consideration
Importance of Diversifying Paid Social Spend
Percentage of Snap users not addressable on
other social channels
$878.0
Snapchat Ad Revenues

9. 9
Inspire net new prospects through Pinterest expansion
Importance of Diversifying Paid Social Spend
86.3MM
US monthly active
Pinterest users
25.9%
Year over year
growth of users in
the US
~40%
Net new audience
reach potential
from FB/IG
Daily ActibPinterest
Users
Pinterest Users, by Gender

10. 10
Take advantage of low CPMs & virality on TikTok
Importance of Diversifying Paid Social Spend
TikTok App Downloads Worldwide CPMs are 2.4x lower on TikTok than
Facebook/Instagram

11. Paid social channel strengths
Importance of Diversifying Paid Social Spend
Best for driving
ROAS/revenue
efficiencies.
Greatest reach
across US residents
18-65+
Strong full-funnel
capabilities using a
range of objectives
& ad types
Best for inspiring
future
purchases.
Visually driven
platform.
Design how-to
content, styling
advice, or holiday
planning
Best for reaching
millennials & Gen
Z with full-screen
images/videos
Inspire and drive
purchases
through lenses,
unskippable
commercials, &
interstitial ads
Best for driving
awareness
amongst 16-30 yr
old audiences
Video ads are
largely influencer/
musically driven
Buy hashtag
challenges, filters
or run infeed video
11

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Sophistication of Social Platforms’ Ad Tech
Audience
Creative
Bidding
Measurement
Native Ad Manager
Importance of Diversifying Paid Social Spend

13. Poll Question
On how many social platforms are you actively advertising?
● 1-2
● 3
● 4
● 5+

14. 14
Moving from Static to Video Content

15. According to a recent study, 73% of consumers have been impacted by a brand’s social
video presence when making a purchase decision.
The quality of video ad creative directly impacts a brand’s ROI on social channels. When
it comes to performance, creative is one of the largest drivers of success.
Why invest in video creative?
46% of consumers watch more video ads on social
media than on TV.
46%
15https://animoto.com/blog/business/2018-social-video-consumer-trends
Moving from Static to Video Content

16. 16
Mobile viewing is fast
and frequent. Shorter
videos perform better.
Tip: Create new videos or edit existing ones to be 15 seconds or less.
For ad campaigns analyzed, on average,
short-form creative achieved a
7% higher conversion value vs.
long-form creative.
Moving from Static to Video Content
Source: Facebook internal data; 2019. Analysis of aggregated results from 50 multi-cell brand lift studies and 50
split test studies measuring 121 ad campaigns, verticals incl. consumer packaged goods, e-commerce,
entertainment, travel, education, financial services, retail, technology, professional services, and nonprofit.

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The mobile canvas is
vertical. Maximize screen
real estate with placement
customization.
Tip: Create new videos or edit existing ones in 1:1, 4:5 or 9:16 format
For ad campaigns analyzed, vertical or square
creative on average achieved a
31% higher ROAS vs. horizontal creative.
Source: Facebook internal data; 2019. Analysis of aggregated results from 50 multi-cell brand lift studies and 50
split test studies measuring 121 ad campaigns, verticals incl. consumer packaged goods, e-commerce,
entertainment, travel, education, financial services, retail, technology, professional services, and nonprofit.
Moving from Static to Video Content

18. 18
Moving from Static to Video Content
Align your Ad Type to your Business Goal
CONSIDERATIONAWARENESSACTION
● Brand differentiators
● Top reasons to buy
● Trust building
● New product lines
● Product specific
● Cart abandoners
● Promotions
● Brand education
● Brand specific initiatives
● Product overview
Facebook instream video
Instant experiences
Video posts
Snapchat commercials
Pinterest max width video
TikTok topview videos
Facebook collection units
Video/Static link page posts
Instagram stories
Instagram polls
Snapchat story ads
Pinterest carousels
Pinterest video/static link pins
Facebook dynamic product ads
GIF/Static link page posts
Instagram shops
Snapchat dynamic ads
Snapchat collection ads
Pinterest collection ads

19. 19
Creative Best Practices
Snapchat, Pinterest, & TikTok
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DESIGN WITH A PLATFORM FOCUS

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Designing for Snapchat’s Ad Types
Creative Best Practices
Snapchat Pinterest TikTok
Image/Video
Snap Ad
Collection Ad Story Ad Commercial Filter/Lense

22. 22
2D and 3D AR Lenses
Creative Best Practices
Snapchat Pinterest TikTok

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Designing for Snapchat’s User Experience
Creative Best Practices
Snapchat Pinterest TikTok
Produce for a sound ON experience.
Snap commercials are short. Keep it simple and
concise with one key message.
Story Ads appear in between watching
people’s stories—lean into UGC style ads.

24. 24
Designing for Pinterest Ad Types
Creative Best Practices
Snapchat Pinterest TikTok
Image Pin Video Pin Carousel Pin Shopping Pin Collection Pin

25. Designing for Pinterest’s User Experience
25
Creative Best Practices
Snapchat Pinterest TikTok
Spend some time getting your copy right
before you publish a new video. Clear titles,
descriptions and hashtags help your video
get discovered in search.
Utilize clear and concise actionable text
overlays and CTAs, but sure text is large
enough to read on a mobile screen.
Don’t rely on audio. Many videos play in users’
feeds with the sound off. Make sure to use text
overlay or captions to help convey your
message when the sound doesn’t play.
Tailor the length based on your goals.For
Promoted Videos, we've found that 6-15
seconds works best. For videos that aren’t
promoted, you can choose any length you'd like.
Pick a strong cover image. Your cover
image shows up in people’s feeds and
should provide a good sense of what they’re
about to watch.
Pinners are planners. Align content to trending
search terms and seasonal moments (and start
about 30-45 days in advance).
We see top performance for videos that teach
people how to do something or inspire people
to try something new. Lead with a clear hook to
capture people’s attention.

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Designing for TikTok’s Ad Types
Creative Best Practices
Snapchat Pinterest TikTok
Top View Brand Takeover In-Feed Ad Hashtag Challenge Branded Effect

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Designing for TikTok’s User Experience
Creative Best Practices
Snapchat Pinterest TikTok
Branded content should be lighthearted,
playful, humorous, or cool to fit in. Trends also
change quickly, so make sure to stay on top
trends and memes.
Create content that feels native. Lean into
UGC-style and musically-driven video.
Decreased
CPA by
$14

28. Poll Question
In what social channel are you investing the majority of your creative resources?
● Facebook/Instagram
● Pinterest
● Snapchat
● TikTok
● YouTube

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Optimizing Existing Assets
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30. Video
Cutdowns
Motion
Stills
Motion
Graphics
30
Options Available for Remixing Existing Assets
Optimizing Existing Assets
CONSIDERATIONS
● Not All Assets Are
Universal: Ask your
creative partner if your
assets will work for
your new campaign
objective and platform
● Plan Accordingly: Most
post-production
remixing takes 2-5
days, depending on
how much fleshed out
your script/concept is

31. 31
Video Intelligence Reveals
Brand-specific Best Practices
Creative Best Practices

32. Key Takeaways
Test UGC and testimonial videos across Snapchat & TikTok
Create seasonal how-to content across Pinterest and lean into video to
stand apart from organic Pins
Tailor creative development to each platform’s best practices
One size does not fit all
Create musically-driven, lighthearted or humorous content for TikTok
32
Continuously Test - Isolate testing variables (video length, product
benefit, model featured etc) to know what drives results

33. Schedule Your 1:1
Strategy Evaluation

34. Complimentary
Content Audit
for First Three
New Clients

35. Live Q&A
Kelsey Miller
Senior Manager, Paid Social
Morgan Bailey
Senior Director of
Performance & Product

36. Upcoming Webinars
tinuiti.com/content

37. THANK YOU!