From audience approach to reliable platforms and tracking measurement, Tinuiti and partners are here to help marketers update their strategies in the face of increased privacy. Join our exclusive series as we unpack the top priorities for your social media advertising in a year where everything is changing.

1. 2021 Social Media
Advertising Series
The New Approach to Audience in Today’s Privacy Landscape
10am PT / 1pm ET
How TikTok’s Authenticity Impacts the Customer Journey
10:50am PT / 1:50pm ET
Creative & Storytelling Across Social Channels
11:40am PT / 2:40pm ET
Maximize Your Influencer Strategy
12:30pm PT / 3:40pm ET
Leverage Real-Time Purchase Intent to Boost Sales
1:20pm PT / 4:20pm ET

2. Creative &
Storytelling
Across Social
Channels

3. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Submit questions for live Q&A
Download relevant resources
Recording & slides will be
sent tomorrow
01
02
03
Join our poll questions
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4. Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the triopoly.

5. Our Speakers
WHITNEY MORTIMER
Creative Services Director
SUZIE CHUDZIK
Senior Manager
Paid Social
ANTHONY REEVES
Senior Vice President of
Creative

7. www.MoversShakers.co
https://www.fastcompany.com/90600321/social-media-most-innovative-companies-2021
MOST INNOVATIVE COMPANIES 2021

8. Agenda
layout
● How to get started with social creative
● General testing & best practices
● Creative on emerging platforms: Snapchat &
Pinterest
● Deep-dive into TikTok creative
● Key takeaways
● Q&A
8

9. Creative - The “OG” influencer
According to a recent Nielsen study, the quality of 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.
47% of a brands’ sales lift from social
advertising can be attributed to the
quality of the creative
47%

10. What grabs your attention scrolling
through your feed?
● Messaging/Storytelling
● Strong Content
● Motion
● Bold Visuals
● All of the above
10

11. Screenshot
~0.4 To Grab Their Attention
● Competition is Fierce
○ Every piece of creative directly competes with the platforms, as well as content from
other marketers. Successful creative requires ALL of the following:
■ Messaging/Storytelling
■ Strong Content
■ Motion
■ Bold Visuals
● Keep things fresh and be courageous.
■ Don’t be afraid to try new things. You could be the next trend setter in the industry.

12. So how do I
get Started?

13. Audience First Creative
In order to further cut through the clutter to engage with consumers you must
first find your audience and answer the following:
Who
What
Who Are You Talking To?
You need to know who they are and their motivations - what makes them
tick?
What Do You Want The Audience To Do?
Not all ads are conversion - so understanding the action in each ad
will be the key in formulating the right part of the story.
Why Should The Consumer Believe You?
What are your emotional reasons to believe in your brand - not just features
- but real benefits and unique selling points
Why

14. When and Where
Where
Where Is This Being Placed? And Where Is The Audience Going When
They Click?
You are here to persuade. Knowing the full context of the journey will help you
determine how much you can lean into the next step and which platform provides you
with the strongest base to get them there.
When
When will the ad be running and for how long?
This will help you determine how evergreen vs. how in-the-moment you can truly
make the copy and concept shine.
Now that you have determined who you audience is and what makes them tick.
You must decide when and where your ads will impact them most.

15. Paid social channel strengths
● Best for driving 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
● Inspires and drives
purchases through lenses
and unskippable
commercials.
● Best for driving
awareness
amongst 16-30 yr
old audiences
● Video ads are
largely influencer/
musically driven
Which single or combination of platforms is the best to meet your goals?

16. Questions we ask at each stage for your audience
Consider every angle in order to create a cohesive, targeted customer experience
● What are prospective customers
looking for at this part of their
journey? Are they looking for new
brands? Looking to purchase
immediately or just shopping
around?
● What are the barriers preventing
them from taking the next step?
Cost or Brand awareness?
● How will your brand win
consideration among crowded
landscape? What can you do, say,
deliver, provide?
● What will drive them to convert?
● How can creative service the
strategic action
● How do we personalize the
creative execution to speak to their
unique needs?
Strategic Action Creative Opportunity
Expectation Gap + =

17. Testing & Best
Practices
Facebook & Instagram

18. Screenshot
Screenshot
Screenshot
Content and Messaging that Performs
Messaging & Storytelling
Awareness: Why Us
Brand Message
● Owlet removes stress and allows you to
get a good night’s rest
● Owlet’s product is a first of a kind view into
your baby’s health.
Consideration: Why You
Benefit Message
● Using Owlet’s product will bring you peace
of mind.
Conversion: Why Now
Urgency Message
● $50 savings creates motivation.
● Reiterates how their product will Impact
your life - for the better. Why Now?
Why You?
Why Us?

19. Content and Messaging that Performs
Bold Visuals
91%
Of all social media users are
on a mobile device
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20. Content and Messaging that Performs
Strong Content
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Be Authentic
● Lifestyle Images - Showcase your products in context
and create a more meaningful branded experience.
● The more authentic the image, the better so that
people can relate.
○ Product Images
○ Product in Use
● Invest in strong photography and videography quality
assets helps drive performance and build strong
brand awareness

21. Content and Messaging that Performs
Motion
75%
of the time Motion out
performs statics
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22. Test, Learn, Iterate
All of the flavour, none of the BS.
Frozen to fork in :15.
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All of the flavour, none of the BS.
Frozen to fork in :15.
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2.20%
CTR
1.44%
CTR
The perfect formula for creative does not exist
What works for one brand may not for yours.
Creative is constantly changing and is often tied
directly to technology advances, new emerging
platforms, current events, and culture.
Consistent testing is vital
Begin by testing larger elements and then move to
more granular elements. Incorporate previous
creative learnings as you continue to test.

23. Creative on Emerging
Platforms
23

24. Who is the Snapchat Generation?
Snapchat reaches...
90%
of Gen Zers
in the US
75%
of Millennials
in the US
● They’re more likely to prefer communicating
with pictures over words.
● User content is the #1 content consumed on
Snapchat followed by Discover content.
● Snapchatters say their close friends are over
4x more influential on purchase decisions
than celebrities.

25. Brands Have a Few Seconds to Grab Gen Z’s Attention
● Design for Second 0. Include your logo, product
shots, and key messaging in the first frame of
video ads.
● Give them something to talk about. 73% of Gen Zs
say they would like to check out a new brand if
their friends are talking about it.
● Embrace Entertainment. Retain their attention with
funny, entertaining, and creative ads.
64%
Decide whether or not to
watch a show within the first
few seconds.

26. Deepen Connections Between
Friends & Your Brand
26
Collaborate with Snapchat team to build custom
Snapchat AR lens that drive brand awareness, engagement,
and product trial.
Snap AR Lens
26
Leverage augmented reality lenses to create
memorable experiences.
● Don’t just sell, build relationships.
● Know who the audience is, what their
behaviors are, and what the desired
response is.
● Can include a call-to-action to drive to your
website or app download page.

27. Screenshot
Screenshot
27
Seamlessly Move Snapchatters Down the
Funnel with Collection Ads
● Features four product tiles to make it easy
to begin the shopping experience.
● Adopt the Power of One: Focus on one
objective, one audience, one product or
theme.
● Highlight a promotion when applicable to
drive urgency.
Take Users From Browsing to
Buying with Social Shopping

28. How Do Snapchatters Differ from Pinners?
28
The Pinterest Mindset
Inspiration
28
Pinners plan for the future and come to Pinterest with a positive mindset,
they’re open minded and want to try new things.

29. Build for Context
Everyday Moments Seasonal Moments Life Events
29

30. Ads = Content
30
30

31. Leverage Video to Break Through The Clutter
31
Max Width Video
31
Be the Brand they See First
● Videos autoplay in-feed & quickly catch your
eye
● Design for sound off using text overlays &
visual elements to tell your story
● Explore Max Width Video to take up space
● Play with whitespace by starting with an
empty canvas
Standard Video

32. The Power of Design on Pinterest
32
32
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● Looks native to the
platform / feed
● Provides clear
actionable messaging
● Gives the consumer an
“idea” and inspiration
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Strong Roots
...
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...
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33. Creative on TikTok
33

34. INCLUSION
WE WROTE
INTERRUPTION
ON VIRALITY
VS

35. www.MoversShakers.co
Entertainment + discovery
platform.
Our audience comes to TikTok for
entertainment and relatability.
TikTok provides users with an honest
peak into how people truly live their
lives- no filters, no influencer
saturation, no overtly branded
content. TikTok is the only platform
that sells for relevance.
PLATFORM PLAYBOOK
The aspirational +
inspirational platform.
IG gives our audience a perfectly
curated look at how products appear
in a space, after it’s been opened
and set-up.
Discovery is at the center
of all “TikTik” content
as the audience is eagerly
looking to be inspired
The consumer interest +
behavior platform.
Pinterest provides planning,
moodboarding and DIY tactics for our
audience. Consumers can
shop directly through the app.
STRATEGIC FRAMEWORK

36. www.MoversShakers.co
In a TikTok world, 2 years is a
lifetime. Be prepared to change and
innovate quickly.
As a ‘sound on’ platform, audio plays
a pivotal role
The platform is positive and
encouraging. Spreading Joy is key.
Creators have a bigger influence on
TikTok.
TikTok blends branding and
response marketing.

37. www.MoversShakers.co
Netflix, one of the biggest entertainment platforms, views
TikTok as an emerging competitor. As a result, they are
launching an app that rivals TikTok and provides users with
shortened clips of their most engaging series and movies.
52min
The average time consumers spend on
TikTok. BusinessofApps. Feb 2021
37.4% 5.3%
Total users 30-50+. Feb 2021.
BusinessofApps
Engagement Rate. 100,000+ Followers. Feb
2021
TIKTOK = THE ENTERTAINMENT PLATFORM
STRATEGIC FRAMEWORK

38. www.MoversShakers.co
TikTok is about self-expression,
entertainment and the experience.
To win on the platform, you need to be a part
of the experience, and not just post an ad.
You need to rethink your entire model.

39. Influencers Ads
Viral
Challenges
Brand
Channel
1 2 3 4
www.MoversShakers.co
FOUR WAYS BRANDS CAN WIN ON TIKTOK

40. ● Integrate weekly trends to maximize
views and cool factor
● Post regularly
● It’s 2021… it’s no longer optional
Brand Channel
SUCCESS STRATEGIES

41. ● Work with creators native to the platform
● Use the platform’s Creator Marketplace feature
● Cross-post to Instagram
BRAND LOGO PNG
Influencers
BRAND LOGO PNG
But not vice-versa!
SUCCESS STRATEGIES

42. In-Feed Ads
BRAND LOGO PNG
● Direct response or awareness
● Creative must feel native
Same guidelines as
organic posts.
SUCCESS STRATEGIES

43. Viral Challenge
● Branding play
● Participate in culture on a massive scale
● Engage 100,000+ people to advertise your brand
SUCCESS STRATEGIES

44. 266M views 80M views
www.MoversShakers.co
MYTH: TIKTOK IS ALL ABOUT DANCING
Elephant Toothpaste
Experiment
Insane Makeup
Creations
Giving Back IG Sunset
3M views 1M views

45. www.MoversShakers.co
IN-FEED
ADS

46. THE MOST VIRAL
CAMPAIGN IN
TIKTOK HISTORY
CASE STUDY:
www.MoversShakers.co

47. Key Takeaways
47

48. Top Tidbits to Takeaway
Motion Brings Emotion Be Courageous
Speak their language
Why us, Why you,
Why now
Think of your
audience first
Don’t just sell,
build relationships Grab their attention

49. Schedule Your
Consultation
with a Paid Social
Expert

50. A CMO’s Guide to TikTok Marketing
Visit www.MoversShakers.co/TikTok to get your copy
Tips on Crafting Massively Viral Campaigns
KEEP LEARNING

51. Q&A

52. Thank you!

53. 2021 Social Media
Advertising Series
The New Approach to Audience in Today’s Privacy Landscape
10am PT / 1pm ET
How TikTok’s Authenticity Impacts the Customer Journey
10:50am PT / 1:50pm ET
Creative & Storytelling Across Social Channels
11:40am PT / 2:40pm ET
Maximize Your Influencer Strategy
12:30pm PT / 3:40pm ET
Leverage Real-Time Purchase Intent to Boost Sales
1:20pm PT / 4:20pm ET