Mark Chapman – Are TikTok Ads Right for Your Business?
I hear a lot of talk about whether TikTok ads are something that you should be using. So, I reached out to my go-to expert, Mark Chapman, from The I Do Society, to break this down for us. So, in this new episode we talk about TikTok, TikTok ads and how they’re different than Instagram or Facebook ads, and whether you might want to consider them for your business.
About Mark:
Mark Chapman is the founder of The I Do Society and wedding industry’s leader in paid advertising. He established the most effective advertising strategies – based on data gathered from thousands of campaigns and millions of dollars spent. He delivers high quality leads for all types of wedding businesses using Google Ads, Facebook Ads and TikTok Ads.
For more information visit: http://theidosociety.com/
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– I wanted to know about TikTok ads, so I invited on, my resident expert, well, maybe not resident expert, but you want to hear this, because I’m sure you want to know about them, too. Hey, it’s Alan Berg. Welcome back to another episode of the Wedding Business Solutions podcast. I am so excited to have an encore guest on, Mark Chapman, from the I Do Society. Hey Mark, how you doing?
– Hello, Alan. So good to be back. Thanks for having me.
– Well, people have been asking me about TikTok ads, TikTok ads, TikTok, TikTok itself, TikTok ads, and I was like, you know what? That’s not my thing, but I got a guy, because I live in New Jersey, so, you know, by law, we have to have a guy. Right? And, if you don’t have a guy, you have to know a guy who’s got a guy. But I have a guy, and you’re my guy, when it comes to TikTok ads. So I wanted you to come on and talk about this. So, first things first with you. I’m sure people know they’ve heard TikTok, they know, know a little bit about it, but what is TikTok? How is it different than Instagram, than Facebook, than, you know, the other stuff that’s out there?
– It’s a perfect question to kick things off. TikTok is really different in that it’s just short form video. Right? So Facebook and Instagram, there’s a lot of images. There’s obviously reels on Instagram and Facebook, which are short form video, but the whole platform on TikTok is just short form video, and typically paired with, like, sound, or music, or something like that. And TikTok itself, considers itself more of an entertainment company than a social media platform, which is kind of fascinating. They would compare themselves more to YouTube or Netflix, or things like that, because the way they want to reach people, and have people interact, is by consuming video.
– And when you say short form, what does that mean?
– I mean, like, videos are, like, 30 seconds. Right? So they’re 15, 30 seconds, you can do up to a couple minutes on TikTok, but that’s kind of rare that that’s a good idea, if not, not such a good idea. So, short.
– And why is it not a good idea?
– You know, people’s attention spans, and the nature of the platform is that they want you to scroll through stuff and keep going.
– Okay. So it’s not like Vine, if people remember Vine, was what, six second videos or something like that?
– Yeah. So short.
– And then Instagram was a minute, but it’s not anymore?
– Yeah, correct. I think it’s longer than a minute now. Don’t quote. I don’t actually know the full length. I should know this, but.
– Well, but because we really don’t want to go longer than a minute.
– Yeah
– So who cares what it is. It’s funny ..
– So true.
– because with websites, I used to, somebody, I think it was back when I was with The Knot we were thinking, how much content should we let people put onto pages? And I said, “Here’s a text box, how much text are they allowed to put in there”? And they said, “As much as they want”. And I said, “Eh, wrong answer”. Let’s protect people from themselves.
– Right?
– Right. How many photos in a gallery? As many as they want. Eh, wrong answer. Right? More is not better.
– That’s so true.
– And with video, it’s certainly not better. Okay. So short form video, you know, 30 seconds, thereabouts, entertainment platform. Interesting because, you know, there are some platforms out there that people consider news platforms, that also consider themselves entertainment platforms, even though they’re pretending to be news. Right?
– Right.
– But so the draw of TikTok is, it’s all video? That’s it?
– That’s right.
– Everything’s.
– It’s all video. Yep.
– Okay. But a video could be, still, images going to music, as long as it’s done as a video format.
– That’s exactly it. So like, we can get into this more later, but one of the things we help folks with is, like, if you don’t have a short form video, or you can’t create one, and don’t want to create one, it’s too much for you, you can stitch photos together, add some music, and that actually it ends up being a video file. Right? So like, but it’s still photos that are stitched together.
– Right. Does that, does it do it in the platform, or do you have to do that externally?
– You can do it in the platform itself. Yep.
– Okay. So the sites like Animoto, which I’ve been using for years, which does that, may not be necessary, unless you want, I guess, more powerful tools for editing and stuff like that.
– Yeah, but TikTok platform’s actually really powerful for editing and what you need to put on a TikTok platform itself. But, there are lots of other third party apps and things which you can use. And if you’re more familiar with a third party platform for editing video, then just stick with that, and it’s fine.
– Okay. Now do these videos last forever, or do they go away? Like some platforms have had it where it’s there, and it’s kind of ephemeral, and it’s done, like a story.
– Yeah, no, it lasts forever. And I should, this is a really a good point, a thing to point out now, is that, so there’s TikTok, and there’s like your business, personal profile, where you can post videos and they last forever. And actually with TikTok ads, there’s a whole advertising platform which is completely separate from your profile. Think of it as like a Facebook ads manager versus a Facebook page. But, unlike Facebook and Instagram, your TikTok ads account, and your TikTok profile, aren’t mixed. They don’t really know that each other exist. So you can do those completely separately. Which is a really big benefit to some businesses in the wedding industry right now, that if they don’t feel comfortable creating short form video, or don’t have the time to kind of use it as a social platform, you can create this ads account, if you’ve got one or two videos, or stitch those photos together to make a video, you can create an ads account, that doesn’t have any social component to it, and still reach couples, and get their attention, and get them to your website.
– Okay. So if everybody’s listening here. So unlike Facebook, where my Facebook business page, and my Facebook ads account are connected.
– Yeah.
– And also connected to Instagram, right? So I can do, in one place, I can do my Instagram and Facebook ads together. This is completely separate. So when somebody watches this video ad, a video ad on TikTok,
– Yep. where do they go then? If I don’t have a profile there, where do we go?
– Fascinating, right? So the main call to action button links people to your website. The main goal is to get people to see the TikTok video, click on the button, and go to your website.
– Okay. Which brings us to a point which everybody listening should know. What do you want someone to do when they see your ad? Before you go create ads, you have to think, where do I want them to go? Because if that’s a page on your website, that has nothing to do with TikTok. You have to create that page. You have to have that place for them to go, and your homepage isn’t always the best place for that. Right, Mark?
– It’s not always the best place for it. It’s a place to start, if you have to, but you know, having a more specific offer and landing page isn’t even, is really the best way to do it.
– And that would be the case, not just on TikTok, but on Facebook, on Instagram, on Pinterest, anywhere. If you have an ad, and you send them to a place, send them to a page, I always say, that continues the conversation that the ad started.
– That’s exactly it. Right? And being more focused, and knowing what you’re asking someone to do, and then getting them to the place in the website where they can do that, is the right way to go. And, like, one great example is, like, if you are a venue, and your ad campaign is focused on getting people to show up and come to a tour, make it about that tour experience. Right? Don’t just send them to your homepage, and let them kind of click around, and choose their own journey, be specific about what you want them to do, because that’s going to get more people to take that specific action, and you’re going to have more success generating leads from your ad campaigns by doing that.
– It’s actually a good lesson for anything. I mean, for your website, too. I was just doing a website review of somebody in the UK, this morning, and she didn’t have specific calls to action on her site. She had a lot of very vague calls to action, and she had a PDF that had contact information, but it didn’t say what to do, and why.
– Yeah.
– So let’s go to that example. So somebody’s trying to increase tours on, for their wedding website, for their wedding venue, let’s say, the video, what would be good content to have in that video?
– I love this question. There’s no wrong answer, but you could do a before and after. Like, maybe it’s a venue without any sort of decoration, or any sort of customization for a certain couple, and just kind of a bare bones architecture. And then, like, the second bit of that video is with it done up in someone’s, some couple’s colors, and their florals, and their chair settings, and things like that. So people can see, “Oh, this is an amazing space, architecturally, and then it can be customized even further”. So it’s just before and after concept, which actually works for any business in the wedding industry. Whether you’re bridal store, that future bride in her regular street clothes, and then she’s in a dress, you know, just before and after concept is a perfect concept for TikTok.
– And for a venue, I see it as three parts. I see the empty room, the dressed up room, and then the actual wedding. Right?
– Yeah.
– So you bring it together, show me the people having a great time there.
– Totally.
– And then again, let’s go through this. If you’re a DJ or if you’re a band. Right? Let’s show the people dancing, having a great time there. And I think with the tour, you could also go with, maybe, showing people on a tour. Right? And showing them looking at the venue, then I see the room dressed up, then I see it done there. So ideally, that couple, and then their wedding, would be nice.
– Yes, exactly. If you could create that short form video by stitching that together, that would be really. And it’s a big ask, I know, like, it’s not easy to do, but, like, that would be such a powerful experience to see the couple, comes in for their own little tour, and they’re in their street clothes, and then you see them, eventually, like, having the time of their life at their wedding, at your venue. And it isn’t impossible to do. It’s a little bit of work, but it’s so powerful.
– Oh, by the way, if you have the photos, or video of the room dressed up for them and their wedding, and you’ve never done the first part, invite them to come back in, and be part of your video, and do the tour. Just take them on a tour. Yeah, you’re putting that piece in, but it’s the same couple touring around the venue, so people wouldn’t know that.
– Yeah.
– So why TikTok? Right? Why TikTok today for weddings?
– I’m so glad you asked. So TikTok, right now, is incredibly cheap. The cost, it’s a, it’s a pay-per-click platform, just like Facebook ads and Google ads, and because there are so few advertisers on it, right now it’s, like, those beginning days of Facebook that the people that got in early, reaped the reward, It’s pennies on the dollar. And because I think it’s a little bit more difficult to get content for a TikTok ad, so many people are so afraid of it, that it’s like, it’s just so, so cheap. We have members at the I Do Society, who are doing TikTok ads, and Facebook, and Instagram ads, and what we’re seeing is, is that they spend $10 a day on Facebook and Instagram, versus $10 a day on TikTok. They’re getting three or four more times the people to their website from TikTok, than they are for the same money on Facebook. And I love Facebook and Instagram, don’t get me wrong. I think those are still really valid and valuable platforms, but the moment, right now, that’s happening with TikTok, is, like, I can’t ignore the data. And I am such a TikTok evangelist at this moment for that reason.
– All right, so let’s talk about targeting then. So I go create this TikTok business ad platform, whatever, that I have there.
– Good enough.
– Yeah, good enough. How do I tell it that I want this ad to appear for my audience? So I’m a wedding, fill in the blank, DJ, photographer, videographer, dress shop, whatever, in Kansas City.
– Sure. So TikTok ads, just like Facebook and Instagram ads, you can choose your audience, where they are, who they are, their age range, what they’re interested in, and things like that. So it’s actually, TikTok took all the good things about Facebook advertising, and got rid of all the bad things, and it made it really simple. So you choose the, you can choose someone’s gender, you can choose their age, you can choose their location, you can choose are they interested in wedding dresses, are they interested in getting married, or planning a wedding. And so, it’s that same format of demographic targeting that exists on Facebook and Instagram. There’s one major difference, though, that’s a little, not problematic, but it is different, is that on TikTok, at the moment, you can only choose geographies by DMA regions, which are big regions around a city, or states. You can’t do zip codes and cities like you can on Facebook and Instagram.
– But DMAs still work for most people. because, I mean, like, I live in New Jersey. I’m in the middle of New Jersey. If I was down south, the Philadelphia DMA crosses into South Jersey. If I was up north, the New York City one is going to cross into northern Jersey, because it’s considered part of that same, and tell people what a DMA is.
– A DMA is like, like a region where people are kind of considered all, all part of one region. Like, if you.
– Is it the direct marketing association, is that what DMAs are?
– You know what, I should, I don’t know the answer to that.
– I think DMAs are direct marketing something where it’s, if you’re, it’s putting a circle on a map that’s not constrained by county borders, state borders, and things like that. You know, we call the tri-state area here is different than what somebody calls a tri-state area in a different. Like, South Jersey is Delaware, Philadelphia and South Jersey is the tri-state, versus northern, it’s New York, New Jersey, Connecticut is the tri-state. And I’m sure other people have, like North Carolina’s got the triangle, and the triad, or whatever. There are DMAs that are going to cover these cities. But again.
– One quick other way to look at it would be, like, if you’re in a DMA region, like say you’re in the Toledo, Ohio, DMA, even if you don’t live in Toledo, it’s likely that you go to Toledo as your city, as the place that you shop, as the place that you do all that stuff. So it’s not necessarily like a radius or anything, it’s like, “Oh this is kind of your area”.
– Right. And most sites have to do it, that, in some way, because state borders and city borders don’t necessarily define the areas.
– True. Yep
– It’s just again, where I am, I’m in the middle of the state. We could go either way. We could, literally, go to Pennsylvania, we can go up north, and go down south. It would go either way. Okay. So, do people identify themselves with a status? Like on Facebook somebody says, “I’m engaged”. Do they do that on TikTok?
– The TikTok does not have that particular engaged demographic targeting option, which, at first, actually really concerned me, and I was, like, I kind of avoided TikTok ads. I was like, umm, we can’t tell that they’re engaged. Like I don’t want to do this. But then we did some testing, and we had some members who were really gracious with us to be able to, like, do some testing with us, and, like, put their money out there, and hope it worked. And it worked so well by choosing those other interest categories, like interested in wedding dresses, or interested in engagement rings, and things like that. So to our surprise, it worked better than we thought it would. And it is comparable.
– So that interest in wedding dresses is because they’ve clicked on to watch wedding dress videos. Is that what it?
– Probably, yeah. They don’t give away their secret sauce, but, yeah.
– Well that’s got to be that. So somebody would probably think I liked French Bulldogs, or had one, because they’re just so darn cute. When the puppies come up on Instagram, I keep clicking on them. So I would probably get targeted, re-targeted, for a French bulldog puppy, somethings.
– Dog food and dog toys.
– Well, what’s interesting is, what shows up in my feed there, now, is more of those videos, because that’s what I’ve been clicking on. So it definitely shows up. All right. So TikTok ads, the cost per, CPMs, cost per thousand, is cheaper. And no, that in itself, we still need an audience. So the audience on TikTok demographically, because I, this client I was just talking to before is a wedding band. He said, “Yeah, my, I’m looking for women who are 25 to 35”, and he said, “They’re all on TikTok.” Is that true?
– It seems to be pretty active. I think that, you know, there’s been so many social media platforms, and I guess I should go back, TikTok isn’t considering itself social media.
– Right?
– More entertainment. But there’s been so many platforms that have come and gone. And what’s different about TikTok is, it’s really sticking. So much so, that you’ve seen Facebook and Instagram make changes to make reels in this short form video, that they call reels in Facebook and Instagram, more of a priority, because they’re like, “Oh crap, like, people really, really like this. This is really entertaining.” And so it’s sticking, and it’s pretty fascinating.
– Yeah, I keep getting notifications from Instagram, do I want to monetize my reels. I’m like, “No, I actually don’t”. Well, I’ll monetize it because people see what’s in the reel, and maybe want to contact me, not, you know, put an ad on it. So.
– Yeah.
– So something you said earlier, if somebody is throwing the same amount of money every day at Facebook, Instagram, and TikTok, TikTok, you’re getting more bang for your buck.
– 100%
– When I had you on the last time, talking about Instagram and Facebook ads, you said if somebody isn’t willing to do, you know, 10 to $15 a day, you’re not going to get noticed. What would be the TikTok number?
– Ooh, TikTok has a minimum budget of $20 a day. And while this can seem daunting, it’s so powerful that, I mean, we can’t argue with anyway, it’s like they’re minimum.
– Right.
– But what we’ve found is that if you start at $20 a day, it usually is enough to reach a whole lot of people. And you can go up from there. Like, if you’re looking at your Google Analytics metrics, and seeing a lot of people from your TikTok ads coming, and you want to spend more, you can, but that minimum budget of $20 a day gets a whole lot of people to your site. because the click costs are so cheap, you know, I don’t want to lock in any specific number in anyone’s head, but we’re seeing, like, 25 to 50 cents per click on TikTok, and you know, if you do the math on that, that’s a lot of people every day who are the right people for your business. So it’s worth it.
– Now, $20 a day, is there a minimum number of days you have to guarantee, or you have to do the whole month? I mean, because that’s $600 a month.
– Yeah. So we have done a couple scenarios where we did like Monday, Wednesday, and Friday, and just did three days a week where we ran the ad. So you can choose to just do a couple days a week.
– Okay? So if you’re listening here, and you fainted a little bit, that $600 a month, that it’s not $600 a month. However, like any other advertising, it’s based upon results. If $20 a day, three times a week, is getting you what you need, great. If $20 a day, every day, is getting you what you need, great. because, you know, if you’re spending $7,000 a year, and you’re bringing in tens of thousands or hundreds of thousands in business, all of a sudden it’s not so much money. So always, always, always tracking. Which is why, again, you know, Mark, you said have a landing page. For me, I would always send people from Facebook, Instagram, Pinterest, anywhere with an ad, I would send them to a landing page, because you’d want to know that it came from there, and whatever attracted them. Let’s talk about this. So on the landing page, I did an ad on TikTok, I showed this 30-second video. Would you put that 30-second video on the landing page, or something like it? Or what would you do to tie them together?
– You know, I don’t know that the putting the TikTok video on the landing page is going to be the right fit. I’m glad you asked that though, because people, if they’ve already seen the video, they’re probably not going to click the play button and watch it again, but in your TikTok ad, you do get to put your business logo. So, of course, you want your logo on the landing page, and they’ll see some connectivity, visually, there. There’s also a place in the TikTok ad for a short headline. It’s about four or five words long. It’s really, really short. So, like, choose your words carefully, but you could repeat that headline on your landing page, too. This might, this is going to be the right solution for everyone, but like, say you’re a wedding venue, and you’re doing a $1,000 off for Friday weddings. You know, if you put that as your headline in your TikTok ad, and that’s right next to that Learn More button, and they click on the Learn More button, then the headline of your landing page says, “$1,000 off for Friday weddings”, they’re going to know they’re in the right place. And they’re going to continue that piece of communication that’s offering them something of value.
– So talking about continuing the conversation, what are the elements for a good landing page? How long is it? What kind of content? So let’s continue that thought. It’s a $1,000 off for Friday weddings, and they click through, they like the reel, they click the reel, sorry, they like the video, they click through, and it says a $1,000 off, what else is on that page?
– So your landing page has that strong headline with an offer. Your landing page has testimonials of what other people have said about your business, or your venue, or your service, so that it’s not just your words, it’s other people’s words.
– Short, single sentence testimonials. Right?
– Yeah.
– Short ones.
– No one’s going to read more than a short sentence.
– Right. Yeah. But I, again, I call them speed bumps. Let’s have nice short ones, that it’s not going to stop them, it’s just going to slow them down a little bit. Okay. What else?
– And this is a little bit of a rabbit trail on testimonials, but I have to take the opportunity, so if this is a testimonial that’s from Google, put the Google logo on your landing page next to that testimonial, so that that person, like, “I don’t know if I believe this”, they can go to Google and read the reviews there. Like, add that little bit of credibility. It’s going to have benefits and features. Features are like the details bullet point. What is this venue? How many people can go to this venue? Or what does this DJ service include? Blah, blah, blah. The benefits that you’ll write out, is how is this service or this venue, whatever, is going to make that, make you feel. That’s a whole different conversation. But for the, you know, wrapping that up, your landing page has the features and the benefits on it, and it has a call to action. What do you want that person who hit that page to do to get in touch with you, to take advantage of that $1,000 off or whatever? Is it a short little form? Is it call? Is there a chat functionality? Make sure they know what you want them to do to take that action.
– Yep. So again, same elements you would put on a grid, any good webpage, image that shows results. Right? So let’s not show, if we, let’s go back to that video. If we had the video that showed the empty room, the dressed room, and the wedding, a picture that would be there would be the wedding, not the empty room now.
– Yeah, yeah, yeah.
– Testimonials that speak to results. Right? Right? You don’t want just bland testimonials. You want the people that are very emotional, that are like, “OMG, better than we could”, you know, “best.wedding.ever”, you know, that kind of stuff.
– Yep.
– If you’re trying to show, geographically, where people come from, this is where the testimonial, the attribution, can say that this was, you know, Chris and John, from this city and states. “Oh wow, people from there come over here.” Right? You have that. The features and benefits, the benefits part I talk about in terms of results. Right? So yes, we have an outdoor ceremony area, but we, you know, the result is for your, you know, it looks beautiful in your pictures. We have great places for, you know, for you to be getting ready, and all this kind of stuff. And then again, the call to action, this is the weakest part I see on a lot of websites, is we didn’t tell them why. If you would like to check availability, arrange for a tour to come and see for yourself, call, email, or contact us. Short form on the page. I know I’ve spoken about this on the podcast. Every field you add, less people fill it out. Right? Every field you take away, more people fill it out. You do. Now, in this case, if it’s come and get a tour, you could have a click to our calendarly, or something, where somebody could actually.
– Automate it, automate it, and take the work out of it. Absolutely.
– Yeah, yeah. Unless you’re getting too many tours. Unless you’re getting too many people who are unqualified. This is where we could get into the discussion of, should I put a price range, or should I put something to, to whittle this down? And that always comes down to, if you’re getting too many inquiries that can’t afford you, then putting out a price range can cut that down. You don’t have to put the prices, but putting that down there. So kind of wrapping this all up in a bow. TikTok is where the flock has gone to.
– It’s moving. Yeah.
– Right. Cause you know, it was, it was Facebook, and then all of a sudden they were on Instagram. Well, actually, it was Twitter at one point, and then they’d all left.
– Ah, Twitter.
– Yeah, I looked up one day, I was like, “Where’d everybody go”? And they’re all on Instagram. And now for me, you know, my audience is the people listening here. I don’t see them looking for me on TikTok. I also don’t know what I would do with TikTok ads for my business.
– Yeah.
– I could come up with a couple. I don’t think I could come up with very many. But for the audience that we’re talking to here, their audience is there.
– That’s, it’s so true. Like TikTok isn’t really a good B2B platform at the moment, but what’s so beautiful about TikTok and the wedding industry paired together, is that, what the wedding industry creates is typically so visual and so beautiful, and that it is such a platform that allows you to communicate that visual beauty to the audience of people on TikTok. And it’s, and because there’s music, and a little bit of movement, it is so solid for the wedding industry.
– What about, I’ve seen words on videos like captions, you know, closed captioning almost, but coming up on the videos, is that an automated thing, or is that, do you have something you have to do where it’s, like, I got words coming up on them?
– You know, TBD on that, to be honest. Like, I kind of stray away from it because usually people are on their phone, or actually, I mean, TikTok is all people on their phone, and the words are good, but you don’t want a lot of talking, and the words can cover up some of the visual beauty of what you’re trying to communicate. And so, I actually haven’t done a ton of testing just yet, but my thought at the moment is, like, show the scene, show whatever it is, and let the audio, the whatever it is, like, sorry, let the audio or the music play, and don’t cover the screen with words.
– So let’s talk about music. Copyright music versus, not this, TikTok offer you music that you can use.
– Oh my goodness. At the moment, TikTok does not have the ability to fingerprint copyrighted music in the ads platform. So should you use copyrighted music? Probably not. If you don’t have any other choice, and that’s what you’ve got, at this moment in time, TikTok isn’t really bringing the hammer down to anyone because of that. And I don’t want to point anyone in the wrong direction, and get you in trouble later, but it’s good to use free music, if you can, in your video.
– Okay. And there’s lots of sites that you can get free music on. Again, go back to Animoto. If you created your video in Animoto, they have all kinds of license free music that you can use there. They get theirs, I believe, through Triple Scoop Music, which you Google directly to and get, which I’ve gotten some from. So there’s plenty of places for that. So let’s talk about music for a second. Is it better, let’s say you’re showing a real wedding, and there’s people dancing, there’s stuff, is it better to have that song playing throughout, and not hearing what happened in the video, or should I be hearing what happened in the video, like a ceremony or a dancing or, you know, the music that was playing when they were dancing?
– Your sound quality’s going to be better if you choose a different piece of music for the video.
– Right? That’s, I, I thank you. I was hoping you were going to go there with that. So quality matters to a point. Because again, I want it to be real.
– Yeah.
– R-E-A-L not R-E-E-L.
– Clarification.
– And then for people listening who are like, “Well hey, but I’m not at the wedding”. Like, I’m the invitation person, or I’m the florist, or something like that. What about behind the scenes stuff? Like, you know, the stuff that they don’t see that goes into making these things happen? Is that strong?
– I think so. Say, let’s say you’re a, you do makeup, and you’re not actually out there with the bride when she goes down the aisle, but you’re behind the scenes with her. A fun video of you and the bride together, and maybe, even, like, same concept, before and after. Like, it doesn’t, you don’t need to be at the wedding to have a great experience shown in a TikTok video.
– Right. And some of you might need to just be friendly with the photographers and the videographers, because you’re not there. So the florist that goes and sets up, but then leaves, you know, until they come to break down, might need to get that kind of stuff. But this is again, where using still images, and making a video from still images. Again, you have beautiful flowers, bouquets, you can, you could literally show an empty vase, and then show it being, you know, built up into this amazing centerpiece.
– Totally.
– People love that.
– A time lapse video, right?
– Right.
– Like, you’re doing this, and you’re showing the creation of this. People love seeing things created. Absolutely.
– And it also speaks to the work that you do that they don’t see, you know. I’m preparing, I know this is coming out after Wedding NBA, but I’m preparing for my Wedding NBA presentations, you know, they’re, people are going to see me for 35 or 45 minutes on stage, and what they’re not going to see is, how many days, days I’ve spent working on this. Not minutes, days, working on it. And I do this for a living, right, presenting. But people don’t understand the work that goes into it, and some of that, showing the work that goes into that. I actually remember an invitation person at a bridal show, years ago, got up on stage, and explained to the audience how they could do the invitations themselves. But he went into such detail, that people in the audience were like, “Wow, that’s a lot of work”.
– I don’t want to do that.
– Right. Yeah. Which is exactly his point. I don’t want to do this. Which also brings me to TikTok ads. So people could figure this out themselves, or they could talk to the I Do Society. Which for people who didn’t hear my last episode with you, what is the I Do Society?
– So the I Do Society, we’re an organization where we provide fully managed advertising for businesses in the wedding industry. From soup to nuts, we create your ad campaigns, we run them, we report to you on how they’re doing, and give you all the consultation you need to get leads from advertising.
– Right. So it’s funny, because the guy I was talking to just before, he said, “I don’t understand how somebody who maybe, maybe this is full-time for them, maybe they have a full-time gig, and they do this, you know, on the weekends, and they have a family, whatever”, he said, “I don’t understand how people can, can do this on their own”. I said, “Well, a lot of people don’t. A lot of people hire experts.” You know, we hire experts when we’re not the expert. Like I bring in. I can do minor electrical, but I bring in the electrician for the 220 line that I needed run, you know?
– Right.
– Stuff like that. We bring in experts. So if people. I’m going to put it into the show notes, but if people want to find out more about the I Do Society, they would go to?
– The IDoSociety.com.
– Make it nice and easy.
– Done and done.
– But you were generously offering a 30 minute consultation with people who wanted to find out more, if this was right for them. Are we?
– Oh, absolutely.
– Since I put you on the spot here.
– No, no, it’s totally fine. No, yeah, we do that always, like, because advertising is really complex, and just like you said, these advertising platforms were built for enterprise level businesses like Target and Starbucks. The amount of functionality that you need from these advertising platforms, is such a tiny piece, but to understand what that is, is really difficult. So we’re distilling it down, and in that consultation we’ll share with you, “Hey, this is”. We’ll learn about your business. and we’ll figure out what the right platform is for you, or, and how we’re going to go about that, and how you can go about that, too. Just use the pieces of the platform that you need, and not worry about the rest.
– Right. So you might say to somebody, “Listen, TikTok is good, but we should be, you should be on TikTok and Instagram”. Or, “You should be on TikTok and Pinterest”, or whatever it is.
– Exactly.
– You might need to be in different places where you can do that. So I appreciate that. I appreciate you coming on and explaining this for us, because if I had hair, I would pull it out, because you get frustrated, like, “There’s another platform!” But very interesting. TikTok is an entertainment platform. It is not a social platform. I love that. I love that concept. Mark, thank you so much for joining. Go visit TheIDoSociety.com. Go look at the show notes. We’ll have links over there, and if you want to have a 30 minute consultation with Mark, is generously offered to talk to you about, is this right, is this not right, what budget you might need to make it work for your business. And the next time we come up with the next platform, I’ll have you back on again, Mark.
– Thanks Alan. It’s always a pleasure.
I’m Alan Berg. Thanks for listening. If you have any questions about this or if you’d like to suggest other topics for “The Wedding Business Solutions Podcast” please let me know. My email is [email protected]. Look forward to seeing you on the next episode. Thanks.
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