Marketero · Entrevistas
Ep 190: 100 Million TikTok Views Slapping the Marshmallow with TheMarshmallow.co's Joel Twyman
13 ideas de marketing sacadas de «Ep 190: 100 Million TikTok Views Slapping the Marshmallow with TheMarshmallow.co's Joel Twyman», de DTC Podcast. Sobre…
- 13 ideas despiezadas
- Fuente DTC Podcast
- Dura 44 min
- Publicada en 2022
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Estrategia de contenidosEl creador reconoce que era 'camera shy' y que no le gustaba su propia voz, pero arrancó igualmente. Su consejo a quien empieza: ver 30 videos de TikTok de tu propio nicho antes de publicar nada, para entender la cadencia, el corte, la duración y el tono nativo. La mayoría de las marcas publican estilo YouTube o Facebook en TikTok y fracasan. Recomendación: no traduzcas tu estilo de otros canales; absorbe primero el…
do to get started yeah I think um well for me I was I'm not very um I'm a bit camera shy so um even my voice I don't like listening to record I didn't like listening to recordings of my voice but I just did it and of course like the growth helped the like I was like okay I've got to do it now I got no choice um but I think the thing is like ease yourself into it if you're not comfortable um being in front of the camera but watch a lot of Tik Tok start watching Tik Tok and you'll see the style of videos because you don't want to make like a YouTube style or a Facebook Style video on Tik Tok…
Escúchalo en el minuto 41:30
Estrategia de contenidosEl creador reconoce que era 'camera shy' y que no le gustaba su propia voz, pero arrancó igualmente. Su consejo a quien empieza: ver 30 videos de TikTok de tu propio nicho antes de publicar nada, para entender la cadencia, el corte, la duración y el tono nativo. La mayoría de las marcas publican estilo YouTube o Facebook en TikTok y fracasan. Recomendación: no traduzcas tu estilo de otros canales; absorbe primero el…
do to get started yeah I think um well for me I was I'm not very um I'm a bit camera shy so um even my voice I don't like listening to record I didn't like listening to recordings of my voice but I just did it and of course like the growth helped the like I was like okay I've got to do it now I got no choice um but I think the thing is like ease yourself into it if you're not comfortable um being in front of the camera but watch a lot of Tik Tok start watching Tik Tok and you'll see the style of videos because you don't want to make like a YouTube style or a Facebook Style video on Tik Tok…
Escúchalo en el minuto 41:30
Retención y relación con el clienteTheMarshmallow.co corre un concurso 3-4 semanas antes de cada evento estacional (Easter, Christmas), regala un lote de su línea limitada, lo publica en Instagram y Facebook, y mete pauta contra la publicación porque el costo de impresión en esa ventana es bajo. Quien entra a ganar marshmallows ya está pre-calificado como cliente probable. Después, una serie de emails de bienvenida con descuento al 100% tibio…
contests can you describe uh the your successful formula for running contest on Tik Tok yeah so it's kind of a our um we do a whole strategy around a seasonal event because yeah a lot of our products we release a uh a limited edition range for yeah for Easter for Christmas any of those events um and so what I've found worked really well is to um run a competition and give away our um say our Easter range or our Christmas range um but in the like three or four weeks beforehand um run that competition for maybe a week um put it on Instagram um I haven't done any on Tik Tok actually but put it…
Escúchalo en el minuto 32:42
Pausa la pauta cuando el orgánico viral supera tu capacidad de manufactura
Canales de adquisiciónCuando los videos virales generaron más demanda de la que podían manufacturar, TheMarshmallow.co detuvo toda la pauta de Facebook y puso un banner en el sitio avisando un retraso de dos semanas. Recomendación: cuando el crecimiento orgánico supere la capacidad operativa, mejor apagar ads que quemarlos con clientes que se frustran por tiempos de entrega largos. La marca vuelve a la pauta cuando la operación se nivela.
had to stop all the Facebook ads and I had to put a big banner on our site to say that we're like two weeks delayed because we we're only a small business and um and our um capacity just couldn't handle that like that amount of orders coming in um at the time so yeah it's it has been really crazy good um like we've scaled back a lot of our Facebook spend um to focus on just making content now um and getting our name out there a bit more um so like we're consistently doubling sales like actually monthly now um but before that it was like year on year we were just doubling um but that's kind of…
Escúchalo en el minuto 12:00
Deja que los trolls comenten: el contenido controversial dispara el engagement del algoritmo TikTok
Estrategia de contenidosEl creador observó que los comentarios negativos y los trolls, en lugar de hundir el alcance, lo amplificaban: el algoritmo interpreta la velocidad de comentarios como señal de que el video merece más distribución. Por eso algunos creadores provocan errores a propósito para detonar reacciones. Recomendación práctica: no borres comentarios negativos, responde con humor o mems virales, y considera que el trolling no…
trolling on there and I wasn't ready for that but the trolling actually helped like as much as it it really kind of hurts when Hur ego a little bit Yeah Yeah like people like ripping you off and stuff like pointing out your mistakes um it it actually boosts up your um your engagement on the algorithm so the algorithm's like damn this video must be really good because all these people are commenting on it so quickly they don't know that they're flaming you on there but um but I've seen that as a strategy that that creators use as well where they'll purposely do something that's like really off…
Escúchalo en el minuto 8:59
El formato que disparó el primer TikTok viral: educativo + proceso del producto + voz en off + storytelling
Estrategia de contenidosEl primer video viral de TheMarshmallow.co fue el tercero que publicaron: los dos primeros (presentación del producto y packing de pedidos) fracasaron, pero el tercero —mostrar cómo se elabora un producto específico, con voz en off contando la historia— despegó. La combinación ganadora fue educación sobre el producto + mostrar el proceso + voz en off + relato. Imita este patrón cuando lances un canal orgánico…
stacked and shipped out um and then the third one was um about me actually making some of our products so some of our cinnamon rolled marshmallows um and um and then so I kind of showed the process of how we made it and then of didn't do anything I think the the combination of um the showing the product like being a bit educational and showing how we make it and putting the voice over and telling a story I think that combination worked really well for mistakes um it it actually boosts up your um your engagement on the algorithm so the algorithm's like damn this video must be really good…
Escúchalo en el minuto 8:13
Diseña contenido evergreen con apariencia estacional: el algoritmo lo reventará varias veces en oleadas
Estrategia de contenidosLos videos evergreen de la marca (cortes de marshmallow, ASMR) generan 3-5 oleadas de viralidad a lo largo de meses, no un solo pico. Un video publicado a inicios de año tuvo una segunda oleada con un millón de vistas en 6 horas tres meses después. Recomendación: cuando publiques un video, optimízalo para ser atemporal (sin referencias a fechas, modas pasajeras o trends efímeros). El algoritmo lo va a re-distribuir…
again yeah definitely um so I don't know if they've changed something recently because it hasn't happened as much in the last couple of weeks but previously we were just having like three four five waves of virality on each video um and so there was a video that I had posted at the start of this year and then like maybe 3 weeks 3 4 weeks ago um it had like another wave of virality and suddenly like out of nowhere it had a million views in 6 hours um and I don't know what caused that um I think just because it is that that Evergreen content that um I think it just like maybe one or two people…
Escúchalo en el minuto 31:20
Adapta tu producto a restricciones alimentarias y deja que la comunidad haga el marketing por referidos
Investigación de mercado y clienteTheMarshmallow.co descubrió que su producto naturalmente sin lactosa atendía a un segmento desatendido en Easter (donde casi todo es chocolate). Esos clientes suelen estar en comunidades unidas de intolerantes a lactosa, gluten o consumidores halal. La marca no paga por llegar a esas comunidades: los propios clientes recomiendan el producto a su círculo. Recomendación: detecta restricciones o preferencias de tu…
for like one of the big things we found was Easter um there's a lot of people who are like lactose intolerant but it's really hard to get something that doesn't contain chocolate at Easter well our marshmallows don't contain dairy so um that type of thing works really well for those people who have a lot of trouble finding something um and then we find that those people enjoy it a lot um and they go and tell their friends who they're usually in a group of people that are um kind of lactose intolerant or gluten intolerant um so then it kind of spreads around those communities too or Halal is…
Escúchalo en el minuto 36:23
Publica dos videos y dos lives por semana, y testea horarios hasta encontrar tu ventana de mayor alcance
Estrategia de contenidosEl creador pasó de hacer videos esporádicos a una rutina fija de dos videos por semana (uno al inicio, otro al final) más dos lives, testeando horarios: mañana, mediodía y noche. La frecuencia predecible también entrena a la audiencia a volver. Recomendación: define una cadencia mínima sostenible antes que intentar ir diario y abandonarlo a las dos semanas.
many how many uh videos are you making a week at this point how many times are you going live so trying I'm trying to do two videos a week so one at the start of the week one at the end of the week um and kind of testing different things like posting times um morning um midday nighttime um trying to test that out at the moment and um and like different styles of videos but it is hard even to just do two a week um the amount of work that goes in into each video um and then lives I try to do two a week if I can um the people ask for way more they want to live every day um but I work a lot…
Escúchalo en el minuto 28:20
99% de las ventas internacionales de TheMarshmallow.co vinieron de TikTok orgánico, no de pauta
Estrategia de contenidosPara los clientes en Estados Unidos, Reino Unido, Canadá y Nueva Zelanda, el fundador atribuye directamente el 99% de las ventas a TikTok orgánico. La marca nunca había corrido ads para esos mercados. Esto es una prueba de atribución casi limpia: cuando un canal nuevo llega antes que cualquier pauta, ese canal captura prácticamente toda la demanda inicial.
advertising nobody knew about you in the United States before you started doing this so pretty much everyone in North America who's who's ordering now came from this organic awareness right yeah yeah so yeah I haven't done any ads for um for the US yet um because I just wanted to see how it go how it went for the start um so I can comfortably say that let's just say 99% because there could be some that found us on Google or something but um let's just say like 99% of people who've ordered um from the US or from overseas anywhere New Zealand U UK Canada um they come from Tik Tok um and we get…
Escúchalo en el minuto 14:21
Estrategia de contenidosEn el mismo creador, los lives de Instagram nunca superaron los 20 espectadores, mientras que en TikTok promedian entre 1.000 y 2.000 concurrentes y han llegado a picos de 9.000. Para marcas de CPG, los lives en TikTok son un canal orgánico de adquisición con audiencias entre 50x y 450x mayores que en Instagram, sin costo de pauta.
watch for hours I imagine not hours but watch quite a bit of well they do watch for hours because I do lives now on Tik Tok um and compared so I've done Instagram lives in the past and I've had like 20 viewers Max when I do a Tik Tok live I can get like I think we we maxed at like 9,000 concurrent viewers um and we regularly get like 1 to 2,000 when I'm doing a live on there and all I'm doing is just working just cutting marshmallows and then I like hold it up to the camera and do some squeezes like it's it's fun for me to do um and it keeps that part of my job um really interesting um but…
Escúchalo en el minuto 10:36
Estrategia de contenidosUna marca CPG australiana de marshmallows artesanales pasó de un crecimiento moderado a más de 100 millones de vistas acumuladas en TikTok y un crecimiento de ventas superior al 2000% gracias a contenido orgánico, no pagado. El caso demuestra el techo de descubrimiento gratuito que TikTok ofrece a productos con fuerte atractivo visual, sobre todo cuando se sube video de forma consistente.
date the marshmallow. co has gathered over a 100 million video views on their content and grown over 2,000% in sales cpg Brands take note this is your Tik Tok oh is it that's what it says on marshmallow Co says 118 million views which is just astronomical that's crazy yeah that yeah it's crazy like the the
Escúchalo en el minuto 1:15
Un live de corte en TikTok atrae ~100.000 espectadores únicos en su ventana de emisión
Estrategia de contenidosEn sus lives de corte de marshmallows, la marca promedia ~100.000 espectadores únicos totales por emisión, con picos de 1.000-2.000 concurrentes (9.000 pico histórico). Los lives de packing tienen menos concurrentes pero más engagement. Ambos formatos generan ventas similares. Recomendación: mide espectadores únicos por live, no solo concurrentes, para comparar correctamente entre formatos.
and how many people are you getting on a live um pretty much for the total time that we go live about like 100,000 viewers um in in each live yeah and that looks usually like it depends on on the type of live though as well like if if we're doing more of a making then it's a busier one if we're doing order packing then I find the engagement is quite high but the viewers are lower um both of them get sales like almost as well as each other which is crazy um and so yeah it's about 100,000 on like our um on our cutting ones on average so they're the ones we try to do more
Escúchalo en el minuto 30:11
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