Over the past year, Zedge has witnessed a dramatic transformation in our marketing efforts. We've gone from relying heavily on static images to producing over 200 videos each month, a shift made possible by our fruitful partnership with TikTok Creative Center (TTCC). This change represents a strategic evolution aimed at keeping pace with the dynamic nature of digital advertising today.
From Static to Dynamic: The Evolution of Zedge's Marketing Approach
Previously, Zedge's marketing strategy centered around static images. This was primarily due to the high costs and logistical complexities associated with producing video content, often necessitating partnerships with external agencies. While these partnerships were valuable, they did not always guarantee the high-impact, engaging ads we sought, considering the significant investment required.
Embracing a Numbers Game with TTCC
Recognizing the need for a more scalable and cost-effective solution, we pivoted towards generating a higher volume of creative content. The rationale was simple: in the competitive arena of digital marketing, playing the numbers game allows us to discover which ads are truly impactful and resonate most with our audience. This led us to embrace TTCC's innovative platform.
What is TikTok Creative Center (TTCC)?
TTCC is a TikTok initiative that empowers brands such as Zedge to produce video ads rapidly. The platform facilitates submission of creative briefs to a global network of content creators who then produce and deliver video content at an unprecedented pace. This model not only accelerates production timelines but also unlocks a diverse range of ideas and executions – from low to high quality.
Quantifying the Impact: Zedge's Success with TTCC
Since integrating the TikTok Creative Center (TTCC) into our workflow, Zedge has seen a dramatic increase in our video production capacity. In just the last quarter alone, we managed to generate approximately 669 creatives through TTCC. This massive surge in output is largely due to our ability to submit multiple briefs simultaneously, allowing our team to cover a wide range of themes. We launched different briefs for ringtones and wallpapers, Zedge Personal and pAInt. This flexibility has enabled us to showcase our diverse product offerings effectively, from new ringtones and wallpapers to engaging in trending challenges like the “try not to laugh” challenge.
The ability to produce multiple creatives at a previously unattainable pace has been transformative. It has helped us keep our ads fresh and engaging, contributing to improved user engagement and campaign effectiveness, which in turn played a role in achieving a 20% reduction in our Cost Per Install. Our strategy now includes a significant focus on producing more content in-house, harnessing the insights and rapid prototyping enabled by TTCC to refine our creative concepts continually.
Moreover, our engagement with TTCC has empowered us to experiment with new ideas more freely and fine-tune our advertising briefs with greater precision. We’ve also enhanced the resources available to content creators by providing them access to Zedge’s library of copyright-friendly ringtones. This initiative not only enriches the creative assets available for ad production but also ensures that our advertisements are both original and resonant with our brand. By allowing creators to utilize these ringtones in their videos, we’ve seen a notable improvement in the authenticity of and engagement with our ads.
Looking Ahead: Zedge's Innovative Path Forward
Our partnership with TTCC has fundamentally redefined the marketing paradigm at Zedge. By leveraging the power of video and TikTok’s innovative platform provided by TikTok, we have shifted from a static content model to a dynamic, video-first strategy. This transition has not only allowed us to align with the latest industry trends but has also established a new benchmark for creativity and operational efficiency within our marketing efforts. The result is a more vibrant, engaging brand presence that captures the attention of our global audience and drives deeper interaction with our products. As we continue to evolve and expand our capabilities with TTCC, we look forward to exploring even more creative possibilities and pushing the boundaries of digital marketing innovation.