I’m sure this isn’t your first time hearing a marketer wax poetic about the benefits of reaching prospects on social media and “meeting your future residents where they are”. These platforms have forever changed media consumption habits making it a can’t-miss opportunity for marketers. 

As much as we love all social media, the inevitable day comes when the social fabric changes and everyone jumps ship to a new platform to reach their audience.

Today that ship is TikTok, and it’s become a megayacht transporting its users through a sea of personalized video content.

The short-form video-sharing app is most popular among young adults, with 43% of users ages 18-24 and 32% of users ages 25-34 (DataReportal, 2022), making it an incredible platform to reach students and young professionals.

Building up a presence on a new social media platform can feel daunting, and for many organizations, “going viral” isn’t a viable marketing strategy. If this is the case for your organization, the best strategy is to leverage TikTok through advertising. Unlike uploading organic video content to TikTok and hoping to “make it big”, TikTok advertising offers a targeted and scalable approach to reaching college students in the market for an apartment. 

Here are five reasons why we think student housing marketers should consider advertising on TikTok.

1. TikTok ads are immersive.

TikTok offers full-screen mobile video placements that can highlight the features and benefits of highly visual products like apartments. 

Whether you are sharing a video walkthrough of a unit, showcasing student social life, or a splash into the community pool, the vertical video format can bring your units and amenities to life across your prospects’ screens in a way that static images can’t match. 

This lifelike ad format makes TikTok ads more memorable, increasing brand recall. Across client campaigns, we saw lifts in organic and paid search results after running TikTok ad campaigns, indicating the stickiness of video-first branding strategies like TikTok.

2. TikTok has powerful targeting and AI capabilities. 

The platform has evolved in recent years from its initial focus on music and dance videos into an entertainment platform that caters to all types of interests and niche communities.

Today the platform is well known for its intelligent learning algorithm. It excels at determining which video content users are likely to respond to, which is why its “for-you-feed” is such a popular feature of the platform. 

As a TikTok advertiser, you gain access to a wide variety of interest-targeting options that ensure you reach your target market consistently. When creating student apartment ads, we were able to layer TikTok’s targeting strategies to build an audience of prospective renters looking for housing for a specific university, enabling us to reach the right audience for our clients.

3. TikTok users are more engaged.

The TikTok user base engages on the platform more than other social media sites, with 79% of users reading the comments and over half saving sound clips or searching hashtags (Nielsen). 

Even though the content is primarily video, users on the platform aren’t just passively scrolling through content. They are opening and reading comments, sharing content, and utilizing the search function to discover new content. 

4. TikTok prioritizes discovery.

The platform is unique in that it prioritizes discovery, presenting users with a wide variety of creators and content curated to their user behavior. A Nielsen study commissioned by TikTok found that 88% of TikTokers love discovering new content while using the app, and 52% of users say they discover new products through ads on TikTok.

Unlike other social networks, where users follow friends and expect to see most of their content from their followers, users are in a discovery mindset on the platform, making them more open to seeing content from new users and brands.

5. TikTok users are receptive to advertising on the app.

Over 80% of users say ads on TikTok are enjoyable (Kantar). 43% of heavy TikTok users feel that the advertising on the platform blends in well with the content, and 61% of users feel that advertising on TikTok is unique compared to other top social and video platforms (Nielsen).

Interested in bringing your brand to TikTok but don’t know where to begin? Learn more about Conversion Logix’s TikTok advertising service and how our team of social ad experts can get you started. 

The post Five Reasons Student Housing Should Advertise on TikTok appeared first on Conversion Logix.

Instagram Stories was introduced back in 2016 and since then it has taken off to become one of the most used features on Instagram. The Facebook-owned, 15-second format has allowed businesses to create engrossing and powerful advertising for a wide audience. Before jumping straight into brainstorming your quarter-minute masterpiece, let’s go over the 5 things you need to know about creating Stories ads for your apartment community.

1. Best Way to Reach Millennials and Gen Z

Millennials and Gen Zers are a huge segment of apartment renters. Instagram Stories is a great way to reach this demographic. 60% of Millennials and Gen Zers watch and post stories to their account, while 25% actively watch Stories of products and services they want to buy. Still not convinced you’ll be able to reach a younger audience with Instagram Stories? Almost two-thirds of US-based Instagrammers are 19-29 years old, a higher proportion than almost any other social media platform.

2. Higher Reach

At the end of the day, if no one sees your ad, they can’t take action. Over 500 million Instagram users watch Stories on a daily basis, and the relatively new format means you won’t be competing with as many advertisers as you would on traditional Instagram ads.

3. Powerful Targeting

Facebook has one of the most robust audience targeting tools in the industry. Marketers will be happy to know that all those powerful systems can be applied to Instagram Stories as well. You can use interests, locations, and behaviors to create the perfect audience for your ad.

4. Stories Format

Stories take up the full vertical screen on mobile devices. Only your content is viewable to the user. This allows your story viewers to be fully engrossed in your video with no distractions. Stories can take the form of a single vertical photo, a single video, or a sequence of photos or videos in a carousel format.

5. Brand Recall / Video

As with any marketing channel, video content is one of the best-performing ad formats on Instagram Stories. Tap-forward rate, which is when a user skips past your content by tapping it, is 5.65% lower with video than it is with images.  (Source: Socialinsider). Not only will more people view your story, but they will remember it too. According to Insivia, 95% of a video’s message is retained by viewers. If that still isn’t enough to persuade you, video social posts receive almost 50% more views than static images

Conclusion

Story ads are a great way to get your business in front of your audience. In only three years the story format has grown faster than anyone could have predicted. Plus, it is one of the least competitive formats to advertise on. This magic mix of a huge audience and low competition won’t last forever though, so marketers that jump on it now will have a huge head start on the competition. Need some help getting started? Schedule a consultation with our digital marketing experts today!

The post 5 Things Apartment Communities Need to Know About Stories Ads appeared first on Conversion Logix.

After months of scrutiny about privacy concerns and where ads are actually coming from, Facebook has taken action into their own hands. Advertisers and consumers alike went to sleep on Thursday, June 28h and woke up on Friday, June 29th with a pretty substantial change on their favorite social media platform.

With Facebook trying to crack down on fraudulent accounts that have previously served false ads, they have opened a floodgate of possibilities for its consumer base.

Here is a screenshot of how you can discover what advertisements a page is currently running:

Whenever a change is enacted on a platform that has 2.2 billion monthly active users, there is going to be a learning curve in how the new updates are utilized. This most recent update is going to bring both positive and negative aspects to the platform, however, the transparency between the platform and the consumer is at an all-time high.

Here are some of the positives and negatives that can be found with the new update:

Positives

• Facebook users will have full transparency on the platform as is pertains to who is paying for the ad that they are seeing
• A user can view any/all active advertisements that a company is running at that moment in time – providing consumers with more information than ever about the platform
• A consumer can see the history of a specific page – showing any changes that may have happened throughout the years

Negatives

• Competitors can now see and copy a businesses’ exact ad strategy
• You cannot hide your special offers from your competitors
• Someone outside of your target audience could hypothetically see the advertisement that you were offering to select individuals

Overall, this is a step in the right direction, and the positives far outweigh the negatives.

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