TikTok

Getting started on TikTok

It wasn't that long ago that Netflix suddenly started to erode cinema box office ticket sales. Why go to a movie when we can watch what we want at home, they said. But take that choice away, nostalgia for the cinema reached fever pitch when COVID arrived. Fast forward another six months, with more and more new entrants into streaming, the damage to Hollywood is now complete.
But wait, what happening to Netflix? Why are we less obsessed with it today than we were a year ago? Is it the other entrants to streaming, like Disney? Partly. What's really going on here is TikTok is taking over.

Recent data suggests on average it takes 10 minutes to decide what to watch on Netflix. Too much choice, having to align that with one's viewing partner?, Fear of making the wrong decision? TikTok solves this brilliantly, as, well, there is no choice. It's simple, just click on TikTok and the app narrows in quickly on exactly what you like to watch.

The average TikTok user is now watching TikTok for two hours a day. Yes, you read that correctly. And each video you watch on TikTok, is another signal to what you like, or what you don't. Yes, this algorithm is not new, Netflix did work out that if you watched a full season of The Mandalorian you might want to watch another, but TikTok works out what you want to watch next every 15 seconds.

So - how to advertise on the platform you ask?. Start here


My tip, don't over engineer your strategy here. Just start. Learn. Test. You are going to fail, but fail small. You'll learn, improve, and be an early adopter of the future. You don't have to overthink it.

But we sell cat food and don't have a creative team i hear you ask? My daughter did a TikTok in the pet care category last weekend and had 8 sales from it within 48 hours. She is 12.

Yeah but we sell cat food you say again. Well, you are in luck. Pet videos have long ruled the internet. 37% of TikTok users own a cat. (54% own a dog). There were more than 2 million video views related to pet care on TikTok last month. That's up 218% vs last year. Clear content categories of Grooming, Food, Toys, Accessories, Education are booming in pet care right now.

So what are you waiting for, start today. The clock is ticking.

Tik Tok....Tik Tok....Tik Tok.





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Manet Conolly

Account Manager

At Shines Digital I... help manage accounts and communications between our specialists and our clients. I can also be found helping out with creative reviews and content plans.

I'm an expert in... all things creative and social!

Previously I... worked as a graphic designer and content coordinator for a non-for-profit.

Life's even brighter when I... get to aimlessly wandering around to find the best hidden brunch spots.

A fun fact about me is... I’m a professional dog-sitter in my spare time!

Scot Ennis

Founder

At Shines Digital I... make sure the team is happy, balanced, and thriving. If I do that, then our wonderful people can deliver great results for our deserving clients.

I'm an expert in... being dad to my three kids. At least, that’s what I like to think! (So if anyone has any tips I'm all ears.) I also advise businesses on growth and trade sales.

Previously I... founded, built and sold Switched On Media (now Essence). And before that, I was a marketer at eBay and Procter and Gamble.

Life's even brighter when I... spend time with my kids. I also love surfing as it's the only time I am not working and… well, not with the kids!!

A fun fact about me is... I used to live in a tent in the jungle in Maui where I was a kitesurfing instructor. I have also been a bus driver in Japan until I crashed the bus (and it was only the second week in the job, sigh).

Fleur Fletcher

CEO

At Shines Digital I... ensure the team has what they need to give our clients a fantastic experience and improve their results. It's also important to me that the team feel like their work is aligned to their personal values and that they're having fun.

I'm an expert in... keeping things simple and focusing on what's most important. 

Previously I... have worked as a journalist, marketed hundreds of startups and led acquisition at Michelle Bridges 12WBT. 

Life’s even brighter when I… am hugging my kids, taking ocean swims, enjoying drinks with friends and having lunches with my family.

A fun fact about me is... I have a terrible poker face, but am strangely good at poker!

Mark Gibson

Account Manager

At Shines Digital I... make sure our clients are happy, and keep the communication flowing smoothly to ensure great results.

I'm an expert in... relationship building, community support and user experience.

Previously I... was with Gumtree.com for eight years. Since then I've also worked on various startup platforms, before diving head first into digital marketing.

Life’s even brighter when I… am coaching kids’ sports. (I have two young sporty boys). I also play ice hockey when I can, travel when allowed, and harvest honey when my bees let me.

A fun fact about me is... I once spent six months inline skating around the world as part of an MTV reality tv show.

Kadri Jäger

Senior Growth Strategist

At Shines Digital I... create strategies that help our clients grow. 

I'm an expert in... developing successful campaigns across different digital channels. I love data analysis and also visualising data so that it is understandable for everyone. I’m also a certified Google Ads specialist.

Previously I... worked as a B2B sales manager. I also have a masters degree in sociology and have worked as a data analyst, so I'm really comfortable with numbers. I love to say that my previous work experience has prepared me to be a good digital marketing strategist.

Life’s even brighter when I… am travelling, enjoying good food, and going to the opera. It’s perfect when I can combine all three!

A fun fact about me is... on average I visit 50+ concerts, plays and operas per year and read 50+ books (or 15,000 pages)!

Kristi Kangro

Digital Marketing Specialist

At Shines Digital I... am a digital marketing specialist. 

I'm an expert in... Google Ads, Analytics and Display.

Previously I... worked in both service and retail and I also ran my own business. 

Life's even brighter when I... am outside gardening. I also love reading and watching all things fantasy and sci-fi books, and sewing when I get a chance.

A fun fact about me is... I was in an art group for 12 years but I can't draw!

Kadri Kapsi

Senior Digital Marketing Specialist

At Shines Digital I... am a Senior Digital Marketing Specialist.

I'm an expert in... 
Google Ads.

Previously I...
was a Digital Marketing Specialist at a digital marketing agency for almost 5 years.

Life's even brighter when I... 
get to bake.

A fun fact about me is...
 I've seen every episode of "Friends" over 10 times.

Evelin Kivi

Senior Digital Marketing Specialist

At Shines Digital I... am a digital marketing specialist. 

I'm an expert in... Google Ads search, video, display and measurement and also Google Analytics.

Previously I... received an economics degree specialising in marketing. I've also been a marketing specialist at a beauty clinic, and helped Estonian musicians to market their new releases.

Life's even brighter when I... get to enjoy singing and songwriting. 

A fun fact about me is... I worked as an extra in the movie TENET. 

Marianne Lekarkin

Digital Marketing Specialist

At Shines Digital I... am a digital marketing specialist. 

I'm an expert in... political science and communications (I have a bachelor's degree). I also have several certifications from Google.

Previously I... worked in a variety of customer service roles, and also as a sales agent for a cruise company in the Baltic Sea.

Life's even brighter when I... go to the gym. I love all sorts of sports, from yoga to boxing and running. I also enjoy drawing, reading, and spending quality time with my friends and family.

A fun fact about me is... I'm able to fall asleep where and whenever... (if I want)!

Pearse Moran

Senior Growth Strategist

At Shines Digital I... lead the accounts team and help clients create full-funnel, omni-channel marketing campaigns.

I'm an expert in... campaign ideation, email marketing, brand strategy and copywriting.

Previously I... worked in the marketing team for World Nomads, a travel company operating in 140+ countries globally. During my time there I oversaw campaigns, content production, email marketing automation, and strategy.

Life's even brighter when I... play poker, and sports like golf or soccer. Oh, and I don't mind a good book either!

A fun fact about me is... I'm fairly fluent in Japanese, having studied from age four until finishing my degree.

Patricia Penachio Tanabe

Director of Technology and Operations

At Shines Digital I... am involved in all things tech and process. It’s really exciting (at least, it is for me)!

I'm an expert in... digital advertising, especially programmatic, strategy and data.

Previously I... worked for global agencies like Dentsu Aegis Network and Havas on brands like L'Oreal, RedBull, Mercedes-Benz, and Reckitt Benckiser. In Australia, I’ve worked with big corporates like News Corp Australia… it has all led me here to Shines Digital!

Life’s even brighter when I… spend quality time with family and friends over a good meal. Other ‘me time’ activities include yoga, reading, and going to the beach.

A fun fact about me is... my childhood dream was to sell coconuts at the beach. I'm selling ads instead of coconuts, but at least I'm by the beach!

Taavi Raidma

Partner

At Shines Digital I... love building dashboards, setting up campaigns and digging deep into the results to figure out what works and what doesn't.

I'm an expert in... search, display and social advertising, SEO, CRO, data analytics, email automation, and marketing training. I also know my way around ad platforms like Google, Facebook ads, and TikTok (to name a few), as well as Google Analytics and Data Studio, and ActiveCampaign.

Previously I... studied economics, management and economic development in the US and UK. I'm a Google Certified Trainer.

Life’s even brighter when I… am playing one of my seven guitars or reading a Stephen King book!

A fun fact about me is... I love mushroom picking and I brew my own mushroom tincture.

Allan Whatmore

New Business Director

At Shines Digital I... help with new relationships (business owners and marketing teams) looking to execute effective marketing campaigns and build deeper connections with their customers

I'm an expert in... B2B sales and account management. I'm passionate about adding value, solving problems, learning new skills, building meaningful connections and doing something that benefits the next generation.

Previously I... ran my own marketplace start-up (in sustainable retail), prior to that I worked in sales/ distribution type roles across a few industries (Financial Services, Funds Management, Commodities and Capital Markets). I completed a Grad Cert in Management at AGSM (UNSW) as well as over 60+ Short Courses on LinkedIn. I'm also a member of YCombinator’s Start-up School.

Life's even brighter when I… am eating good food and spending time with my wife and daughter.

A fun fact about me is... I love to cook, I have 2 fluffy cats and Oporto is my favourite fast food.

Ash Zaman

Account Director

At Shines Digital I... become an extension of the clients marketing team and help them kick goals.

I'm an expert in... brand management and strategy, UI/UX, public relations, copywriting, social, email and customer experience.

Previously I... spent 5 years at nib Travel working across multiple marketing channels - public relations, SEO, social, content, influencer and email to name a few.

Life's even brighter when I… am watching a good documentary or reading a good book.

A fun fact about me is... I was born upside down (breech birth). It remains a running punchline amongst family and friends to this day *sigh*

John den Haan

Digital Measurement, Data and SEO

At Shines Digital I... make sure clients have the data to know what's working and what's not, and help them get found on Google as well!

I'm an expert in... all the scary stuff. Google Analytics 4, Tag Manager, Javascript, Python, HTML, CSS, SQL and a whole bunch of other acronyms.

Previously I... worked as the head of SEO at Switched On, and after that became Data & Insight Lead at AKQA Media (now Essence Mediacom).

Life’s even brighter when I... am in Thailand or Bali.

A fun fact about me is... I often sneeze when I eat something with a wasabi or mint flavour.

Sandra Jawad

Marketing Executive

Lilly Moussa

TikTok and Content Specialist

At Shines Digital I... edit, create and ideate content for all social platforms but mainly TikTok!

I'm an expert in... all things TikTok and creative ideas.

Previously I... worked for various companies in different sectors ranging from fashion, lifestyle and entertainment.

Life’s even brighter when I... go to the gym or putting my endless scrolling on TikTok to good use!

A fun fact about me is... I do some acting gigs on the side.

Alex Mills

Social Media Specialist

At Shines Digital I... help the team with video and content creation.

I'm an expert in... social media strategy, developing effective systems and processes to deliver captivating content that drives results.

Previously I... worked in other creative and advertising agencies before becoming independent.

Life’s even brighter when I... when I am watching my beloved Ipswich Town win or if I am in a sweaty moshpit watching a hardcore punk band.

A fun fact about me is... I am in an Ed Sheeran music video!