3 MINUTES BULLSHIT WITH GEORGE #5: TikTok as a Unique Channel for User Acquisition with Lorenzo Rossi

Episode #5 of 3 MINUTES BULLSHIT WITH GEORGE featured Lorenzo Rossi, Co-Founder & Head of Growth at REPLUG. We discussed the main UA learnings over the past 6 months for Lorenzo regarding TikTok as a unique channel.

You can listen to the full episode here:


In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Lorenzo Rossi, Co-Founder & Head of Growth at REPLUG. REPLUG is a Berlin-based mobile app growth consulting agency.


Lorenzo shares his experience as the Head of Growth with the key learnings over the past several months in the UA field, particularly, for TikTok as a unique channel.


Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel.


Connect with Lorenzo and REPLUG here:



Timestamps:

00:00 Dance

00:13 Lorenzo’s Introduction

00:38 TikTok as a unique channel for UA

02:38 Bloopers



Transcript & Key takeaways from the episode:

  • UA manager shall always test new channels.

  • TikTok as a unique UA channel not only for very young people without kids, but for different other audiences: 25-24 y.o. moms with kids, young guys with kids. This audience uses only Tiktok across all social networks.

  • TikTok users are less active in terms of spending and ordering, but they are cheaper for acquiring.





George: The key UA learning over the past 6 months from you?


Lorenzo: It has been a quite particular 6 month Fast. But I can say, during this time, more confirmation than learning, that you should always test new channels no matter your business. I will explain why. Because sometimes, actually, many companies, people, UA managers don’t try the particular channel, because they think it's not good for their business. Because the audience is too young because the channel is too small etc...

That was not actually true for a specific client that we had, who targeted moms, girls between 25-45 y.o.. So, a pretty specific audience. And we thought that we would not find this audience on TikTok. But eventually we decided to test Tiktok. And, actually, not only, we found this audience, but we also expanded our market.

So we found a completely new audience, which is, actually, a TikTok audience with kids, even with guys, with young guys. We discovered that it’s true that they are less active in terms of spending and ordering, but they are cheaper for acquiring.

So we managed to open a new market, found new people and conquer the photo printing market.



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