Dennis Yu

Performance Benchmarks for Digital Marketing

We have a chronic problem with using stock art. Not only is stock art not authentic, but most of the time, it’s not relevant. It’s just wasting space on the page. We’re trying to eliminate stock art from all our materials by mentioning why not to use it in specific threads and teaching it in our training.

But somehow, it keeps coming back. And I’m puzzled about how to stop it. If we can fix this stock art issue and get a basic understanding of what I’ve mentioned about TikTok performance benchmarks, then we’ll be in great shape here.

For example, notice how my explanation from a few days ago (below) is based on the funnel metrics.

performance benchmarks

Funnel Metrics

The eBook “Standards of Excellence is about performance benchmarks for digital marketing campaigns.

The current set of standards covers the basic objectives, arranged in a funnel diagram so that our users can clearly see which metric sits at what stage in the funnel.

But instead of organizing these benchmarks into the funnel shape, we are putting in random stock art of stick figures in groups… because it’s easier to mindlessly paste in stock art instead of actually understanding our material.

TikTok has only some of these objectives, and the medium is a short-form video. We haven’t added short-form video benchmarks to the SOE documents, though we mentioned them in our TikTok and 15-second story training.

Primary Metrics

In short, the primary metrics that we are looking at

  1. CPM (cost per million impressions),
  2. View-through rate,
  3. Engagement rate,
  4. Cost per like,
  5. Cost per follower,
  6. Cost per lead, and
  7. Cost per acquisition.

TCPL is for lead gen, and CPA is for e-commerce, so use the benchmark you’re already using.

Secondary Metrics

All other metrics below are diagnostic (secondary).

a. CPM (Cost-Per-Impressions)

We know that CPMs vary from $2 to $10, depending on engagement rate and targeting, much like Facebook.

b. View Through Rate

View-through rates (impression to view) is higher on TikTok since they count a view at 2 second (or less) instead of a standard 3-second view). So getting over 50% here is good.

c. Engagement Rate

10% engagement rate (likes/impressions) is a good organic or paid benchmark not just on TikTok but on all platforms. A “killer” TikTok can get 35% engagement, which drives the effective cost per like down to 3 cents.

d. Cost-Per-Follower

The cost per follower on TikTok is much like the cost per fan on Facebook– expect 10 cents for viral categories (entertainment, fashion, sports) and north of $5 for unsexy (B2B, SaaS, enterprise/industrial).

Note

This is a snippet from our project management system as we’re tuning up our TikTok ads course. We practice #LDT (learn, do, teach), which means we teach from an example. Thus, people who work on our training are not just mindlessly decorating our materials with stock art or robotically pasting modules into our Academy but are active practitioners who understand the material they’re working on.

Want to learn more about how we are creating amazing content, take a look at my “Content Marketing Course”


Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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