Issue #106 - Treatwell on TikTok
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TikTok Case Study = Treatwell
Those are all product campaigns and a lot of the value in this sector is in services. This tends to be dominated by small businesses with a local catchment area and many of the big product brands have looked at how to get involved in services - we once worked with Unilever on the concept of a booking platform for hairdressers. Many small businesses liked the flexibility of a low tech system though.
Treatwell is one of the many platforms looking to insert themselves into the beauty economy - Beautystack from Sharmadean Reid was one of the pioneers in this space but struggled over the lockdown. Treatwell is pan European and probably market leader so it’s odd that they are so new to TikTok. Their official profile has no videos and have just 9 followers - the hashtag #treadwell has some traction with 17m views.
Their first ad on TikTok gets lots of things right. It feels authentic; shot on a phone, straight to camera talk from the talent, extolling the virtues of the app. There are screenshots of the app, walking through the customer journey and a caption shares an offer for your first booking. They use the swipe left to open the right page in the App Store.
I think adding the handle for the talent would be good and, as ever, using captions would probably improve performance. It’s odd there are no comments - could Treatwell invite happy customers to share their favourite feature?
And hidden away on the Treatwell site is an affiliate programme - could they encourage sharing by using that to incentivise influencers to post about Treatwell? Unlocking the potential of existing customers feels like the next focus.
Treatwell is an on-demand hair and beauty appointment app. You can book salons, spas, and more across thousands of different locations around Europe. Considering Treatwell makes most of their money through transaction fees from every booking, their challenge is simple marketplace economics. They need to build marketplace liquidity and use different marketing channels to acquire customers and generate demand at the lowest cost possible.
Enter…TikTok? It’s fair to say that TikTok is—on average—the cheapest acquisition channel across the major digital platforms, especially considering the opportunities for organic reach and the overall number of users on TikTok. As Simon mentioned, we’ve seen many beauty brands find success on TikTok. For Treatwell however, they likely care less about brand metrics and hang their hat of success more around performance metrics like app installs and bookings.
Treatwell appears to me like a business that would spend a lot of money on Facebook/Instagram ads, particularly when CPMs were lower and when presented with significant targeting options. As marketing director of Treatwell, I would imagine TikTok is a new platform to experiment with getting similar results at a lower cost, and where TikTok’s algorithm does the job of targeting users - both through paid and organic media.
And so Treatwell’s TikTok content comes across like an experiment. The videos we highlight are examples of different creators talking simply about the benefits of Treatwell in no frills, lo-fi video creative. It’s basic, but is that sufficient? We don’t know the exact results of the ads but the number of views and comments seem pretty low. Perhaps Treatwell could add more creative themes or elements that speak directly to their brand identity in these TikTok ads.
The ads also lack attention to detail on a few different things. The video captions do not have any clear call-to-action to download the Treatwell app. Some of the creators have different discount codes and there’s no overarching hashtag to categorize and index all of the relevant videos.
And most of all, the Treatwell TikTok profile appears to be…missing? It weirdly looks like the TikTok account isn’t used at all, an official one doesn’t exist, or I just wasn’t able to find it after typing ‘Treatwell’ into the search bar. None of those are good answers. This is quite an avoidable miss for Treatwell, because anyone who watches the ad should have a clear next step - and the easiest one would be driving them to the TikTok profile.
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