onX · B2C · outdoor GPS map apps
Try Snapchat and TikTok ads even if you think your customers aren't there
Snapchat brought customers and still gets spend; TikTok became a great channel
Workedpaid-social
What they did
Years ago tested Snapchat ads despite internal skepticism; it produced customers and onX still spends there. Likewise tested TikTok despite 'our customers aren't there, it's just kids' objections; its scale made it a great channel.
What happened
Snapchat was a really good channel and still gets budget; TikTok has been a great channel.
In their words
Sub Club by RevenueCat · Channel Experimentation and the Tiktokification of Video Ads — Ryan Watson, onX“I mean, years ago, I got almost like, "Really? You want to try Snapchat ads?" Hey, we got we got customers from it, and it was a really good channel, and um, you know, still we still spend on Snapchat, you know?”
“TikTok has been a great channel for us, people kind of like, "Oh yeah, but our customers aren't there."”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from onX
All 14 onX tacticsMore from this episode
- onX: Sell the maps on SD cards in hunting stores first, then use that money to build the appSold out right away in Montana; buyers asked for other states; funded the app
- onX: Name the company after what people type into Google, like huntinggpsmaps.comGuest says it worked well and fueled early growth; no numbers
- onX: Write helpful hunting articles so readers can be shown ads laterBrings some direct sales, but mainly fills the retargeting audience; no numbers
- onX: Advertise where you can target by interests, and try lots of video ad networksMany third-party display video networks failed; a few found the customer
- onX: Have your marketers film their own low-budget TikTok adsSome of the team's self-made ads were among their best; no numbers
- onX: When a short video ad works, run it on every channel and tweak it for eachShort lo-fi video generally does well everywhere, with small per-channel differences
- onX: Pay hunting influencers for content and loyalty, not just promo-code salesGuest says it helps retention and supplies ads, blog and site assets; no numbers
- onX Hunt: Give top-tier members deals from partner brands, like $200 off dog trainingMeant to lift upgrades and keep members longer; no numbers shared
- onX Hunt: Lead ads with the one feature everyone talks about, then teach the restLand ownership maps are the easiest way in; no numbers
- onX: Use push and in-app messages to teach new users the features that matterGuest calls it a huge part of their marketing; no numbers
- onX: Send people you retarget to buy on your website, not in the appKeeps about 30% more revenue per sale; install ads still drive most acquisition
- onX: Test free trials that turn into paid plans unless people cancel
- onX: Judge a new ad network by whether sales grow while conversion rates holdFormal incrementality tests with some partners came up short for a niche audience
- onX: Build a separate app for each hobby instead of one app for everyoneSome cross-sales between apps, but small; no bundle yet