Calculation of the CPL

The formula for calculating the CPL is simple. All you have to do is divide the cost of your advertising campaign by the number of leads generated.

Total advertising spend / number of all leads generated = CPL

Why use CPL?

The CPL is mostly used in online marketing when it comes to scaling and comparing advertising measures more precisely. A significant advantage of the CPL is the fact that, in contrast to the CPC, payment is only made for the successful referral of potential new customers.

This has the advantage that only users who are willing to buy approach you through advertising measures and the success is often more clearly visible. Despite the great success potential of CPL, it should be noted that compared to alternative billing models, lead costs are often higher with CPL.

• Application in online marketing
• In the event of successful referral of potential new customers
• “Addressing” only users who are willing to buy
• Lead costs often higher for CPL

Fields of application

This billing model clearly focuses on the acquisition of customer data. This data can then be used, for example, for targeted new customer acquisition. The CPL is therefore used primarily in these areas:

• Email marketing
• Search Engine Marketing
• Affiliate marketing

Meaning & Advantages of Blue Hook

A verified account has many advantages.

Visibility

It increases the Creator’s visibility by recognizing him as authentic on his profile and allows him to reach more followers. Therefore, it is extremely important for every Creator to get the blue tick.

Functions

In addition, the Creator can use various features that are not available to other users, such as invitations to exclusive events or collaborations with brand partners.

Placements

In addition, verified creators receive preferential treatment from TikTok, which translates into higher rankings in search listings and ads on the homepage. This means a wider reach and more attention for their content, and thus more follower gain.

So, the blue checkmark is a symbol of authenticity and legitimacy of an account on TikTok, which allows the Creator to discover new opportunities and expand his reach. It is therefore essential to obtain this symbol!

• Increase the visibility of the Creator
• Followers generation
• Use of other functions
• Preferred treatment of TikTok
• High range
• Symbol of authenticity

Blue Hook – When does an account get it?

If you want to get a blue checkmark on TikTok, you first have to meet certain criteria.

Full account

First of all, you must have an account with your full name, date of birth and at least one profile picture.

Community guidelines

In addition, you must adhere to TikTok’s community guidelines. This means that content must not violate the guidelines and must not contain inappropriate content. To make sure that your account is ready to receive the blue tick, you should regularly check if it still complies with the community guidelines.

Account verification

Once these basics have been met, one can apply for the blue hook. To do so, one must have their account verified and provide various information. Once confirmed, one can usually expect the blue tick within one to two weeks.

The blue checkmark is a great way for influencers and marketers to increase their reach and draw more attention to their content. With the right content and engagement, marketers can benefit from earning the blue checkmark to generate more followers and strengthen their brand.

• Full account with all profile data
• Compliance with the Community Guidelines
• Content should not violate any guidelines
• Application for the blue hooks
• Account verification

The TikTok Creative Center

Besides the blue hook, there is also the TikTok Creative Center. What is it actually and what advantages does it offer?

• TikTok Creative Center

The blue hook on Instagram

The blue checkmark on Instagram is a symbol of safety. When you see this symbol, it means that the photos and videos you see are from an authentic source. It doesn’t mean that all content on Instagram is safe, but it gives you a good indication of whether someone is authentic or not.

The meaning behind the hook

We now know what the blue hook is and why it exists. But what does it do?

Increase the range

The blue checkmark on Instagram is an important symbol for those who want to increase their reach. It’s a sign of recognition that indicates that your account has been officially verified by Instagram. If you are awarded with the blue tick, it means that you are recognized as public and considered a person or brand that has an impact on others.

Relevance, visibility & followers

The blue tick can help you increase your relevance and visibility on Instagram. Your followers trust you more, which means they can find and share your posts more easily. It can also help you gain new followers and generate more interactions on your account. When you have the blue checkmark, more people will see you as a “real person” or brand and respect you more.

Analysis, Advertising Campaigns & Authenticity

There are many other benefits of the blue checkmark. For example, you can get access to better analytics tools and improve your brand management. You can also afford targeted advertising campaigns and benefit from special features that are only available to verified accounts. In addition, the blue checkmark also allows people to see that you have an authentic account, which is especially important for many people.

Overall, the blue tick is one of the most important features for success on Instagram. Not only does it allow you to gain more followers and increase your reach, it also shows other people that you are genuine and have something meaningful to contribute. This tip is especially valuable for all marketers and influencers, so you should do everything in your power to complete the verification process!

Blue Hook Guide

Meanwhile, the blue tick is so coveted on Instagram that many users try to get it. But how do you do that? There is no simple answer to this question, but there are some tips that can help you.

Creation of high quality content

The first step to getting the blue tick is to create high-quality content that is sophisticated and stands out from what is usually posted on Instagram. It’s not just about visual content, your posts should also add value for other users.

Publish regularly

Another important element is to post regularly. If you post quality content several times a week, you will increase your chances of getting the blue checkmark tremendously.

Interaction with other users

Interaction is a key factor for success on Instagram. By writing comments under other posts and receiving replies to comments, you increase your visibility and help get your name and profile out there.

Building a community

The last option is to build and maintain a community of followers. By interacting with other users, you can gain more engaged fans, making your profile stand out even more.

There is no guarantee that you will get the blue tick, but if you follow the tips above and produce and distribute quality content, the chances are very good!

The blue hook at TikTok

The blue checkmark is not only on Instagram, but also on TikTok. The blue checkmark on TikTok is an important symbol that confirms the authenticity and credibility of an account. It means that the account has been officially verified by TikTok and guarantees the creator the full support of the social network. But why is the blue tick so important and when do you get it?

• The blue hook at TikTok

How to react as a company to a shitstorm?

You got a shitstorm and don’t know what to do? Don’t panic! We have tips for you that will help you deal with shitstorms:

1. react instead of ignore

Ignoring the problem is not a solution in any case! Most of the time it helps if you show that you are aware of the problem and try to solve it as soon as possible. It is of high importance to give feedback to people.

2. apologize & regret

Communication is the be-all and end-all in a situation like this. The phrase that is reluctantly used but almost always helps: “We’re sorry this happened. We will do everything we can to make sure it doesn’t happen again.” It is always good to express a clear and unequivocal apology.

3. communicate & inform with customers

Keep your customers informed, even if you don’t have clarity yourself yet. In such a case, you can use this phrase: “As soon as we know more, we will inform you immediately.” If you have new information, let your customers know.

4. delete negative feedback? No, thank you!

Deleting negative feedback makes your customers think you have something to hide. This only adds salt to the wound. If it is necessary to delete criticism or a post, you must always justify it.

The basic concept of Web 3.0

The Semantic Web connects information according to its meanings. Currently, most information found on the Internet is read, understood, and reconstructed only with the help of humans. However, the distinct characteristics of Web 3.0 are already evident in some applications. For example, users search for a particular product in an online store through Adsense ads that are displayed again on other websites.

Web 3.0 structures and processes information in such a way that computers can understand and process information according to its meaning. By implementing Web 3.0 and structuring all available data, knowledge from textbooks, encyclopedias and rulebooks as well as the company’s own extensive experience is used. Particularly in medical or legal matters, the Semantic Web is a decision-making aid. Web 3.0 helps users deal with the abundance of information.

In 2006, 161 exabytes of digital information were freely available to all inhabitants of the planet. Web 3.0 can help overcome this information overload. Currently, computers can only manage and share most data, but they cannot interpret it or link it to other data. It helps restructure information and identify related information by using semantics as a link between people, content, and services.

Main functions of Web 3.0

Here is an overview of the main functions:

• Semantic Web
• Artificial intelligence
• 3D graphics
• Connectivity
• Ubiquity

Advantages and disadvantages of the next evolutionary stage

Here you will find a list of the advantages and disadvantages of Web 3.0.

Advantages – what speaks for Web 3.0?

These are some of the advantages that speak for Web 3.0:

• The power of social networks, platforms and internet corporations is limited
• Security, data protection and scalability are strengthened
• Data control and data sovereignty lies with the users
• There is fair access to information
• Open technologies are used
• Mutual control instead of loss of control to corporations
• Democratized Internet

Disadvantages – what speaks against Web 3.0?

These are the disadvantages of Web 3.0:

• There is a risk of anarchy on the Internet due to fewer opportunities to regulate and influence Internet development
• From Web 2.0 to Web 3.0 is a difficult transition
• Energy demand increases sharply due to blockchain technology
• Loss of control on the state side

Meta what? – Definition

Definition – There is not one metaverse, but there are different apps with which we can enter the virtual world. In the process, everyone creates their own avatar with which they move in the metaverse. Although it is considered a new Internet revolution, the term was first used already 30 years ago, in 1992, in the science fiction novel “Snow Crash” by the American author Neal Stephenson. The Internet revolutions VR/AR, Web 3.0 and Blockchain support and help the metaverse to make it seem as “real” as possible.

Mark Zuckerberg about the metaverse

In this video, Mark Zuckerberg talks about the Metaverse and what we can expect from it:

The Metaverse Login & Best Practice

Login

Now you know what the metaverse is, but how do you enter it? First of all, the main thing is that there is no “one” metaverse. Because it is a virtual world, which is to be created from combination of different providers, programs, services and the real world. You can find more information about the login here!

• The Metaverse Login

Best Practice

And what’s already in the metaverse? Ever since CEO Mark Zuckerberg renamed Facebook “Meta,” interest in the new virtual world has soared. What’s more, NFTs are no longer just the domain of geeks, IT geniuses and gamers. For even luxury fashion brands, for example, are collaborating with NFT developers or launching their own NFT collections in various metaverses. Jackets, hats, bags, limited edition jewelry, many of these assets have already been digitized by well-known companies. Events, such as fashion shows or concerts, also already take place in the metaverse. Here you will find a number of brands that have already worked in/with the Metaversum.

• Best Practice

The difference between Augmented & Virtual Reality

AR & VR – Virtual reality (VR) describes an immersive computer-created world in which the user is immersed with the help of VR glasses. The real world is thus completely hidden. In augmented reality, the real world remains intact and is merely supplemented with virtual elements.

AR application areas: Examples

These are examples of AR application areas:

• Medicine
• Military and civil protection
• Product visualizations
• Entertainment
• Navigation
• Space visualizations

Augmented reality in marketing

There are various ways to integrate AR in marketing. Here we have listed a few examples for you:

Virtual Fittings

Virtual Fittings can provide customers with a unique digital and/or offline shopping experience. For example, online shopping with smartphones and tablets is very popular. With the help of augmented reality features, a special added value can be created to test products virtually before they are purchased.

Visualizations

AR offers various options for visualizing processes. For example, in construction projects, construction phases can be visualized, additional information can be faded in, and it is possible to look inside buildings. Print media can also be brought to life. Especially in the real estate industry, this gives great added value, as potential customers can view the project from all angles.

Promotions

A very popular use of AR is the use of AR effects on the various social media channels, such as Instagram, Snapchat and Facebook. Unique brand experiences can be created with the help of facial recognition.

Content planning: strategy before production

How is high-quality video content created for social media, YouTube and website blogs? Today I’m giving you a look behind the scenes – from strategy to production to publication. Using two screenshots as examples, we’ll show you how we produce content for YouTube & social media – always with the aim of increasing visibility, building community and ultimately achieving conversions – whether in the store, in the newsletter or via push notifications.

Before we even start rolling the camera, one thing is certain: the theme. Because there is a clear plan behind every single video. The focus is on the target group, search intention and SEO. We draw up editorial plans for at least a quarter in advance – including keyword research and structure.

YouTube video strategy: “How we produce strategic content – from the idea to the finished video!” – PS: We use shorts (short format) directly for Instagram, TikTok, X, LinkedIn, Facebook, Snapchat.

For Doktorfy, for example, we rely heavily on search terms such as “Abnehmspritze”, “Saxenda”, “BMI calculator” or “calorie requirement”. These terms are not only used in the video titles and descriptions, but also in accompanying blog articles, which in turn link to the videos.

Formats: Longform meets shortform

A central element of our system: each video production produces several formats. As the screenshot below shows, we produce both YouTube long-form videos with a length of 3-5 minutes and shorts under 60 seconds for each topic. Both versions address the same topic, but with different depth and appeal.

“Another tip for anyone with a new brand, the first 1,000 followers are always the hardest – I still love building channels completely from 0, ultra organic. You’ll be all the happier with 10,000-follower brands, 50,000-follower brands, etc.”

This not only ensures reach on various platforms, but also increases recognition. The long form explains, the short form triggers interest. Both always lead back to the next touchpoint – either to a store link, the next video or the blog.

Content nach Keyword Plan (YouTube SEO)

Quickly explained on YouTube:

Workflow after the shoot: editing with strategy

After the shoot, the editing begins – and for us, this is more than just technology. In tools like CapCut, we work with a clear goal: to keep the attention of the community. How do we do that? Through targeted cuts, zooms, text overlays, arrows, markers, screenshots and animations.

The second screenshot shows what this looks like. On the left is the raw material, on the right the finished cut, in which, for example, calorie information from a web calculator is shown and highlighted. Everything that is displayed is tailored to the user: easy to understand, visually clear, direct to the message.

Videoschnitt in CapCut Pro für Produktivität

Publishing & SEO: The flow decides

Our content is not simply uploaded – it is embedded. Each video is integrated into the corresponding blog post, including relevant keywords, text summaries and links to further information. This creates complete info hubs on every topic.

The videos link to each other: shorts lead to longforms, longforms lead to the blog, the blog leads to the store. Each content module has a job – and they all have the same goal: to lead the user to a conversion. This can be a purchase in the store, a newsletter opt-in or even a click on a push notification.

Content as a funnel: From visibility to conversion

The greatest strength of this system? The clarity of the flow. Every user knows what they can do next – but they don’t have to. The decision remains with the user, but we make it easy for them. This is particularly effective in combination with social proof (comments, likes, views) and call-to-actions in the video and in the text below.

Examples of successful flows at Doktorfy:

• Short about “Saxenda effect” -> Longform video with application examples -> Blog article with doctor link -> Shop page with the product
• Calculator video (e.g. BMI or calorie requirement) -> link to your own calculator in the blog -> further articles on nutrition -> prescription advice with medication recommendation

Regularity & community: why the plan counts

Success does not happen through a viral video – but through continuity. We post regularly. For Doktorfy, a long-form video every week or so, plus 2-3 shorts. This creates habits, trust and visibility. At the same time, we work with comments, community questions and short Q&A videos to build real closeness.

By planning in advance, we remain flexible without losing the central theme. Topics can be adapted spontaneously, but the basic framework remains the same. This is essential for sustainable success – both in SEO and on YouTube or TikTok.

How we produce high-quality video content

With the right strategy, a clear production structure and a content plan, social media, YouTube and SEO can be perfectly combined. The key lies in the interplay: topic strategy, video production, editing, blog integration, linking – everything interlocks.

And at the end? The question is always: What should the user do? A good post, a good video or a good blog leads the user exactly there – be it to the store, to the newsletter or to the next piece of information. Content is not an end in itself – it is the first step in the funnel.

Do you also want to produce high-quality content that works?

Write to us – we’ll show you how you can use your video content strategically for reach and conversions.

Why is a USP so important?

A USP is important for the customer to choose you between all the products and services (your competitors). The identification of USPs does not only have to take place on the product level, but can also occur on the service level. So if you want to score with a new product on the market, you have to show the customer why your product is the best. Therefore, USPs are defined which have to be communicated to the customer.

Difference: additional benefit, basic benefit and USP

When it comes to defining a product or service, three terms with different meanings are used in professional marketing: Base Benefit, Added Benefit and USP.

Basic benefits: Every product has that!

This is about the fundamental benefit that the customer derives from products or services. This benefit is the same for all products of the same type. For example, the refrigerator cools.

Additional benefits: Not every product has that!

The additional benefit is a further benefit that not every product offers, but which cannot yet be demonstrated to the competition as a unique feature. For example: The refrigerator has an integrated freezer section.

USP: ONLY your product has that!

The USP is a unique promise that is not offered by any competitor. For example: The refrigerator has a humidity regulator and a bottle grid to provide more storage space.

5 steps: How do you find out the USPs?

Here we have explained for you in five steps how to find out the USP of your product or service:

Step 1: Competitive analysis

First, you should analyze your competition in terms of value propositions and unique selling points.

Step 2: Own strengths

What are your strengths? This involves entrepreneurial strengths as well as personal skills, not to mention the competencies of employees.

Step 3: Customer needs

In this step, you should find out what your customer expects from the product or service. A USP is useless if it has no meaning for the customer. Therefore, USPs are oriented towards the concrete needs, expectations and wishes of the customer.

Step 4: Containment

Once you know your strengths and which needs of your customers match your strengths, you have your first approach to an individual USP. Now you can collect all the reasons and arguments that set you apart from the competition, i.e. that make you distinctive. To do this, it is advisable to give your imagination simple free rein. After that, you should sort out all arguments or value propositions that are far from reality. The remaining arguments form the basis and can now be discussed further.

Step 5: Formulation

It is of high importance that you clearly express your USP to the outside world as well. Use clear, profit-oriented advertising messages to show customers that your product or service is unique. In a sense, you define your “claim”, your position in the market. Your entire market presence conveys the image of your company that you want to create in the minds of your customers.

Conclusion: Create a competitive advantage with USP

USPs are the basis for creating a competitive advantage, so that the customer perceives and also chooses your product or service alongside those of the competition. Accordingly, the USP is of high importance when it comes to selling products and marketing them. With competitor analysis, brainstorming and a little imagination, you can define USPs and use them in communication.

What is Content Creation? Definition & Meaning

Definition – Content creation describes the creation of multimedia Internet content such as videos, podcasts, blog posts and e-books. Broadly speaking, content creation encompasses all steps from the generation of ideas to the publication of an online contribution. The goal is to create content that fits the company and arouses the interest of customers.

The entertaining and informative content created is the indirect advertising for products and services. But it is so much more than just advertising. Because the content is tailored to the customers, focusing on increasing the reach of the company and its products. With a lot of effort, valuable content is created, which is accessible to everyone for free on the Internet.

Instead of swiping away, create dwell time: Why Content Creation?

Why Content Creation – People will only visit and stay on your website, blog or product page if it is informative, inspiring, entertaining and ultimately compelling. In other words, your content should be relevant to your target audience. As mentioned earlier, content creation is much more than just advertising, because the content is tailored to the customer and thus leads to an increase in the reach of the company and its products. Furthermore, trust is built within the target group and the number of your leads also increases through content creation.

• More than just advertising
• Contents are tailored to customers
• Increase the reach of the company and its products
• Building trust within the target group
• Increase the number of leads

Possibilities & types of content

Here is an overview of different types of content:

• Infographics
• Statistics
• Texts and text-based content
• Rankings and lists
• Interactive content
• Press releases
• Social media
• Emails
• Games
• GIFs, videos, animations and co.
• Podcasts and audio files
• Images, slideshows, etc.

Equipment & Facilities: Everything you need!

Depending on the form in which you want to publish content, you need different equipment. Basically, you can say that a camera, a microphone, a tripod, a good light source and possibly a lens are the basis.

• Camera
• Microphone
• Tripod
• Light source
• Lens

If you want to set up a studio for the production, then we have everything you need to know here about camera to lighting!

• Set up YouTube Studio

Content Creation in 4 Steps:ow Content Creation Works!

Content creation can be divided into 4 steps:

• Content Ideation

This is about the development of content. In other words, in this step, ideas for content are generated and concepts developed.

• Content Writing

Content Writing deals with the writing and related research of articles.

• Content Creation

As the name suggests, this is where the content is produced or implemented and completed.

• Content curation

The last step is to maintain, update and archive your already published content.

Tips and tricks from our agency

To help you create valuable content, here are a few tips!

Added value for target group: Tip 1

The content should represent added value for your target group. To do this, you need to understand and know your target group. What topics is your target group interested in?

Timeliness of your contributions: Tip 2

Furthermore, you should pay attention to the topicality of your posts. Updating outdated information can give you a competitive edge. Besides, Google ranks new posts higher and it improves the user experience. Accordingly, you should always adapt your posts to the current circumstances.

Regular content creation: Tip 3

Another important point is the regular creation of content. Because the more frequently you produce and publish new content, the higher the chance of picking up the users of your platforms and staying in their memory. But be careful. You should find a balance in order not to overwhelm your target audience. Create content when it makes sense. To do this, it’s helpful to create a plan for when to publish what content.

Individuality: Tip 4

In addition, you should develop your own style and focus on individuality, because this is how you stand out from the competition. The best way to do this is to track your content and analyze it accordingly. This way you will find out which posts work for your target audience and you can develop your own style on the one hand and increase the effectiveness of creating new content on the other hand.

Tips summary

• Understand target group
• Offer added value
• Pay attention to topicality
• Regular creation of new contributions
• Create schedule
• Develop your own style
• Track and analyze existing contributions

Examples: Viva con Agua, Spotify & WESTWING.

Here we have listed for you some examples of content, in the form of:

• Infotainment

This is an infotainment TikTok from Viva con Agua about its transparency.

@vivaconagua

Transparenz bei Viva con Agua 🔎 #vivaconagua #transparenz #waterisahumanright #fyp

♬ Originalton – Viva con Agua

• Statistics

Spotify has been using their listener data since 2017 to produce various fun and interesting statistics about their listening habits.

• YouTube video

For example, WESTWING, the Internet retailer for home and living, has made a video in which Sylvie Meis shows her apartment, in which products from WESTWING can be found again.

Conclusion: Success with valuable content

Conclusion – Content Creation is not only advertising, but creates trust, increases the reach of your company and its products and leads to an increase in the number of leads. This allows you to stand out from the competition in a very unique way and create a competitive advantage. There are no limits when it comes to creating content, but you should still pay attention to a few things to increase the effectiveness of your posts, such as checking the timeliness of your posts, making sure to provide added value as well as creating content on a regular basis. Therefore, it makes sense to create a plan when which content should be published where.

More about Content Creation

Did you like the article on content creation? Then find out more about this topic here!

Infotainment: relevance, meaning and guidance – example TikTok

Infotainment means conveying information in an entertaining way. The mix of information and entertainment increases receptiveness and learning effects. For this reason, companies should produce infotainment content to bring information about the product, service or company closer to the user. Why of all things infotainment on TikTok, what are the advantages and disadvantages of infotainment and how to produce an infotainment TikTok, you can learn here!

• Content creation in the form of infotainment