The Tiktok Strategy that helped Natal App reduce CPAs by 75%

Nancy Anderson, Founder and President of Natal App, and Virginia Triplett, Head of Marketing, discovered that TikTok's ability to immediately reach new audiences organically made it the perfect platform for their science-backed pregnancy and postpartum fitness programs. Serving women who are thinking about conceiving, currently pregnant, or have been pregnant, Natal App recognized TikTok's demographic shift during COVID as their target audience matured into the platform.In this episode, Nancy and Virginia share how their full-funnel strategy of incorporating educational, entertainment, and sales content into their paid campaigns resulted in a remarkable 75% reduction in CPAs, and why they view TikTok as their future. What You'll Learn in This Episode:How Natal app achieved a 75% reduction in CPAs by blending educational, entertainment, and sales content in their TikTok campaignsThe strategy of providing immediate value through actionable health tips to build trust with women facing medical dismissalHow one organic C-section recovery video drove hundreds of direct app signups before any paid promotionThe long-term perspective of investing in TikTok as a platform where their future target demographic is already building relationships—This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.