TikTok - Marketing From Mime

I thought TikTok was just for kids miming along to the latest songs but then I heard a story from Sam at Tactiq.io that changed my mind.

The Idea

In a recently posted article on IndieHackers, Sam explained how they had used TikTok to secure 150,000 downloads for their transcription app. I was stunned. TikTok had always seemed like a fad to me and in addition to that, I couldn’t see how more business-orientated applications could use this platform to promote themselves. The excerpt below is from the interview:

This got me thinking. Could we use TikTok to promote PublishingPush.com?

Research

I began to explore TikTok by searching for hashtags such as #selfpublishing, #selfpublishingtips, #writing and other such relevant tags. There is a HUGE amount of content and some very talented creators posting all manner of content on TikTok. I began trawling through the top influencers on this platform. I quickly picked up on a few points if you are considering this marketing method:

  1. Scan through the top videos in your chosen niche which you found through the hashtags.

  2. Really review the most recent videos from the creator. Specifically, examine their views on their most recent videos. Many of the creators have HUGE followings but views on their latest videos may be extremely low.

  3. Inconsistent. Sometimes if you scroll back quite a way you will see views on videos that looks like this: 17.1K, 299.2K, 8K, 45K, etc. Sometimes a video flops it seems. Be mindful of anyone where they seem to be on a downward trend.

  4. The odd video that flopped I didn’t mind. You can’t win them all but if any had a downward trend it seems they have lost the buy-in from their audience.

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Contacting Influencers

If they are a top influencer it’s unlikely you are going to be contacting them via TikTok. You have to be friends to message on TikTok so that is a no go for most. Most will have a link to a website, Linktree or other methods of contact. Some even have their email in the bio so you can contact them. We used email and Instagram DM to reach out to everyone.

Rates

We did some initial research and this guide was the best we found. Not very accurate at all. As part of this process, I will in future posts provide more information about what we find on rates. We have been quoted by a few people but are negotiating with them at the moment.

  • Nano-influencers (1000-10,000 followers): $10–$100 per post

  • Micro-influencers (10,000-50,000 followers): $100–$500 per post

  • Mid-tier influencers (50,000-500,000 followers): $500–$5,000 per post

Traffic

After reading the post from Sam on IndieHackers I was curious regarding how the video would lead to traffic. I see the tactic deployed by TacTiq.io was to ask influencers to tag them @tactiq and to use a hashtag of #tactiq. We will use the same strategy as it seems there is no way for the influencers to post a link in the video to direct traffic. To be sure we may ask the influencers to have a snapshot in the video of our logo or text that says PublishingPush.com is where they can go to find out more.

Progress

I started this process on Tuesday of this week so have only been pursuing this idea for a couple of days. I identified 17 influencers we would like to work with. 5 have replied so far and we are actively in discussion with 4 of those who replied at the moment. We are talking with them regarding content ideas, rates and what is included in the post as some have followings on Instagram as well.

Just a quick update from me this week as I am a day behind my usual writing and posting day. Will keep you updated on this strategy in future posts and of course discuss the outcome once we have completed it.