How Jemi Uses TikTok Micro Influencers For User Acquisition

When people think of influencer marketing, they usually think about massive social media profiles that are very expensive and exclusive to the biggest brands.  However, influencer marketing is not just for large corporations.  Smaller influencers, also known as micro influencers, are often overlooked as influencers, making them a great opportunity to leverage for marketing.

Jemi has been using tiktok micro influencers to acquire new users with much success.  Annie Hwang, Jemi’s co-founder, created a twitter thread with great tips for companies looking to leverage micro influencers on tiktok.

Jemi is a modern day website & store builder for creators and entrepreneurs. Jemi’s easy-to-use website builder allows users to build beautiful Link in Bios, portfolios, and landing page sites, coupled with powerful, online monetization tools. Jemi gives growing social media creators the means to build a strong foundation for financial success. It was founded by Jason Cui and Annie Hwang—two Harvard alums, Forbes 30u30 recipients, and good friends—in April 2020 over a strong desire to help the next generation of creators find success online.

Annie Hwang’s Tips for Influencer Marketing:

1. Start with micro-influencers (20K-100K followers). Influencers of this size generally know what they’re doing and rates are reasonable. Also less likely to have a manager -> things move faster.

2. Experiment with 4- 8 influencers, and renew contracts only with those where you see highest ROI. I use @NotionHQ to meticulously track and manage our campaigns (rates, niche, views per vid, etc).

3. Find influencers that are in the “tips” or “tutorial” niche (i.e. “social media tips”). Their content is already centered around providing tips, so promoting your product will not only look natural, but be seen as helpful to their audience.

4. Respond to all of the questions/feedback in the comments. Don’t forget, all of these commenters are leads! Responding directly shows that you’re a responsive team and will likely help you turn leads -> customers.

5. Measure & track everything. 📊. Attribution could be challenging if users are googling your website directly (rather than using the creator’s referral link), but you can still get a sense of which videos are yielding results based on # of sign ups around the posting date.

I had the opportunity to ask Annie some extra questions on how Jemi approaches micro influencer marketing for user acquisition.
How do you contact micro influencers on tiktok?

We just email them! We tell them about our company and what kind of partnership we are looking for.

What do you include in your initial messaging?
Intro of Jemi, our timeline, budget, and deliverables (i.e. 1 15-30 second Tiktok).

Do you try to work with an influencer repeatedly if results are good?

Yes! Some influencers definitely perform better than others, likely due to their niche/audience as well as how creative they are when it comes to promoting other brands.

Do you use contracts when working with micro influencers?

Yes! We sign a simple agreement outlining the budget, timeline, etc before we start working together.

Go out and experiment with tiktok micro influencers

I feel like a lot of marketers are hesitant to try using tiktok micro influencers because there is a certain level or risk involved since returns are not guaranteed.  However, the risk can pay off tremendously when working with the right influencers as seen with Jemi’s example.  Following the tips graciously provided by Annie Hwang will increase your chances of finding success with tiktok micro influencer marketing.  Consider following Annie on Twitter to follow Jemi’s journey and more tips!

Last week, I shared this graph on what Tiktok content marketing has done for @jemi_hq.

I'm still new to all of this, but here are 5 tips that might be helpful for founders that are thinking of experimenting on Tiktok. 👇 pic.twitter.com/YkPoiCOiWY

— Annie Hwang 🍊🧡 (@annjhwang) January 18, 2022