Growth Newsletter #053

A single TikTok collaboration video can go viral and generate millions of views and tens of thousands of new users for your app.

But that's unlikely to happen for you unless you understand how to work with content creators.

A few tips to maximize your top of funnel acquisition through TikTok creators:

• Search for creators in your niche with 50k - 250k followers via relevant hashtags. Next, cross-check their 20-30 videos to get a rolling average of engagement—weed out some of the larger accounts that have poor recent engagement. Look for a minimum of 3 videos above 100,000 views, since this de-risks your opportunity to reach many new users.
• Personalize your creator outreach by mentioning the creator's specific audience, and how your partnership will benefit their audience. Also, email them at their listed email instead of sending a DM. Response rate is generally much higher that way.
• Work with your creators to make persona-centric videos. They tend to outperform generic problem-oriented creatives. Top-performing creatives often follow a standard formula:
• Open with a hook identifying the persona
• Highlight the problem
• Solve the problem through your product
• High performing examples: Student, UX designer
• Make sure creators clearly mention how and where to get your product—seems obvious, but many advertisers drop the ball on this and lose out on conversion.

Following these tips, Tactiq.io—a video meeting transcription tool—was able to generate 150,000+ new users on $1820 USD in spend.

This strategy works for some types of products better than others:

• Freemium SaaS products, since there's a low hurdle to get TikTok users to try for free.
• Broadly appealing products that solve a real problem. With TikTok's algorithm, it's harder to reach a very specific audience—your creator's content will be surfaced to very different users. Broad appeal ensures many types of viewers have a reason to get your product.

One reason why some ecommerce stores convert poorly:

Their products are too available—they're always for sale on site. And shoppers are always within a few clicks of buying from competitors.

Put another way, there's no urgency driving people to purchase now.

Urgency motivates action. Entrepreneur Marcus Taylor tested two versions of a landing page. One showed just the price of an offer, and another had a “time left to download” countdown just above the price. The conversion rate was almost three times higher for the version with the countdown.

Two ways you can increase urgency on your ecommerce site:

1. Show limited stock levels to highlight scarcity, using an app like Stock Level Inventory Quality (for Shopify stores). Shoppers who feel FOMO buy faster.
2. Set a deadline. Add a countdown to indicate how little time is left on a deal, or show customers how soon they should order to get a product by a certain date. You can take this a step further by inviting shoppers to set a calendar reminder so they don't forget to buy before the deadline.

Don’t go overboard by using countdowns, stock limits, and “act fast” language. Nobody likes a pushy salesperson, even when that “person” is a piece of code on your website.

Bonus: If you run an ecom store on Shopify, check out our brand new playbook on Shopify conversion.

Microsites can meaningfully increase web conversion. A microsite is a separate web entity from your main website that's created for marketing purposes. It usually has its own domain name and URL. Marketers generally use microsites to promote events and new products, often with more creative freedom than their main brand allows.\

And here's the benefit. If you create something remarkable (fun, useful, or novel), it could get shared more than your main site otherwise would.

A few examples:

• The meditation app Calm created Do Nothing for 2 Minutes, a site that challenged visitors to not touch their mouse or keyboard for two minutes.
• Adobe set up Creative Types, a personality test that identifies how different people perceive the world and create things.
• The virtual music lesson platform Rock Out Loud Live bought the domain IKilledZoom.com to showcase how its audio quality is better than Zoom's.

For better results, consider these best practices:

• Focus on a relevant topic. Your microsite should relate to the industry or problem your brand solves.
• Link to your main site. Your brand's logo doesn't need to be the focal point of your microsite but it should be easy enough to notice to connection.
• Make it interactive. Interactive microsites like Adobe’s quiz or Calm’s game engage users and make it more likely they'll share it with others.
• Avoid overcomplicating it. A single landing page is fine; so are minimalist designs. Case in point: Digiday's WhatTheFuckIsMyTwitterBio.com, which attracted 100,000 users organically, was set up in two hours.