![]() " Instagram influencers are now TikTok influencers and Instagram influencers are kind of dead," she said. When it comes to influencers, however, TikTok is the place to be, according to Hitchcock-Merritt. While TikTok has been the most crucial factor in Bijoux de Mimi growth, the founder acknowledges that it has serious drawbacks for businesses.įor example, only business accounts on TikTok can have a link in their bio directing users to their online store but business accounts are restricted in the amount of sounds they can use in videos which can stunt their growth the popularity of the background music or sound clip behind the video plays a large role in whether a video blows up. While there is no straightforward formula to going viral, Hitchcock-Merritt suggests using a trending sound, the background music or sound clips often used on TikTok, to create a totally unique video to other videos using the same sound. Once one video has gone viral, it's much more likely that you will keep coming up on users' For You Page. She accredits part of her success to the app's algorithm. "After our first viral video, my sales were regularly £30,000 a month, compared to £10,000 and from there it's just gone up and up," Hitchcock-Merritt said. Their own video also went viral in April. "Instagram has a hold over sales" Hitchcock-Merritt said.Īlthough influencer gifting was one part of their strategy, Hitchcock-Merritt continued to create content on the Bijoux de Mimi account. The platform has features like Instagram Shopping, swipe-ups on stories and the ability to put a link in your bio that make clickthrough sales more attainable. She makes sure that in all her video content on TikTok and the influencers she works with redirect consumers to Instagram. However, it is still important for influencers to have a substantial following on Instagram, even if their content is mainly based on TikTok. Hitchcock-Merritt adds that she prefers to gift fashion influencers over lifestyle influencers, as people who follow fashion influencers are more likely to look to them for inspiration and buy the items they suggest. "Their videos should consistently receive a high amount of views and be in proportion to their followers, rather than them just having one viral video," she said.Īs Bijoux De Mimi is targeted at Gen-Z women, they mostly gift influencers who are popular with this demographic. When gifting TikTokers, Hitchcock-Merritt focuses on influencers' engagement levels more than anything else. I know a lot of people that don't have Instagram anymore and just use TikTok." I think it will take over all of the socials. "I definitely think TikTok will take over Instagram. "I prefer to work with influencers who are known for their TikTok accounts," she said. Gifting influencers has become a key part of the brand's marketing strategy and by June 2021 Hitchcock-Merritt was reaching out to around 500 influencers a month. ![]() Hitchcock-Merritt realized the sales potential from partnering with influencers and started routinely gifting other influencers after seeing the correlation between TikTok exposure and sales. After posting in late February, Hitchcock-Merritt said it "almost doubled our March orders". The impact of this video had was immediate. Hitchcock-Merritt sent her a selection of earrings in exchange for one TikTok in February 2021 and the video went viral in under a week. ![]() She is a 18 year-old musician whose TikTok profile has amassed 45.5 million likes. ![]() The first influencer Hitchcock-Merritt gifted is known by the username on TikTok. She decided to start sending her products to TikTok influencers who already had a major following to draw attention to her brand. Hitchcock-Merritt was posting TikTok videos on her business' account but none of them had gotten much traction. She knew this was a key part of appealing to her Gen-Z audience but was unsure how to make the most of the fairly new platform for businesses. She founded Bijoux de Mimi in the June of that year, starting with a collection of colorful huggie hoop earrings.Īfter a few months of steady growth, mostly marketing her jewelry through Instagram, Hitchcock-Merritt created a TikTok account for the business in January 2021. Hitchcock-Merritt shares the TikTok strategy that she used to reach $85,000 in sales a month.ĭuring the 2020 lockdown, 18-year-old Amelia Hitchcock-Merritt came up with an idea for an affordable jewelry brand aimed at Gen-Z consumers.In February 2021, she partnered with a TikTok influencer whose post went viral and sales doubled.Amelia Hitchcock-Merritt launched her jewelry business on Instagram in late 2020 when she was 18.Account icon An icon in the shape of a person's head and shoulders. ![]()
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