This week, I'm speaking with Sam, a growth marketer at Tactiq (they just launched 2.0 of the product on Product Hunt and are currently #4), a Chrome extension that transcribes Google Meets and creates notes. Learn how they used TikTok influencers and spent only $1820 to acquire 150k+ users.
Hi, I’m Sam! I’m a growth marketer by trade and I’m working on growing Tactiq.io, a freemium Chrome (and Edge!) extension that transcribes Google Meets and Zoom Web calls then creates notes for you. In the last year, we’ve been able to grow Tactiq 20x YoY, scaling to 180,000+ users, with users at organizations like Salesforce, Netflix, Spotify, Twitter, and Shopify.
Tiktok has been crazy for us. With TikTok, we acquired 150,000+ new users for our chrome extension by spending $1820 USD working with creators to create TikToks promoting Tactiq.io. We reached out to 320 creators via Instagram and email. 16 of them agreed to work with us, and together they posted 22 TikToks. This worked out to average about $83 USD per post.
These 22 videos generated: 7,363,561 TikTok impressions, 920,426 likes on TikTok, and over 150,000 new users (our tracking wasn't 100% accurate). We even had a few videos that blew up with millions of views, creating 10’s of thousands in new sign-ups for less than the cost of an expensive dinner.
We found that persona-centric videos outperformed generic work/task-focused by >10x on views, likes, and view-to-installs. Even from the same creator! Our best-performing video styles were straightforward use-cases for specific personas (e.g. Product Designers). They were often framed as problem-solution “Too many product meetings? Try Tactiq” or “Hate taking notes? Try Tactiq” (example 1, example 2).
I think these performed well because they speak to a specific person/identity and problem, which resonated with the audiences who could relate and thus understood how Tactiq benefited them. If you try TikTok, it’s worth keeping this in mind when briefing creators.
If you choose to go down the TikTok path, personalize your creator (influencer) cold outreach. We reached out to 280 creators with a generic template, leading to 10 collaborations. Then we reached out to another 40 creators with a (1-2 sentence) personalized message, and 6 more agreed to work with us. It only took 2-3 minutes more effort per outreach.
The key is treating creators like people. Explain your product use case for their audience (ie. how Tactiq helps Product people take notes in customer interviews), reference their work (saw your #productdesign videos), and make an offer explaining how you will compensate them for their work. Also Pro tip: creator response rate was 3x higher via their listed email vs. direct messaging on other social channels (Instagram etc).
To find influencers, we searched TikTok via relevant hashtags, sought out influencers between 10k - 200k followers, and cross-checked engagement on their last 20 videos. Some creators had big followings, but their views had dropped off.
Tiktok can be a wildly successful acquisition channel for SaaS businesses if your audience skews younger or you can find niche creators that align with your product. But we learnt that you have to analyse your campaigns in aggregate. Many collaborations only get a few thousand views. That’s ok because all it takes is 1 video out of 20 to go viral with millions of views for Tiktok to be worth your effort.
The best way is to follow my work at Tactiq! We’re launching 2.0 of the product on ProductHunt 30th/September - feel free to follow along here and show us some love. Also, feel free to AMA here or on our Product Hunt thread. Cheers!
Get a founder interview like the one above to your inbox every week: