- Amelia Hitchcock-Merritt launched her jewellery enterprise on Instagram in late 2020 when she was 18.
- In February 2021, she partnered with a TikTok influencer whose submit went viral and gross sales doubled.
- Hitchcock-Merritt shares the TikTok technique that she used to achieve $85,000 in gross sales a month.
Throughout the 2020 lockdown, 18-year-old Amelia Hitchcock-Merritt got here up with an concept for an inexpensive jewellery model geared toward Gen-Z shoppers. She based Bijoux de Mimi within the June of that yr, beginning with a set of colourful huggie hoop earrings.
After just a few months of regular progress, largely advertising and marketing her jewellery via Instagram, Hitchcock-Merritt created a TikTok account for the enterprise in January 2021. She knew this was a key a part of interesting to her Gen-Z viewers however was uncertain the way to benefit from the pretty new platform for companies.
Hitchcock-Merritt was posting TikTok movies on her enterprise’ account however none of them had gotten a lot traction. She determined to begin sending her merchandise to TikTok influencers who already had a significant following to attract consideration to her model.
The primary influencer Hitchcock-Merritt gifted is understood by the username @lozeak on TikTok. She is a 18 year-old musician whose TikTok profile has amassed 45.5 million likes. Hitchcock-Merritt despatched her a collection of earrings in trade for one TikTok in February 2021 and the video went viral in below every week.
The impression of this video had was quick. After posting in late February, Hitchcock-Merritt mentioned it “nearly doubled our March orders”.
Hitchcock-Merritt realized the gross sales potential from partnering with influencers and began routinely gifting different influencers after seeing the correlation between TikTok publicity and gross sales.
Gifting influencers has change into a key a part of the model’s advertising and marketing technique and by June 2021 Hitchcock-Merritt was reaching out to round 500 influencers a month.
“I want to work with influencers who’re recognized for his or her TikTok accounts,” she mentioned. “I positively suppose TikTok will take over Instagram. I believe it can take over the entire socials. I do know lots of people that do not have Instagram anymore and simply use TikTok.”
When gifting TikTokers, Hitchcock-Merritt focuses on influencers’ engagement ranges greater than anything.
“Their movies ought to constantly obtain a excessive quantity of views and be in proportion to their followers, moderately than them simply having one viral video,” she mentioned.
As Bijoux De Mimi is focused at Gen-Z girls, they largely present influencers who’re common with this demographic. Hitchcock-Merritt provides that she prefers to present trend influencers over life-style influencers, as individuals who comply with trend influencers usually tend to look to them for inspiration and purchase the gadgets they counsel.
Nevertheless, it’s nonetheless vital for influencers to have a considerable following on Instagram, even when their content material is especially primarily based on TikTok.
She makes positive that in all her video content material on TikTok and the influencers she works with redirect shoppers to Instagram. The platform has options like Instagram Buying, swipe-ups on tales and the flexibility to place a hyperlink in your bio that make clickthrough gross sales extra attainable.
“Instagram has a maintain over gross sales” Hitchcock-Merritt mentioned.
Though influencer gifting was one a part of their technique, Hitchcock-Merritt continued to create content material on the Bijoux de Mimi account. Their very own video additionally went viral in April. “After our first viral video, my gross sales had been commonly £30,000 a month, in comparison with £10,000 [before either of the viral videos] and from there it is simply gone up and up,” Hitchcock-Merritt mentioned. Insider verified these earnings.
She accredits a part of her success to the app’s algorithm. As soon as one video has gone viral, it is more likely that you’ll maintain developing on customers’ For You Web page. Whereas there isn’t a easy method to going viral, Hitchcock-Merritt suggests utilizing a trending sound, the background music or sound clips typically used on TikTok, to create a completely distinctive video to different movies utilizing the identical sound.
Whereas TikTok has been essentially the most essential consider Bijoux de Mimi progress, the founder acknowledges that it has critical drawbacks for companies.
For instance, solely enterprise accounts on TikTok can have a hyperlink of their bio directing customers to their on-line retailer however enterprise accounts are restricted within the quantity of sounds they’ll use in movies which might stunt their progress; the recognition of the background music or sound clip behind the video performs a big position in whether or not a video blows up.
In the case of influencers, nonetheless, TikTok is the place to be, in line with Hitchcock-Merritt. “[What were once] Instagram influencers are actually TikTok influencers and Instagram influencers are type of lifeless,” she mentioned.
The influencers Bijoux De Mimi work with create day by day content material on TikTok and solely submit on Instagram just a few instances a month at most. Hitchcock-Merritt has hosted common occasions for her influencer neighborhood over the previous yr in an try to construct model loyalty and a “cult following” for the model.
“Nobody comes as much as me and mentioned ‘Oh my god you will have that Instagram model’ – it is at all times ‘that TikTok model’,” mentioned Hitchcock-Merritt. “Group is so vital for manufacturers since you wish to be the go-to place and I really feel like I’ve positively hit a sure social group of teenage ladies in that approach.”
Having now used TikTok for simply over a yr, Bijoux De Mimi’s gross sales have elevated by greater than a dozen instances over, with the enterprise making £60,000 ($85,000) on common every month in earnings verified by Insider. 20-year-old Hitchcock-Merritt goals to proceed rising the enterprise by way of TikTok, alongside a Social Media Supervisor she just lately employed.