Across Checkmate's multiple social accounts, we now have over a million followers. As Checkmate becomes one of the most followed fintech products of all time, here's the 9 things we've learned about marketing.
- Marketing is demographic-specific. If you want to market to a new demo, make a new page for that demo. We take this to the max - we have separate accounts for guys and girls, and then 7 different accounts for different value props. Proof = Our two main TikTok pages have almost NO overlap. One has 422k followers and one has 300k followers, but fewer than 3k people follow both pages. They address dif demos with dif organics and actors, but same paid value prop.
- Grow organic followers first before running ads. We had over 200k followers across our accounts before running our first ad, you need to build that audience first and grow a group of people who will resonate with the value prop.
- It's a quantity over quality game on both paids and organics. We run over 240 videos per month. Don't try to over-think what scripts will go viral, just release decent quantity and let the audience dictate which ones blow up.
- Running organics and running paid are very different. Organics grow your brand and follower count but don't directly convert into users. Paid will grow your product but won't necessarily get you followers. You need to run *both*. Organics should be interesting content growing your brand - paid should be a core value prop.
- If the core value prop in your paid doesn't resonate - you need to fix your product, not the script. Don't over-think this.
- Don't be overly clever in your marketing or messaging. Spell out what you do in the clearest terms possible.
- If a paid ad is finding low cac - run a dozen variations of it with slightly dif elements (change what the person is wearing, change the background, make them hold a banana instead of a microphone and so on).
- TikTok has more users but a worse targeting engine. Instagram has a better targeting engine but less traffic. Use both.
- Be consistent.