From $0 to $1M ARR in 3 months with influencer marketing
Submagic is an app that helps creators and businesses transform long-form videos into engaging short-form content for platforms like TikTok and Instagram. And in just 3 months, they managed to grow their business from $0 to $1 million in annual recurring revenue (ARR) – largely thanks to a series of clever TikTok growth strategies.
I recently had the chance to dive into Submagic’s playbook, and what I uncovered is nothing short of impressive. From an elaborate affiliate scheme to a smart use of watermarking, this startup has really cracked the code when it comes to driving explosive growth on TikTok. Let’s break down the 5 key tactics they used to achieve such remarkable success.
Massive Affiliate Marketing Network
At the core of Submagic’s TikTok domination strategy is a sprawling affiliate marketing network. They’ve enlisted dozens, if not hundreds, of affiliated TikTok accounts to promote their product through short-form video content.
These affiliate accounts, with names like “@submagicpro” and “@factomaniac2“, are all posting videos that showcase the features and benefits of Submagic. And the results have been staggering – this coordinated effort has generated millions of views across the network.
The genius of Submagic’s affiliate approach is that it allows them to scale their presence horizontally, tapping into the existing audiences of their brand ambassadors. Rather than trying to build a massive in-house content operation, they’re leveraging the communities and creativity of their affiliate partners.
Micro-Influencer Marketing Blitz
In addition to their affiliate program, Submagic has also executed a highly successful micro-influencer marketing campaign. They’ve identified hundreds of TikTok creators who specialize in app recommendations and tech tips, and enlisted them to create content around Submagic’s product.
The micro-influencers Submagic has partnered with are the perfect fit for their target audience of prosumers and creators. Their videos highlighting Submagic’s features have consistently generated hundreds of thousands of views, driving significant awareness and user acquisition for the brand.
By tapping into the trust and authority of these micro-influencers, Submagic was able to quickly reach a highly engaged, relevant audience on TikTok. It’s a strategy that any app or software company can replicate to supercharge their growth.
Leveraging the “Free vs. Paid” Format
One of the more unexpected growth hacks in Submagic’s arsenal is their use of the “free vs. paid” video format. They’ve been featured in several viral videos that pit the free version of their product against the paid version, collectively earning over 10 million views.
These videos, which likely happened organically rather than being engineered by Submagic, showcase the key differences between the free and paid tiers of the app. And they’re resonating incredibly well with TikTok users – one of them even reached 18 million views and 630,000 bookmarks.
The “free vs. paid” format is an incredibly effective way to drive conversions, as it allows users to directly compare the value proposition of the free plan versus the paid plan. And Submagic has clearly benefited from this content format in a big way.
Watermarking for Organic Virality
Another clever growth hack that Submagic has deployed is the strategic use of watermarking. They’ve built a watermark feature into their free plan, which allows users to add the Submagic branding to any short-form videos they create.
This watermark acts as a built-in viral marketing tool, as users organically share their Submagic-branded content across TikTok and other social platforms. It’s a smart way for Submagic to leverage their existing user base to drive awareness and new signups.
And the strategy seems to be working – Submagic’s main TikTok account, which features this watermarked content, has already generated 1.5 million total views, with several videos surpassing 500,000 views each.
Cross-Platform Consistency
The final piece of Submagic’s TikTok growth puzzle is their focus on cross-platform consistency. In addition to their main TikTok account, they’ve also established a presence on other short-form video platforms like Instagram Reels and YouTube Shorts.
By maintaining a cohesive content strategy and branding across these different channels, Submagic is able to amplify their reach and maximize the impact of each piece of content they create. Their TikTok videos, for example, can then be repurposed and distributed on Reels and Shorts, extending their lifespan and earning potential.
This cross-platform approach also helps Submagic build a more holistic, omnichannel relationship with their target audience. Users can engage with the brand’s content wherever they spend the most time, creating a more seamless and memorable brand experience.
Lessons for App Marketers and Creators
The Submagic story is a master class in leveraging the power of TikTok to drive exponential growth for an app or software product. Here are the key takeaways that any brand or creator can apply:
1. Tap into Micro-Influencer Communities: Identify the niche creators and subject matter experts that your target audience trusts, and enlist them to create content around your product.
2. Experiment with Engaging Video Formats: From “free vs. paid” comparisons to strategic watermarking, find the video formats that resonate most with your audience and lean into them.
3. Scale with Affiliate Partnerships: Build a network of affiliated creators and accounts to amplify your reach and tap into new audiences.
4. Maintain Cross-Platform Consistency: Ensure your content strategy is cohesive and optimized for distribution across all the major short-form video platforms.
TikTok,
Reels, and
Shorts
