Case Study: 🤖 Jenni AI TikTok Strategy

This Weeks Newsletter includes:

• Jenni’s TikTok strategy + Toolkit overview ✅

• Full collection of all TikTok accounts promoting Jenni AI, here ✅

• Revamped 0→10K MRR Handbook ✅

• New episode live from our new podcast, Hooked, featuring Anna Greene, PlayKit’s Head Strategist, crochet YouTuber with nearly 100K subscribers, and the Gen Z marketer behind hundreds of millions of TikTok views.

Strategy Overview 📚

Jenni AI is an AI Research Assistant that helps students take their research and writing assignments to the next level. It helps with outlining the project, citations, writing whenever you are stuck..

Their campaign on TikTok crossed 9M views, of which 7M came from just 6 videos! The best part? All videos follow the same content style. 

The campaign has one of the highest engagement rates (13%+) even in the education space where engagement is (9-10%).

Let’s decode their strategy and understand how it worked so well.

Here are some of their most successful videos and how they did it 👇:

🎬 "No Notes No Open Tabs No Jenni AI!"
Views - 3.6M | Likes - 750k+ | Saves - 26k+

Hook - Single frame content 

“Just saw a girl writing an essay, no notes, no open tabs …”

Format - Reaction + Text overlay

Why this video worked

• Hook - Using only a single screen of text and a shocked reaction, the audience gets to know that the content piece is very easy to consume.

• Blending with Studytok - The creator, the language, format used, etc. blends in perfectly with other videos in the space. This frames the video as a studyhack instead of a promotion of Jenni AI.

• Polarising Piece - Nature of the content invites engagement from people who didn’t use AI for assignments and those who do. Leads to an above average engagement on the tiktok.

🎬 My Professor Just Told Me
Views - 1.5M | Likes - 126k | Saves - 14k

Hook - Single frame content - “Umm chat our prof just said, “If I think chatGPT…”. “

Format - Reaction + Text overlay

Why this video worked

• Uses the same hook style as above. In addition, it uses the word “chat” to relate more with the gen-z audience.

• The reaction and the story make it feel like a real life incident that can happen to anyone.

• The video shares information about the product in a way that feels like well meaning advice than an advertisement. 

🎬 Not that smart
Views - 400k | Likes - 70k | Saves - 3k

Hook - Single frame content 

“I am smart but …”

Format - Reaction + Text overlay

Why this video worked

• Apart from using the same hook style, it also uses Self deprecating humour “I am smart but”. This kind of humour appeals to younger audiences and further increases the authenticity of the content.

• Establishes the app as something that even smart students rely on to get good grades alongside other study habits.

• Uses traits of an impossibly hardworking student to establish the creator and the audience as being in the same boat and facing the same problems. Makes the content more relatable.

Key takeaways from Jenni’s Strategy: 💡

Students do want better tools to help them with their assignments and the vast majority use ChatGPT. Jenni AI positions themselves as an alternative that is not only more effective but also harder to detect.

• Integration - Feels just like other studytok videos. It feels like a student who wants to help other students rather than an app selling something. Instead of solely being about the product, the integration is subtle and tries to normalise how common it is for students to use Jenni AI. 

• Proven format - This is a proven content strategy which was used in a travel trend earlier inspired by a meme. It was about a man who sat through a whole flight without earphones, ipads, etc. This content engages people who live like this as well as people who can’t imagine the same.

• Comparative Value - Shows the value of the product in comparison with ChatGPT without coming across as a sales pitch. At the same time, it shows a specialised feature which would target a particular audience better. 

🚨Pro Tip: Use a analytics tool like Trackr to create a collection to save inspiration videos from your competitors videos like we did with ClipTone.

Format Toolkit (Premium Content)🔐

There are three core components of Jenni’s content strategy

1. Problem - What issues students face because they don’t use specialised research tools - university submissions, professor’s remarks, etc.

2. Solution - Share 2-3 solutions on how the creator works around these. This gives a trust marker that this works. And by bundling 3 other solutions along with Jenni AI people are more inclined to consider it and engage (save, share) with the content.

3. Tone -The content should feel like it was written by a student as a life hack rather than the brand itself.

Toolkit info: 👇

• Replicability Rating: 

• Video Length: 5 seconds (Enough to show the reaction and reach retention metrics above 100%)

• Platform: TikTok

• App category: AI, Research & Reference, Education

• Asset format: Reaction video, Text Story

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