GTM Sauce

B2C · fitness and weight-loss app

How BetterMe grows

2 tactics from 1 interview.

About BetterMe

What it is
Fitness/weight-loss app, performance-marketing heavy

As described in the interviews, not independently verified.

BetterMe's 2 tactics

BetterMe · B2C · fitness and weight-loss app

Run ugly ads that show the product and the pain in the first second
One ran for years; called 'the best ad ever'; no numbers

Unpolished ads that explain the product and the pain in the first second rather than pretty brand spots; e.g. BetterMe's illustrated 'belly fat' ad showing fat hanging off the front. Avoid 15-second polished brand creatives (and AI assistants' advice to make them). Lead with the product/pain as in launching a new product category.

Workedpaid-social
Sub Club by RevenueCat · 2026-07-22

BetterMe · B2C · fitness and weight-loss app

Keep testing new ads until one sharply cuts costs, even if current ads work

Treat steady CPMs/CPAs and a modest positive margin as a warning sign, not a reason to scale. Early creatives shouldn't be good; keep testing concepts until one creative produces a step change (CPA drops sharply, purchases triple in a day). Presented as what made BetterMe special.

Unknownpaid-socialexperimentation
Sub Club by RevenueCat · 2026-07-22

Topics

Ad creative and creative testing2Hooks for short-form video ads and posts1Meta ads for apps (Facebook and Instagram)1A/B testing for apps1

Interviews