Post 2-3 slide TikTok carousels of real, unpolished app screens

HostSo is your TikTok and Instagram strategy different?

PeterYeah, pretty much completely different. It's my brother mostly handles this page. This is our main account, and it's all just two- to three-slide carousels, which perform really well for us. I think historically this has probably been a lot higher converting than Instagram. In the past year, it's probably worked less well, just cuz you've got so much competition, you know, it's not as novel anymore. Now there's, you know, 20 workout apps doing the same thing. It's it's a continual race to try and find formats which you can use and, you know, get first-mover advantage of for a while before it's like milked dry. But this is the bread and butter and ultimately where we went viral the very first time, and that was what let us get the product kind of launched.

HostYou went viral on TikTok first and then you started Instagram stuff?

HostI like that one cuz it it's really obvious that it's a app UI. There's like the share to Instagram button, there's like the download button, you can kind of see that it's an interface.

PeterYeah. No, I think it's super effective. I think people like when content feels authentic. I think if you do remove all those like, you know, share things like that, yes, it might look a little bit better, but people know it's an advert then. Whereas if it's an app screenshot, they're like, "Oh, this is actual legit content," because any self-respecting company would have like removed, you know, all the extra stuff that's not needed there. I think by looking less professional on TikTok, you actually perform much better. Like, you shouldn't have overly polished TikTok videos. It should look a little bit rough.

HostSo what's your process for finding the next winning format? I know we kind of broke down content strategy in general, but what are you like what are you doing right now to find like to hunt for the next format?