Film a stranger-style 'what is this guy doing?' clip, then demo the app

Joseph ChoiWhat is the format that has made you guys the most money? What can we look at the can we get a breakdown of what I guess you guys call it just Instagram TikTok organic, rather than paying influencers, you're just making your own videos?

Alejandro SanchezYeah, we pretty much lost so much money on influencers, we had no other choice but to do organic. I don't know if you know uh Life Reset, or the Rise App, was previously called the Rise App, and now it's called Life Reset. I think they're also in Consumer Club. But there's uh they made a video about organic, and they just pretty much broke down like what you need to do for organic. You pretty much need to find a format that works, and you just need to rinse and repeat until it doesn't work, and you try the next format. And the way you do it is you look at your competition. In our case, we looked at a competitor of ours, and we pretty much found this format, right? And we just tried it once. I think the first time we tried it Yeah, this this is the first time we tried it. So this only got 8,000 views, but this was already like such a boost to our baseline. Very like uh basic video, but uh the stitch hook, actually And this is also something I want to explain later. It had a really good skip rate, and the skip rate is sort of like a one-to-one correlation to virality, if you can also get a good watch time.

Joseph ChoiSimilar to like the very common format for a lot of consumer apps, which is face reaction and then demo, or basically like a hook and then demo. But for you guys, the hook is a skit, or almost like a over-the-shoulder, like, "Hey, what the heck is this guy doing?" And then straight to product demo, with your face and showing the screen and everything. It it actually reminds me of Quizwizard a little bit, too, with the over-the-shoulder shot in …

Joseph ChoiHmm.

VideoMy bro is doing push-ups at 2:00 a.m. to scroll Reels.

Alejandro SanchezBro, my phone legit won't let me scroll Reels until it detects push-ups. And every push-up I do gives me 1 minute I can use to scroll. I legit don't know why I'm doing this to myself, but it's kind of working, I'm not going to lie, bro.

VideoAnd I never knew this about this app, but it also has like these fitness challenges, which are pretty cool. Like if you're ever sick of scrolling, you can also do that, I guess. Comment, "app," and I'll send you the link.

Alejandro SanchezAnd this was also the start of our Manychat um sort of strategy, and I can talk more about this later as well. But sort of the why this went viral, I think there's several factors that go into it, right? It's what you just said, it's this over-the-shoulder um you know in the wild, like, "What is this guy doing?" And you know, this sort of creates a lot of curiosity, because you feel like you are actually there with this person that's that's recording me, and you also want to know, "What is this guy doing? Like, why is he putting his phone on the pavement and doing push-ups in the middle of the night?" And then also this this caption, right? "Bro is doing push-ups to unlock Instagram, and a skull emoji." And it's a female AI voice. And you're like, "Wait, is this a real person that's saying this?" Right? It feels a bit uncanny. Like, there's so many factors that go into this hook. But the point is, the hook has to has to be a banger. If the hook is not like a banger, the the video is not going to work, like because you're you're going to have so many people just skipping the Reel, right? They're not even going to know what the content of the video is going to be, like. The hook has to be amazing. And And really, that's that's the biggest indicator of the virality of a video, is if you have a good hook, right? And we just repeated this hook over and over and over and over, and it kept on working.

Joseph ChoiIt looks like, in most of these videos, you're doing it at night, too. Or at least like the ones that have a lot of views.

Mario Ortiz Manero… So, in any case, you want to do organic for sure, because if you see a format that's going viral organically, then that's when you decide, "All right, let's do UGC with it to scale it up." Like, UGC is more like for scaling from my point of view. Uh maybe influencers for like more like reach, or also some sort of UGC. But organic is also like always a nice way to validate ideas and and to like be in there, like knowing, knowing everything.

Alejandro SanchezThe most profitable thing you can do is really find a winning format. And in our case, that yeah, we found it, and we just rinse and repeat until it doesn't work. And ideally, you have 3 to 4 different formats, because if you do the same format, it's gonna fatigue at some point. That's really like the most profitable thing you can do yourself. And it's also gonna help with with influencers, it's gonna help with, right, UGC, and especially like ads, right? For ads, you always want to keep creating creatives, and right, because you want to run all the ads simultaneously, and you want the the Meta algorithm to optimize.

Joseph ChoiAny tricks or habits to find those winning formats faster?