Post brand-style TikToks (memes, silent pack openings) on the app's account

Kyle Fowler… I play competitive roundnet or Spikeball, so one of my best friends I've met from there did a lot of like social media stuff. He's a big in on the social media game for them. So, I was like, "Oh, well, it sounds like like all these brands are posting a ton on TikTok. Like, there must be a reason for that." So, like I was just imagining like brand content, like thinking like Duolingo, or like Flakes box, or Brita, like that style of thing.

Kyle FowlerAnd I was like, "Hey, I'll hire you. You're working at Wendy's." Brought him on board, and we had no idea what we were doing, but we just started making some social media posts. Like, if you go on Cardstock and you go look at the beginning ones, it's pretty funny like what we tried to do, 'cause like I didn't know like I didn't know anything. Like, the first one like we were trying to mimic some like dropshipping stuff, or the the next the next one's better. But like we spent so long on this video trying to uh like figure out how to do it. We were like, "Oh, like I wonder how many it's going to get." And it's like like 23 likes, you know? And there's no downloads. But we were sitting there with our uh ring light type stuff and lamps and you know, really trying to mimic The whole idea I always knew that the idea would be mimicking existing content. I knew that from the beginning.

Kyle FowlerSo, I don't know why I knew that, but I always figured that would be the thing. But then, between me and I didn't want to make any, so Jacob did did it all, and he was uh good. And we uh we we found some. Like some of these, you'll see. I I can't remember what the first one that was success, but we tried for a long time without any like We tried the memes, then we tried a lot of stuff.

Kyle FowlerAnd yeah, eventually we found this. We tried to like do a silent pack opening, 'cause we saw that one working, and we were able to like get some success there. But the thing is is like this didn't convert to downloads, because there's no like there's no app promo. I just imagined that the way it worked is that if you grew your brand page, like people would see, "Oh, the Cardstock app. Oh, that's the thing," and then go go like click the link in bio and and download it. But over time, we learned that that's not how it works at all.

Kyle FowlerWe still had a ton of ASO ranking. Oh, wow. It had 184. That grew a lot over time, 'cause it didn't used to. This is the first format that we found out like or this was kind of one that worked. You can see the app in hand, and we um we went to card shows, 'cause uh I don't know if you're familiar with sports card shows. Essentially, just a bunch of people get together and buy and sell cards. So, we went there and there's a huge scene on TikTok …