Post lots of TikToks: a real person in a texting mishap, then the app helping

Joseph ChoiWait, so is this the is this the main format that you're doing? Kind of like the face reaction and then demo of the product?

Roger ChenUh yeah, it's basically it's the classic hook and demo. So it's like the hook is the scenario, you need a real person there, cuz you- you don't have a real person there, people swipe away. People love people, you know, they see a real human, they stop, and they see an app interface, they scroll. So, yeah, hook, like, with a scenario and then demo. So, yeah.

Joseph ChoiAnd a lot of these videos don't have a ton of views. But are you just mass-producing so many that, in aggregate, there's a lot of traffic, or are there like big viral hits that you had?

Roger ChenYeah, so we have um So, first of all, like, we did like mass-produce a whole bunch. That's one. And uh the second thing is, like, we do have a few outlier hits, like uh a few videos got like 2 2 to 3 million views. So it's like really, really top-heavy. Like, you really don't know like where it's coming from, like. So, I- I've been like truly humbled by ex- by the experience. Like, the ones I thought that would work just didn't work, and the ones that I thought were like ridiculous like worked surprisingly well.

Joseph ChoiInteresting. This was a 7.9 million views. This was on your brand account, and is this like, is this you making this video, or is it a creator?

Joseph Choi… topic of the video, and so it's almost like if you don't notice the thing immediately, you're like, "Oh, they're just showing the messages, like the conversation," because that's what the hook was about. It's like, "Hey, I texted my crush 'I love you,' but it was autocorrect, crying emojis." And then they go to the phone demo, and then it's like the actual conversation that they're just referencing. But then Bro is right there. [laughter]

Roger ChenYeah, yeah, [laughter] yeah, Bro's with you. And uh uh as yeah, but you know it's just like these like tiny tweaks. So like there are other versions where it's uh so this one the story is she made a mistake and then Bro she's in a panic, so Bro helped her fix it. It's a very, very simple thing, right? And and there are other more complex ones, like, "Hey, you know, how do Irizz this guy up?" You know, like [laughter] But uh like for some reason, this one did best.

Joseph ChoiYeah, yeah. I think there's a lot of people who bootstrap their way to really nice cash-flowing businesses with consumer apps, typically subscription apps, and these days it's the barrier to entry to doing that is so low that um there's a lot of people that are that are doing it, especially just in the Superwall YouTube audience and just like my Twitter audience. And um, I think some of these people reach a certain level of success, and then they …