Noise · app that pays people to post
Start with 'Don't get a second job' instead of 'Everybody needs a side hustle'
The new opening made the video go viral; the old one didn't
What they did
What happened
This shipped together with other changes, so the result can't be credited to this alone.
In their words
Nic Weber - Meet The Guy Who Solved TikTok
Joseph ChoiSo there was like a bunch of different people like all doing the same thing, but in each of their houses just like washing dishes with basically the same caption on top, or was it like variations of the caption, too?
Nic WeberSubtle variations, like I had mentioned. You would be shocked at what is the thing that sets it off, right? Originally, we weren't using the "don't get a second job" as the start to this whole like paragraph text here. "Don't get a second job" is what ended up making it go viral.
Nic WeberAnd so if you start breaking those down, no one really likes being told what to do. Saying you need a side hustle is making a bunch of assumptions that the viewer might be uncomfortable with or whatever else, right? There's like a lot of nuanced psychology there. However, "don't get a second job" is still saying the same thing, but it is provides like a totally different like sentiment to the the same concept.
Nic WeberAnd little changes like that are again that difference between 10,000 views and a million views.
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More from this episode
- Pay thousands of regular users per view to post content you supplyAbout $0.30 per install on average; 2.5B views across the platform in a year
- Chase viral videos with soft pitches, and flood the feed with hard-pitch slideshowsUGC hits of 1.6-5M views; slideshows add 2M views a month; founder says they drive downloads
- Copy a viral side-income video and film posters washing dishes with your caption4-6 videos passed 1M views; $0.08 installs for 3 days; hit #7 in category
- Say 'I make $20 a night, an extra $500 a month' instead of big earnings'$7,000' claims got called a scam; $20 a night worked
- Post a relatable money-worry video that never names the app, then plant commentsHit #5 in category; one planted comment got 1,686 likes, est. 1,000+ downloads
- Mix hook images, captions and hashtags automatically so each poster's slideshow is unique
- Pay your 30 most active users to post ready-made slideshows about your appFirst slideshow hit 20,000 views in a week; success led to building Noise
- Put eggs in the first image of healthy-eating slideshowsHigher-view slideshows consistently had eggs in the hook image; no numbers
- Have posters cry over a word they can't say while the app roasts themFirst video had 20M views overnight; format ran for two months
- Pause any content format that hasn't taken off within 1-3 weeks and try anotherA 446-post format with ~200K views was paused; its replacement reached 9M views
- Test slideshow hooks on your own TikTok account, adding text inside TikTokFirst post 887K views; one hook image passed 5M views
Tags: tiktok, hooks, copywriting, text-overlay