Runify · B2C · ranked running app
Post 9 Reels a day on Instagram instead of flooding TikTok
Instagram held 5-10K avg views, 1 in 10 over 500K; TikTok views fell to ~5
What they did
What happened
- Stage
- pre-launch through launch
In their words
Caleb Dean - I speedran an ai app from 0 to $100k exit in 26 days
Joseph ChoiThis is crazy cuz you're getting like basically, on average, 3 to 6,000 views every single video, and you're posting these quite often. Was this just like once a day?
Caleb DeanNo. So in the beginning, like the these views have definitely dropped off. I think like on average we were ranging between 5 to 10k, but then like 1 in 10 videos would go like above 500k. And for a while, we were posting nine times per day, cuz Instagram really doesn't punish you for that.
Joseph ChoiNine. So TikTok kind of like punishes for posting multiple times a day, but you're saying Instagram you can post as many times as you want?
Caleb DeanYeah, exactly. We had one video on TikTok that like went viral and got like 700,000 views, but then when when we increased the post quantity, all our views went to like five because TikTok doesn't like that. But we we kind of made the decision that like we should double down on Instagram.
Joseph ChoiI see. That makes sense.
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More from this episode
- Copy a proven app's viral Reels format for your niche before buildingMillions of views; one copy hit 2M; ~50 videos drove the whole waitlist
- Charge $5 for early access on a one-page site before writing any code2,000 waitlist emails and 90+ paid $5 in about 2 weeks
- Build a tool that turns one video template into thousands of versions10,000 variations in a minute; fed ~5M views in month one
- Put your app up for pre-order so thousands download it on launch day3,000 pre-orders in ~2 weeks; leaderboard hit its 1,000 cap in an hour
- Rewrite onboarding to promise a result (becoming a better runner), not just ranksChanged because first onboarding converted poorly; no after numbers given
- Email your waitlist two updates, then a launch video with a half-price codeDiscount codes brought most launch-day revenue; 32% of emails hit spam, 20% opened
- Message every paying early adopter yourself and make them your beta testers~20 testers on WhatsApp; founder says their feedback was invaluable
- Ask your Instagram followers in Story polls which features to buildTracking answers split evenly across Garmin, Apple Watch and Strava, so they built all three
- On launch day, tease on Instagram Stories, post on Reddit, and tweet a demo videoFounder's X demo got ~50K views; mostly exposure, not core users
- Tweet openly and confidently about your app's goals, even from a tiny accountCold acquisition DM 1-2 weeks after launch, from a ~200-follower account
- Sell a month-old app at ~5x yearly revenue but keep 30% of itSix-figure sale ~26 days after launch, plus 6-month earn-out and cash bonus
- Design every screen and button in Figma before developers startCore design done in 3 days; CTO built it in about 6 weeks
- Rank in App Store search for a rare condition's name (shy bladder)Most users and revenue came from search; 30%+ conversion; $5-10K lifetime
- Pick a space where 1-3 apps already make $100K+ a month, then twist the ideaLiftoff at $200-300K/month led to Runify; sold within a month of launch
Tags: instagram, tiktok, posting-frequency, high-volume, platform-choice