Post short videos that show the app solving a real student problem

Joseph Choi… exercise in learning how to go massively viral while also showing a product. Like we're going to get to the conversion rate, I think, in a in a bit cuz I want to figure out like, how did you even convert this into, you know, the several million ARR that you have today, but what did you learn from this? Um, did Were you creating these videos yourself? Did you have a bunch of creators? Like what was your process to actually create these videos?

Zack HargettSo given this was maybe 8 months into the journey, we had built out a small content team. And so the creators that you see here on the screen, Alison and Sydney, they were part of the content team. Prior to that, we had a much smaller content team, and we were going viral, you know, it depends on what you consider viral, but we had several videos with around 20 million views on our main page, just the @coconoteapp on Instagram. And those were converting much better because they framed Coconote for what it is, which is a solution to a problem. Whereas these PDF to Brainrot videos were much more novel and unique, and there certainly is somewhat of an aha moment, which is one of the reasons why I think they did so well. But what we realized when we dug deeper is, you know, we would rather have 10 million views on a video that converts well because it's actually targeting our target audience and an audience that wants to solve their problems as opposed to a 40 million-view video that is just unique and novel and drives low-intent traffic to the product.

Joseph ChoiYeah, let's look at Let's look at a couple examples of the actual product ones that did better. So this is your brand page that you're talking about, I think. So this video got 18 million views, and it directly shows the core product. And you even call it out. Hook is, "My mom just changed my college life forever."

Joseph ChoiThat's wild. What would you say is like the difference between a, you know, the PDF to Brainrot videos that are doing massive, you know, 200 million views versus these that maybe get a little bit less views, but um are actually higher-converting?

Zack HargettWell, two things I would say. The first thing is that I think I've on content grown to have some sort of perspective on it depends on where the product is in the product lifecycle. And so if the product's very early on, you can get away with, for example, a shock hook and product demo, which is a much lazier form of content. And our content in the earlier stages being in a lecture hall, this is a, you know, there are a lot of details here that I don't want to minimize. A very talented creator on our team named Joao made these for the most part. And so I don't want to minimize that work whatsoever, but it is a quote, unquote, lazy form of content that you can get away with when the product itself is more novel and unique, because it's early in the general market of it, right? We were posting these March, April, May 2024, right when we were coming out.

Zack HargettWe were posting the PDF to Brainrot, you know, 6 to 8 months after that, and it just framed It was a different product intended, and I think resonated with a different age group, one that has most likely less disposable income. It's not framing the product as a solution to a real problem. It's just more of a toy, and that's the big learning.