Post the same before/after makeup slideshow with one fixed hook, caption and audio

Joseph ChoiOkay. So, the slide like the content format is like very simple. It seems like it's like basically before and after with the slow, sliding screen transition. And then the name of the app is just like right there, GlamUp. Um and then it shows the demo of the app that shows like the personalized makeup routine. But then on the first couple of frames of the video, do you have like a caption or something that kind of acts as the hook?

Nicole CheungIt's also very funny because we did this for every single like We probably have hundreds maybe almost maybe even thousands of these posts out, and we use the same caption on the video and the same caption below the video and the same hashtags. And for some reason, this combo just worked. And the same audio.

Joseph ChoiReally? Interesting. Wait, so what what is the caption? Wait, so yeah, walk me through the caption and then the like the on-screen video caption.

Nicole CheungIt's Okay, so it's literally either two or three lines. It's, "never saw myself with the," next line, "right makeup routine," crying face, crying face. And we've tested this actually with different different um hooks and different you know, lines, how many lines you can have. We were like very intricate with it, almost scientific, and we realized this is the best one. And then when it comes to the caption, it's usually almost, "I will be unstoppable," with the exhausted emoji, and we do like um the hashtags for it. And then we use like there's

Nicole Cheungmaybe like 10 different audios that we use. Uh we've tried other audios. It just doesn't work. It doesn't go viral. But with those audios, with the same hook, with the same caption, it works every time.

Joseph ChoiYeah. And that is that is the crazy the probably one of the craziest things about this app. I want to get into that um in a minute. But first, like, how did you come up with this before-after slideshow format in the first place? Like, is it um Were you like paying influencers, or did you just make it yourself? Like, how did you come up with this?

Nicole CheungSo, we have tested a bunch. Latina makeup slideshows, all that stuff, didn't really work. We tested color theory, celebrities, all that stuff, didn't really work. Uh we also tested these like tutorials, makeup tutorials, didn't really work. We just kept testing different formats. And I'm not exactly sure how we ended up with the before and after. I think our competitor app actually helped as well, like a copycat app that was copying everything that GlamUp was doing. They came up with a bunch of viral strategies that like, you know, we honestly got really lucky with it, and we just scaled and made it better. Um and then it just blew up for us.

Joseph ChoiSo, you said you have 20 creators, like were you Did you hire all those people from the beginning and just have them create these these videos?