StudyFetch · B2C · AI study app for students
Favor TikTok and US-based creators so views come from the US
Viral TikToks convert well; some viral Reels convert close to none
What they did
What happened
In their words
Kiran Desai - The EXACT System to Go From 0-$10M+ With Your App
JosephOkay, so this one's Reels. 60,000 followers, so this seems to be going well, too. Oh, and this This video was posted yesterday, this seems pretty active. Are there any differences between that you see between Reels and TikTok these days?
KiranIn general, I find that TikTok's audience is way higher intent than Instagram's. Um, I think it's because people go on Instagram to like relax, and I think that there's a lot more educational style content on TikTok instead of Instagram Reels. But, we'll have videos that go viral on TikTok uh that we'll see great uh conversion rates from, but then we'll also have videos that go viral on Instagram, and the conversion rate will be close to none.
KiranUm I think a big reason for this is a lot of the audience on Instagram Reels is uh from places like across the world where conversion rates might not be as high, um where TikTok might be banned.
JosephWhat are you trying to go for with a TikTok, uh like for the demographics? Are you looking at like 80% plus US viewers?
KiranYeah, so if our creators are based in the US, and we have a couple people that are located across the world, but if our creators are located in the US, we're typically going for like over 80% of a US audience. Um, but it's pretty safe to assume if you're hiring somebody in the US and they're posting in the United States, that uh their video will also land to that same audience.
JosephOkay, but then on Reels, it's not That's not the case?
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More from this episode
- Point a camera at the laptop and film the app working in a real lectureFirst video 3M views overnight; one lecture video 75M views, hundreds of thousands of signups
- Build features that look impressive on camera, like notes appearing on their ownPowered the early viral videos; founder-side claim, no split numbers
- Pay big study influencers ~$10K a month to post daily on a new StudyFetch accountFans followed them over and asked about the app in comments; attribution unclear, some accounts flop
- Pick creators by how many people comment, not by views or followersGuest's selection rule; no numbers on hit rate
- Put the app's name in every creator account's name
- Show the website address on screen for the last 4-5 secondsProduct-centered videos convert very well; product tacked on at the end doesn't
- Let creators keep their usual style and show the app 2-3 times in their dayGuest says their known styles do best; no numbers
- Pay creators $50-2,500 per video plus $100 for every 100K viewsStandard terms for a program of hundreds of creators (peak ~1,000)
- Hunt down the creators you want by DM, email, even LinkedInGuest prefers it for pickier, better-aligned creators; no numbers
- Hire contractors to run the day-to-day creator programDidn't work well; incentives were misaligned and dedication low
- Split the creator team into recruiters and full-time managers who coach creators dailyReplaced contractors; guest says the program runs well; no numbers
- Build a dashboard that pings you when videos trend in other niches
- Run cafe pop-ups and polished brand videos once the creator engine worksGuest says pop-ups build an emotional connection; no numbers
Tags: tiktok, instagram, us-audience, geo-targeting, platform-choice