A scratch map app · B2C · Yannis's client
Change the caption from 'post-breakup activity' to 'procrastinating for exams'
Same video: millions of views and no downloads became App Store jumps in several countries
What they did
What happened
- Effort
- hundreds of posts of the same format
In their words
Yannis Chaouche - The NEW Short Form Strategy Dominating For App Growth
Yannis Chaouche… And I would add text overlay, like post-breakup activity was one, right? And so, post-breakup activity is like someone just wandering around the campus, and so that would make sense in the narrative. And I would be like, maybe people will wonder, "I want to do it as well," and they would wonder what's the app, and maybe they would want to download it, right, or or you you can even show the name of the app and they would try to download it.
Yannis ChaoucheActually, did this had zero success, right? So, I would I tried a lot of situations on the text overlay, and I stumbled upon, what did I do? It was, uh, procrastinating for my exams or something. Like just a a reason for you to, uh, use the scratch map, and, uh, this one, I don't exactly know why, I have my doubts, but this one basically made the app jump in the App Store in several countries, right?
Yannis ChaoucheAnd so, just Yes, because it's exactly the same creative, like if I show you the creatives, you cannot distinguish them, except from a couple words on it, right? And so, those words, because it's so relatable, and because like everyone procrastinates for their exams, is my guess, is like they were looking for something to do, and it was around the period of the exams in US, it would trigger the download. But post-breakup activity, it's like,
Yannis ChaoucheIt's like something that all the girls feel that pain and know about the post-breakup X, right? And so, I use that, and people understood the narrative about, "Okay, it's a post-breakup activity of me wandering around the campus in random shapes, right?" So, it's a bit funny. It's a bit, you know, It's a It's an alternative use of the app to do a spiral on the campus and say post-breakup activity, right?
Yannis ChaoucheUm, but it wasn't enough to trigger a download. Uh, I was showing the app. I was but getting viral, but I wasn't, uh, converting. When I changed that to procrastination, whatever, but like basically exam procrastinate me procrastinating for exams, this triggered the download, right? It's just a couple words.
Joseph ChoiWas Amo like the main example that you wanted to show? Was Was there something else?
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Screen-record auto-written viral chats on a fake Tinder screen that feature the appBecame his first scaled account fleet; no numbers given
- Open 50-100 new TikTok accounts a week and post your own proven formats on them~300M views and an estimated 3-5M downloads last year; attribution unclear
- Copy formats that went viral 5-20 times across accounts, not one-off hits
- Go viral with a no-app post for your audience, then post app videos next
- Have ambassadors follow your format in 80% of posts and experiment in 20%
- Get one account going viral with a proven format before you build the app
- Share free exercises and use the app's score screen as the video coverWorked very well, per the guest; no numbers
Tags: tiktok, text-overlay, hooks, intent, conversion