Blinkist · B2C · book summary app
Send Meta ad clicks to your blog instead of the App Store
Claims to be one of the first to scale this way; no numbers
Workedweb-to-apppaid-social
What they did
Around 2019-2020 at Blinkist, scaled Meta ads sending users to a website such as the blog rather than directly to the App Store.
What happened
Claims Blinkist was one of the first to scale this way.
“we were i think one of the first scaling ads while sending them to a website like our blog instead of directly to the app store”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from Blinkist
All 2 Blinkist tacticsMore from this episode
- Say 'app' or show a demo so the App Store isn't a surpriseMost winning app ads do this; installs suffer otherwise
- Moongate: Remake one winning ad ~400 times with new hooks and use casesWell over $1M spent on the concept
- Run short videos with a wall of text in the audience's own pain wordsOne of the main working formats; no numbers
- Feed 10-20 Reddit threads to Claude to write ads in your audience's wordsHis standard process; no numbers
- Make ad variants with AI: create an image first, then turn it into videoUsed for clients; not compared with creator videos
- Picnic: Mix app demo clips into everyday videos, like a chore list for ADHD
- Nibble: Run ads that look like normal posts; let a web page do the selling
- Compare cost per trial with trial-to-paid rate for each age groupAges 25-34 cost the most; older users looked under-served
- Give ads that deliver differently, like mostly Facebook feed, their own ad set
- Split ads into groups by format and message, each with its own budget
- On a small budget, put all ads in one group and pick winners weekly
- Have every ad team member interview one user a weekTaught the team most of how to write ad copy; no numbers
- Post on LinkedIn 2-3 times a week
- Fix the store page, onboarding and paywall alongside paid ads