Cal AI · B2C · photo calorie tracking app
Pay creators to show the app in passing in day-in-the-life TikToks
App has been blowing up; no numbers
Workedugc-creatorsorganic-short-video
What they did
Cal AI pays many creators (and puts spend behind some posts) for TikTok day-in-the-life videos: workout, come home, snap a photo of a meal, get calories, move on. Shows the core differentiator (logging by photo) as part of normal life rather than as an ad.
What happened
Host says the app has been blowing up; attributed to this style of content.
In their words
Sub Club by RevenueCat · Boost Conversion and Retention with Jobs to Be Done — Daphne Tideman, Growth Advisor“they pay a lot of influencers. There's a little bit of mixed messaging on Twitter. People act as if it's fully organic, but they actually pay a ton of creators to create this.”
“they just take a photo of the meal and it tells you the calories and then they move on with their day”
Related topics
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More from Cal AI
All 84 Cal AI tactics- Pay $350-450 for four posts plus view bonuses that stop at 1M viewsKeeps the upside of viral hits; founder gives no numbers
- Price a creator on the average of their 5 worst of 20 recent videosMost deal videos land nearer the mean, so the rest is profit
- Agree with a creator's view boast, then guarantee 700-800K views when they claim 1MGuaranteed a profitable CPM on every deal; creators couldn't back down
- Have 25 hired assistants each email 100 creators a day~220K creators contacted, 2-3K signed; roughly 1 signed per 1,000 emailed
- Pay creators $100-200 when a friend they refer signs a dealReally helped; got direct numbers and deals around talent agents
- Ask creators to cross-post on both platforms as a casual, no-big-deal extraCreators accept most of the time; founder's claim, no numbers
More from this episode
- Run the same image with different job-focused text as Meta ads to pick your messageBig click-through differences between angles; winners then rolled into app messaging
- Ask dog owners in the park to try the app for a free yearFound many onboarding issues in one to two hours
- Pay for interviews with people using other solutions, hiding the right answer in a list
- Ladder: Let other users cheer you on live while you work outGetting cheered correlated with higher retention; exact numbers not recalled
- Ladder: Ask goal questions up front, then pair each user with a matching coachConverted a host who thought the app wasn't for him
- Welltory: Pull in the user's health data and show insights during onboarding
- Add a $20/year tier using free Apple weather data next to the $40 plan
- Tallow and Ash: Boost a post apologizing for a product flaw and showing the fix
- Coopah: Run ads where a creator shows her stuck results, then the win with the app
- Headspace: Ask the user's main goal and show different content for each