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
Workedorganic-short-video
What they did
A scratch-map app's videos showed the map being scratched off as someone walks around campus; speed and shape were tuned for retention. Hundreds of posts went viral with text overlays like 'post-breakup activity' but did not convert, even showing the app. Changing only a few overlay words to procrastinating for exams (posted during US exam season) gave people a reason to download right now. Lesson: an overlay must create present intent, not just relatability.
What happened
The exam-procrastination version made the app jump in the App Store in several countries; the breakup version got millions of views but essentially zero downloads.
- Effort
- hundreds of posts of the same format
In their words
The Superwall Podcast · Yannis Chaouche - The NEW Short Form Strategy Dominating For App Growth“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”
“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”
Related topics
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