Coherence · B2C · breathwork app
Open a video with "Do you want to know something they don't want you to know?"
~8M views across platforms, 1M the next day; turned into a series
Workedorganic-short-video
What they did
A short health video framed in a polarizing way, opening with 'Do you want to know something that they don't want you to know?' ('they' left ambiguous, implying forces keeping you sick). Nick almost reshot it three times because he thought it was bad. After it took off it was turned into a recurring series.
What happened
About 8 million views across all platforms; a million views the next day; 'really changed a lot for us'
- Stage
- Growth (Growth (July 2025))
- Effort
- One video, then a series
“It's one that caught fire, got around 8 million views across all platforms. I thought that this was going to flop. After I videoed this, I filmed it like three more times because I thought it was bad. The next day, had a million views.”
“I also framed it, like I said earlier, in this polarizing way: "Do you want to know something that they don't want you to know?"”
Related topics
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More from this episode
- Coherence: Post about topics you love, then build the app around the post that goes viralA viral 'vortex breath' tweet became the app; ~$85K in 8 months
- Coherence: Test ideas as posts on X, then remake the winners as Reels, TikToks, then YouTubeFounders say it shows what the market wants; no numbers
- Coherence: Film 30 to 60 short videos in one go and post every dayFounder says it lets them out-post everyone; no numbers
- Coherence: Spend ~$2,500 a month on video editors and $800 on a thread ghostwriterCore of their organic model; business runs at ~50% margin
- Coherence: Start spending $1,000-2,000 a month on influencer partnershipsJust getting started; no results yet
- Coherence: Give a 3-day free trial on the $40 yearly plan only; charge $10 monthly upfront