Copia · B2C · manifesting and affirmations app
Hook with 'If you see this before May 7th, repeat these affirmations', then demo
10M views on one Instagram video; became their repeatable main format
Workedorganic-short-video
What they did
Creator (Chloe) on camera: 'If you're seeing this before [date], repeat these affirmations for the next seven days from Copia and watch your dream life unfold.' A hard deadline in the hook plus a promised transformation; then she reads affirmations straight from the app while a phone-screen demo is overlaid. The date is swapped each time, so it stays timely and repeatable. Copied from creator Sarah Purl, who sold ~100K books with the same 'repeat these affirmations for seven days' content. Keep the demo subtle enough that it doesn't feel like a paid ad, and build curiosity in comments.
What happened
One video hit ~10M views on Instagram and proved the format; it was then scaled through the UGC program.
- Stage
- growth
“It was like, "If you're seeing this before like May 7th, repeat these affirmations for the next seven days from Copia and watch your dream life unfold."”
“So we have like a hard deadline in the hook, and then we promise some transformation which everyone wants, and then when Chloe would actually say the affirmations, it was just affirmations from the app.”
“Yeah, it was like a phone screen demo overlays.”
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More from this episode
- Copia: Turn a viral ChatGPT prompt trend into your app's first magic momentBecame the app's emotional hook behind trial starts; ~100K downloads overall
- Copia: Post videos showing the AI dream-life story itselfWent viral but converted poorly; people don't read and already use ChatGPT
- Copia: Mention the app by name without explaining it, so viewers ask in comments6.6M views and downloads, but an estimated 20-30% fewer than with a demo
- Copia: Study creators with 500K-1M followers who sell courses or books in your nicheFound the creator whose format they copied; turned her book idea into an app
- Copia: Pay creators with 50K-250K followers, aiming for about $1 per 1,000 viewsFilled the funnel cheaply to learn metrics; no results given
- Copia: Add social proof, a short video and tap-to-answer questions before asking for goalsUsers reaching the paywall rose from ~50-60% to 85-90%; conversion doubled
- Copia: Hire 40 UGC creators to post one format, testing only the first 10 secondsScaled the winning format; hook results varied; no totals given
- Copia: Add a big red 'crash out' button riding a viral trend; post a slideshow12-13M views and 10-15K downloads from one two-slide TikTok
- Copia: Run a meme account posing as a viral scandal's 'daughter', then plug the app50M views in a week; the 5M-view plug drove only a couple thousand downloads