Fitted · B2C · AI closet and outfit app
Keep testing new video formats and post each one on every account
About one viral video a month for 18 months; top videos hit 136M and 60M views
Workedorganic-short-videofounder-brand
What they did
The team is 'chronically online' and splits ideas into two buckets: trending metas, memes and inside jokes to jump on, and evergreen content. Every video needs a split-second hook, then shows the product; the pitch is 'follow along as we build this' rather than 'download this app'. The breakout video was simply 'How to use the Fitted closet', a plain product demo from a creator with an engaged audience. Each video is cross-posted on the creator's TikTok, the main Fitted account and Instagram Reels, and winning formats are repeated (a 136M-view outfit video was followed by a 60M one). Channels are diversified because the algorithm has dry periods.
What happened
A viral video about once a month over the past year and a half; 500M+ lifetime views.
- Stage
- Scale
- Effort
- Continuous for ~18 months
In their words
The Superwall Podcast · Reid Moncada - He went from 0 to $150k by building an ai fashion app (no-code)“really the playbook is just like just keep finding new content formulas, and then um keep iterating, and then just keep cross posting them across all of our socials”
“And for us, it's never about like, "Hey, download this app. It's going to blah blah blah." It's like, "Can you Can we Can you follow along in our journey as we build this product?"”
“we would do that on TikTok, we would repost on our main account, and then we would repost it on Instagram Reels as well.”
Related topics
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More from this episode
- Fitted: Pay a fashion creator $20 a video, then make him a co-founder with equityHis account drove ~95% of 500M+ views and 600K downloads
- Fitted: Run ads only on videos that already went viral on their ownDownloads for 1 to 15 cents each, per the host; guest calls it really cheap
- Fitted: Fly the team and creator to one house for a week to build and post2M-view video on day one; 100K people joined the waitlist
- Fitted: Post a TikTok about a feature before building it, then ship what hitsViral outfit-generator video became the first tool; a web-only feature video hit and is shipping
- Fitted: Build the roadmap from what the creator's fans ask for in commentsFounder says it drives the roadmap; no numbers
- Fitted: Rebuild the web app as a phone app after sales stallCouple hundred thousand downloads right after launch; web app hadn't converted
- Fitted: Drop the hard paywall and make the app free, with some paid features
- Fitted: Let users list clothes on Poshmark in one click from their closet
- Fitted: Team up with TaskRabbit so helpers come and photograph users' closets
- Fitted: Become the official virtual closet of the movie Clueless
- Fitted: Launch a crypto token for the app and build a following on X~$250K a day in token trading; not yet tied into the app
- Fitted: Fill users' closets from their online receipts and a single selfie
- Breathwrk: Give equity to a creator whose fans are your target customersTikTok account grew from zero to ~3M followers
- Fitted: Post a plain screen recording of the website explaining the laundry service600K views and investor interest, but viewers mostly weren't customers
- Fitted: Let users share their priciest pieces as a 'neck worth' post