Noise · app that pays people to post
Chase viral videos with soft pitches, and flood the feed with hard-pitch slideshows
UGC hits of 1.6-5M views; slideshows add 2M views a month; founder says they drive downloads
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What they did
Run two campaigns at once. 'Premium' UGC from upskilled posters aims for 1M+ views with a soft call to action that barely mentions the app, driving comments and curiosity. 'Basic' slideshows go out by the hundreds with a very explicit call to action (e.g. 'How I completely changed my life. Day one...' listicle). They get few views each, but because TikTok shows similar content to people who watched the viral one, they work like a retargeting campaign that drives the download.
What happened
Noise content did 54M views in 30 days; UGC hits of 1.6-5M views; slideshows ~2M views a month. Conversion effect claimed, not quantified.
“We view these slideshows, for us, when we run both the UGC side and the slideshow side, these function very similar to retargeting campaigns.”
“these are the ones they're driving a lot of that discussion, a lot of that commenting, a lot of that curiosity that then those slideshows just come in with their explicit call to actions to then drive the user to actually go download Noise”
“Yeah, running them at the same time is the best way to do it.”
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More from this episode
- Noise: Pay thousands of regular users per view to post content you supplyAbout $0.30 per install on average; 2.5B views across the platform in a year
- Noise: Copy a viral side-income video and film posters washing dishes with your caption4-6 videos passed 1M views; $0.08 installs for 3 days; hit #7 in category
- Noise: Start with 'Don't get a second job' instead of 'Everybody needs a side hustle'The new opening made the video go viral; the old one didn't
- Noise: Say 'I make $20 a night, an extra $500 a month' instead of big earnings'$7,000' claims got called a scam; $20 a night worked
- Noise: Post a relatable money-worry video that never names the app, then plant commentsHit #5 in category; one planted comment got 1,686 likes, est. 1,000+ downloads
- Noise: Mix hook images, captions and hashtags automatically so each poster's slideshow is unique
- Playbite: Pay your 30 most active users to post ready-made slideshows about your appFirst slideshow hit 20,000 views in a week; success led to building Noise
- Put eggs in the first image of healthy-eating slideshowsHigher-view slideshows consistently had eggs in the hook image; no numbers
- Lingo Pingo: Have posters cry over a word they can't say while the app roasts themFirst video had 20M views overnight; format ran for two months
- Noise: Pause any content format that hasn't taken off within 1-3 weeks and try anotherA 446-post format with ~200K views was paused; its replacement reached 9M views
- Noise: Test slideshow hooks on your own TikTok account, adding text inside TikTokFirst post 887K views; one hook image passed 5M views