Nomadtable · B2C · app for meeting fellow solo travellers
Borrow a hit text hook from another niche, react on camera, then demo the app
His first viral video, pre-launch; a creator's version got 74K likes and 30K saves
Workedorganic-short-videougc-creators
What they did
Format: on-camera reaction (hand over mouth, OMG) with a text hook, then straight into the app on a phone on a table. Text hook adapted from another niche's 'I've been doing X for Y years and now I find out about this': 'I've been solo traveling for 2 years and now I find out about this [facepalm]'. Voiceover shows planning activities with nearby solo travellers and the chat. End with a specific personal detail ('Where was this when I had the most unsocial hostel in Thailand?') so it feels real and not like an ad. Creators run variants such as 'Imagine being scared of solo traveling when this literally exists', reacting while sipping a drink and winking.
What happened
His first ever viral video, posted while the app was on preorder. A creator's variant got 74K likes and 30K bookmarks.
In their words
The Superwall Podcast · Jay Raavi - Copy This UGC Strategy, It'll Make Your App Go Viral“So, this is actually my like first ever viral video that I had. Um, so that was pretty cool. It actually It's funny, 'cause, um, I made this when the app wasn't even out yet.”
“there was some other kind of niche, um, not like travel, but it was the same kind of idea like, "I've been doing like X for, you know, X years and now I found out about this." I think this is like a very versatile hook”
“adding details like this makes it feel a lot more real.”
Related topics
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More from this episode
- Nomadtable: Make the videos yourself until they go viral, then hire creators to copy themFirst 50-100K downloads from his own posts; now 60-70 creators and 30-44M views a month
- Nomadtable: Test every new hook on your own account; give creators only the ones that hitA good hook works for nearly every creator; founder is the top-viewed poster for 2-3 months
- Nomadtable: Run all 60+ creators yourself in a WhatsApp group, with one-on-one feedbackFounder credits hands-on management for much of the success; no numbers
- Nomadtable: Keep a video format if 75-80% of viewers watch past 3 secondsFormats at that rate average 4-5K views and go viral eventually; about one hit a month
- Nomadtable: Film one-take hostel videos with clickbait hooks like 'never staying in a hostel again'Up to multi-million views, but poor engagement (300K views, 174 likes); dropped
- Nomadtable: Pay creators only $1-2 per 1,000 views, after showing them your own viral videosSigned 60-70 creators with no retainer; top creator earned $8K in a month
- Nomadtable: Always be doing something in the opening, like drinking or tying a shoeNo clear impact; dropped
- Nomadtable: Build a 12-15K waitlist before launching a social app, so it isn't emptyAbout 6K downloads on day one; enough people in hotspot cities for it to work
- Nomadtable: Put your face in every early video and share each signup milestoneLaunch users were invested fans who stuck around through early flaws