PhotoRoom · AI photo editing app
Run a TikTok ambassador program
Worked for a while, then stalled as everyone copied it
Mixedinfluencerorganic-short-video
What they did
Focused brand efforts on influencers and a TikTok ambassador playbook; no details given.
What happened
Worked for a while; then everyone else did the same thing and it lost its edge.
In their words
Sub Club by RevenueCat · How To Repurpose Offline Events Into Millions Of Online Impressions – Larissa Morimoto, PhotoRoom“we were very focused on influencers and cracking the infamous TikTok ambassador playbook, which did work for us for a while”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from PhotoRoom
All 16 PhotoRoom tactics- Show the AI background remover in the first 6 seconds of every adLower CAC, higher conversion; opened Mexico, Brazil and Indonesia
- Switch the founder to an Android phone for a year and give staff free AndroidsFounder says it made the team care about Android details; no numbers
- Launch on iPhone first; add Android 1-2 years later once people ask for itFounder says he'd do the same again; no numbers
- Test team invites on Android first, where you can track who invited whom
- Put 10+ of the app's features on your website as free tools, no loginGuest thinks it pays off long term; no internal numbers
- Sell the photo app as a way for small businesses to make more moneyAndroid earns far better than typical photo apps; no ratio given
More from this episode
- PhotoRoom: Grow mainly through paid ads once the product clearly worksReached ~300M downloads and $50M+ ARR; later hit ad fatigue and rising CPAs
- PhotoRoom: Rent giant street screens where passersby try the app and see their photos15,000 people reached, 4M+ online views, 18% more branded search, trade press coverage
- PhotoRoom: Bring your ad makers to live events and reuse the footage in ads and posts4M+ views; TikTok-style clips did better than expected on LinkedIn
- PhotoRoom: Judge brand campaigns by brand-name searches and surveys, not cost per installFreed the team to try new channels; claim only
- PhotoRoom: Host a press-only store event with a famous comedian and a hobby brandNo branded search uplift, vs 18% in London; an expensive lesson
- Calm: Partner with a sports superstar to promote a sleep appMost expensive and worst-performing campaign, per a former employee
- PhotoRoom: Make ads for small-business owners fun and consumer-style, not businesslike
- PhotoRoom: Team up with a hit movie so users can put themselves on its set