Playbite · B2C · mobile games for real prizes
Pay your 30 most active users to post ready-made slideshows about your app
First slideshow hit 20,000 views in a week; success led to building Noise
Workedugc-creatorscommunityorganic-short-video
What they did
Took the ~30 most engaged users from the previous app's community and paid them to post TikTok content the team supplied as Canva slideshows (users could tweak text or add their own pictures). Because many players played Brawl Stars, slideshows covered Brawl Stars and ended with an explicit call to action: 'Playbite's the fastest way to get gems. If you know, you know.' About 35 people posted.
What happened
One slideshow did 20,000 views in a week; results exceeded expectations and the internal tool became Noise.
- Stage
- July 2024
“Our version of don't scale here was taking 30 of our most engaged users from our last app that were active in our community and saying, "Hey guys, we want to pay you to just post content on TikTok and we're going to give you all that content."”
“"Playbite's the fastest way to get gems. If you know, you know." And have 35 people post it, we thought, you know, people will check it out and probably download Playbite. And we were just not prepared for how successful that would be.”
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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: Chase viral videos with soft pitches, and flood the feed with hard-pitch slideshowsUGC hits of 1.6-5M views; slideshows add 2M views a month; founder says they drive downloads
- 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
- 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