Practitioner pattern · Dawson Gibbs (founder of EVO Marketing, the UGC agency that ran the campaigns discussed)
Post on Facebook and Instagram for 30-plus audiences, TikTok and Snapchat for 18-25
Agency's rule of thumb; no numbers
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What they did
For apps aimed at 30-40-year-olds (travel, settlement-claim apps) add Facebook posting and Instagram (cross-post both); YouTube Shorts somewhat. For 18-25 Gen Z products (Bible BFF, girl-focused shopping apps) use TikTok, YouTube Shorts and sometimes Snapchat.
In their words
The Superwall Podcast · Dawson Gibbs - The 1 Billion Views Content Strategy Every App Should Steal in 2026“Like Facebook and Instagram are the two platforms where if you have a little bit more of a older audience, those are really going to connect on those two platforms.”
“TikTok, YouTube stories, sometimes Snapchat, Snapchat that we do, that's like 18-year-olds to 25”
Related topics
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More from this episode
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- Jetpack: Give creator videos their own catchy web address that redirects to your appAgency says it now knows exactly which organic videos drive App Store traffic; no numbers
- SMB Market: Use young creators with get-rich-quick hooks to sell a business-buying app40M views and $1.2M, but ~45% churn; dropped for older creators
- SMB Market: Use 35-40-year-old creators to reach buyers who can afford your productFewer views but more high-intent conversions, per the agency; no numbers
- SMB Market: Have creators react over your founder's video, calling him a genius214K views on one SMB Market video; Dupe uses it on every video for 2-3 months
- Bible BFF: Film creators using the app in an everyday moment, like driving homeA December video was still pulling views months later; no numbers given
- Reject any creator video where their hands aren't busy, like eating snacksAgency standard across clients; no numbers
- Spend two weeks chasing views, then remake the winners as talking videosTalking-head remakes convert far better but get fewer views, per the agency
- Dupe.com: Repost any video that passes 10,000 views and 3% engagementUsually yields a 500K-1M-view video within 4-5 days
- Dupe.com: Repost creators' winning videos on your brand account as collab postsReposts still go viral on the brand page, per the agency
- Dupe.com: Open with a relative's expertise, like 'My mom's an interior designer'204K views on one video; an older-mom variant hit 6.9M
- Dupe.com: Have creators spell out your web address letter by letter for five secondsAgency's preferred CTA; no separate numbers
- Jetpack: Ask viewers to comment a word to get the tip sent by DM
- Jetpack: Run a $1,000 brand giveaway in your creator's Instagram storiesA 200K-follower page gets ~10K story viewers; conversion not given
- Cal AI: Make a niche influencer the face of your brand's TikTok and Instagram~200M views across his page and the brand page in about 5 months
- Cal AI: Pay a connected creator a fee for every creator they bring inAbout 100 creators and influencers recruited