Pushcroll · B2C · push-ups to unlock social media
Launch with a video giving free lifetime premium to anyone who installs this week
~20K downloads from ~175K views (~10%); only ~$1-2K revenue afterward
Mixedpr-launchorganic-short-videopricing
What they did
Launch video ('After 14 days of working day and night...') told followers that everyone who installs in the first week (until a set date) gets lifetime free premium, including family and friends, and to share it before the offer ends. Android launched first with a 1-week window; the iOS launch reused the same video script with only a 48-hour window, requiring users to create an account and share the video, because they expected iOS users to pay more. After the window, new installs hit the paywall. Launch followers were funneled into a Discord.
What happened
The Android launch video got ~175K views and ~20K downloads (~10% view-to-download vs a ~1% norm); 8K Android downloads in 3 days. Revenue after the window was only about $1-2K (Alejandro first recalled ~$5K) before it plateaued.
- Stage
- launch
- Effort
- Two launch videos (Android, iOS)
“And everyone who installs it in the first week, until the 15th of June, will get lifetime free premium, as a thank you to all our loyal followers.”
“I think the urgency also helped, like you've gotta get it now or it's gonna expire like the offer, so.”
“We sort of said, "Okay, 1 week for Android, but only 2 days for iOS," because intrinsically we knew that iOS will pay us more per user.”
“because for the next 48 hours, we will give you free lifetime premium, if you create an account, and share this video.”
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More from this episode
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- Pushcroll: Move your launch followers into a Discord for feedback, bug reports and videos3-4K members; best feature ideas and user videos came from it
- Pushcroll: Let your community vote on designs, and build what they ask for 20+ timesPicked a better logo and shaped features; 'minute debt' was asked for 50+ times
- Pushcroll: DM 2,000 influencers and pay $800 flat for 4 videosDidn't work: ~138K views drove only 200-500 downloads; lost ~$2K
- Pushcroll: Rebuild push-up tracking to work from the front so faces show on video
- Pushcroll: Film a stranger-style 'what is this guy doing?' clip, then demo the appKept going viral; the main driver of $30K/month profit
- Pushcroll: End videos with 'comment app' and auto-DM the download linkUp to 62K comments on one video; ~90K DMs sent, 33% clicked
- Pushcroll: Sell the app openly in videos instead of hiding the adFull-ad videos converted far better than a cinematic version
- Pushcroll: Put 80% of effort into the hook; aim for under ~18% skippingTheir breakout video had a ~19% skip rate; 30% means switch format
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- Pushcroll: Let people try push-up counting and pick workout times before the paywallFounders say it builds trust and lifts paywall conversion; no numbers
- Pushcroll: Pay founders you admire to review your onboardingFounders call it their highest-ROI spend; 'completely changed our trajectory'
- Pushcroll: Test a 7-day free trial against a 3-day one7-day trial won clearly
- Pushcroll: Test a weekly plan against a monthly oneWeekly won, but only slightly more ARPU
- Pushcroll: Put a short video of someone using the app on the paywallWon its test, but by a small margin
- Pushcroll: Offer about 80% off when someone closes the paywallCalled one of their two biggest tests; no result given
- Pushcroll: Build an Android version if most of your viewers are in EuropeAndroid earns as much as iOS or more; 120K vs 40K users
- Pushcroll: Post from a remote-controlled US phone to reach American viewersDidn't work; shadowbanned even with the remote US phone
- Pushcroll: Pay US students about $1,000 a month to post your winning formatJust started; no results shared
- Pushcroll: Let people close the paywall, then charge when they want more scroll time