Stronger · B2C · gamified workout tracker
Adapt viral video formats from other app niches, then test hooks by watch time
How they find each new format; no numbers given
Workedorganic-short-videoexperimentation
What they did
Look for replicable formats working in other industries (e.g. a finance app), work out why people engaged, and reskin for your niche. Content buckets: entertain (gym-bro humor) or educate (save-worthy tips). Try a few, watch average watch time, then iterate on hook, angle and audio, treating each video as a funnel (hook -> body -> App Store). Keep a separate phone whose feed is trained only on what the target customer (a ~20-year-old gym bro) would like.
What happened
Guest credits this process for finding their winning formats
In their words
The Superwall Podcast · Peter Gillan - My App Makes $600k/Year Using This Easy Growth Strategy (copy me)“Look for whatever's working, not just within your industry, but in other industries. You know, if there's like a finance tracking app that's taking off, look at their formats and be like, "Okay, how could I actually reformat this, reskin this, and make it more relevant to the workout niche?"”
“I try to constrain my viewing to what I imagine our target market would engage with.”
Related topics
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More from this episode
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- Stronger: Keep content in-house; hire agencies only to scale a proven formatTwo founders make almost all content; few affiliates
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- Runna: Give each running influencer their own workout plan in the appGuest says it built a strong brand and rocketed up the charts; no numbers
- Build the new app as a tile-based game that AI tools can't copy yet