Stronger · B2C · gamified workout tracker
Copy a winning video across many accounts, changing a few words or colors each time
Adopted after a rival did it with ~10 accounts; no separate numbers
Unknownorganic-short-videoexperimentation
What they did
Once a format wins, scale it horizontally: post it from multiple accounts (own accounts, reposters, burner phones). Make micro-adjustments per post so the algorithm doesn't flag spam: change a couple of words in the hook (AI makes this easy), switch to a light-mode background, change the legend, using Figma templates. A/B test variants to push average watch time up (e.g. from 6 to 9 seconds).
What happened
Guest believes a winner that goes viral once will go viral again with enough attempts; no separate numbers for their multi-account rollout
- Stage
- growth
In their words
The Superwall Podcast · Peter Gillan - My App Makes $600k/Year Using This Easy Growth Strategy (copy me)“No, I think the key is to do micro-adjustments. But AI makes that very easy to do. You can find one hook and you can just change a couple of words from it. You could change, for example, with this image here, you could change it to light mode background.”
“And then build out internal tooling to allow us to do so, and then also your distribution, so whether that's talking to reposters, doing it yourselves, having burner phones, whatever.”
Related topics
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More from this episode
- Stronger: Post the same 6-second fade-in app screenshot Reel over and overEst. 150-300M views, a 100M-view month; low conversion and now fading
- Copy a rival's viral video format and post it from 10 accountsDownloads visibly ramped up; out-scaled the team that invented it
- Stronger: Design every feature to look great as a screenshot for social postsScreenshots are the main money-maker; founder claim, no numbers
- Stronger: Post 2-3 slide TikTok carousels of real, unpolished app screensHistorically their best-converting channel; weaker in the past year as 20 rivals copied
- Stronger: Post a rough founder video of a fun app feature before launch~15K followers in week one; then hit #3 in Health & Fitness at launch
- Stronger: Reply to comments with videos showing their lift as random objects in the appA series of viral videos; likely most of the account's 4.9M likes
- Stronger: Make everyone start a free trial first; free version only after they cancel~25% boost, their biggest ever; few complaints, but less sharing
- Stronger: Test when and how often the paywall shows before testing its wordingFounder says they now monetize per user among the best workout trackers; no numbers
- Stronger: Turn workout numbers into a strength rank users can show off12 months with no copycat; became the main marketing asset
- Stronger: Adapt viral video formats from other app niches, then test hooks by watch timeHow they find each new format; no numbers given
- Stronger: Keep content in-house; hire agencies only to scale a proven formatTwo founders make almost all content; few affiliates
- Stronger: Fund the app with government grants instead of investorsStayed bootstrapped; no amounts given
- Copy a rival's strength score and add game-style ranks for each musclePerformed 'brilliantly' per the guest; Stronger later added ranks too
- 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