Stronger · B2C · gamified workout tracker
Post 2-3 slide TikTok carousels of real, unpolished app screens
Historically their best-converting channel; weaker in the past year as 20 rivals copied
Mixedorganic-short-video
What they did
Main TikTok account (run mostly by Peter's brother) posts only 2-3 slide carousels of app screens. Keep the real UI chrome (share-to-Instagram button, download button) so it reads as authentic content rather than an ad; don't over-polish.
What happened
Historically much higher converting than Instagram and 'bread and butter'; worked less well in the past year as ~20 workout apps copied the approach
In their words
The Superwall Podcast · Peter Gillan - My App Makes $600k/Year Using This Easy Growth Strategy (copy me)“This is our main account, and it's all just two- to three-slide carousels, which perform really well for us. I think historically this has probably been a lot higher converting than Instagram. In the past year, it's probably worked less well, just cuz you've got so much competition”
“I think by looking less professional on TikTok, you actually perform much better. Like, you shouldn't have overly polished TikTok videos. It should look a little bit rough.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
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
- Stronger: Copy a winning video across many accounts, changing a few words or colors each timeAdopted after a rival did it with ~10 accounts; no separate numbers
- 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 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