StudyFetch · B2C · AI study app for students
Favor TikTok and US-based creators so views come from the US
Viral TikToks convert well; some viral Reels convert close to none
Workedorganic-short-videomarket-selection
What they did
Aim for 80%+ US audience on US creators' TikToks. Reels often reach global audiences (comments in other languages), especially from non-US creators, so non-US creators (a few in Australia, New Zealand, Eastern Europe) should post on TikTok at least. Creators strong on Reels are only signed if they also perform on TikTok.
What happened
TikTok audience is higher intent; viral Reels sometimes convert close to none.
In their words
The Superwall Podcast · Kiran Desai - The EXACT System to Go From 0-$10M+ With Your App“But, we'll have videos that go viral on TikTok uh that we'll see great uh conversion rates from, but then we'll also have videos that go viral on Instagram, and the conversion rate will be close to none.”
“if our creators are located in the US, we're typically going for like over 80% of a US audience.”
Related topics
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More from StudyFetch
All 16 StudyFetch tacticsMore from this episode
- StudyFetch: Point a camera at the laptop and film the app working in a real lectureFirst video 3M views overnight; one lecture video 75M views, hundreds of thousands of signups
- StudyFetch: Build features that look impressive on camera, like notes appearing on their ownPowered the early viral videos; founder-side claim, no split numbers
- StudyFetch: Pay big study influencers ~$10K a month to post daily on a new StudyFetch accountFans followed them over and asked about the app in comments; attribution unclear, some accounts flop
- StudyFetch: Pick creators by how many people comment, not by views or followersGuest's selection rule; no numbers on hit rate
- StudyFetch: Put the app's name in every creator account's name
- StudyFetch: Show the website address on screen for the last 4-5 secondsProduct-centered videos convert very well; product tacked on at the end doesn't
- StudyFetch: Let creators keep their usual style and show the app 2-3 times in their dayGuest says their known styles do best; no numbers
- StudyFetch: Pay creators $50-2,500 per video plus $100 for every 100K viewsStandard terms for a program of hundreds of creators (peak ~1,000)
- StudyFetch: Hunt down the creators you want by DM, email, even LinkedInGuest prefers it for pickier, better-aligned creators; no numbers
- StudyFetch: Hire contractors to run the day-to-day creator programDidn't work well; incentives were misaligned and dedication low
- StudyFetch: Split the creator team into recruiters and full-time managers who coach creators dailyReplaced contractors; guest says the program runs well; no numbers
- StudyFetch: Build a dashboard that pings you when videos trend in other niches
- StudyFetch: Run cafe pop-ups and polished brand videos once the creator engine worksGuest says pop-ups build an emotional connection; no numbers