Welltory · B2C · Apple Watch stress and energy app
Hook every ad on something scary happening inside your body
Beat long-term 'feel less tired' hooks on Meta, per guest; no numbers
Workedpaid-social
What they did
Every Meta ad uses one hook: this app shows what's happening inside your body, something scary is probably happening, and you want to know. Ads attach it to different physiological processes, e.g. 'This Apple Watch app catches high cortisol' (a stand-in for the measured 'sedentary stress'), arteries. Visuals: Apple Watch scrolling colorful charts with a big red number; voiceover lists symptoms (bad sleep, sugar cravings) then names the cause.
What happened
Long-term value promises tend to work poorly on Meta; the shock/visibility hook is used across all ads.
In their words
The Superwall Podcast · Asya Paloni - How to Build an $18M/Year Apple Watch App (FREE MASTERCLASS)“Those kinds of hooks that promise a long-term value tend to work poorly in like social media, on Meta, because on Meta, you need to like break through like people's blind spots.”
“Something scary is probably happening in there, and you want to know what it is." And that's basically the hook for every one of our ads.”
“You can't explain all of the science behind this in a little ad, but people do have an association like, "Aha, stress, cortisol, bad. This app can like tell me what's going on."”
Related topics
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More from Welltory
All 13 Welltory tacticsMore from this episode
- Welltory: Ask users to sync their Apple Watch data on the very first screenOver 90% connect their data; intro screens before it did worse
- Welltory: Ask to turn on notifications right away, before showing much valueWorked best in that spot, against best-practice advice; no numbers
- Welltory: Build onboarding as a six-step pitch that ends on what users lose todaySucceeded after repeated failed onboardings; no numbers given
- Welltory: Show users their own stress data during onboarding as the proofGuest calls it the strongest proof, above reviews and research; no numbers
- Welltory: End onboarding with 'Stress is building right now' instead of promising more energyBeat an ending that promised more energy with a progress chart
- Welltory: After the permission screens, ask 'Ever feel tired when you haven't done much?'
- Welltory: Ask 'How do you usually feel?' with both 'drained' and 'stressed' answers50-70% of women pick low energy; men pick stressed or fine
- Welltory: Build the product around the promise your ads sell, not the ad featuresGuest reports a big payoff after 1.5-2 years; no numbers
- Welltory: Offer just a $99.99 yearly plan with no free trial, but let users close it
- Welltory: Keep basic and possibly life-saving health tracking free; charge for deeper analysisOver 60% of conversions happen after day one, over the next couple of months
- Welltory: Open the App Store page with a video saying 'Find out how you're really feeling in 2 minutes'