The 1 Billion Views Content Strategy Every App Should Steal in 2026
A UGC agency founder walks through real creator accounts for a travel app, a business marketplace, a faith app and a shopping platform, and explains why the same format sells one product and churns another.
Posted
3 days ago
Duration
Format
Interview
educational
Views
8.4K
130 likes
57 · 43
Big Idea
The argument in one line.
UGC content only converts when the creator, hook and format match how much trust the product needs, so credible-expert content sells high-consideration apps while relatable-peer content sells impulse buys.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
An app founder or growth lead who is paying creators and seeing views that never turn into retained paying users.
A marketer running creator pages or UGC campaigns who wants a repeatable rule for which creator type fits which product.
A solo creator who wants to understand why talking-head credibility beats low-effort text formats on conversion, even at fewer views.
Anyone deciding between TikTok, Instagram, Facebook and Snapchat for an audience over 30.
SKIP IF…
You want paid-ads tactics. This is organic creator content only, with a brief note on attribution.
You run a B2B SaaS with no consumer-style hook. Every example here is a consumer app or marketplace.
TL;DR
The full version, fast.
The guest argues that creator content fails when the trust level of the creator does not match the trust the product requires. He splits products into two camps: credible-approach products like a travel app, where an ex-flight attendant delivers tips and the goal is a follow that pays off weeks later, and relatable-approach products like a faith app or a shopping platform, where an everyday person says I'm you and drives an impulse purchase now. A business marketplace campaign proved the point: 40 million views and $1.2 million in revenue from get-rich-quick hooks aimed at Gen Z, then 45% churn, fixed by switching to creators over 35 and a green-screen format that borrows the founder's credibility. He adds the operating rules: approve every video, keep hands busy in the first five seconds, use a vanity domain for attribution, run Instagram Stories as the bottom of the funnel, repost any video that clears 10 to 20 thousand views at 3% engagement, and spend weeks one and two on broad no-CTA tests before moving winners into talking-head formats.
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Pre-cut montage: billions of views, the $1.2M business-marketplace campaign, 45% churn, and the 10-20K-view repost rule teased.
01:36 – 02:42
02 · Host intro and sponsors
Joseph Choi introduces Consumer Club, then reads for Superwall's paywall experiments tool, the $100K MRR founder dinners, and Rork Max.
02:42 – 05:13
03 · Six years, 1,500 videos, then CalAI
Dawson posted daily for six years with 2,000 followers, blew up in two weeks, became CalAI's first face and referred roughly 100 creators, then founded EVO.
05:13 – 07:33
04 · Credible vs relatable
The core framework: expert creators and I-know-something hooks for high-consideration products; everyday creators and I-am-you hooks for impulse products.
07:33 – 08:42
05 · Host pitch: live class
Joseph pitches a one-time, unrecorded Zoom presentation drawn from 743 founder conversations.
08:42 – 12:16
06 · Jetpack and the flight attendant page
Screen-share of a 185K-follower creator page. Why a travel app needs a follow, the ponytail visual hook, and the listicle that puts the app at tip two or three.
12:16 – 15:32
07 · Vanity domains for attribution
flightcheatcode.com and buyabusiness.com redirect to the apps so organic traffic is separable from paid ads, and so a boring app never has to appear on screen.
15:32 – 21:01
08 · SMB Market: the 45% churn fix
Get-rich-quick hooks from 20-year-olds in cars drove signups and churn. The pivot: creators 35 and up, and a green-screen format that borrows the founder's credibility.
21:01 – 24:00
09 · Older audiences and platform fit
Most apps chase Gen Z. Travel and settlement apps serve 30 to 40-year-olds, which means Facebook and Instagram rather than TikTok and Snapchat.
24:00 – 27:45
10 · Viral products: put the product in the video
Bible BFF car videos: friends listening to Gen Z Bible narration, reaction faces, the tea hook. Multiple faces keep viewers past five seconds.
27:45 – 28:39
11 · Sponsor: SpyTok
Host reads for an AI tool that finds outlier TikToks promoting competitor apps and remixes the hooks.
28:39 – 31:01
12 · Content approval and busy hands
Every video is approved before posting. Takis, squishy balls and rice cakes are deliberate. Strictness does not loosen for viral products.
31:01 – 32:41
13 · Pages and CTAs for boring apps
Credibility apps need share-with-three-friends and comment-this-word CTAs with DM automation, because the buyer needs several videos before downloading.
32:41 – 34:16
14 · Instagram Stories as the bottom funnel
A 200K-follower page pushes about 10K Story viewers. Brand giveaways in Stories convert the followers the feed content earned.
34:16 – 38:37
15 · Dupe's self-reaction green screen
A creator reacts to her own video with out-of-pocket three-second hooks and heavy hand motion. Winners get collab-posted to the brand page.
38:37 – 43:16
16 · The effort-to-conversion spectrum
Low-text loops get volume and convert badly; talking to camera converts best; green screen sits between. The my-mom's-an-interior-designer format and spelling out D-U-P-E.
43:16 – 48:29
17 · Repost rule and the mom-creator edge
10-20K views at 3% engagement means repost or reshoot with a new text hook. Marilyn vs Molly proves timing beats talent. Mom creators convert highest with 30-plus buyers.
48:29 – 52:43
18 · Closing rules
The right 40M beats the wrong 200M. Weeks 1-2 broad and no CTA, weeks 3-4 talking-head winners. Format is the vehicle; the variables convert.
52:43 – 53:24
19 · Where to find Dawson and outro
EvoDawson on X and Instagram, evomarketing.co, then the Consumer Club and Superwall sign-off.
Atomic Insights
Lines worth screenshotting.
The right 40 million views are worth more than 200 million wrong views, because view count says nothing about who can afford the product.
A campaign that produced $1.2 million in revenue also produced 45% churn, and the churn only showed up two to three months later.
Credible-approach content asks for a follow because the purchase happens weeks later; relatable-approach content asks for the purchase right now.
Nobody follows an expert to save $30 on a chair, but they will follow an ex-flight attendant to save $300 on a flight.
A travel app's demo is boring on screen, so the content sells what the app does and hides the app itself.
A vanity URL like flightcheatcode.com separates one agency's organic traffic from paid ads and in-house creators pointing at the same app.
Repost any video that hits 10 to 20 thousand views with at least 3% engagement; the same video rerun for four or five days routinely reaches 500 thousand to a million views.
Two creators ran the same script and format and one got 6.9 million views; the gap was timing, not talent.
Every video is approved before posting, and the first check is whether the creator is doing something with their hands.
Multiple faces in a car work like Subway Surfers: more things to look at keeps people past the five-second mark.
Low-text formats loop for cheap views and convert badly; a creator talking to camera for even three to five seconds always converts better.
Green-screen reaction to an already-viral clip is the new clipping: dozens of creators can react to one proven video.
Spelling out D-U-P-E dot com on screen for five seconds beats saying dupe.com once in half a second.
Mom and family creators convert highest because an audience over 30 reads them as genuine rather than as influencers.
An 18-year-old does not have a 38-year-old's money, so a higher-intent product needs an older creator to reach an older buyer.
Facebook and Instagram reach audiences over 30; TikTok, Snapchat and YouTube Shorts skew 18 to 25.
Weeks one and two of a campaign should chase views with broad hooks and no call to action; weeks three and four move the winners into talking-head formats.
The format is the vehicle; the variables inside it, like holding a pen instead of a rice cake, decide whether it converts.
Takeaway
Match the creator to the trust the product needs.
WHAT TO LEARN
Views measure attention, not fit; the creator's age and credibility, the hook, and the call to action have to be chosen for the buyer who can actually pay and stay.
03Six years, 1,500 videos, then CalAI
Six years of daily posting with no results preceded the breakthrough, and the lessons from the dry years are what made the viral run repeatable.
Being the first face of a product and referring other creators turned one creator's audience into an agency.
04Credible vs relatable
Sort a product by how much trust the purchase needs: expert creators and I-know-something hooks for high-consideration buys, everyday creators and I-am-you hooks for impulse buys.
The goal differs too: credible content wants a follow that pays off weeks later, relatable content wants the purchase in the same session.
06Jetpack and the flight attendant page
A viewer will follow an expert to save hundreds on a flight but will never follow anyone to save thirty dollars on a chair.
Open with a visual hook like pulling back a ponytail or cutting a cucumber, state credibility in the first line, then deliver a listicle with the product at tip two or three.
07Vanity domains for attribution
A memorable redirect domain like flightcheatcode.com both makes the call to action easier to say and isolates organic traffic from paid and in-house channels.
When the app's screens are boring, sell what the app does and keep the app itself off screen.
08SMB Market: the 45% churn fix
Signups and revenue can hide a churn problem for months, so judge creator content by retained customers, not views or installs.
Get-rich-quick hooks from young creators attract people who cannot buy the product; older creators and borrowed founder credibility attract people who can.
Green-screening the founder lets a relatable creator carry expert trust without being the expert.
09Older audiences and platform fit
Most app content chases Gen Z, which leaves 30-to-40-year-old markets like travel and settlements underserved.
Facebook and Instagram reach older audiences; TikTok, Snapchat and YouTube Shorts skew 18 to 25, so platform choice follows the buyer.
10Viral products: put the product in the video
A product that is itself entertaining should appear in the video; a boring product should be represented by its outcome instead.
Several faces in frame give the viewer more to watch and keep them past the five-second drop-off.
Retire a format after a couple of weeks of decline and refresh it rather than waiting for it to die.
12Content approval and busy hands
Approve every video before it posts, and make sure the creator's hands are busy with a prop in the opening seconds.
Approval strictness stays the same for viral and high-trust products; what changes is how much effort goes into building the page.
13Pages and CTAs for boring apps
High-consideration products need explicit asks like share with three friends or comment a keyword for a DM, because the buyer needs several videos before acting.
Impulse products can skip the heavy call to action because the emotion of the video carries the viewer straight to the purchase.
14Instagram Stories as the bottom funnel
A page with 200 thousand followers pushes roughly 10 thousand Story viewers, and a brand giveaway in Stories converts the trust the feed earned.
Treat Stories as the bottom of the funnel, feed content as the top and middle.
15Dupe's self-reaction green screen
A creator reacting to her own clip with an out-of-pocket three-second hook and constant hand motion is enough to carry the format.
Collab-post any video that clears about 20 thousand views to the brand's main account; the shared view count does not hurt.
16The effort-to-conversion spectrum
Low-text looping clips win volume and lose conversion; a creator talking to camera for even three seconds converts better every time.
Green-screen reaction sits between the two, cheap to make and still human enough to build a little trust.
Credibility can come from the creator, a reacted-to source, or a family member, and the my-mom-showed-me opener works because older people learn tech from younger people.
Spell the URL out slowly on screen for several seconds instead of saying it once in passing.
17Repost rule and the mom-creator edge
Repost or reshoot anything that reaches 10 to 20 thousand views with at least 3 percent engagement, changing only the text hook.
Identical scripts from comparable creators can land at 200 thousand or 6.9 million views; the difference is timing, so volume matters more than polish.
Mom and family creators convert highest with buyers over 30 because they read as genuine rather than as influencers.
18Closing rules
Fewer views from exactly the right audience beat far more views from people who cannot afford the product.
Spend the first two weeks on broad, no-CTA content to learn which hooks and scenarios land, then rebuild the winners as talking-head formats in weeks three and four.
Formats travel across industries; the props, the opener, the creator's age and the credibility source are what tune them to a buyer.
Glossary
Terms worth knowing.
UGC (user-generated content)
Short videos made by hired creators that look like an ordinary person's post rather than a brand ad, usually posted on the creator's own account or a dedicated page.
Creator ICP
The ideal profile of the creator hired to deliver the message, such as age, role or background, chosen so the audience they attract matches the buyer the product needs.
Creator page
A dedicated social account built around one creator persona, such as a flight attendant travel-hacks account, that posts only for one brand and accumulates followers over time.
Green-screen format
A video where the creator appears in front of another clip, often a viral post or a founder's video, and reacts to it or vouches for it.
Borrowed credibility
A relatable creator pointing at a credible source, such as a founder or a family member, so the message carries expert trust without the creator needing to be the expert.
Long-text format
A short looping clip covered in on-screen text that tells a relatable story. It pulls high view counts because it replays, but converts poorly.
Collab post
An Instagram post published jointly to a creator's account and the brand's account, so one video shows up on both feeds and shares a single view count.
Vanity domain
A memorable URL such as flightcheatcode.com that redirects to the app, used both to make the call to action easier to say and to isolate attribution for one campaign.
Churn
The share of new subscribers who cancel within a period. High churn means the content attracted people who were never going to keep paying.
ManyChat automation
A tool that auto-replies by direct message when a viewer comments a keyword, used to deliver a link or offer from a comment-this-word call to action.
“The right 40 million views is always more worth than 200 million wrong views.”
complete thesis in one sentence, numbers do the work→ TikTok hook↗ Tweet quote
00:39
“We would get a lot of signups, but the churn was like 45%.”
the twist that reframes a $1.2M win as a failure→ IG reel cold open↗ Tweet quote
51:37
“The format is the vehicle. The variables inside of it is actually what makes it work.”
quotable principle, no setup needed→ newsletter pull-quote↗ Tweet quote
10:05
“You're not going to follow an expert off of saving 30 or a couple hundred bucks on a chair. But on a flight, you're going to spend hundreds of dollars, so it requires a little bit more trust.”
concrete contrast that explains the whole framework→ IG reel cold open↗ Tweet quote
13:57
“A travel app is not that viral. What it does for you is viral.”
tight reframe for anyone with a boring product→ TikTok hook↗ Tweet quote
43:18
“Whenever a video gets 10,000 to 20,000 views and has an engagement rate of at least 3%, we tell those creators to double down and repost that same video.”
a rule with numbers people can apply today→ newsletter pull-quote↗ Tweet quote
44:53
“I can't control the algorithm gods, but she's definitely not better than Molly. It just hit the market at the right time.”
“Talking videos are the top pinnacle. Low-text formats get a lot of volume out, but the conversions are very bad.”
contrarian to the views-first crowd→ newsletter pull-quote↗ Tweet quote
48:05
“An 18-year-old doesn't have as much money as a 38-year-old. If you need an older audience, get an older creator to connect to an older audience.”
plain-spoken rule on creator selection→ TikTok hook↗ Tweet quote
52:06
“Me holding a pen looks more professional than me holding a rice cake. If I put these glasses on, I look like a Gen Z guy.”
live demonstration of the variables idea→ IG reel cold open↗ Tweet quote
Topic Map
Where the conversation goes.
02:42 – 05:13steadyGuest background and CalAI
05:13 – 07:33denseCredible vs relatable framework
08:42 – 15:32denseTravel app creator page and attribution
15:32 – 21:01denseBusiness marketplace churn and creator ICP pivot
21:01 – 24:00steadyOlder audiences and platform selection
24:00 – 31:01denseViral products and visual hooks
31:01 – 34:16denseCTAs, pages and Instagram Stories
34:16 – 43:16denseGreen screen, format spectrum and URL callouts
43:16 – 48:29denseReposting, volume and mom creators
48:29 – 52:43denseCampaign rollout and closing principles
The Script
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Dawson Gibbs has helped apps and brands generate billions of views, but it took him six years and nearly 2 ,000 videos to figure out how to make one take off. He later helped CalAI generate roughly 200 million views. But the content strategy he uses now isn't just about chasing views.
He uses broad content to find what earns attention, then rebuilds the winning idea around the kind of creator that the customer will actually trust. One of his campaigns generated 40 million views and $1 .2 million for a business buying marketplace.
A couple of months later, the client came back with a problem. But what we found out is internally with that company is that we would get a lot of signups, but the churn was like 45%. The content was doing its job.
It was just attracting people who wanted to get rich quick to a product that was supposed to be built for people ready to buy a business. If you're judging creators by just views and signups alone, that's an easy problem to miss. So we pulled up the actual creator accounts Dawson has worked on and looked at why some of them earn attention.
without attracting the right customer. The same format can work across completely different apps, but the person delivering it and the idea inside it have to fit the buyer. And when a video starts getting traction, he doesn't need it to go viral before he tries it again.
Whenever a video gets like 10 ,000 to 20 ,000 views and it has an engagement rate of like at least 3%, we will then tell those creators to double down and repost that same video. We get into how he turns a promising idea into content that can convert, including... what he changes before reposting it.
If you're hiring creators and wondering why the views aren't turning into customers who stick around, this is the system to pay attention to. Let's get into it. This is the Superwall Podcast.
I'm Joseph Choi, founder of Consumer Club, a Discord where top consumer app founders trade alpha and what's working now in growth. I've been talking to members doing a million ARR and they tell me they've been using these two tools. Superwall has this free AI tool trained on 422 profitable paywall experiments across thousands of successful apps.
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All right, Dawson. We met like two, more than two years ago, I think now. But yeah, introduce yourself to the people and what we're going to be talking about today.
Yeah, man, we're going to be talking about just... everything UGC marketing and UGC content and how to go viral, but also convert at the same time. But a little bit more about myself, funded EVO marketing around two years ago, worked with Cal AI pretty closely in the first six months of them launching, helped them scale up with their content.
And then one of the owners shouted me out and then I started EVO off of that. And over the last few years, we've been able to generate billions and billions of views for apps and brands. And yeah, it's been going well.
And you started as a fitness influencer, right? So that's how you got good at content. Dude, my story is I pretty much posted for six years straight every single day.
I had like 1 ,500 videos with only 2 ,000 followers for like five to six years straight. no success, no viral videos. And then I learned a lot of things through that journey.
And then in like two weeks, I started gaining thousands of followers because videos started getting viral and then got hundreds of thousands of followers in like a four month span. And then that's when Kali I reached out to me and we partnered up as their kind of their first influencer almost. How many views did you get with Kali I?
I would say. probably myself personally on my influencer page and then i was kind of the face of the brand for the first five months on their own social media page on their main page tick tock and instagram well i would say around 200 million and that was yeah so that was like the brand page your own your own page and then like because you were in the fitness niche you just knew a lot of fitness creators so like you would help them create like sub accounts and stuff right yeah so so yeah creator pages and then also you know because i had 200 000 followers in the fitness niche i could reach out to the people that i knew and they joined in i think i got them around a hundred creators and influencers internally and they would pay me like a referral fee for every single person so i was cashing out at the same time working with their marketing team which is awesome and uh yeah it was a good time it was a really nice time and i learned a lot and jake and alfie and zach was uh they taught me a lot and hopefully i taught them some stuff this conversation we're gonna get super tactical and you have some really good uh campaigns that you've done recently that i really want to get into so
maybe you can go into like you said you have this um travel app the the travel app you know if we go really in depth with just the content uh of what you know actually worked and and what did not work it really comes down to the niche in the product right so if the if the product is more coming from an expertise level or a knowledge level and and not really coming from a um I would say a relatability secrets and hook, like here's some secrets and hacks on the travel app.
It's like putting in creator ICPs that were experts and have a credible source inside of the travel app. So we would take like ex -flight attendants as a ICP and the hook and also the messaging of that video. It's all about, hey, I know something because I'm an expert.
I am credible because I'm an ex -flight attendant. Here are tips that you need to know to get what you want. Now, if you switch it to, I know we're going to talk about a shopping platform or a faith app or something like that.
On their side, right, the hook and the messaging of that video is. I am relatable to you. I am the same person as you.
You are the same person as me. I am relatable. I'm not credible, right?
Because the product's not that viral, right? You're not going to go book a flight and use that travel app that second. Now, if you're looking at like a faith app that helps you like read the Bible better or a shopping app that wants you to buy like a $40 purchase at this very moment.
That is, you have to position the travel app type of stuff that's not so viral as, I'm an expert, I'm credible, listen to me. This is how I can help you. On the shopping app and the faith app type of stuff, it is, I am the same person as you.
I am relatable. I'm talking to you face to face. I'm having this big pain point.
You should do this at the same time. You should do the same thing because you can relate to me. right and this is how and this is a secret on how you can save money this is a secret on how you can read the bible better or whatever it might be on that end so it's like credible credible versus like relatable I would say in that sense.
Okay, I think you want to hear this. For the past two years of my life, I've talked to 743 app founders. This is literally my calendar a lot of weeks because I want to figure out who's actually making money.
And for the ones making one to $10 million a year, I dug into their playbooks from ideation to build to marketing to figure out what actually made them successful and like how much of that is even profit. But what I found is the difference between apps that kind of work out versus the one that seemed to like hyperscale effortlessly is actually more of a of science than people think.
And running this pod, I get a lot of similar questions around app businesses. So after two years of doing this, I finally sat down, drank my energy drinks, and I just spent the last four days straight combining all of my private notes, plus the growth systems I've personally run to add like 6 million ARR now for the founders of some of these apps.
I created a presentation. I'm going to give this presentation one time on a live Zoom call on Sunday night, October 11th. It will not be recorded.
I'm just giving this to people who are really serious about maximizing this run we have. consumer apps right now it'll be fun interactive the past two years of consumer apps and to be honest like the past eight years of me being internet businesses are just packed into this for you also it's free of course use the link in the description to register i'll see you there october 11th that's a really solid framework for just starting out with any type of niche um of content just like credible versus relatable so by the way when you're when we're talking about these apps are we naming the app or are we not going to name the app i mean my thing is is like if they don't know who jetpack is then they might not know that it's a travel app so i'd rather it be more of a niche thing now we can't name it for sure so it's up to you yeah so let's talk about jetpack first what's the um is it was it instagram or tiktok or both let's just do instagram for jetpack okay so this is jetpack wow this is a big page 185 that's one that's legit one so from ground zero by the way this is where it comes down to i am an expert
I know more than you should probably because when it comes to being credible, people are going to follow this because they want to they want to use it like two weeks later down the line or eight weeks down the line. So they're going to follow a page so they can see another five videos to whenever they do go to Hawaii and they do want to, you know, book a flight.
They then have it inside of their Instagram algorithms already. And it's reminding them right now, if it's more of an impulse decision, like a dupe .com, like a shopping platform. it's like a 40 furniture saving or like a 40 saving on on some clothes like you really don't need to follow someone on that right because it's more relatability it's an impulse decision you're not going to follow an expert off of saving 30 or a couple hundred bucks off of you know a chair or something like that yeah but on a flight is like you know you're going to spend hundreds of dollars on a flight so it's a higher it requires a little bit more trust so that's the flight attendant angle okay so this creator had a few of these hits let's look at these pinned videos so this is the one that seems like you're talking about like uh i've been a flight attendant for three years now and then the caption is number one flight hack yep and then it's just her talking why did this video do so well all right first of all the hook when when that uh the visual hook right there her like putting her ponytail back was very popular it still is very popular right now because we we post
hundreds of thousands of videos still per month you have to get something going to the visual audience that like they need to stop and like watch something so that just helps with like movement and the hands are moving or usually we like use grapes or like cutting a cucumber or something in that sense just to keep people going um and then it kind of goes into also the same hook it's like hey i'm a flight x you know i'm a flight um a flight attendant here's my number one travel hack here you go so if you are i mean everyone travels everyone wants to save money on flights and if you just like start right away with like credibility on that end uh people are just gonna listen because if they can save 300 bucks on a flight you know people would want to just listen on that just for you know 30 seconds to figure out how to save 300 you know and this is like a listicle format so she she gets straight into the value like right right off the bat she does like the credibility of like yep i'm a flight attendant for three years
Tip number one, make sure you book on Tuesday, Wednesday, or Saturday because they're cheaper. And then like the third or the second one would be use Jetpack, right? Like use the app.
This is how you do it. Here's the step -by -step process. Now, let me tell you the cool thing about FlightCheatcode .com.
This is something, I guess I'm just throwing the sauces out, just all the sauce real quick. We use FlightCheatcode .com. Right now you're on the website right now.
So it's going to have a QR code for you to, you know, do with your phone, but majority 90 % of the people, 95 % of the people are going to be scrolling through Tik TOK or Instagram. Whenever you go to flight sheet code .com, um, it directly goes to the jet pack app. now that helps us with our organic campaign to actually understand what is converting and what's not converting because jetpack might be doing paid ads they might be using other agencies they might be using in -house creators as well if we have a 2 million viewed video that sparks up one 24 hours.
And then other people, you know, they all have a great paid ads day. They might have another agency running at the same time. We can't get exactly the type of attribution that we're getting them.
So that's the type of stuff that we do on that end. So you create a new domain. So you know exactly where the traffic's coming from.
Also jet pack, like go to jet pack. Okay, cool. Like who, I don't know.
I don't know who jet pack is, right? Like if I'm, I just want to save money on flights. I don't really care too much about the jet pack.
But if we go like, hey, we're going to create a more viral URL, flightcheatcode .com or flighttravelhacks .com, it rolls off the tongue a little bit more. It sparks to the people a little bit better. um so that's kind of our our approach we don't do this with every single brand but we do this with with with brands that don't have maybe a viral name or more of like a like if we were doing like polymarket or stuff everyone knows who polymarket is right so you don't really have to do that that was different than cali right because cali you just show the you just show the app demo on screen and you didn't really name it anything else right because because the app itself was viral like a travel a travel app is not that it's not that viral the what it does for you is viral like what it solves is viral but not the actual app is viral like if we we had the demo of jetpack in every single video it would be like going through some like boring travel flight stuff and like sending an email like it's it's not that
you know, intriguing to the eyes, you know? Right, right, right. This is really good because I feel like common knowledge at this point is like, oh, you have to make your app for virality, like design it for virality with the UI and stuff.
But not every app can do that. You know, if it's a flight savings app, there's just not that many UI screens that are going to look super attractive on a video. So this is a really good way, just like a URL, make it really obvious what it's...
what the value is it's like okay she code for flights we do the uh smbmarket .com is another i know we're going to go through it later on but it's a you go through you you buy a subscription to then scroll and buy businesses that are already recurring in revenue sbmmarket .com is not like no one knows who sm smbmarket .com is right so what we do is like buy a business .com Right.
So it's or by the business you want dot com. Now, we just now set up that domain for SBM Market like a couple of weeks ago. So there's not a lot of videos going out with that domain because this is a pretty new thing that we've been doing and we've been only trying it with a couple apps.
But it's been working very well for us to know exactly what's, you know, the attribution from us to the app store. Can we just look at that one right now? This is her second or third account with SBM Market.
because her other accounts i think got banned or something which is weird i think she has maybe a hundred thousand followers on her tick tock but this is a pretty cool understanding of how she's kind of marketing inside of the videos as well now there's there's two things when it comes down to the content format so these is at first this when it comes down to like the relatability standpoint in the beginning of the message compared to the credibility of the message, right?
So like number one, if it's only relatable and just doing a pain point and like get rich quick, which the type of formats that we were doing with this type of brand at first, the people that wanna get rich quick are not 35, 40 year plus old people that can actually buy a business that's already recurring at 20K per month, right?
So a boring product, more boring product, but more of a higher icp but more of a very niche icp we actually like working with yeah like so you know you find a business you go in there you you buy it you get a loan and stuff like that now when it comes to what we did at first and this is the thing that we learned right is we only got like 40 million views for for this this company and like generated like 1 .2 million dollars for them and at first we were doing more like we're using like 20 year olds right of like the icp and more of like a relatability type of understanding at the beginning of the hook, where it's like, hey, get rich quick or like make your next 10 ,000, 20 ,000 recurring revenue tomorrow, right, right?
And then go buy this business, boom, boom, boom. But what we found out is internally with that company is that we would get a lot of signups, but the churn was like 45%. So we were getting a lot of volume there and potentially making them a lot of money at first, but like, two to three months down the line they would say oh well our churn has increased so we're like okay let's go back to the drawing board here and say okay instead of us speaking to the gen z market and get rich quick and the crypto guys right we need to get 35, 40 year old type of creators, right?
From like a, like a Giselle, instead of having like a 20 plus year old, let's get like a Giselle and another more mature type of audience that are doing the, on the creator roster. And let's go away from the relatability. Like, Hey, I'm broke.
I want to make, I want to get out of my nine to five, go get, go get a business right now. Instead of now we're kind of doing a green screen. type of format and green screening what the founder videos that he's doing and saying, this guy right here is the founder, right?
His name is Josh. He's on our creator roster, by the way. So he's like one of our creators and we kind of teach him how to do things.
And so like she can green screen this and say, hey, this guy's the founder of this brand. He's credible. This is what he's done.
And he's helped me in this situation. You should go check him out. So that's the type of stuff that we did and how we changed.
We changed the creator ICP and then we kind of changed the type of format so we can have a little bit more credibility. I don't think I've seen something like this before. This is really interesting because that was their original account I looked at.
It was founder SMB market. So there's this guy and he's making like the credibility videos where he's probably saying stuff like, I bought a business and I made this much versus like. This woman is saying it's still a little bit of credibility, but it's borrowed credibility.
She's like, hey, look at this. Look at this guy. Here's what he's.
And she's like kind of hyping him up. Yeah. So it adds credibility.
But it's like right in between credibility and the relatability. It's like in between both where like, you know, she's using the borrowed credibility, but also she's kind of like being relatable at the same time because like she just caught this secret. And like, you know, he's a genius.
Take a look at it. And it's like pretty simple type of format to do. Like you don't have to have the best creator of all time doing these type of videos.
You know what I mean? Like now Drizelle is the best creator probably in the UGC game at this very moment. We're more than happy to have her inside of Evo.
And she can do any type of format you can pretty much give to her. But, you know, this is not a format that you have to spend two hours every single day training up a creator to do, you know? Yeah, yeah.
It's actually pretty simple. This video has 214 ,000 views. And it's just, it's a hook.
Like the text hook is just, he's living in 2099. And then it's her just saying like, oh, just watch this. For the last two months, this is probably the most viral, like the green screen format like this, where you take kind of another viral video that's done pretty well in the market.
You just stitch it and make a green screen. It's probably like one of the most viral content piece right now over the last couple of months. and of course we're going to use it on every single brand if it works you know if you look at i bought a boomers business and got rich that was the type of videos we were doing at the beginning of this like you can see it's very february 10th so five well no um seven months ago this is the type of format we were doing at the beginning where it's um calling out a gen z type of population She has the glasses on, so it makes her look younger.
It's kind of going towards 20 -year -olds, and they're going in there. We might get a lot of users from it, but the intent of that buyer, because we could care less about views, it's all about at the end of it. Are they paying you guys money?
It's the churn low. And we just found out that this type of content, especially the saying hook, the text hook, and the type of creator ICP sitting in a car as well, is all about Gen Z stuff. So we had to back it up a little bit and get more credible, get a little bit more older people to do the type of content.
There's so many young people making like, oh, how to get rich, how to make money content that it's almost like harder, maybe, even though it's a more competitive, like harder to go viral. And then even when you get the users, it's like they're younger people, so they can't afford the products as much. Do you feel like in general, like among the clients you have, there's still a lack of like apps?
serving older markets i definitely think so i think people are in kind of the vibe coding era right now where it's all about how much get rich quick in a sense is like you know let me just make crazy um ui ux pages that i can just use inside of every single video and it's you know directed towards 20 year olds and it's more gen z talking similar to like kind of the faith app bible bff that we've done the bible bff app it's all about the gen z stuff now whenever you kind of back it up a little bit and say, okay, well, maybe I don't want to make just a viral video.
I mean, a viral app only. I want to actually make an app that actually solves pain points and actually helps our customers. You just have to take a little bit of a different approach when it comes to content, which we kind of do on a lot of stuff.
On that topic, are there any niches that are really interesting to you right now that are serving older audiences of of apps honestly it comes down to the travel industry right now jetpack you know is probably the most uh pioneer app inside of the travel uh industry right now where you can see other type of travel apps coming out um also the kind of like the settlement um type of apps where you get like the uh the lawsuit money or something like that or settlement money So those are the two things that are really popping off at this very moment that are kind of like 30, 40 -year -old type of stuff where that's when then you kind of bring in Facebook posting, right?
Then you bring in YouTube stories, which still is not as much as like Facebook and Instagram. Like Facebook and Instagram are the two platforms where if you have a little bit more of an older audience, those are really going to connect on those two platforms. TikTok, YouTube stories, sometimes Snapchat that we do.
that's like 18 year olds to 25 where, you know, you can throw a Bible BFF Gen Z app in there or a shopping app that's all about girls inside of TikTok and it'll blow up. Yeah, the platform seems to matter so much like Facebook, Instagram. And it's nice because you can just cross post on both.
So to reach older audiences and then. yeah snapchat and tick tock for younger ones what was the other one that you're about to tell me the bible one yeah bible bff and then goop .com i know we don't want to talk about frameworks but just about content but like they then take those uh performing content that we do on their creator pages and they repost it on their main page and it still goes viral at the same time which is awesome so it's kind of like a double double -edged sword there but if you take a look these are a couple a couple hun a couple months uh old type of videos where it's kind of just like them in their car traveling, listening to the product.
Right now, this is different from the travel app or Jetpack and then the by the business type of product called SBM Market. This is Bible BFF. They are all about a viral product.
So whenever you have a viral product that is more Gen Z, you want to actually use the product more in your videos. So in these videos, we don't actually show the demo in some of these formats. Now we do in some other formats as well.
But in this demo or in this video here, this content is legit, very organic. She's just driving home from work and listening to the Bible stories being told on Bible BFF with the voice narrators doing it in a Gen Z way. So it's all about virality there.
So we're going to use the product more as the actual viral standpoint where it's relatable, right? Everyone can relate to being in your car, listening to a podcast, listening to a sermon. This is the same scenario you would be in.
So you can put yourself in her shoes. You can, everyone can relate to the Bible. probably is pretty boring to read to a certain extent, right?
You can then relate it to a Gen Z person reading it. And it's more of a, you know, a little bit more understanding there. That's different from sending an email to a travel agent to get money off.
Yeah, yeah. You know, it's actually a viral product, which is also always great to work with, right? It's a much easier type of strategy that we have to put together to correct the code.
That last video there, this content here, it's still ripping. This is a video from like December 11th, but it's still ripping like legit today. Couple people in the car, relatable, listening to the product because of our product again.
Reaction voices, a little bit more editing because you're kind of going back and forth with the videos. Um, and it's just, it's all about the product, right? Like you can't do this with any other type of like boring product in a sense, but the textbook right there, POV, we just found out a girl recorded the entire Bible and made it sound like tea, right?
Like, so that's talking trickly to a woman, right? Like, I don't know what a tea, what tea is, but to a woman, you know what I mean? You know, like, but to a woman, tea usually means like gossip.
right so it's like you know kind of relating in that sense another thing that's interesting is like multiple people in the video is it is that an important part where it's like multiple people's reactions i would say it's all about keeping the people there for the first five seconds so if you have three to four faces or two faces to look at after five seconds you're still watching the video right so you just got you just have more things going on for the visual hook and more reactions to look at right right it's like subway surfers yeah you know what i mean so you gotta play you gotta play into that a little bit but yeah that's kind of the the meaning behind that and look i don't probably know exact like we probably got the same amount of views and conversions with it was just being one person in the car driving right except for like four people or three people in a car but of course you know if a certain format doesn't perform after a couple weeks.
We just kind of let it go and kind of enhance it of some sort. And so the other format kind of went away because it probably got too old in the algorithm or something. So we just had to spice it up and make it a little bit more original.
So let me show you this. A lot of app owners I talk to have a feeling their app has viral potential, but don't want to be the person brain rot scrolling an hour a day hunting for formats or worse burning thousands on creators shooting videos that just flop. Recently, I've been telling every founder I meet about Spy Talk.
It's basically an AI TikTok viral marketer that I've seen a lot of top app growth teams using. You just paste a link to your app and this agent scrolls hundreds of thousands of TikToks for you, finds the outlier videos, from competitors who've already cracked the best formats that are driving installs in the niche of your app and then it remixes the hooks the angles and then it makes playbooks so you can pretty much copy paste virality and then it alerts you when it detects new breakout formats that would also work for your app this is the only growth tool i 100 vouch for on this channel because there's a ton of gen ai content tools out there but none of them tell you what to make spy talk makes sure you're never in the dark about what's actually working now i'll put the link in the description did you also like in the brief Do you know if they're supposed to be doing these things with their hands?
Like these two girls are eating like a Cheeto and then this girl's like playing with the squishy ball thing. 100%. Bro, so we content approve every single video that goes out before it's ever posted with every creator.
Like if they're not doing something with their hands, like look, she has like a little like thing in the background, like squeezing it, right? And then they're eating Takis. Like if you look at every single video, she's doing something with her hands.
right like it's like what in the world is in her hands why is she eating a rice cake that way like why why is she eating takis at 2 p .m in the morning like you know i mean like just like simple stuff like that yeah you know like why is she squeezing that why is she eating pretzels you know it's just it's just stuff that's happening i see i see this like framework emerging a little bit of like it's like naturally viral product to like naturally not very viral product and those ones tend to be like the more boring but maybe more lucrative ones as well at least like per user do you have different ways of running campaigns that are you know naturally viral product versus maybe like higher trust products in terms of how many creators like the types of like the type of creative freedom you give people like what are the biggest differences the bible one is probably like the most viral and then cal ai i would say is like also pretty viral but a little bit of trust like that like i remember there was like some daily routine videos of fitness influencers and stuff and then the track
Travel is like more credibility. And then the business marketplace is like even more credibility. Yeah, I would say we don't give more leniency when it comes to the creators posting.
We're very strict when it comes to the content approvals. I would say it really just it doesn't really come down to the amount of creators or anything in that sense. It's more on the side of like, how can we build the actual page?
It comes down to the page building. Now you can see here that she probably has 10 times more views on this page, but probably 10 times less followers. And then if you go back to like the Giselle Travel Hacks that has 200 ,000 followers, by the way, that's not even like the most ever.
Like we have one that hit like a million followers and then it got banned, which sucked. But anyways, on the travel app side of things, we... We want to make sure that the creators is talking from credibility, that they're the expert, almost like kind of like a influencer in the way of like them.
They're, they're the top, like top of talking person in that industry. You're going to follow them in order for you to get something back from you, you know, in six weeks or six months from now. So we want to really hit hard on them.
Like call that like the call to actions, right. Is in the, in the, in the captions on some of these videos are. Share this with three friends that want to save on flights or something.
Or two is comment this word to get. something inside of your dms right and then we send something over with like mini chat automations we're not really doing that when it comes to uh the bubble bff side of things now we sometimes do but we just want to do a little bit more call to actions inside of the more boring apps or boring marketplaces just because it's a little bit more higher intent people and we got to push them to a sell a little bit more than just like the impulse like it's more impulse buying when it comes to like a dupe .com or bubble bff because it's all gen z it's funny it's it's make you laugh we had some type of emotion come from it from that emotion you're gonna slide out of tiktok and go buy it right um so we gotta we gotta hit harder a little bit more when it comes to a travel app or you know a finance app or something like that so then the page becomes more important because people will actually follow and they might not download the app um from the first uh from the very first video they might have to watch a couple more to build up the trust and that's this person talking multiple times and that's where that's where the instagram stories come into play then we then we start stories right then we like if we have 200 000 followers you can probably generate probably 10 000 viewers from those stories every single time you do something so like we'll work in tandem with the brand to say hey
is there a giveaway that you can do with us this month? A thousand dollar giveaway, right? So we'll go in here and Giselle will be like, hey, I partner up with Jetpack.
Boom, boom, boom. If you enter this and share it with three friends or yada, yada, then you are entered into a thousand dollar giveaway, right? So it's like, we started at top funnel presence, right?
For people to get here. And then middle bottom funnel type of formats, like the credibility thing of her pointing back to the, the owner or her as an ex -flight attendant or whatever it might be.
That kind of gets people to stay and follow. And then we do like really, really bottom up funnel content inside of the stories. Because if you're watching the stories and it's free money and a giveaway, you're going to really, really go after it.
That's really good. Because I've heard from like personal brand creators on Instagram that stories are really high converting. Like once you build up followers.
they're going to start viewing your stories and if you um that's the way to kind of like nurture and also a call to action yeah i didn't realize that there is um that much stories in ugc but it makes sense because this is almost like a micro influencer because they're they're basically becoming a credibility in this niche and then okay let's let's look at dupe yeah so i mean a bunch of those videos are pretty much for some from our creators some from their in -house creators and stuff now Those are pretty much the last two months.
We did some in -house consulting for them with their in -house campaigns. And then also we've been working with them for like a year now almost, which is awesome. They're great people.
We've been ripping this green screen format right here probably for the last two to three months. Every single video that's being posted is doing the green screen. So she's pretty much reacting.
If you go back to that last video, which is funny, she's reacting. to her own video right so you get comments like is that is that just not you like why are you reacting to this and saying this girl is is you know an expert you better listen to her right now right like stuff like that now also also in these green screens is we get very very um out of pocket with the same hooks right so like it's the first three seconds of the video her saying hooks might be like i hope she has oh she you know wins a million dollars in the next 24 hours because of what she just did for me, right?
It was just like something like that. The only thing they have to do is just say something for three work, you know, three, you know, three seconds. So you want to get as much as you possibly can.
A lot of, a lot of this, right? A lot of hand motion, a lot of going back and forth from the camera just to get some, some attention. You know, if your creators are not using their hands and just doing this right here and just talking to the camera, you know, that's just not going to get, get it to that next level.
and these are all collab posts it looks like on the on the original dupe .com instagram account but then all these creators are collab posting it so then it's like yeah if if a video gets around 20 000 um followers i mean 20 000 views then they will just like repost it on their main page so you have uh you know standard ugc campaign and then you just repost it on the on the brand page and then does it get like additional views oh 100 sometimes you can you can collab also you know you can also just download it and then repost it as well but it's a little bit easier just to do collabing and doesn't really affect the views if you go to uh you know if we put the travel the travel industry and the buy in the market you know buying a business industry you know that's kind of going back to that framework of credibility i'm an expert you should listen to me here's how you save money or here's how you do this And that was dupe .com and, you know, the Bible app and all these other ones like crypto.
Like, you know, you want to just talk strictly. I am you. You are me.
We are relatable. Here's a pain point that I'm having. I'm not rich now.
You should get rich now. You know, here's how you save money on furniture. Here's how you save money on clothes in the next couple of days.
You should go buy it at this very moment. It's just like stuff like that where, you know, it's all about the relatability versus the credibility. Do you think that this react, the green screen reaction works as like cold UGC on brand new accounts?
Or does this work because like people recognize her face and they want to see her reaction specifically? I definitely don't think it's because they recognize her face. I do want to go over another format that we created.
probably at the beginning and kind of the understanding of that format. It's definitely not because her face and stuff. I would say it's more on the side of, it really just comes down to, I am a creator like everyone else is.
I've found the secret in this hack. You should do, you know, here it is. I'm putting this on a golden platter for you.
Do the same thing. And that's it. Because like, you can have 20 ,000 followers.
It doesn't mean that like, you know, the world knows about you. Like when I had like 200 ,000 followers on Instagram, you know i don't think i don't think that it was the reason that uh cali when i would put videos of cali outside of my videos of why that would be the number one reason why they would buy cali um you wouldn't like be talking about it as like oh as someone who's really great at fitness i think that cali is the best product you were just You're just kind of like showing it, flashing it for a moment, right?
100%. This seems like it could almost be like the new clipping. Yeah, yeah, 100%.
Like if you have a format that works already, you can just get dozens of creators to just react to it, basically. The green screen formats, it's a little bit different from the long text formats and the face reaction formats to where it's very simple to do. You can just record a five second video on a low text format and put a lot of words on a video and have a lot of views come in because it's on repeat because it's only five seconds.
But it's very low effort, but you can get a lot of volume out. But the conversions are very bad, right? That's where the face reaction, like, oh my God, like covering your mouth like this for five seconds and then it goes into a demo.
The conversions... of actually talking for at least like three seconds or five seconds actually talking to the camera face to face is always always to a certain extent always going to do better than them like thinking you're an AI bot or thinking like this is like a weird video that you're not even talking talking videos are just like that you know it's it's the top pinnacle so this is like an in -between like low effort talking video that still like shows credibility and reliability at the same time bullish on humans then right because like it's easier and easier to automate the face hook react like i've seen tools where you can just like fully generate like a hook reaction but it's like it's still not quite there for for talking at least for like a long talking video maybe it's getting there for like a short short talking but these hooks are very Like with all the motion that's happening in the video, it looks very authentic and human.
And it does build like a tiny bit more trust because it's like, okay, this is an actual person. They're like, they have a voice. They're talking.
I'm trying to find you a format that we did at the beginning of Duke. We don't do it as much as of right now. Right there, the 204 ,000.
Interesting. So the hook was like, my mom's an interior designer. Number one, it's right off the bat is...
I have a credible source that's telling me something. You should listen. Right.
My mom's an interior designer. She just showed me something. Right.
Then it then it goes into the demo. The demo is if you can listen to what she's saying. Yep.
So I'm a college broke student or I'm just broke. I'm trying to buy a bed. I cannot afford it because I'm broke.
And so that's the pain point. Everyone can relate to it. You know, you can relate to not having money.
and then of course the product is very easy i'm very happy that dupe .com understands how to put their product inside of videos and make it very easy to make it inside of content as in like as easy as going to the url and putting dup you know d u p e dot com slash instead of saying dupe .com you might as well just spell it out right so they can know right so it's not just dupe .com slash it's like d u p e dot com slash right so they had no exact like they're looking at this like imagine if we only do this for like half a second we say dupe .com slash and then we went to the other one yeah but if now it's like five seconds of like doing it d u p that's the call to action there you know right right it's a very slow easy to understand call to action yeah yeah yeah so and then like everything else is just them going through the product and looking at the results and stuff so you know starts with credibility source i'm showing you a hack from this credibility source i'm showing you a hack here's the pain point that i'm a college student or i'm broke at the same time i can't do this and then the solution is the product and the call to action is with inside of the solution we've gone over some really interesting frameworks for uh credibility so there's like
you know there's like the natural viral there's no credibility there there's i am the credibility like i am a flight attendant so here's my tips and then there's like reacting to the the source credibility and then there's like oh my family member or my friend is the credibility hey by the way look at them they're right there like in my video and then just saying oh they showed me this that's very interesting yeah there's a lot of different ways to show credibility yeah 100 when you get a video that does really well like this what do you do with this like is the creator able to multiply it like multiple like do a bunch of variations of this too so you can see like she pretty much did the same format like back to back right there now this is this is on dupes .com pages this is not on her actual actual page page whenever a video gets like 10 000 to 20 000 views and it has an engagement rate of like at least three percent we will then tell those creators to double down and repost that same video or repost that same video with a different text hook or same hook, but do the exact same thing.
By legit, go back to the same kitchen with your same person, do the same script, just change up the same hook, change up the text hook a little bit and do the same thing. Or we'd actually just tell them to also repost the same exact video a couple more times. And if those videos keep getting at least 10 ,000 views, Over the next four to five days, we'll get usually a 500 ,000 to a million viewed video, right?
Because all of these videos, like all of these videos, if you watch them, are all capable of getting 2 million views early at the bare minimum. The only reason why they're not is just, they just haven't hit the market at the right time. Like these are great videos, awesome creators.
It does, you know, it goes through the same process of, you know, if you look at this video and compare it to a 10 million viewed video, It's like the same thing, right? So you just gotta keep going and put the volume out.
Like that's one of our creators right there. That's Marilyn, awesome. 170 ,000 likes, 6 .9 million views.
Not as a good, she's not even better of a creator than Molly was, the other girl, right? But like, it's the same framework. It's the same type of structure.
It's the same type of script. It's the same type of format. It just didn't hit the market.
It hit the market better or the right time or whatever it might be. I can't control the. algorithm gods right but she's definitely not better than molly or this other creator right so it's just all about just getting it at the same time and the volume it's like yeah it's so similar it's like almost the same text hook maybe it was the fact that it was the kid or the son or whatever instead of the mom or maybe it was just random like you said there's two things so the blonde head girl versus the motherly figure right so she's still relatable but she has a credible source behind her.
The other one is she's the credible because she's a mother in a certain extent, like a little bit older of an ICP, more like a motherly figure that's talking to you. Her son showed her in hack, right? So it's like, it's kind of flipping it a little bit, like more credible because she's a little bit older, a little bit higher ICP.
She's a motherly figure. Then her son kind of showed her something. right like a hack and she just wants to share and like kind of speaking from like a mother like understanding to to these people it is also credibility in a different way because older people often uh like find technology things from younger people so that's like kind of like a credibility thing of like oh my son showed me this cool thing but then she is older so she's speaking to an older audience probably of you know relate to their kids telling them things so And if you also think about it, you're not going to believe that a 40, 50 year old creator, it seems more reasonable that like she's actually trying to show a secret and a hat because she's not just like posting every single day trying to be an influencer, right?
So like a little bit more older audience that is not, that is connected to an older audience that doesn't really understand this influencer Gen Z era. Right. And it's kind of just like talking like in like a Facebook group to each other on FaceTime.
You know what I mean? So like that's the type of the conception there, because moms own like mom apps or mom creators or older women creators. When I say older, I don't mean like 80 year olds, but I mean like, you know, 30 plus year olds.
They always they convert the highest. I mean, even in the influencer marketing era, which I ran for like a year straight. If you get a mom.
a mom influencer with a couple kids in the video right or a family influencer like a family type of influencer page you can you can put anything inside of those pages and any product that relates to family and it will convert at crazy numbers but you can't run it with any product right like the smb buying a business thing doesn't there's no family angle to that right or is there do you like you think that any product can be like you can use moms as creators?
I think you can use, I don't think probably every product, but if you do need a, I guess, if you need to hit a certain ICP or if you need to hit maybe a little bit more higher intent buying audience, I would use definitely older, you know, older generation people or, you know, older people in general, because, you know, an 18 year old doesn't have as much money as a 38 year old.
in the, in this world to a certain extent. Right. So if you need to, you know, um, get an older audience, I mean, an older creator to connect to an older audience, cause it's all, you know, relatability there.
Um, it's, it's kind of what we want to do on that end. This is, this is so much sauce. A lot of good, a lot of good stuff in this, in this, uh, talk, any closing thoughts?
Like, I guess just like, what would you. just like broad advice for people um or anything that you would want to tell people like starting out with trying to get into into ugc yeah i got a couple things i would say the the right the right 40 million views is always more worth than 200 million wrong views so for like spm market very niche calling out the exact ICP that we need for higher intent might not get as many views, but we're calling out exactly who we want them to hear this from.
Less views, more high intent conversions. Instead of us just trying to go viral like we did at the beginning of that business and get rich quick, get rich quick. But those people like, okay, the churn is so much higher because you don't actually, people that wanna get rich quick are not the people that can actually buy a business.
that's going to get them recurring revenue right so just switching up that where it's not all about the views right now at the beginning of it there's another thing is at the beginning of you doing i would say your campaign definitely start focusing on views first in the first couple weeks in order for you to be a little bit more broad in the type of creator icp that you use in the hooks that you try out and the formats that you try out, right?
Like you can take a long text format or reaction video, or let's just say a long text format, a long text format and have a story that is a scenario that people can relate to. And if that video gets 20 million views, but converts very low, you can just turn that long text format in that script into a talking head video with a credible source and talk to in a talking head video.
And it converts. way more but gets way less views because it's not a long text format that just gets a loop a loop of views every single time definitely go after like top of funnel content right top of funnel content is like not really any call to actions not really even mentioning any anything about the app or the brand or the product or anything inside of it in the long text format but you're using it so that you know okay how can i you know what hooks can i use what what scenarios can i use Does this relate?
Does this work? Does, you know, does this get any type of traction inside the comments? And then you just take the top funnel type of content and then move into like a middle funnel content and say, okay, now I'm going to go to more converting formats, like talking head formats or like the, my mom's a genius format, have some type of credibility in there.
And then kind of like take that, the learnings that you did the first two weeks and then have it implemented in the last two weeks. There's a whole spectrum of. how high converting certain formats are.
And I feel like we laid out a bunch of frameworks and examples in this just like with varying amounts of credibility, varying amounts of human element and trust. So reusing formats or reusing concepts within multiple different. formats that are going to convert differently great advice thanks thank you dawson this is a great uh great episode 100 and the last thing is the format is the vehicle the variables inside of it is actually what makes it works so if you have if the for the format and and how you do the video and and the in the switching of the camera and the the the hand waving at the beginning of it you can use almost probably every every single format over every single industry but it's about the actual strategy that's inside of it, right?
Do I hold a rice cake or do I hold a marker? Or do I hold a pen? Like me holding a pen looks more professional than me, you know, doing this and drinking it and stuff like that, right?
Or, you know, have a credibility source at the beginning of the video compared to having someone jumping in the background in your car, doing a, you know, holding this up and like waving it, having a good time. So the format is the vehicle. Everything inside of the format are the variables that you can control depending on your industry.
Even as you're holding that pen, I was like, oh, wow, I trust him more. You trust me more, right? You trust me more.
If I put these on, I look like a Gen Z guy because of this. You know what I mean? So it's all about how you portray yourself.
Awesome. Where can people find you? So you can find me personally at EvoDawson on X, EvoDawson on Instagram.
And then the company is evomarketing .co. So evomarketing .co. And yeah, come check us out.
Thanks so much, Dawson. Dude, Joseph, have a good one, man. Have a good one.
Peace. Something you might not know, most of the founders I cover on this podcast are hanging out right now in the Consumer Club Discord, sharing with each other what's working now for consumer apps. So you can apply to join Consumer Club if that sounds interesting to you.
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So dig into those to learn from app founders who are willing to share super tactical stuff about app growth.
The Hook
The bait, then the rug-pull.
The title promises a billion-view strategy, but the episode's real subject is a campaign that worked too well: 40 million views, $1.2 million in revenue, and 45% churn because get-rich-quick hooks pulled in people who could never buy a business. The fix, and everything that follows, is about matching the person on camera to the buyer who can actually pay.
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A 41-minute interview with a creator who went from 3 billion to 9 billion views in a single year, and found out at 10 million subscribers that only 10,000 people actually cared.
A single continuous talking-head lecture, intercut with handwritten notepad cutaways, breaking offer design into five levers — Time, Effort, Routine, Money, Status — each with its own named formula, from a designer of 26 seven-figure offers.
A single continuous talking-head breakdown of eight offer-design moves — from price anchoring to status signaling — pulled from launches that sold $9.8M in eight days and $57.9M in 226.
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