$1,000,000 MRR (app only) and 202 Million views on TikTok & Reels
How the hobby of ⅓ of Americans turned into a money making machine:
Bird Buddy is a bird watching company selling cameras, accessories & bird houses. In 2022, they released an app that pairs with the camera to monitor bird visits and that can also be used alone to see what others are sharing with the community.
The app alone is generating $1,000,000 MRR:
In total they’ve made over $105,000,000 and sold 350,000 feeders
They’re running accounts on every social media platform – TikTok, Instagram, Facebook, YouTube, Reddit, X:
One account per channel, but check this:
More than 202,000,000 views on 2 accounts (TikTok & Reels)
Why they’re doing everything right:
1/ riding trends
This video is using a viral audio (from a while ago)
Ups discovery and makes people watch (even those who don’t care about birds)
On a similar note,
2/ ride viral events
After Duolingo announced Duo’s death, they posted this:
3/ all content is proof of product
Most of their content follows the same format
POV from bird house camera + closeup of birds who stop there
=> when you watch a video, you get a direct sense of product value (no other CTA needed)
Either video (like above) or slideshow
Like this one => 9.1M views, 1.6M likes, 6.7K comments, 156K bookmarks
Hook “ You better not mess with my gang, or you’ll be messing with…”
Their trick is just
4/ great storytelling
They could be posting videos of birds and mention their breeds, etc
No one would care, so instead they created stories and characters around their content:
Ex: there’s this bird they call Larry
There’s even users commenting on other videos asking for more Larry content
From last week, over 500 comments and 68K likes
Insight – if your niche is too small and/or plain boring:
Spin your content to match your niche in format/visuals but add layers of interest and relatability with characters, storylines between them, cross over with other apps/events, self-id hack (ex: “which bird are you based on your sign”) etc
On Instagram they’re doing the same:
94.9M views in total, same content
On YouTube they’re doing Shorts (same content) and long form
Different series => cool bird facts, tutorials for camera setup, product launches, etc
And the coolest part:
Reddit community with 3.9K members
People share their bird footage from their cameras & even compete for “best bird award” and stuff like that:
Building a community is possible for any niche but especially powerful if your app taps into a hobby/passion => word of mouth
Don’t sleep on it
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