Happy Friday and happy August!
It’s Maria here for another weekly roundup of viral hits you’ve missed in the consumer space, TikTok and Reels.
Let’s go!
Confide, an AI journaling app launched end of 2024, has just implemented the soulmate sketch feature that has been going viral for every single astrology app this summer.
After 24 videos, four of them blew up last week on one of their accounts, tt@mads.journalss. At least two of them included the “brother vs ex” element:
“Pov: you met the wrong brother first” → 871K views, posted 7d ago.
“I just met his brother…and now I’m questioning everything” → 341K views, posted 6d ago.
Tea is still going strong. Since last week, their views increased by 14.2%.
One of the highlights belongs to this creator, who posted a video of herself crying, and telling the story in a (extremely) long hook. It got 1.5M views.
Funny enough, people get attached to these stories and the person telling them, so at some point they realize something is off → “it’s content lol she’s promoting the Tea app” comment got 6.7K likes.
The day before she had posted a similar hook that reached 2.6M views.
Heyama, a dating app specifically targeting African singles, started testing an interesting format that resulted in 1.8M views across 3 videos, all posted within 48 hours.
Video features a female creator in a purple-lit room. She starts by pointing to the text hook above her head, then she makes a “wait” sign with her hands.
Hooks are in French, but they all revolve around “fidelity rules”. Ex: “3 ways to deal with a man’s cheating”.
FlySafe, a small app launched late May, it’s making its first viral appearances on TikTok.
The app is using the same social app UGC + app demo format to promote their bestseller feature → calculating your flight safety score.
TLDR: they created an app for people who are afraid of flying (spoiler: it’s about 1/3 of the world’s population).
Video reached 1M views, it was the first in the whole account.
Yope has been growing like crazy, with an increase of almost 50% in total views versus last week (stay tuned for next week…).
Most of this comes from their new wave of ambassadors, who were hired between June and July and went from slowly gaining traction to now running full-speed.
Here’s a little teaser (@amanda.yope):
Meanwhile, it’s not just consumer apps on TikTok. This contact lenses brand is “stealing” the UGC playbook and making it their own.
This week one of them got 1.9M views (~70% organic). Watch how they flip the script and subtly tap into CoupleTok:
And we finish of with Cheaterbuster, which doesn’t skip an issue of this newsletter.
Another week another hit, and this time they exploded with a new video on Instagram Reels. It hit 5M views with the same old (high-conversion) format they’ve been using for a while now.
That’s all for today Social Growth crew,
See you next week,
Maria, from The Social Growth Engineers Team
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