This 2022 food scanner app came back from the dead
to $240K MRR and #58 on the App Store
Everyone is winning with this TikTok strategy right now:
…spoiler it’s: hiring a network of ambassadors
in the past 60 days Fig hired 12 new ambassadors
Compare their performance this semester vs. the same time last year:
But let’s rewind.
in case you don’t know Fig:
Released in 2022 by this guy named Tyler (@tylerandhistummy)
His founder account on TikTok has 62,400,000 views
And if you wanna know more about how he got sick and had the idea to create the app, you’re in luck because:
That’s one of his most viral videos => 2.1M views
Starts off strong w/ a photo in a hospital bed + strong hook
Then something changed,
Cause he realized that after dozens of copycats appear, people’s empathy for sick founder stories gets diluted…
So ~100 days ago, he moved on to scaling:
2 waves of ambassadors:
1st (Nov 2024) – mostly faceless groceries slideshows
tt@gonz.health => 100% faceless slideshows, 4.3M views
tt@glutenfree_lily => 90% faceless, 4.8M views
Cut to now:
2nd (Feb 2025) – pure UGC
Out of 12 new ambassadors, one went viral : tt@adrianna.myfig
=> 2,400,000 views
She’s posting the same as them, but THE best hook:
You can find all accounts and track their upcoming videos here:
https://app.shortimize.com/c/2b10HbWCvfcgMl
“pov you gave up eating out bc of your inflammation until you found this”
“pov: you gave up eating out”: relatable to lots of viewers with this issue
“inflammation” : triggers viewers because it’s specific
“until you found this” : there’s hope, before vs after effect
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