Picture an app made for Andrew Tate’s wannabes.
That’s Symmetry, a rather recent app that reached the App Store just a bit over three months ago.
At its core, it’s a simple workout and fitness app: personalized gym routines, uses AI to analyze and optimize your training, it helps with progression and technique, etc.
Distribution, however, took a different turn.
Instead of going for the traditional fitness formats like Gymbros or Lyftoff, they went for a way sharper approach, targeting the three main things that matter to their straight male audience:
- being perceived as attractive by women
- not being perceived as weak (or “gay”)
- beating their p*rn addiction
Armed with all these insights, they started posting straight after launch.
In total they’ve collected 10.8M views in 90 days, including 900,7K likes, 227,2K bookmarks and 1,4K comments.
Already managing 35 accounts and counting. Roughly half of the accounts are branded (meaning they include the app’s name on user handle), the rest look like random users.
Most of the videos use a dark tone to project the idea of a muscular//strong//virile man. Mixing up between slideshows and UGC videos like these ones:
- Most viral video at 2.9M views, 450K likes, 1.1K comments, 105K bookmarks from this account. App screenshot appears on the fourth slide.
- “you become mature at the gym when you really start to get this”
- 53K likes, 777 comments, 11,8k bookmarks, 1958 shares
They have another repeated format that’s way more controversial and that relies mostly on objectifying women and offering the app has the “healthy” alternative to p*rn addictions (or even better “being gay”).
Most of these videos feature a creator who appears with their face covered up.
You can go through all of these here: https://app.shortimize.com/c/2b10GgmGefMY6E
Last but not least, it seems like they’re leaning on memes to raise awareness and create a sense of brand.
These accounts are still struggling to pull views, but if you look closer, you’ll see they’re using a mix of the black screen, fade-in effect known to every single fitness app that came before.
Which of these formats would you bet on?
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