A few months ago, we covered this app back when it was still called Sortd—a pre-launch product in search of its core emotional trigger.
Since we last saw them, three things have changed:
- They’re relaunching this October under a new name — Albo
2. They moved from “just building” to storytelling the build
3. And recently (2 days ago), they launched their first UGC creator account
Most apps launch too early, realize the product isn’t “good enough” yet, and quietly disappear to “fix things in private.”
Albo is doing the opposite.
They’re fixing in public, narrating the progress, letting users see the version that’s coming, not just the one that exists today.
This is what people are sticking around for: the story of the app finding its final form.
4.4 M all time views.
One thing worth noticing is that they’re posting the same edits on both TikTok and Instagram: same style, same pacing, same hook.
It’s working enough for consistency, but it’s possibly slowing down what could be more breakout moments.
417.6K views in the last 30 days.
A few days ago, we published an article about the core differences between Instagram Reels and TikTok, and what it takes to go viral on each — you can read it here.
Now that the rebrand is out and UGC is part of the mix, the real challenge starts: can they get viewers to take part?
We’ll find out soon enough.
In the meantime, you can track their accounts here: https://app.shortimize.com/c/2b10HXmdQ8qRAv
Leave a Reply