Musa reached 30,000+ monthly downloads & 10M+ views on TikTok (they started 1 month ago!!)
Their complete UGC playbook:
Musa is another period tracking & hormone syncing app, but in a more gamified/virtual pet angle
Launched 8 months ago and currently at 30K downloads/mo
They have a cool concept:
Period tracking app turned into a virtual pet you feed and grow
Mascot is a purple dragon that follows cycle changes & sends daily tasks (ex: meditate, journal, etc)
Their TikTok strategy:
I found 18 accounts, following different strategies, most of them make up a network of UGC
This was just started (most accounts started less than 1 month ago):
You can access the entire collection here:
https://app.shortimize.com/c/2b10BYkm7dFaRQ
10,692,268 total views
Largest UGC account => tt@alyssa.cycletips (1.3M views)
Account is very recent (1mo old) but already got a viral video:
1.2M views, 29.4K likes, 272 comments, 4.8K bookmarks
Hook = “10 years of using a male designed period app and now I find this…”
Creator sitting in car with shocked face + hand over mouth
Reproducing same strategy across these accounts (all female creators ofc) This other one also went viral 1w ago => 480K views, 8.7K likes, 144 comments, 1.3K saves
Format: creator talking to camera over background of in-app screenshots
Seems like they’re
Facing some resistance by some potential users in comments
Girls are worried about data privacy with Trump’s new administration (all US apps, not just Musa)
This next account in particular hasn’t taken off yet but it’s a cool concept
They’re turning a feature of the app into a dedicated content style on TikTok
Created the “hormonscope” (predictions for your day based on your cycle stage) => tt@hormonscope
In my opinion, a revamp to 100% faceless content and a real mix w/ zodiac would make the acc go absolutely viral in no time:
Biggest account in the collection is still main brand tt@musacycle (6.6M total views):
A lot of faceful content and some physical mascot features as well
Some videos with cardboard signs outside (ex: “there are more studies on male baldness than on endometriosis”), started posting 2 months ago only
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