New gamified finance app Cove is trying its hand at short-form UGC:
They’re running at least eight accounts posting daily. It’s still early, with just a couple of weeks of posting, but they’ve already done over 10M views. That said, it doesn’t look like they’ve found many converting formats yet.
We’ve covered a handful of finance and budgeting apps before, and it’s a tough vertical to crack.
Interestingly, for some reason they don’t show any UI in their videos. That’s unusual since UI is actually one of their advantages (see screenshot above).
It’s unclear why.
What they are showing across five viral videos – none of which mention the app at all – is that this is a vertical with huge conversation potential.
For example, the hook:
“Okay but is the realistic amount of $$$…”
It went viral three times, showing how much opportunity there is to spark conversation. The challenge is these conversations are hard to convert into users, since the videos don’t mention the app name or show any screens. They could easily fix this with a second screenshot after the first shot, showing the island and the savings amount the girl has.
Still, these videos can help in two ways:
1 – Gauge which topics trigger conversation and use that insight for future hooks and videos.
2 – Warm up the account, build a targeted audience, and strengthen the account before pushing harder on product-focused content.
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