If you’ve been part of Social Growth for a while, you know there’s nothing we love more than a good old astrology app going viral on TikTok.
That was true, at least, until Gen Z came up with the next best niche: manifestation apps.
ICYMI, manifestation is a popular self-help trend where people claim you can get anything you want by clearly visualizing it and believing you already have it.
We’ve been manifesting for more subscribers and more ARR… spoiler: it (kinda) works (if you also code, ship & write a lot, but that you know already).
Who’s Chloe?
Copia was released in March. Chloe Gaynor has been the face of the app from day one.
Chloe started with her personal account, which already had a focus on manifestation content. When the app launched in March, she added a link to it in her bio.
She then created a founder-led one, to promote Copia, and later another one.
Soon enough, she was managing 6 accounts on her own, including Reels. Every single one of her videos featured her face.
Her videos had the same psychological pull as any viral astrology account:
• she stops your doom scrolling: “this is for you”, “stop and listen”
• she delivers some amazing news: “you’re about to find love/money/success”
• she tells you how: “manifest with this app”
She always tested different formats. On the branded account, she relied on visual cues instead. Her hooks, usually placed at the top, were paired with symbols scattered around the screen that you would read as signs from the Universe that you are getting [insert wish]
6.4M in total with this format.
After months of testing and trying, Chloe moved to stage 2…
The Ambassador Program
In May, Copia had Chloe and three other ambassadors, all of them women.
Each creator managed two accounts: one on TikTok and another on IG Reels.
At the time, they reached 6.6M views in total and the app’s first 10K downloads.
But recently, we noticed something crazy….
In just 60 days, Copia went from 4 to 40 ambassadors.
Accounts keep multiplying, and new ones appear every day. Every single one of them is a female creator.
You can see them here.
#1 creator is a girl named Avery, who posted for the first time on June 30th. She has a total of 10M views, all because of this slideshow format:
This post got 6.9M views, 430K likes, 1K comments and 6.3K bookmarks.
Another post just like this did 1.8M views shortly after.
We will see more formats, but before that, did you notice this detail in the post?
Crashing out (for views)
Copia is doing something we don’t see many apps doing.
If you look at the accounts in the collection, you’ll notice there’s two different types of handle.
Those who have a name + “manifests”, those who have “crash out” instead.
Crash Out is a feature of the Copia app. Lately, they’ve been centering a significant part of their content strategy around this one feature.
It’s a button you click when you’ve had enough; the whole point is to keep a long streak without needing to use it.
This feature triggered a huge wave of new content. Creator share a story of someone (spoiler: a man) who wrecked their nerves and how they used the crash out button.
Chloe renamed two of her oldest accounts and her latest videos are all about this feature:
Creators post the same, but in slideshow format.
These posts are slowly starting to get traction. This one below did 260K views.
But it’s not the first time they’ve played this game…
The Soulmate Sketch
We know… we’ve been through this trend and it feels like enough. But it doesn’t seem like it’s going away anytime soon.
Astra, Starla, Confide… these are just a few of the apps that started riding the “draw your soulmate” trend feature.
Now, Copia has joined the gang.
In early July, several of their accounts started sharing soulmate content. These videos aren’t much different from the ones astrology apps have been posting for a while (see why we say it’s the same use case, just a different package?)
But weirdly enough, this content isn’t performing as well as expected. The post above was the one with most views for this feature, and it pulled 205K views.
This format is clearly being outperformed by the Crash Out one. Many creators have already completely shifted away from the soulmate sketch and toward this feature instead.
Trends are one of the most powerful TikTok and Reels tools, but they’re not the only one.
Copia is going all-in on their own unique, highly shareable feature – and it’s already sparking more interest than a massive, widespread trend.
It’s the dictionary definition of distribution before building. If you build features designed to go viral, it becomes much harder to fail with this kind of marketing.
Leave a Reply