Everyone is looking for love.
And the ones who’ve found it are always looking for ways to stay together.
Insert the world of: Couple Apps.
We’re doing a deep dive into the largest couple app in the game right now. In this issue, we look at how they are moving inside of this niche and getting $300k MRR and 400k monthly downloads.
Plus, at the end, you’ll see a “double account hack”.
Couple Joy
Introducing the most mainstream (and profitable) sub-niche in the love and couples genre: long-distance relationships (LDR).
Not only did social media change the way people communicate who live far apart, but it has also changed how they post about each other.
In 2022, Couple Joy tried to capitalize on this phenomenon. And they did something right, because they are now getting: $300K MRR and around 400K downloads every month.
In case you suck at math, that’s $3,600,000+ every year.
The app was already live for around 2 years before they started their TikTok distribution last summer (which is quite late).
They skipped the awkward brand account stage and moved straight into ambassadors.
And they’ve been gradually increasing the number of ambassadors since then:
Let’s look at how they’re doing…
UGC Masterclass
There’s a strategic homogeneity across Couplejoy’s accounts.
And it’s an interesting pattern… The two best-performing accounts are not producing content in English…
They’re targeting the Spanish market:
tt@marlivesaway sits at #1, with 48.4M views in total since January 2025.
Her most popular content tends to fall into one of these formats:
1. Cute face close up
She records herself very close to the camera while smiling and often covering her mouth with her hand.
The clip lasts for exactly 3 seconds before they switch to a phone screen recording with an app demo (usually showing how to add a widget to the home screen).
2. Couple’s carousel
Carousel with 3-4 slides, alternating between faceless and couple picture covers.
“Ideas for long distance dates” => 2.9M views
“I hate distance” => 2.3M views
“We’ll see each other tomorrow?” => 4M views
3. Couple’s romantic clip
Clip of the ambassador sharing a romantic moment with her LDR boyfriend (either in person or via video chat). Similarly to the first format, this clip only lasts for the first 3 seconds, and is immediately followed by a screen recording of the app.
Did you decode the pattern here already?
CoupleJoy’s non-negotiable is that all videos posted by ambassadors MUST include the app within the video.
They never address it directly or share the app name, but the UGC clips or images are nothing but bait.
For 3 seconds, they grab the viewer while they read the text hook, and before they even have time to think, they show them the app in action.
This is the main lesson of CoupleJoy’s conversion masterclass, and what made them turn 165,629,682 views into 700,000 monthly downloads and $300K monthly recurring revenue.
The other Spanish account (#2 overall) is tt@guacouplejoy.
She uses many of the same formats as the first account.
All hooks tap into the emotion of being apart from their long-distance boyfriends.
Notice how two types of hooks go equally viral:
Awareness hooks → where they talk about being in a long-distance relationship in general
Action hooks → where they suggest an action to make long distance easier, “did you know you can …..”
They never mention the app; they only show it without addressing it.
All these hooks sound like someone who’s simply sharing advice and things they do.
No hard CTAs, yet all videos include the app.
Double account
There’s an interesting detail about ‘couple accounts’, particularly ambassador ones.
If you go back to the timeline, you’ll notice how on December 10th, they set up two accounts:
tt@rubyandnessy1 and tt@nessyandruby.
Might sound obvious, but this is a hack any couple/friends/social app can pull to duplicate the amount of content published while expanding its format testing possibilities.
It’s a simple realization of the simple fact that these two creators will have to record content anyway, so why not post it simultaneously on two accounts, one from each perspective?
Even though they were launched on the same day, their performance in the past 6 months is not the same at all.
tt@nessyandruby did 18.8M views across 137 videos.
tt@rubyandnessy1 did only 798.6K views across 115 videos.
Both share couple as well as individual creator videos, and that’s the key difference.
The first one (18.8M videos) is led by Nesse (the girl), while the second one is led by Ruby (the guy).
You see that on her account, even though she posts ‘couple videos’, 10 out of her 12 most viral posts are the ones where she is alone.
They’ve since then changed the account handle:
While on Ruby’s account, his most viral posts all start with footage of both of them.
This might seem obvious, but sometimes we can overlook that for some niches and formats, there is a significant difference in creator-audience fit depending on whether you hire a male or female creator.
In this case, her videos speak louder to an audience that cares about cute widgets to share with their partner. And that’s just something that you should consider when thinking about which creators to hire.
The top two creators (Spanish) were also girls, and the same thing happened on their accounts.
In tt@nessyandruby’s case, she records all of her videos in the car. She uses the shocked face + hand covering mouth expression as well.
All her top-performing hooks start with “You’re telling me I’ve been in a long-distance relationship for two years and…”
Besides the ambassadors, they were also running three other accounts that have since stopped.
They were all faceless, posting screen recordings of the distance widgets moving on the phone’s home screen.
They were boosting some of these with ads, and eventually stopped late 2024, probably when they realized UGC was their all-in-all most effective strategy.
tt@couplejoy (only branded account) hasn’t posted since March 2025, totalling 3.2M views.
tt@couplewidgets posted some videos of widget screens, then stopped in late 2024.
tt@pour_couples is an interesting one. They tried to penetrate the French market with faceless content, but not on widgets.
They posted quiz carousels, with questions to ask your partner (remember Cray Cray?).
But they also stopped already one year ago, staying at 1M total views in the whole account.
When making a distribution strategy, it’s important to try out different things in different markets. Don’t be afraid to let something go if it’s not working and pivot. This applies to TikTok marketing, relationships, and just life in general.
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