Ninety days after launch, Katch went from zero to a real story: three viral hits in August, about 22M views across six ambassador accounts, and roughly $10K MRR from ~10K downloads.
The app landed in a crowded “recent IG followers” niche, but the team found a creative entry point and iterated fast.
June: launch into a saturated category with ambassador headshot videos. Short, generic hooks struggled and most posts sat in low-view jail.
July: a UGC + screen-recording clip with a stronger story hook hit ~937K views and shifted the playbook toward longer, narrative-first posts that include an in-app demo.
August: one account (tt@teresa__girlhacks) drove about 17.3M of the 22M views. Her biggest clip, a lecture-hall UGC + screen record, reached ~12.5M.
She also ran a series of bathroom-mirror confession videos and cheating prompts that repeated well across ambassadors.
It’s clear that what’s working for them is UGC paired with screen recordings that show the app working in real time.
Short storytime headshots that lead into an app demo also work.
If you pay attention to the hooks, you’ll spot a structure pattern. Open with the main story, drop an important detail between ( ). The team drafts dozens of near-identical versions and cross-posts them across ambassadors until the algorithm surfaces winners.
What worked: longer, story-driven hooks; real screen demos that validate the claim; systematic variation and fast doubling down on winners. What didn’t: short, generic hooks without context and poor ambassador coordination that left winners underexploited.
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