Period Tracking Vertical Dive

The period tracking and period-related space is a big niche, with plenty of D2C brands and apps running UGC strategies.

Let’s start by looking at the formats that are performing well:

UGC Formats

Visualization

https://www.tiktok.com/@mooncupltd/video/7501347281317285142 – How much period blood you actually lose ????’
https://www.tiktok.com/@reddropco/video/7372581576946945326 – What Happens When You Go Swimming On Your Period?’

These videos are pulling in a solid number of views. They show visualizations of what’s going on during women’s periods. They could work well to promote different D2C products or simply drive engagement.

This brand managed to use them (those three videos were published recently):

Skits

https://www.tiktok.com/@tampureofficial/video/7405666423055404318 only girls can relate (insane account good to extract/analyze)
https://www.tiktok.com/@ubykotexaunz/video/7081496025642536193 – day 1 … day X
https://www.tiktok.com/@consciouslycait/video/7463179385122721029 – My menstrual doesn’t really impact me. My period isn’t bad… I barely even get cramps
https://www.tiktok.com/@shopkokomood/video/7197768881270820101 – POV: My girlfriend has her period
https://www.tiktok.com/@aurapulserelief/video/7244910741197688066 – Types of girls on their period ????’
https://www.tiktok.com/@francoandjoanna/video/7179538711737142529 – Helpful things to do when a womans on her period ????’

We found that skits perform really well in this niche vertical — they tap into familiar stereotypes and everyday truths. Whether they’re made for women or their boyfriends, they tend to hit home.

“Types of girls on their period ????’” is a good example of skit content:

This other account, tt@tampureofficial, is growing 10x in followers with almost every video — and hitting 100–500x outliers every 10 to 20 posts. It’s clearly targeting Gen Z.

All of it done through faceless, voiceless skits. We’ve rarely seen performance like this.

Its top hooks are:

Video URL	Views	Eng. Rate	Outlier Rate	Hook
link	11100000	10.80%	35.2745098	POV: when you sneeze on your period ????????????????☁️’
link	10400000	14.56%	32.9869281	only girls can relate ????????????☁️’
link	9200000	17.00%	29.06535948	POV: when your pad sticks your poosay hair ????????????????????
link	8500000	16.32%	26.77777778	POV: when your getting out of the shower on your period ????☁️????????????
link	7300000	6.27%	22.85620915	POV: when you open a pad loud asf in a public bathroom because tf to be embarrassed about ????????????????’
link	3700000	7.33%	11.09150327	POV: when you sneeze on your period ????????????????☁️’

List long story hooks:

https://www.tiktok.com/@periodtipxs/video/7200139132818017542 things i wish i knew before my periods
https://www.tiktok.com/@unfabled.co/video/7324772351424335137 period checklist
https://www.tiktok.com/@halandjai/video/7498492805933829407 – 4 periods of cycle

While our team found fewer of them in this niche, Gen Z and Gen Alpha-style TikToks still have strong potential to perform well.

Engagement farming Qs

https://www.tiktok.com/@maya_a_smith/video/7453775789264227606 – does anyone else get leg pains on their period bc i’ve never met anyone else who does?????’

This account is clearly building up to a product launch, and it’s already pulling in million-plus view videos using simple engagement farming questions and statements.

Education content & Talking Head

Building up educational accounts from scratch is a great mid to long term strategy that helps build stronger authority.

This one account is doing pov hook style educational videos:

Another more direct example is Aavia’s UGC: https://www.tiktok.com/@lutealgirl/video/7361097694540057898

In this video, the creator introduces the period tracking app right after a strong stop-scroller hook.

Another Aavia’s educational carousel:

– them: why are you so needy before your period ?????’ – https://www.tiktok.com/@cyclesis/video/7349984908275879214

Period Cramp / Cycle Influencer

Check out this account that launched on May 25 — she just started and already hit a 600K-view video. It’s a clear sign that ultra-specific period content resonates.

Long Hooks / Short Hooks

Those are mostly formats from apps. Aavia and Musa:

Short hooks to app:

10 years of using a male designed period app and now I find this… – https://www.tiktok.com/@alyssa.cycletips/video/7481010099742461214
I’ve had a period since age 12 i think i’d survive if you don’t like me – https://www.tiktok.com/@halandjai/video/7497726612448857387

Long hook to app:

IDK who needs to hear this but your first day of your period starts on the first day you have full flow / need to use period products. If you experience brown spotting leading up to your period, that spotting is in your luteal phase AND more than 1 day of brown spotting before your period is a sign of low progesterone. Pass it on. – https://www.tiktok.com/@consciouslycait/video/7491448134321687863
my girl canon event is realizing my period tracker was owned by men and was selling my data then on top of that once i switched to a good one owned by women i learned that you don’t just have a period you have other phases – https://www.tiktok.com/@profeshmoodygirl/video/7485097333378633002
It only took you 26 years to learn that egg white discharge after your period is a sign of ovulation, not that something’s wrong with you – https://www.tiktok.com/@jasmin_caviezel/video/7467995515783875870
me after explaining to my bf that i’m in my luteal phase so my body is basically a war zone rn and i feel ugly invisible like no one loves me and i just want to sulk and cry my eyes out and be alone but have you be here and please can you buy me a mcflurry – https://www.tiktok.com/@hormonalgirly/video/7485868399134870826
POV: you’re no longer in your Luteal phase, Luteal phase POV partner, realized you don’t need to lose 20 pounds, and love life again’ – https://www.tiktok.com/@simplysyncd/video/7263200460969037102
me after explaining to my bf that i’m in my luteal phase so everything is off. my body, my skin, my brain, my ability to feel loved and i just want to be alone in silence but also held and maybe fed a little sweet treat… like it’s genuinely insane how bad it gets and if i wasn’t tracking it/getting recommendations i’d think something was seriously wrong with me every month – https://www.tiktok.com/@hormonalgirly/video/7496914040254418206

These long story-style hooks are performing well. As usual, they tend to convert less if the app or product isn’t shown — but they’re great for driving views and engagement.

D2C Strats & Landscape

Find all their hook and data: https://docs.google.com/spreadsheets/d/1fdKkGCi4-Mup4pUrxymuocAW0a-ASOTPvL8wZwqPhHA/edit?gid=994522046#gid=994522046

Fillow and Mooncup perform best with their direct demo formats:

Period Tracking App Strategy

Flo, Clue and Stardust

There is three large players, Flo, Clue and Stardust. Those are running trad sporadic micro and large influencer marketing strategies. Nothing too helpful. Their main accounts are:

https://www.tiktok.com/@flotracker

https://www.tiktok.com/@clueapp

https://www.tiktok.com/@stardust.app

Aavia and Musa

The two smaller players, Aavia and Musa, are both running scaled ambassador strategies.

Aavia focuses solely on long story-style hooks.

You can find their hooks and extracted video data here:

https://docs.google.com/spreadsheets/d/1fdKkGCi4-Mup4pUrxymuocAW0a-ASOTPvL8wZwqPhHA/edit?gid=1696488397#gid=1696488397

Musa, on the other hand, uses short hooks paired with screen recordings.

You can find their hooks and extracted video data here:

https://docs.google.com/spreadsheets/d/1fdKkGCi4-Mup4pUrxymuocAW0a-ASOTPvL8wZwqPhHA/edit?gid=710239094#gid=710239094

Aavia’s top-performing hook says: ‘my girl canon event was realizing my period tracker was owned by men and selling my data…’

They’ve used this hook 25 times out of 873 videos.

Musa, on the other hand, used their top hook 76 times out of 801 — nearly 10% of the time.

Since Aavia rarely mentions the app name in their videos, Musa clearly has the stronger conversion format — using short hooks like:

I’ve have my period for 12 YEARS and just now finding this out??’ – 2.9M views
8 years of using a male designed period app and now I find this..’ – 1.5M views
Learning that my brain changes up to 25% due to each cycle phase >>>> – 1M views
Our faces literally change during ovulation!! – 590K views

Most of the hooks fall into two buckets: clickbait-style educational content or ‘male-owned app’ callouts.

Full Datasets

Find the complete datasets:

https://docs.google.com/spreadsheets/d/1fdKkGCi4-Mup4pUrxymuocAW0a-ASOTPvL8wZwqPhHA/edit?gid=0#gid=0