Austin Kevitch (aka Camila Cabello’s ex) built Lox Club as a joke, a roast site for dating apps, and thousands of sign-ups convinced it to become real. Launched summer 2020, it hit 10,000 applications and a two-week waitlist by December, reportedly reaching 20,000 applicants by early 2021.
Today it still pulls about $100K MRR from existing subscriptions and even sells a “Skip the wait” one-time purchase for $4.99. However it looks like new-download momentum is getting weaker.
Distribution ran across 21 Instagram and TikTok accounts, totaling ~170M views, ~650K shares, and ~327K saves.
Most of the reach came in 2023, with official channels leading the charge, supported by ambassadors and two pages that filmed Lox Club’s IRL events.
Their bestseller format turned out to be team skits on IG Reels.
Three Reels using a Zoom-meeting skit template went massive:
“our marketing girl yelled at our HR guy” (43.2M)
“our intern spent $18,000 with the company card” (20.5M)
“our intern missed a week of work because of a mean comment” (10.3M).
TikTok used similar skit-based hooks; the problem with both formats was consistent… lots of views, little CTA, poor conversion.
Late 2024 brought an experiment in real-world matchmaking: NYC-hosted events filmed and posted.
Those posts produced several viral hits, including an 8M view TikTok (and 1.5M on IG) about a party where “everyone’s phone turned into a timer,” plus other event clips hitting 4.2M and 1.2M on IG.
Out of 21 Lox Club accounts, 15 were TikTok ambassadors and about half of those are already quiet. A few still pulled big numbers this year, but the program clearly cooled.
Simple, tiny clips were the winners: five-second moments with the app CTA buried in the caption.
tt@itsdrewcohen hit ~7.2M views in May with a short drinking clip and the app call tucked into the caption;
tt@notsandragoldberg did ~7.1M on July 28 with the same move.
A faceless variant, same vibe, no creator on camera, also got traction when copied across accounts. The pattern was to post low-effort hits, double down, and let the algorithm do the rest.
Now many ambassadors post once or twice a month and views and virality are going downhill.
Can the team light another wave?
Stay tuned.
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