This app got: 537M views, 58M likes, 114K comments & 2M saves-in less than 60 videos posted across TikTok and Reels. Now they’re turning a viral format into an app.
Starting with distribution:
Both accounts were created at the end of 2023 (tt@lifeonfilm.27 & ig@lifeonfilm.27)
Concept is insanely easy & cool: This guy distributes a disposable camera to different strangers/groups before they go traveling/partying, then they return them and he makes a video with all the analog pictures
I’ve never seen such virality time and time again in the same account
Videos are all similar to this:
All with the same text hook: “Giving disposable cameras to strangers”
And it’s not just views, engagement is also crazy:
This video => 28M views, 4.9M likes, 5.8K comments, 319K bookmarks
He’s posting the same content on both TikTok & Reels
Interestingly, the most viral videos are not the same across both platforms (even though the format is the exact same)
This is the most viral on Reels => 42M views, 3.8M likes, 6.5K comments.
3 months ago, he created an app – Life on film (video/photo editor to produce a similar vibe)
Still at 10K/mo downloads
He uses comments where people ask for the type of camera to direct them to the link in bio (download the app)
In my opinion, it’s lacking a connection between the concept and videos that millions of people love, and the app itself
As soon as he integrates a more direct CTA or diversifies strategy to (also) UGC, I see downloads spiking really fast.
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