We first wrote about Tone AI in March, when they launched with a pretty unusual strategy.
Back then, we said: “It’ll be interesting to see how well they turn users into paying ones and make money in-app.”
Well…
Since then, they’ve exploded—most of their 381M views came after our coverage, growing more than 100x.
When we first checked, @movewmil had just 13 videos and around 50K views. By spring and summer, things really took off. That’s when the “tone with {name}” UGC accounts started popping up, and views began stacking up fast.
It was the kind of content perfect for anyone chasing a late-summer body.
Some days, they broke 10 million views, but the real win was building a formula they could repeat and scale.
A few accounts crushed it, with some crossing 100 million views. One standout was @totallynotlily77, who showed both her body and face.
The growth wasn’t just about views. Last month, downloads hit 100K, and monthly revenue is now over $50K, though that is probably a low estimate.
Here’s the strategy: it’s a high-volume, low-conversion play.
The goal is to find a content style that can consistently pull in hundreds of millions of views, even if it’s not easy to drive app installs directly.
But once you’re hitting that kind of scale, top-of-funnel moments start adding up. Someone clicks the bio, catches a mention in the caption, or sees a comment about ToneAI and decides to check out the app.
It’s a longer-term game, built around niche, influencer-style accounts instead of just sneaky UGC ads.
Right now, 16 accounts are still going viral. They’ve also launched new ones, all using the ToneAI logo as the profile photo. The point is soft brand awareness, and after seeing that logo a few hundred times, people start tapping it without even thinking when they search the App Store.
Every account follows the same repeatable content formula: body transformation clips, flat-stomach shots, short captions.
The playbook looks like this:
- Launch new accounts
- Reuse the same proven format
- Post up to 12 times a day
That’s how accounts like @tonewithlola, @tonewithmee, and @tonewdiana all passed 30M views each, running identical formats.
They lean on simple “transformation hooks”—short, number-driven captions like:
- “me at 60kg”
- “pilates body”
- “dream body thanks to Tone AI”
Examples:
https://www.tiktok.com/@tonewithlola → shows face
https://www.tiktok.com/@tonewithmee → faceless, same creator
https://www.tiktok.com/@tonewdiana → faceless
Most common hooks are:
- “pilates body”
- “pilates girl”
- “dream body”
- “55kg”
In the last 30 days, they’ve hit 38.6M views—steady, predictable, viral reach. The spikes are almost evenly spaced, showing a highly repeatable system.
Of course, power law still applies. Just three videos made up ~35% of all likes this month:
#1: @movewmil
https://www.tiktok.com/@movewmil/video/7540778448491580695
Faceless transformation, caption “60kg”
Views: 5.6M | Likes: 719.5K
55.7K saves, with most comments around weight. The creator replies often get hundreds of likes and mention ToneAI.
#2: @tonewdiana
https://www.tiktok.com/@tonewdiana/video/7548432111456324920
Faceless, short caption: “pilates body”
Views: 2.5M | Likes: 466.5K
#3: @tonewdiana
https://www.tiktok.com/@tonewdiana/video/7548726077179350277
Faceless, caption: “55kg”
Views: 2.1M | Likes: 347.9K
Comments again revolve around weight and comparisons, driving engagement.
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