Five months ago, Musa was the period app with a purple dragon and a promising UGC engine.
Today, they’re pulling 49.6M views a month without ever mentioning their app by name in captions, hashtags, or spoken audio.
A typical Musa video still follows this format:
1. Face close-up → hyper-specific hormone or symptom hook
2. Cut to the app → the dragon “explains” what’s happening
3. Comments like “what’s the app??”
“Así que es por esto que te salen pelos en los pezones?? 😱😱😱” -> 1.7M views
Translation: “So is this why you get hair on your nipples??”
“Ahora sí feliz navidad, ya tuve los 12/12 🩸” -> 1.4M views
Translation: “Now yes, Merry Christmas — I already got my 12/12“
They found one format that works, and instead of reinventing content every week, they just replicated it 150 times through different creators.
You can track their accounts here: https://app.shortimize.com/c/2b10BYkm7dFaRQ
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