Once, the disposable camera-style event app focused on shared memories is still pushing emotional slideshows. But lately they’ve been using AI avatar versions of the same script to scale the format.
In the last 30 days, they pulled 8.1M views by doubling down on one format: crying-face confession slideshows across both TikTok and Instagram.
Some of the videos look a bit boosted, but the format itself is still clearly working.
They’re clearly leaning into weddings as the main use case.
Emotional face close-up (crying) → confession text overlay → app reveal
4.3M views
They’re also reusing the “crying on the plane” version of the format (same emotional setup, different scenario), which is a format you might recognize from travel apps like Roamy and language apps like Airlearn have used a lot too.
765.9k views
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