“I am” is a lock screen widget that shows daily affirmations.
Last month they reached 400K downloads and $600K MRR.
Back in March, we broke down their Instagram Reels play, which remains their main acquisition channel.
From May to October, they went for a TikTok format that pulled in over 20 million views, although some might have been sparked.
The move was quite simple: open with a strong “how-to” hook, then deliver a fast demo.
Everything centers on the hook: “How to put affirmations on your lock screen (it changes every day).”
It starts with a 1 to 3 second visual of an AI model smiling and looking calm or confident. It’s the “feeling” the user is chasing.
Then, they end it with an app tutorial, cutting to a screen recording and showing the exact steps.
The hook works because it teaches something, targets a high-visibility spot on the phone, and promises fresh value every day with almost no effort.
It works because it links the emotional “why” to the easy “how,” all in under 10 seconds.
Leave a Reply