Yes, another “level up in real life” app for Gen Z gamers.
The app is called DAWG, and it cracked a winning faceless format.
On Instagram, they run @dawg.app, an account that has pulled in over 83M views.
All powered by one main faceless format.
DAWG posts videos that highlight the app’s main feature.
They start with a strong hook at the top, then use a fade-in to reveal the app’s key feature and tie it back to that hook.
The key feature is a hexagon with six self-improvement areas, each scored from 0 to 100: Physical, Relationship, Discipline, Mental, Intellect, and Ambition.
Each number goes up or down based on the story in the hook.
For example:
“every MALE group has that one guy…” -> 10M views on April 3
Five months later, they went viral again using the same hook:
“every MALE group has that one guy…” -> 3.7M views on September 22
DAWG leans into engagement farming hooks that fit this format.
That is why their best performers use words like “bro” or “boys” in the opening line.
DAWG proves how far one tight format can go when it is built on a clear visual and repeatable hooks.
They turn basic app demo footage into share bait.
By doing this they pushed a single account past 80M views without having to show their faces or pay any creator.
Potential niches: motivation, self-improvement, social, productivity
You can track DAWG’s collection and analyze their strategy on Shortimize:
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