Just 53 days after its launch, Soir is already gaining some traction on TikTok, through a low-key group of creators.
The app is a social “cozy gatherings” facilitator, newly arrived at the App Store.
But make no mistake. They are already running eight accounts that together have reached 37.3 million views.
Guess how they did it…
The founder of Soir, Ashley Pokorski, manages several accounts herself, and acts as different users to highlight what the app can do.
If you recognize her, that’s because she’s also the founder of Going Solo, one of Gen Z’s most popular travel apps, and that we’ve covered many times before.
Ashley knows viral content like the palm of her hand, especially when it comes to Instagram Reels.
Most of her videos for Soir are close-up shots with a punchy hook, always aimed at tackling urban loneliness and creating a community of women with common interests.
Another format she’s been repeating is this slideshow with Pinterest-style photos and slides that highlight the app. The first slide usually includes a hook focused on socializing through calm, meaningful activities, like dinner parties, for people who don’t enjoy going out clubbing.
Keeping the same style, she shares short clips that highlight the events, using Pinterest videos as another way to present them.
She’s still testing her approach and a handful of formats:
For now, she’s running her network at extremely low costs, as all accounts are run by her, except for one, @lexiequinnn.
We’ll keep you posted.
Until then, you can check all data here: https://app.shortimize.com/c/2b10lhcUNdTftD
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