A new AI app hit 60K downloads in its first month by turning app promos into organic content.
Mentor, released roughly a month ago, is a gamified AI companion app that sits somewhere between a chatbot, a self-improvement tool, and a lifestyle assistant. It is already sitting around #50 in Productivity in the U.S.
The founders, Jake Benedict and Summer Farage, are also the people driving distribution. They already know how to make skits, POVs, and staged relationship content go viral, and they use that same content language to introduce the app.
That is the core playbook.
One of the clearest examples came on Instagram on May 9, when they reached 2.8M views with:
“pov: the girl that’s never been treated right”
The setup feels like normal couple content. He is romantic, thoughtful, unusually attentive. She reacts with suspicion because she is not used to that kind of treatment. Flowers, dates, posting her, all of it builds toward the final beat, when he says the only person he texts besides her is Mentor. That is when the app appears.
The same structure shows up again on TikTok, just with a different emotional trigger.
On May 12, they hit 1.1M views with:
“pov: the guy who randomly got attractive”
This one starts with him presenting himself as awkward, getting insulted, and deciding he is done with that version of himself. From there, the story turns into an app demo. The app becomes the thing that told him how to glow up.
There is also a useful restraint in the way they present it. The videos show just enough of the app to create intrigue, but not enough to fully satisfy it. That leaves viewers with a reason to click, comment, or go looking for more.
Essentially, Jake and Summer use the same content style that already draws attention, then let the app appear naturally at the point of highest curiosity.
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