One Sound Format Took This App Past 50M Views

Omnira is a focus and sleep app built around sound.

It combines a variety of things such as 8D audio, binaural beats, white noise, nature sounds, and guided meditations into one product, with a clear positioning around attention support, stress relief, and better sleep.

Released in May 2025, it reached 10K downloads last month.

Across its main TikTok and Instagram accounts, plus a smaller ambassador wave, the app recently crossed 50M views. Most of that came from the official @omnira_app pages alone, which generated around 21M views on Instagram and 20M on TikTok by reposting the same founder-led videos across both platforms.

The founder appears on screen, usually lip-syncing to a popular song, while the actual hook is the sound itself. The audio is presented as an 8D or bilateral-stimulation experience, and the CTA asks viewers to try it in a specific way.

On TikTok, the best-performing video hit 1.8M views & 18.4K bookmarks with:

“This is called bilateral stimulation. It activates both sides of your Hemispheres and can be Extremely soothing for those With an overloaded brain.”

On Instagram, the biggest video hit 4M views with nearly the same structure:

“FACT: bilateral stimulation is extremely soothing for those with an overloaded mind”

After realizing this winning strategy was going viral multiple times, they started creating new accounts to replicate it.

One of them was @evelyngonzalez90, which appears to be the founder’s partner. She hit two 1M+ views videos by doing the same strategy but reacting to it, with the founder alongside her. The hook was always the same:

“Just put your phone under your chin and listen to this”

Most apps need to explain why the product matters. Omnira’s format skips that step by turning the video itself into the demo. The viewer is testing the “feature” in real time, which makes the CTA feel much more natural.

That is especially important for a product like this, where the value is sensory. You cannot really sell it with screenshots alone. You need people to hear what you want them to feel.