This Couple Released Their App Yesterday and Already Have a Winning Format

Otty launched yesterday (July 16th) on iOS.

It was built by Mykhailo Moroz and his girlfriend Sarah around the idea of showing the small moments couples think about each other throughout the day.

The app is only a few hours old, but its main content format was already validated before launch.

A week ago, Sarah posted an Instagram Reel with the hook:

“He adds a flower every time he thinks about me during the day.”

The video starts with her smiling into the camera, then cuts to a time-lapse of the app’s widget.

8am: no flowers.

By 9pm, it’s completely full.

Before Otty was even available to download, the Reel had already reached 350K views, 2.9K shares, and 1.9K saves.

So far, they’re only posting from a single founder account, mixing selfie videos with quick app demos.

But the format is easy to picture at scale.

Couples can recreate the exact same story with their own relationship, making it a natural fit for UGC across TikTok and Instagram.

Launching with a proven content format is one of the biggest advantages a consumer app can have. Otty already has one.