Organic content is a powerful way to validate your idea or product. It is also a great way to evaluate the effectiveness of your Gotcha Moment. You should be able to generate a noticeable amount of views based solely on your app’s key functionality. https://www.instagram.com/reel/DLdT4Niu25w/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== https://www.tiktok.com/t/ZP8UHME7v/ Both of these posts simply demonstrate what the app does. The TikTok video initially received ten thousand views organically and generated around one hundred dollars. After boosting it, the promo spend brought in no additional money.

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Why Each Organic Video Worked

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Instagram

It had a humorous spin on the functionality of the app. The caption included a call to action, which significantly boosted engagement. This was pre-launch, so the caption said “comment the word ‘BETA’ to get early access”. This also showed that the “gotcha” moment captivated people enough to comment to get early access.

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TikTok

It had a decent hook and a slightly dramatic tone. It also clearly showed passion for the product and conveyed authenticity in how it was presented.

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Pros

If executed well, organic content can build a strong, almost cult-like following for free

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Cons

You need to be skilled at creating this style of content. Many founders are not great at it, but they are very good at directing influencers on what to post. With all marketing channels, you should play to your strengths and your app’s strengths. Organic content can also be inconsistent in performance.