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Understand the Type of Content in Your Niche

Spend a decent amount of time scrolling on a fresh account that mimics your target user. Your goal is to analyze what type of content in your niche works and what does not. This helps you understand what resonates with your audience and what they naturally engage with.

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Understand Your Value Proposition

Every consumer app should have a “gotcha moment”. This is a feature that grabs attention and compels someone to stop scrolling and go to the App Store to download your app. Examples:
Cal AI uses its photo calorie tracker
Quittr uses the panic mode
UMax uses the face rater These features are compelling because they either solve a problem uniquely or provide personalized feedback that can only be experienced by using the app. At least 50 percent of your time building the app should be devoted to creating and refining the “gotcha moment”. Make it visually impressive and very easy to understand. Influencers will typically show your app for 10 to 15 seconds. In that short window, the user must clearly see the benefit of downloading your app.

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Influencer Posts

The content should not feel like an ad. It should feel like the influencer is a genuine user of your app.
How to make influencer content feel real (not like an ad)
  1. Study Their Content
    Watch their last ~20 posts and note what actually performs: tone, humor style, editing pace, emotional vibe.
  2. Use Their Best Format
    If they kill at “Day in the life,” put your app there.
    If they crush “routine” videos, put them there.
    Don’t force a new style on them.
  3. Make the App a Moment, Not the Topic
    The app shows up naturally while they’re doing something, not as a standalone pitch.
  4. Keep Their Voice
    Same language, same energy, same personality, just with your app inserted into their real life.
  5. The Influencer is the Hero! The App is a Tool
    They’re not promoting it…
    They’re using it.

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**How to apply your app in different formats: **

• Day in the Life: The app appears as a natural part of their daily actions. Example: they show your app during their morning planning or when solving a problem. • Routine Videos: The app becomes part of a habit. Example: “Every night I do this” or “I always check this before training.” • Educational or Tip-Based Content: The app becomes a recommended tool. Example: “One thing that helps me is using this to stay on track.” • Comedic or Skit Content: The app is used as a comedic prop or the punchline. Example: “I physically can’t open my phone until I finish my task, look.” (Don’t be afraid to make fun of the product in good fun) • Before/After or Progress Videos: The app is the quiet reason for improvement, not the focus. Example: “Using this consistently helped me change X.” • Motivational or Storytelling Content: The app supports their personal growth story. Example: “I used to struggle with this, so I started using this tool.” • Q&A or Replying to Comments: The app is the answer to a viewer’s question. Example: “People always ask how I stay focused. Here’s what I use.” Choose the format that already gets strong engagement from their audience. Instead of forcing the influencer into a new style, you plug your app into the creative rhythm and tone that already works for them. Get a feel for the influencer’s voice and what works well on their account. Then integrate your app into that format naturally and seamlessly.

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Case Study

https://www.instagram.com/reel/DQWonVYDnpV/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== This video cost seventy dollars and generated close to three thousand dollars. Interestingly, this was not even the most optimized ad.
Two products were being advertised
Our app did not appear until around 30 seconds Despite that, it performed extremely well because the “gotcha moment” clearly demonstrated what the app does and how it benefits the user. Even with two products featured, the influencer made them feel like natural parts of his day instead of interruptions. “Day in the life” content is especially effective for apps like Cal AI and Wrestle AI because it allows the app to feel real rather than promotional. It also subconsciously associates your app with productive and disciplined people. The viewer absorbs the message that productive people use your app, or that your app makes people more productive.

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Meme Pages or Topic Pages

This is a very cost-effective marketing channel for generating views. Have these pages repost your best-performing content. Entertaining or funny content related to your app typically works best. You should not pay more than fifty dollars per post. CPM should be in the range of fifty cents to one dollar. The best meme pages have almost cult-like communities built around them.

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Case Study

https://www.instagram.com/reel/DL5dp26S2dP/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== We paid a kickboxer three hundred and fifty dollars to film himself using the app and then reposted it on the meme page above. This helped us grow from five hundred dollars a month to eighteen hundred dollars a month in our first month. We were willing to lose money for that collaboration because it gave us credibility. Posting a professional athlete using the app signaled legitimacy. We reframed the content as a “news headline” to make it feel less like an ad. However, viewers immediately recognized it as a sponsored post and commented about it being an advertisement. Although they intended to criticize it, the high number of comments drove engagement. As a result, it became the most viewed reel on that page for that month. Normally, content should not feel like an ad. However, all rules in marketing can be broken when engagement is the result.