Mar 11, 2025
This weeks newsletter includes
🚨Update: New URL for newsletter is now Playkit.xyz/newsletter
AntiLost’s TikTok strategy overview ✅
AntiLost’s Toolkit to replicate format in minutes ✅
Exclusive access to 10K MRR handbook. If you’ve been looking to understand the basics of social media & figure out the right strategy to grow your consumer app to 10K MRR organically this is a must read ✅
+ discount code for premium subscribers ✅
Strategy overview 📚
AntiLost: Clap to Find Phone is a handy mobile utility app designed to help users quickly locate their misplaced phone. By simply clapping, the app detects the sound and triggers an alert, making it easier to find the device. Clap to Find.
Following the recent trend in the companies we cover on this newsletter, they also do not publish content through their own account or even a single account. They publish content through multiple accounts and focus on regional languages and content preferences.
Let’s take a look at how they managed to gain 9M views on a single tik-tok, which wasn’t even posted from their account.
Here are some of their most successful videos and how they did it 👇:
🎬 often forget where you put your cellphone after using it
9M+ Views, 900K+ Likes, 170K+ Saves
Hook: in Indonesian “often forget where you put your cellphone after using it”
Format: Text Overlay + Background song + Usecase demo
Why this video worked:
It starts with a hard relatable problem for this generation, especially people with messy rooms, as depicted in the tik-tok.
After the viewer has read the hook, the tik-tok goes on to show the demo of the app, emphasizing on how easy it is to use.
The entire app demo is completed within 4 seconds, multiple times.
It clearly displays a problem we all face and its straight-forward solution, clearly evident by the 170K+ saves
The simple messaging and background music, allows the tik-tok to transcend language barriers.
🎬 Forgetful GF finds the perfect app
3.2M+ Views, 150K+ Likes, 10K+ Saves
Hook: Girl frantically finding something on the bed
Format: Raw vlog and scripted moments
Why this video worked:
The video, even being a long-form one was able to get so many views because of the fast pace.
It goes on a limb to explain in detail the problems of a person who is forgetful of their things, especially their phone.
In the backdrop of a relationship, they show each story for not more than 5 seconds, cut is necessary after 5 seconds when choosing such person-led content style
Maintain a light and funny vibe across the board.
Build and hype the problem up till the solution that should come once the user deeply relates to the problem, show 3-4 instances of the problem.
🎬 App reviewer finds the app delightful
2.8M+ Views, 11K+ Likes, 1.6K+ Saves
Hook: *No text, just a girl watching tik tok
Format: Overlay + Background video
Why this video worked:
This is a spin-off to the first tik-tok where instead of showing the app directly, it is led to believe that such a tik-tok was seen by a reviewer, who then tried and approved the app.
Such formats can lead to higher trust and conversion because of the additional layer of the viewer, which tries to sit in the viewer’s seat, proof-testing. important and viral apps for them.
Demo of the app is shown perfectly, short, from scratch and to the fullest effect.
The background music keeps the video entertaining covering all exit gaps and pauses in the demonstration.
Key Takeaways from this Content Strategy ⭐
Make Global Go Local: They realised the importance of local languages and context, if your app’s TG is massy, the tik-tok strategy needs to reflect that. Since masses consume content in local language, its best to experiment with a few local creators than trying to keep the creative control within yourself.
Experiment with longer content: It’s a colocial saying that longer content does not work, but if the content is increasingly engrossing, the user is stuck in a sunk-cost fallacy where he will watch it through with attention and this allows for a more nuanced and detailed display of the product.
Content that transcends language: Even when trying local content, they did not restrict themselves to the language barrier, kept text to a minimum, did not use any dialogues, and effectively showed how the app works. Used effective hashtags and captions in the video.
Entertainment + Demo Combo: The share of each of these 2 ingredients greatly affects the output. Often, in app demos, the demo eats the time of entertainment, for which the user had opened the app, striking a perfect balance is key.
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