Sept 18th, 2025
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Strategy overview 📚
ClipTone is an iPhone ringtone creation app that lets users turn any sound into a custom ringtone.
What's remarkable is that they do over 300K downloads 0every month achieved from one single VIRAL FORMAT.
Their strategy centers around product demo content with trendy songs, generating over 55M+ total views across just 51 videos.
The Genius Problem-Solution Positioning: ClipTone didn't just create another ringtone app, they identified that iPhone users fel—trapped paying for basic personalization. By connecting viral TikTok culture to this frustration, they created content that felt like "life hacks" rather than app promotion.
Key Performance Metrics:
55,365,733 total views
1,461,542 total likes
392,991 saves
94,825 shares
2.83% engagement rate
51 total videos in campaign
Here are some of their most successful videos and how they did it 👇:
🎬 "How to make a custom ringtone!"
11.8M Views, 302.5K Likes, 117.6K Saves
Hook: Hook: "how to make a custom ringtone!" with "bestie" calling display
Format: Demo
Why this video worked:
Perfect Problem-Solution Opening "How to make a custom ringtone!" immediately speaks to every iPhone user who's ever been frustrated by Apple's ringtone limitations. The hook doesn't sell an app, it promises freedom from a universal pain point.
Emotional Connection Through "Bestie" Starting with "bestie" calling creates aspirational appeal. Viewers imagine their friends calling with this cool custom ringtone, transforming a utility tutorial into social status content.
Complete Workflow The video shows the entire process: downloading audio from TikTok, importing to ClipTone, exporting to GarageBand, and setting as ringtone. This transparency builds trust and eliminates the fear of downloading an app that might not work.
🎬 UGC Product Demo
8.5M+ Views, 150K Likes, 34K+ Saves
Hook: "Want to change your ringtone to this??"
Format: Talking video + demo
Why this video worked:
Viral Sound Integration - Used trending "who's callin' my phone?" sound as the hook
Immediate Value Proposition - Clear question creates instant engagement and curiosity
Tutorial-Style Execution - "Follow these instructions" provides actionable guidance
Seamless App Integration - Natural transition from problem (boring ringtone) to solution (ClipTone)
🎬 Mercury Retrograde Love Chaos:
3.6M+ Views, 199.8K+ Likes, 28.3K+ Saves
Hook: "Your love life's CRAZY TURNS during Mercury Retrograde for every zodiac sign"
Format: Direct-to-camera with dramatic text overlays + retrograde predictions
Why this video worked:
Trending astrological events - Mercury Retrograde drives searches
Chaos and drama focus - "Crazy turns" promises entertainment
Universal love concerns - Everyone relates to relationship chaos
Multi-sign coverage - Each zodiac gets individual predictions
Key Takeaways from this Content Strategy ⭐
They Identified a Hidden Pain Point Most iPhone users accepted paying for ringtones as "just how it works." ClipTone reframed this as an unnecessary limitation, positioning their app as the solution to a problem people didn't realize they could solve.
Viral Culture Meets Personalization Instead of promoting generic ringtone creation, they connected viral TikTok sounds people already loved to the idea of personalization. This made custom ringtones feel culturally relevant rather than just functional.
Tutorial-First, Product-Second Their content provides genuine educational value. Users learn something useful regardless of whether they download the app, which builds trust and makes the app recommendation feel earned rather than pushed.
The Universal 4-Step Tutorial Structure: Every top-performing video follows this exact process:
Problem Identification (0-3 seconds) - Shows boring default ringtone or ringtone purchase frustration
Viral Sound Hook (4-8 seconds) - Plays trending TikTok audio that viewers already love
Complete Tutorial (9-25 seconds) - TikTok download → ClipTone import → GarageBand export → iPhone setup
Satisfaction Payoff (26-30 seconds) - Shows final result with viral sound as actual ringtone
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