Jul 3, 2025
This weeks newsletter includes
Couple Joy’s TikTok strategy + Toolkit overview ✅
✅ Update: New slideshow format analysis taking TikTok by storm
✅ Couple Joy TikTok strategy overview
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 ✅
Strategy overview 📚
Couple Joy is a relationship app designed to help couples strengthen their bond through shared activities and intimate conversations. Think Headspace meets Truth or Dare. Their strategy centers around slideshow-based "Would You Rather" content targeting couples, with their most popular slideshow surpassing 400K+ views, 11K+ likes, and 8K+ saves.
What's remarkable is they've completely pivoted from traditional video content to static slideshows—a strategy that's proven incredibly effective for engagement and saves. Their approach leverages intimate, spicy questions that couples can't resist discussing, driving both viral reach and direct app downloads.
Here are some of their most successful videos and how they did it 👇:
🎬 Spicy Questions for Couples - Would You Rather:
400K+ Views, 11K+ Likes, 8K+ Saves
Hook: "🌶️ Spicy questions for couples 🌶️ WOULD YOU RATHER?"
Format: Text carousel
Why this slideshow worked:
Use "Would you rather" framing to make explicit questions feel like a game rather than direct statements
Pair sexual content with romantic couple imagery to create aspirational context that enables sharing
Target couples with explicit questions that generate immediate discussion and private sharing
Create reference-worthy content that couples save for later use (8K saves = 2% save rate)
🎬 3 Spicy Relationship Questions - Questions for Soulmates:
135K+ Views, 4K+ Likes, 2.5K+ Saves
Hook: "🌶️ 3 spicy relationship questions 🌶️ QUESTIONS FOR SOULMATES"
Format: Text carousel
Why this slideshow worked:
Target "soulmates" specifically to reach committed couples who engage with more intimate content
Use romantic couple photography to soften explicit questions and increase shareability
Ask direct intimate questions without choice format to test different engagement approaches
Build emotional connection with couple imagery before presenting explicit content
🎬 First Spicy Questions Series:
129K+ Views, 1.8K+ Likes, 1K+ Saves
Hook: "🌶️ Spicy questions for couples 🌶️ WOULD YOU RATHER?"
Format: Text carousel
Why this slideshow worked:
Create curiosity gaps between slides to encourage users to swipe through entire carousel
Focus on clean design with minimal distractions to keep attention on the questions
Use provocative but not explicit questions to cast a wider net for initial audience testing
Test slideshow format over video content to reduce production complexity while maintaining engagement
Key Takeaways from this Content Strategy ⭐
Slideshows are gaining traction Static carousel posts are outperforming video content in few niches. The slower consumption pace allows viewers to process and discuss each question together. Users are saving these slideshows as conversation starters for later use.
Spice Level Creates Virality The strategic use of "spicy" framing and intimate questions creates a perfect storm of curiosity and shareability. Couples feel compelled to engage because the content feels exclusive and slightly taboo, making them more likely to share privately.
App Store Integration Strategy The final slide consistently drives users to search "Couple Joy on AppStore" rather than using direct links. This approach boosts organic App Store rankings while feeling less promotional than traditional CTA slides.
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