Nov 27, 2024
This weeks newsletter includes
🚨Update: New URL for newsletter is now Playkit.xyz/newsletter
Fitted Laundry TikTok and Instagram strategy overview ✅
Fitted Laundry 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 📚
Fitted Laundry is an AI-powered digital closet app that helps users organize, style, and rediscover their wardrobe. Think Pinterest meets Stitchfix, but for clothes you already own. Their rapid growth has been driven entirely through organic TikTok and Instagram content, with their founder-led videos consistently hitting 30K+ views and some reaching millions. Their strategy centers around authentic problem-solution storytelling, resulting in their top video reaching 3.5M+ views.
Here are some of their most successful videos and how they did it 👇:
🎬Using Fitted Laundry
3.4M+ Views, 371K+ Likes, 51K+ Saves
Hook: “Day 1 of getting dressed using Fitted Laundry ”
Format: Talking to the camera + app demo
Why this video worked:
Uses popular "Day 1 of..." TikTok format
Shows genuine, unscripted reaction
Demonstrates practical daily use case
Creates intrigue for future outfit challenges
Proves product actually works in real life
🎬How to use
2M+ Views, 263K+ Likes, 95K+ Saves
Hook: “How to use the fitted closet”
Format: Talking hook + green screen video
Why this video worked:
Educational value meets product showcase
Shows impressive AI capabilities (auto-tagging, background removal)
Builds credibility through detailed feature explanation
Strong social proof ("incredibly accurate")
Clear CTA with FOMO-triggering early access offer
🎬How to wear
235K+ Views, 25K+ Likes, 4.8K+ Saves
Hook: “How to start wearing all your clothes”
Format: Talking hook + app demo
Why this video worked:
Immediately hooks viewer with universal pain point
Uses casual, Gen-Z friendly language
Shows authentic home setting
Perfect problem-solution story arc in 33 seconds
Ends with clear value proposition
Key Takeaways from this Content Strategy ⭐
Founder-Led Content Wins Personal storytelling from the founder creates authenticity and trust. Videos feel like advice from a friend rather than marketing content. The founder's casual appearance and setting make the content more relatable.
Problem-First Storytelling Each video starts by addressing a universal pain point (forgotten clothes, outfit planning) before introducing the solution. This creates immediate viewer connection. Genz lingo increases the relatability.
Show, Don't Tell Strategy Instead of making claims, videos demonstrate the actual product in use. Real-time feature demonstrations build credibility and understanding.
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