Sep 26, 2025
This weeks newsletter includes
🚨Update: New URL for newsletter is now Playkit.xyz/newsletter
Inflow’s TikTok strategy overview ✅
Inflow’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 📚
Inflow is a science-based app designed to help individuals manage ADHD. Their TikTok strategy focuses on creating highly relatable content that resonates with their audience, people with ADHD.
They pick movie/show clips with text overlays to create a relatable scenerio which often repeats itself in daily lives of people with ADHD. The clips often highlight the emotional challenges associated with ADHD. By using engaging hooks, text overlays, and background music, they effectively capture viewers' attention and foster a sense of community which transfers to app downloads. Their relatable pop culture videos have pulled 9.9M likes.
Here are some of their most successful videos and how they did it 👇:
🎬ADHD, anxiety, and depression often come as a trio
1.1M+ Views, 110K+ Likes, 15K+ Saves
Hook: “When I finally get inside my brain and confront the culprits”
Format: Text Overlay + Pop culture movie scene
Why this video worked:
Strong recall from a classic movie scene from ‘UP’, generating stickiness
There is a certain comic element maintained in the skit
Notice the low production cost which allows them to try even 5-6 posts a day
The success of the tik -tok hinges on the relatability to the problem as well as the show/movie scene chosen, more classic, more viral
🎬People with ADHD when they lose interest
4M+ Views, 500K+ Likes, 50K+ Saves
Hook: "People with ADHD when they suddenly lose interest in all their hobbies”
Format: Text Overlay + Famous show scene
Why this video worked:
The hook addresses common emotional challenges faced by individuals with ADHD, creating an immediate connection with the target audience.
It also presents the problem in a very non-technical, vibe focused way.
This helps in the viewers sharing and talking about their probelms through relatable instances and better visual cues.
The use of text overlays ensures that the message is clear, even without sound, catering to a wider audience.
🎬ADHD memes that are too real
4M+ Views, 1.2M+ Likes, 100K+ Saves
Hook: “When I finally get inside my brain and confront the culprits”
Format: Text Overlay + Pop culture movie scene
Why this video worked:
This is a new format which worked splendid for them.
Instead of focusing on single topic video format, they shifted to a longer form tik tok which diplays multiplt jpeg memes instead of a single video which might not be relatable to some people.
Each meme is unique, funny, and spot on when it comes to relatability.
Host commentary and face helps with retention and gives viewers someone to laugh along with.
Key Takeaways from this Content Strategy ⭐
Relatable Content: By focusing on common experiences and challenges associated with ADHD, Inflow creates content that resonates deeply with their target audience.
Effective Use of Text Overlay: Ensuring that key messages are conveyed through text makes the content accessible to viewers who may be watching without sound.
Consistent Branding: Maintaining a consistent theme and style across videos helps in building brand recognition and trust among viewers. The account subsequently registers itself as a safe space for ADHD, getting its users to share their own stories in comments and how the app helped them get viral.
Pop Culture Reference: This is a very low hanging fruit that you can replicate for your brand. Shows and movies have built a retention of their own and love to see iconic clips from them. Bundle your offering with a scene and watch the magic unfold.
Meme Marketing: Even jpeg memes which were native to 9gag have come down on tik tok and are being consumed there more. Inflow makes good use of this effect by clubbing memes in a slideshow with a host to make it more contexual for the viewer. Imagine you watching memes with a friend and laughing along. This is what they are trying to recreate.
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