Oct 17, 2024
This weeks newsletter includes
Background 📓
Inflow is a mental health app aimed towards helping people diagnosed through cognitive behavioral therapy. They launched their app over 3 years ago but still stand at #361 in the Health and Fitness category and don’t seem to be slowing down. They have a Instagram community of over 200K followers and are averaging about 250K views per post. The strategy behind their marketing success? Creating relatable memes that hyper target their customer to draw them into their community.
Strategy overview 📚
An underrated marketing strategy for timelines is memes. When framed right, they can feel like they were made just for you. With a humorous touch, memes can break up your content and boost reach effortlessly. You’re not selling anything—no product placement, no BS, just pure comical fun. The beauty of memes is their shareability; if you nail a sharable piece of content, the person will likely know others who relate, leading to a domino effect.
Here are some of their most successful videos and how they did it 👇:
🎬 Life plans
4M+ Views, 161K+ Likes, 90K+ Shares
Hook: “people with ADHD ready to change their entire life on any given day”
Format: Meme + caption overlay
Why this video worked:
Leverage a piece of content that already went viral → OG Video
Relates to a common shared experience
Post caption continues the meme story
Video promotes audience to comment similar experience or quote specific parts of the video
🎬 Preformance before bed
4.7M+ Views, 156K Likes, 166K+ Shares
Hook: “Giving me partner a performance 10 min before bed because I have the zoomies”
Format: Meme + caption overlay
Why this video worked:
Targeting couples → double exposure
Using gen z lingo → “Zoomies”
Inherently viral concept
🎬 Performance before bed
811K+ Views, 51K Likes, 8K+ Shares
Hook: “POV showing your parents your official ADHD diagnosis and they still don’t believe it’s real”
Format: Meme + caption overlay
Why this video worked:
Cultural relevant meme → SNL skit
Controversial scenario
Community angle is continued in post caption
Natural funnel for people to share personal stories in comments
Key Takeaways from this Content Strategy ⭐
Focus on growing a community first, then selling the product
None of their videos mention the app name or the product. Connecting with your audience first can be an effective strategy for distribution.
Use culturally relevant moments to connect with audience
Whats trending among your target audience. What type of clips are going viral on socials? Use that.Memes are a great sharable piece of content
Memes will be a great way to attract target customers. They can be masked in many different ways (ex: fade in meme) but always consist of a similar structure → Caption overlay containing relatable situation and a piece of imagery that adds to the story.
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