Mar 27, 2025
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Me+’s TikTok strategy + Toolkit overview ✅
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Strategy overview 📚
Me+ (Lifestyle Routine) is a mobile application designed to help users establish and maintain healthy daily habits and routines. Users can create personalized routines, set reminders, and access evidence-based self-care information to boost energy, improve mood, and increase focus.
Their softcore content which is often made by lifestyle influencers in paid partnerships has really flown off for them with at least 4 videos crossing the 10M mark.
Here are some of their most successful videos and how they did it 👇:
🎬 3am school morning routine
14.1M+ Views, 1.7M+ Likes, 170K+ Saves
Hook: 3am school morning routine
Format: Text Overlay + Background song + Vlog
Why this video worked:
It starts with a punchy hook of a student waking up at 3am which is what most people do not do, creating a curiosity to see what they do next.
The 44 sec video does not bore the user as it does not stretch a scene post 5 seconds.
It demonstrates the use of the app in a very subtle yet powerful way, which acts like a checkpoint in the video and the vlog.
The background music fills in any low points in the vlog.
🎬 Afterschool routine with sister
12.3M+ Views, 900K+ Likes, 60K+ Saves
Hook: Afterschool routine with sister
Format: Vlog snapshots + Product demo + Music
Why this video worked:
The video, even being a long-form one was able to get so many views because of the song sync to the editing.
It follows on the previous tiktok but the novel element here is the life of 2 sisters who live together and do everything together
The novelty also arises from the fact that it hints how friends can synch their trackers and do things together, even igniting rivalry.
The production value in the video is insane and hence keeps the viewer stuck around and share with people.
🎬 Cleaning my room
4.5M+ Views, 700K+ Likes, 100K+ Saves
Hook: Cleaning my room
Format: Text Overlay + Background vlog + Sound
Why this video worked:
The task depicted in the vlog is highly relatable and so it the problem of procrastinating it, this sticks the user around to see how the protagonist is able to pull this task off
The takeaway from the video is actually well received and solves a legit problem, evident by 100k+ saves and shares
Every clip in the video is a cut to show the exact moment of a task, clipping the clutter and bringing to the user a jam packed tiktok which is more entertaining and sticky than a slower version of the same vlog.
Key Takeaways from this Content Strategy ⭐
TikTok brand profile: In the digital world where tiktok is the first and the most interaction your client has with your brand, you want it to have an identity and a character. They have figured a very aesthetic softcore brand image which carries to their app language, UI, as well as tiktok videos.
Longer content: It’s a cliche that longer content does not work, but if the content is predictably engrossing, the user sometimes chooses to stick around as if bingeing a favourite comedy show.
Known format, set expectations: All the videos have a very similar format with a small twist, this creates a familiar space in the user’s mind and he/she knows what is in store for them. Such familiarity often comforts the viewer rather than bores him, especially when the production value is upped.
Cut-cut stitch combo: In order to compensate for longer videos, they use a very effective editing strategy which is a cut cut combo, which essentially means that there is no segueway or smooth shots/transitions, entire video is a jagged cut combination of the clips rather than smoother shots.
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