Feb 24, 2025
This weeks newsletter includes
🚨Update: New URL for newsletter is now Playkit.xyz/newsletter
PrayScreen’s TikTok strategy overview ✅
PrayScreen’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 📚
Pray Screen is an app that helps people of faith to stay mindful by prompting a quick prayer before using apps that are addictive or sinful. They have pulled a modest 5k followers but a whopping 280K likes.
Their best performing videos have pulled more than 5.6M views. All of the videos follow the exact same script, just with different trendy songs.
Here are some of their most successful videos and how they did it 👇:
🎬Everyday God wakes me up
4.1M+ Views, 110K+ Likes,
5K+ Saves
Hook: “Everyday God wakes me up"
Format: Text Overlay
Why this video worked:
The single biggest reason for the success of this tik tok is the contradiction it creates using background items (tissue and lotion) and text mentioning God.
Such a combination ignites curiosity within the user to see through on how such polar topics might mingle. Tissues being the cast and god being the bait, the hook is set.
Takeaway from their content is to combine polar topics. A good way to do that is to wordboard polar words and combine them.
The music works perfectly in sync to undertone the gratitude and soft vibes.
🎬Whenever I get tempted to Sin
1.5M+ Views, 81K+ Likes, 4K+ Saves
Hook: "Whenever I get tempted to Sin”
Format: Text Overlay
Why this video worked:
The hook in this case (as in many of the videos) is a very common yet untalked situation most people find themselves in, making it the perfect hook.
Most comments have been supportive of the problem and some are good testimonies of how this app has helped them.
This has also gathered 75k+ comments with most trying to replicate the feat in the comments which only pushes the contents’ reach.
The same script is reused with new hooks and trendy music till you hit GOLD
Key Takeaways from this Content Strategy ⭐
Solid understanding on Product use fit: Out of all the problems their app could solve for various Target Audiences, Pray Screen’s tik-tok strategy was clear, they tried a single TG with a single problem-story and stuck to it. Slowly their hypothesis was proven right, and they amassed a huge reach as a result of this.
Viral Hook: The Hook is the leud-yet-obvious hints at a topic that their TG thinks that the content is worthy of another second, beautifully completing its job as a hook. A huge takeaway is to target common (less) talked about topics
First Person POV: All the content is from a First Person POV, and largely unrefined, except the cuts. Such content makes it easy for the user to follow the story as out brain has been trained to process FPOV since eons. The unrefined nature also gives it a hint of being shot by a user rather than the company.
Sticking to the Format: Most brands underestimate the effectivity of sticking to storyline for longer. Their strategy, as it seems to be is tweaking and making content which follows a highly unaltered storyline, with occasional hits, which is very interesting. I would suppose they will do same with other storyline once this dries out.
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