Mar 7, 2025
This weeks newsletter includes
🚨Update: New URL for newsletter is now Playkit.xyz/newsletter
Protectors’s TikTok strategy overview ✅
Protector’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 📚
Protector is an app that allows you to get professional bodyguards on demand anywhere, anytime; an Uber for bodyguards. It has both gimmicky as well as serious use cases as the bodyguards are very professional. This is what led to Nikita Bier backing them up in the early stages.
If their offering is any proof, their content strategy is nothing short of amazing. They operate through 2 accounts on TikTok: 1.@getprotectors and 2. @fuzzandfuzz which is their founders’ ‘Build in Public’ account, managed by Josie and Nicole.
As of today, they have garnered 6M views with 80.8K followers.
Here are some of their most successful videos and how they did it 👇:
🎬We just ordered bodyguards to pick us up from the airport
12M+ Views, 1.7M+ Likes, 110K+ Saves
Hook: “pov you just ordered bodyguards to pick us up from the airport”
Format: Text Overlay + Background story
Why this video worked:
Banger hook, it is just one of those things that is simple yet profoundly sticky for the viewer.
Lesson, if you have a bizzare product, use the offering as a hook, no matter how long it is, no need for emojis.
People will watch a video if what you promise is extremely novel.
The video, in 11 seconds, shows the exact claim made in the foreground text.
The background score syncs perfectly with the cuts and rises from the drop at product demo stage
🎬 Our bodyguards got us matcha
3.5M+ Views, 500K+ Likes, 23K+ Saves
Hook: "our bodyguards got us matcha”
Format: Text Overlay + Background video
Why this video worked:
The simplicity strikes again, paired with a trendy topic matcha
This interest is also piqued because the people who posted this tik-tok are not celebs who require bodyguard protection but it is highly unusual for 2 content creators to have bodyguards
The upbeat music adds on to the thrill of the act
Extremely short duration of: 6 seconds
🎬 Picked up bestie with bodyguards on her bday
800K+ Views, 120K+ Likes, 6K+ Saves
Hook: “Picked up bestie with bodyguards on her bday”
Format: Text Overlay + Background vlog
Why this video worked:
The video showcases unconventional birthday celebrations in New York City, capturing viewers’ interest with fresh and exciting ideas.
Celebrating birthdays is a universal experience, making the content relatable and shareable among a broad audience.
Utilizing relevant hashtags increases the video’s discoverability, attracting users interested in birthday planning and NYC experiences.
Fast cuts, instagram post at the end, F-POV shoot, organic, great supportive replies are a few other immitable hacks.
Key Takeaways from this Content Strategy ⭐
Engaging and Unique Content: They produce distinctive videos that capture viewers’ attention. The promise is novel, brief and highly intriguing, resulting in high retention and sharing of their content.
Timely and Relevant Themes: Their content often aligns with current events or trends. A recent video titled “it’s us, on ur local news” showcases their feature on local news, adding credibility and relevance to their brand.
Authentic Brand Voice: Their content reflects a genuine and fun-loving personality. A video captioned “most importantly still having fun” emphasizes their commitment to enjoyment, resonating with their audience. They have also started 10 things this week, which helps them foster a deeper connection with their audience making them feel like part of a pack of friends rather than content consumers.
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