Nov 15, 2024
This weeks newsletter includes
🚨Update: New URL for newsletter is now Playkit.xyz/newsletter
Rise App Instagram strategy overview ✅
Rise App 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 📚
Rise is a 66-day life reset program that gamifies the journey of building better habits and getting your life together. Think Atomic Habits meets Duolingo with anime aesthetics. They've accumulated over 150K+ downloads by masterfully tapping into Gen Z's self-improvement obsession. Their strategy centers around turning their app's UI elements (stats screens, habit cards, streaks) into storytelling devices for relatable Gen Z situations. By leveraging popular TikTok formats like POV shots and meme-style app screen reveals, they've crafted content that makes habit building feel like leveling up in a game, resulting in their most popular video surpassing 14.5M views.
Here are some of their most successful videos and how they did it 👇:
🎬Bro’s home screen
14.6M+ Views, 538K+ Likes, 135K+ Shares
Hook: "Bro: 'that breakup didn’t hurt me’"
Format: Fade in meme
Why this video worked:
A slow reveal of before/after narrative that resonates with the audience
Showing relevant well known apps with Rise creates a good story and brand association.
Uses gen z lingo among bro culture making it relate more.
🏃♂️Achieving in life
2.9M+ Views, 72K+ Likes, 12.6K+ Shares
Hook: Bro: 'I won't achieve sh*t in my life
Format: Fade in meme
Why this video worked:
Black screen creates anticipation, 1-second pause builds tension, reveal hits harder
Show don't tell storytelling with stark contrast speaking for itself
Format is perfectly timed for short attention, higher full video views leading to algorithm virality
Music track matches video vibe = dramatic
Showing app's stats and character progress creates authority and builds trust. Always hooks users.
💪People with these habits
2.6M+ Views, 300K+ Likes, 16.8K Shares
Hook: “People with these hobbies have +999999 aura”
Format: Fade in meme
Why this video worked:
Videos are all color graded the same to have a more cohesive vibe.
Combines simple tangible habits helping the viewer relate more
"+9999 aura " is a trending lingo
Meme format also leads to sharing among friends
Key Takeaways from this Content Strategy ⭐
Master the art of tension and reveal Rise's most viral content follows a precise formula: setup (black screen with relatable text) → pause (build anticipation) → reveal (app screenshot payoff). This simple yet effective storytelling technique keeps watch time high and drives sharing behavior, as viewers appreciate the satisfying narrative arc.
Turn product features into storytelling elements Rise brilliantly transforms mundane app elements (stats screens, habit cards, icon placement) into narrative devices. Instead of traditional product demos, they use these UI elements to tell stories about transformation and growth. What's genius is how they make their actual product interface the punchline of relatable Gen Z situations.
Leverage 'Character Development' format The app's most successful videos tap into a favorite storytelling narrative structure: the character arc. Whether it's going from dating apps to self-improvement, or from self-doubt to high achievement scores, Rise consistently shows a journey that viewers want to share because it represents their own aspirational path. This perfectly aligns with their product's core value proposition while maintaining entertainment value. Character development memes are a niche trend within a specific group of people.
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