Jul 23, 2025
This weeks newsletter includes
Catchr’s TikTok strategy + Toolkit overview ✅
Our new analytics tool is live, check out Trackr. ✅
Access to our recently REVAMPED 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 ✅
Strategy overview 📚
Catchr is a fish identification app that lets users instantly identify and track their catches. Think Pokemon Go meets fishing diary. What's remarkable is that they've bootstrapped to $500K ARR with 65K downloads in just 90 days—achieved solely through organic TikTok content. Their strategy centers around Pop culture references applied to fishing, with their founder @brock.fishess accumulating 55M+ views across only 71 videos.
The result:
55M+ total TikTok views
8,286 TikTok followers
2.5M+ total likes
$500K ARR (bootstrapped)
65K downloads (last 90 days)
Here are some of their most successful videos and how they did it 👇:
🎬 Bros got Pokémon go for fishing
17M+ Views, 719K+ Likes, 53K+ Saves
Hook: Bros got Pokémon go for fishing 💀💀💀
Format: Text Overlay + Demo
Why this video worked:
Pop culture bridge: Pokemon reference makes niche hobby instantly relatable to Gen Z
Authentic context: Real fishing location, not staged product demo in bedroom.
Gamification angle: Positions fishing as collectible game rather than traditional hobby
Show don't tell: Direct app demo instead of talking about features
Snapchat video: By having the snapchat caption bar it makes the video feel even more authentic and spontaneous adding to the story.
🎬 POV: you save and name every fish you catch
8.6M+ Views, 369K+ Likes, 23K+ Saves
Hook: POV: you save and name every fish you catch
Format: Overlay text + Demo
Why this video worked:
POV format dominance: Uses TikTok's most engaging content format for immediate relatability
Super quick demo: Sets the context, catch, scan, celebrate, names - full user flow within 11 seconds
Fish names relatable to Gen Z: Names like "diddy," "breckie" use internet culture and trending references that resonate with genz
Emotional positioning: Focuses on "memories" and personal connection rather than utility
🎬 "POV: you found animal crossing for fishing"
5M+ Views, 220K+ Likes, 16K+ Saves
Hook: Cleaning my room
Format: Text Overlay + Demo
Why this video worked:
Animal Crossing reference: Taps into beloved life simulation game that resonates with Gen Z gamers
Gamification celebration: Confetti screen creates dopamine hit similar to mobile games
Comments show users requesting features ("digital tank"), proves people want to be part of fun activities
Ethical positioning: Catch-and-release demonstrates responsible fishing, appealing to environmentally conscious users
Key Takeaways from this Content Strategy ⭐
Pop culture References always work: Catchr didn't rely on one lucky reference—they systematically used multiple (Pokemon Go, Animal Crossing, Diddy) to appeal to different pop culture communities. This creates multiple viral vectors and proves the strategy is repeatable, not random. App builders should identify 3-5 relevant gaming/pop culture references and rotate them across content.
Demonstrate Value in Natural Context The most powerful part isn't the app interface—it's seeing someone actually use it while fishing. This validates both the product utility and target audience authenticity. App builders should show their product solving real problems in real scenarios, not sterile demo environments.
Niche + Universal = Viral Formula Fishing is niche, but collecting/gaming is universal. Catchr succeeded by finding the universal element within their niche and leading with that angle. Every app has both specific utility and broader human motivations—lead with the universal hook.
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