Jun 9, 2025
This weeks newsletter includes
🚨Update: New URL for newsletter is now Playkit.xyz/newsletter
Cosmos TikTok strategy overview✅
Cosmos 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 📚
Cosmos is a visual search moodboard platform that lets creators find inspiration through intuitive color and visual discovery. What's remarkable is that they've built a loyal creator community—achieved solely through demonstrating their game-changing color search feature on TikTok. Their strategy centers around showcasing superior search capabilities that Pinterest lacks, resulting in their most popular video surpassing 15M+ collective views.
The app's core innovation is visual search technology that allows users to search by color, mood, or visual elements rather than just keywords. This addresses the fundamental frustration creators have with Pinterest's text-based search limitations and cluttered, ad-heavy interface.
Here are some of their most successful videos and how they did it 👇:
🎬 "you can search by color!!"
1.5M+ Views, 179.4K+ Likes, 82K+ Saves
Hook: "my favorite moodboard tool (that isn't pinterest)"
Format: app demo with direct feature showcase
Why this video worked:
Throws shade at Pinterest's chaos while positioning as the cool alternative everyone's been secretly wanting
Actually shows the magic happening instead of just talking about it - because seeing is believing in TikTok land
Creates that oddly satisfying dopamine hit when colors organize perfectly on screen
Validates every designer's Pinterest frustration - basically said "we see you struggling and we got you"
🎬"your social media is for you and your dreams and your self expression"
1.3M +Views, 270.3K + Likes, 50.9K + Saves
Hook: "your social media is for you"
Format: Direct-to-camera manifesto with curated moodboard wall as backdrop
Why this video worked:
Gives permission to break free from the "post for the algorithm" trap that's exhausting everyone
Fights back against the toxic hustle culture of social media with radical self-care messaging
Sneakily showcases the product by making it part of the aesthetic rather than pushing it
Becomes the digital equivalent of your therapist telling you it's okay to prioritize yourself
🎬 "we made finding free artwork easier"
440.9K+ Views, 51.4K+ Likes, 33.7K+ Saves
Hook: "free artwork!! thousands of images and prints"
Format: Screen recording with website demo
Why this video worked:
Shows app's core ability in an aesthetic way
Highlights how visual search and organization makes finding specific artwork effortless
Shows content that's instantly ready for mood boards instead of requiring 47 steps to make it usable
Seamless integration - Shows how curated content becomes "easier to find and save" through organized visual systems
Key Takeaways from this Content Strategy ⭐
The Magic Moment is Everything Cosmos's most viral video isn't the intro or the explanation - it's that 3-second moment when you watch the color search actually work. That "holy shit, it actually found exactly what I was looking for" moment is what gets shared. Find your app's magic moment and put it first, not buried 20 seconds into the video.
Manifesto Videos Hit Different While everyone else is making "look at my app" content, Cosmos drops philosophical bombs about social media culture. Their "post for yourself" video feels like getting life advice from a cool older sibling, not watching an ad. Sometimes the best way to sell your product is to never mention it.
Turn Your Output Into Eye Candy Cosmos figured out that their moodboards are prettier than any stock footage they could buy. Instead of hiding their product, they literally wallpaper their videos with it. Their curated collections become the aesthetic that makes people want to watch. Make your product the main character, not the awkward cameo.
grow faster on social, every week
Weekly strategy teardowns of the fastest-growing apps.
keep up with what matters.
Simple, useful ideas on content, clarity, and growth shared weekly on X and Youtube.
