From: gregisenberg
App promotion, particularly for mobile apps, has seen a shift towards novel distribution tactics, largely pioneered by e-commerce strategies [00:02:02]. This has created a unique space where young entrepreneurs leverage platforms like TikTok for massive growth [00:00:15]. A key component of this success is strategic engagement with influencers.
The Role of Influencers in App Virality
Many successful apps, such as Riz GPT (now Plug AI), UMAX, and Cal AI, have achieved significant downloads and revenue by focusing on “AI virality” [00:01:07], [00:01:16], [00:01:31], [00:04:54]. This approach involves leveraging the TikTok algorithm for quick user acquisition [00:05:25].
Blake Anderson’s Framework for Mainstream Product Adoption
To turn an app idea into a mainstream product, Blake Anderson employs an iterative process focused on generating virality from early on [00:08:55]. This involves:
- Developing New Hooks: Consistently creating and testing new angles and messages to capture audience attention [00:09:00].
- Strategic Product Positioning: Adjusting how the product is marketed to different target audiences [00:09:03].
- Continuous Split Testing: Testing various hooks across different videos and creators on a rolling basis [00:09:07].
Practical Application: Career AI Example
For an app like “Career AI,” which aims to integrate fragmented career advancement tools into one platform [00:05:36], influencer marketing would involve:
- Identifying Relevant Influencers: Seek out influencers in the broader EdTech space, covering topics like study tips, job application advice, and general productivity [00:09:20].
- Crafting Diverse Hooks: Create different hooks that resonate within each identified niche [00:09:33].
- Analyzing Performance: Assess views and conversion rates per view to refine future distribution strategies [00:09:42].
- Integrating Virality into Features: Design features that are inherently shareable and likely to go viral on social media. For instance, a resume analysis feature could include a “six-factor rating system” that users are encouraged to post [00:16:13]. Similarly, a career quiz could result in a visually appealing screen that users might share, sparking discussions and trends [00:16:36].
Finding and Engaging Influencers
Rather than relying on influencer marketplaces or databases, a more effective approach is to cultivate personal relationships with influencers [00:10:44], [00:11:03].
Building Relationships
- Direct Outreach: Prioritize both quantity and quality in early outreach. This means sending thousands of messages and being persistent with creators you really want to work with, even messaging their family members to get in touch [00:12:41].
- Treating Them Well: Once contact is made, foster friendship and treat influencers with respect. This opens up endless opportunities, as influencers receive hundreds of DMs and emails daily and need to differentiate serious companies [00:13:06], [00:11:49].
- Embedding Yourself in the Industry: Become an active participant in the space where influencers operate. This helps build trust and connections [00:12:00].
“If you can embed yourself and develop personal relationships with them, embed yourself within the industry, then they’ll connect you with whoever you need to get connected with.” [00:12:00]
Paywall Strategies and Market Dominance
While effective for monetization, the most standard paywall practice in the industry (onboarding flow followed by a paywall) is not necessarily seen as ideal morally, but it is highly efficient [00:26:32], [00:27:16]. Users invest their time by completing onboarding steps before hitting a subscription prompt [00:27:35].
Blake’s personal philosophy leans towards optimizing for a larger user base, even if it means a lower Lifetime Value (LTV) per download initially [00:24:51]. This strategy aims to:
- Dominate the Market Quickly: By allowing more people to use the platform, it can capture market share faster [00:25:38].
- Increase Word-of-Mouth: A larger user base naturally generates more organic word-of-mouth promotion, which is difficult to measure directly but highly valuable [00:25:41].
Competing with Established Players
Even in markets dominated by large players like Duolingo, there is still significant opportunity for new apps, especially those integrating new AI functionality [00:29:01]. The argument is that larger companies often lack the internal incentives and agility to iterate and progress as quickly as smaller, more focused teams [00:30:49]. By innovating with AI and employing novel distribution strategies, new apps can capture even a small percentage of a large market, leading to substantial success [00:31:58], [00:32:06].
Sometimes, the market itself is expanding, meaning new apps aren’t just taking market share but creating new market share entirely [00:33:50]. For example, trending searches for language learning on TikTok indicate a growing demand that can be met by new AI-first apps, rather than solely competing with existing platforms [00:33:03].
Generating New App Ideas
Beyond market analysis tools like Sensor Tower [00:35:42], effective methods for generating new app ideas include:
- Deliberate Scrolling and Feed Curation: Creating burner accounts on social media to curate feeds around specific interests or potential app niches. This helps put oneself in the mind of the target content consumer [00:36:06].
- Leveraging Existing Gaps: Identifying industries with archaic or cumbersome processes (e.g., calorie tracking) and finding ways to simplify them with AI [00:05:05].
- Combining Functionality with Virality: Always consider how a functional app feature can also be made appealing and shareable on social media [00:15:56].
Ultimately, straightforward ideas, when executed with new styles of building functionality and distribution, can lead to massive applications [00:37:55].