Lecture Notes: Understanding Viral Consumer Apps and TikTok Strategies

Introduction

• Joseph Choi discusses strategies for apps gaining users through TikTok.
• Emphasizes TikTok organic as an underpriced distribution channel.
• Millions of app downloads are achieved through strategic TikTok content creation.

Key Trends and Strategies

E-commerce Tactics in App Marketing

• Many successful app marketing strategies are borrowed from the e-commerce space.
• Example: Tabs Chocolate used UGC and pivoted to a Micro SaaS using similar tactics.
• Higher margins in SaaS compared to e-commerce.

TikTok Shop and Content Format

• TikTok Shop allows creators to affiliate with products, earning commissions.
• Carousels (slideshows) are surprisingly effective and easier to create than videos.
• Talking head videos have higher conversion but are harder to scale.

Case Studies

• Colostrum Example: Viral content using relatable hooks and AI-generated images.
• POV App Example: Leveraging specific content hooks for app downloads.

Utilizing TikTok Creators for App Promotion

• TikTok creators are incentivized to create content for e-commerce but can promote apps instead.
• Opportunity for app marketing using creator-driven TikTok tactics.

TikTok Creator Data

• TikTok shop affiliate center provides data on high-performing products and creators.
• Brands can leverage this data to find creators who can easily transition to app promotion.

High Lifetime Value (LTV) Niches

Opportunities in Sports and Gaming

• Golf Swing Analysis App: AI analyzes and provides tips on golf swings.
• KO MMA App: Uses AI for training in MMA and other sports.
• Potential for other sports: Tennis, Pickleball, Skiing, etc.

Poker and Other High-Value Niches

• App could analyze poker strategies and provide tips, integrating into poker content.
• High LTV niches like poker are under-monetized but present significant opportunity.

Influencer Marketing and TikTok Specific Strategies

• Contrary to traditional influencer roles, TikTok allows creators to act more as actors without needing large followers.
• Emphasizes making good content rather than relying on the creator’s audience.

Building Cult Movements

• Looks Maxing App (YouMax): Capitalizes on personal appearance improvement movement.
• Identifies movements as potential markets for app creation.
• Framework: Focus on Health, Wealth, Relationships.
  • Example: Crayo - Teaching teenagers to make money on TikTok.

Conclusion

• Joseph Choi emphasizes the need for high-quality products to back successful marketing campaigns.
• Encourages leveraging TikTok for scalable, innovative app marketing strategies.

Resources

• Joseph Choi's Twitter for more insights on TikTok and consumer app trends.
• Community of consumer app founders for shared learning and tactics.