Meet The Guy Who Solved App Growth on TikTok

In the last year, the founders on Nick

Weber's platform generated over 2.5

billion with a B views.

>> 2.5 billion views seems like a crazy

number. We were super surprised by the

number, too.

>> But even though they were surprised,

this had nothing to do with luck.

They're actually one of the few teams

I've seen truly get viral Tik Tok growth

down to a science. And it started with

this weird discovery he calls the eggs

theory. We noticed that the ones that

were doing higher views always had some

form of eggs on them. It's relatable.

It's healthy. It's easily understood. it

seems achievable because it's cheap.

>> He realized that tiny, seemingly random

details could be the difference between

a thousand views and 10 million. So, he

built a system to test all these details

at a massive scale. Instead of hiring a

few creators, he built a platform that

allows 50,000 people to post content all

at the same time. A lot of the other

folks out there are taking, you know,

five people, 10 people, and saying,

"Hey, post this kind of content for us

twice a day." And what we're saying

instead is, "Hey, 50,000 people post

this content." and he calls it the shots

on goal effect. And he uses it to run

two distinct playbooks at the same time.

First, higheffort UGC videos designed to

go viral with a soft call to action. And

second, thousands of simple slideshows

with a hard call to action that act as a

retargeting campaign for anyone who saw

the first viral video. Maybe the million

view video is like a little bit of a

softer CTA that like barely mentioned

Noise app. And then all the like small

view videos are a little bit harder CTA,

which is probably why they didn't get as

many views, but it's functioning sort of

like as a retargeting ad. He doesn't

guess what works. He just lets the data

tell him. They found that a video

starting with don't get a second job

went viral, while the same video

starting with everybody needs a side

hustle flopped. You would be shocked at

what is the thing that sets it off,

right? Originally, we weren't using the

don't get a second job as the start to

this whole like paragraph text here. I

think it was like everybody needs a side

hustle. Don't get a second job is what

ended up making it go viral.

>> And what he's learning is that going

viral has a lot less to do with being

creative and much more to do with

thinking like a scientist. You don't

have to be super creative. You just have

to be creative in showing how your app

fits [music] or product or whatever it

is fits into an existing viral format. I

like to say I think Pablo Picasso is the

one that said that great artists steal.

In this episode, Nick Weber breaks down

the science of virality. How to find

winning formats by copying what already

works. How to use a two-pronged content

strategy to drive both awareness and

conversion. And how to build a

distribution machine that gives you an

unfair advantage over everyone else.

This is a master class in growth not as

an art, but as a science. Let's get into

it. This is the Superall podcast and I'm

Joseph Choy, founder of Consumer Club.

The members in the Consumer Club Discord

and the founders I interview on the pod

build apps at a median of about a

million dollars ARR. In my conversations

with dozens of these founders every

week, one thing I've noticed is most of

them AB test their payw walls to

increase their conversion rates and make

more money. Now, most people know that

one of the best ways to AB test payw

walls is Superwwell. But one thing you

might not know is Superwwell has a lot

of data on the thousands of apps that

use their payw walls. So recently they

actually put together a tool that takes

422 profitable paywall experiments and

put those into a paywall experiment

generator where you can upload a

screenshot of your own payw wall and

it'll give you an experiment idea to

increase your revenue. You can use it

for free at paywallexperiments.com.

All right, let's get into the pod. Okay,

so 1 year into noise and the founders on

your platform have gotten more than two

billion views which is pretty insane.

first of all, how this was achieved, how

those 2.5 billion views happened, and

then also like how you guys got started.

>> I mean, 2.5 billion views seems like a

crazy number. [laughter] We were

actually not really keeping track. We

looked at it here at the end of the year

to kind of like milestone what we've

done in the last year. And we were super

surprised by the number, too. We knew it

was high, but we didn't know it was this

high. It's just the accumulation of a

bunch of stuff, right? Tons of super

viral videos. We've got another one

going out right now that's 22 million

views in 4 days. It's those kinds of big

ones and then what we call just like

this massive ground game of hundreds of

thousands of posts going out there that

do 500 to a,000 2,000 views a pop and it

really just starts to add up.

>> So there's a bunch of like videos on

your platform that are getting a bunch

of views. What's the secret? How are

they getting so many views?

>> It's a distribution problem, right? And

so a lot of the other folks out there

are taking, you know, five people, 10

people and saying, "Hey, post this kind

of content for us twice a day." And what

we're saying instead is, hey, 50,000

people post this content and here's

exactly what you need to post and here's

all the assets for it and here's what

you say and here's your description and

it just goes absolutely crazy from

there. We call it sort of like a shots

on goal effect where just by naturally

having a 100,000 pieces of content out

there a day at least, you're going to

get something that hits. And if it

doesn't hit, it's going to quickly tell

you why through, you know, analytics or

just general viewership. And you can use

that information to slightly tweak stuff

to then make it just go crazy. [music]

And I want to underscore how crazy it is

that just changing the text or changing

the picture or the first couple seconds

of your video can be the difference

between 1,000 views and 10 million

views. Like it really just boils down as

stuff that's that simple.

>> Yeah. I want to get into kind of the

science of that and all the little

>> I'll talk to you about uh eggs theory.

It'll blow your mind.

>> Oh, just tell me that right now. In the

early days when we were doing slideshows

for a brand that we were working with,

we noticed that the ones that were doing

higher views always had some form of

eggs on them. I can actually pull up an

example here for you too. Yeah. So, this

is just from one account and there were

many of them doing this and you'll

notice on all of these that

aesthetically they're sort of similar,

but they all have some version of egg in

them. And so we started calling it the

eggs theory and it really helped us

solidify what hooks meant because we

thought that the eggs here were making

it go viral because it was about clean

eating. It was about healthy eating. And

eggs [music] are one instantly visually

understandable. Not only are they a

whole food and healthy, but they're also

super affordable, right? Everybody knows

what an egg is. The last election was

based on the prices of egg cost, which

is crazy that this little piece of food

makes that much of a difference. You see

over and over and over again that

putting hard-boiled eggs, putting

scrambled eggs in these first hook

images just absolutely was a rocket ship

in terms of viewership.

>> I don't really get it, but like if it

works, it works. Tik Tok is very

mysterious. Sometimes

>> it's all just about relevancy and then

how it relates to the person that's