Calorie Tracker App

This Weeks Newsletter includes:

• 🚨Update: New URL for newsletter is now Playkit.xyz/newsletter 

• Cal AI’s TikTok strategy + Toolkit overview ✅

• Our new tool is live! Check out Trackr!

• 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 📚

Cal AI is a health and fitness app designed to simplify calorie and macronutrient tracking. Users begin by answering lifestyle questions to create a personalized plan.

The app’s standout feature allows users to snap a photo of their meal, after which it provides a nutritional breakdown, including calorie count and macronutrient composition. This approach aims to streamline dietary tracking, making it more accessible and less time-consuming.

Their have cracked a strong storytelling format which even works around language barriers and this has enabled them to gain 40M+ views and not a single viral tiktok is from their account.

Here are some of their most successful videos and how they did it 👇:

🎬 Bodybuilder vs Fat
11.3M+ Views, 350k+ Likes, 20K+ Saves

Hook: Bodybuilder vs Fat

Format: Text Overlay + Background video + Sound effects

Why this video worked:

• The premise of the tiktok is instantly recognizable and relatable for gym bros and, people who care about their diets a lot.

• The 19 second clip runs really fast with no cuts and slow story telling.

• having no dialogues multiplies its reach potential as it transcends linguistic boundaries

• The background sound effects really help with the retention.

@efewissie

which one are you @Cal AI code: WISSIE

🎬 Burrito <> Cal AI
6M+ Views, 170K+ Likes, 40K+ Saves

Hook: Latina Cooking video

Format: Cooking Recipe Video + Product demo + Music

Why this video worked:

• Video loops in itself beautifully increasing its watch count

• The product demo is shown in the beginning, which achieves 2 things, getting conversions for the brand and increasing curiosity so that people watch it through.

• The aesthetic of the shots was maintained throughout with a touch of humor and novelty woven into each shot. Example, slam cutting the onion, removing the avocado pit, etc.

• The background song worked perfectly to set the vibe of the video especially because it matched the ethnicity of the food being cooked.

@ddfi_t

It’s not Tuesday but f it we ball 🌮 (Winter Latina style) @Cal AI 🤍🤍 Ingredients: Tomatoes Mango Shallots Lime Cilantro Guac: Avocado Gar... See more

🎬 Guess calories, Kiss challenge
5.6M+ Views, 500K+ Likes, 16K+ Saves

Hook: Kiss challenge

Format: Relationship based Challenge + Product Integration

Why this video worked:

• This video was a risky bet but it paid off. Here’s why.

• They identified a TG to hook into and saw them consuming a lot of relationship based content and so they took a dig at it. Learning being, go where the crowd is, if the crowd is into long from challenges, figure out a way to integrate the product in that form of content.

• The Skit was written with precision and included some Drama, suspense, reveal and a heartbreak, all within a minute which led to high likes to view ratio.

• The flow of the video is very natural, raw and light without very high production value.

@piperrockelle

this should have been a piece of cake boi…🍰 @Cal AI #fyp #kiss

Key takeaways from Cal AI’s TikTok Strategy: 💡

• Incite response from the crowd: In most of the tiktoks, the comment section can be seen heavily involved resonating a particular opinion, this is by careful design and not a co-incidence. More comments lead to higher reach and the tiktok algorithm throws the tiktok to more and more people.

• Longer content: The idea that longer content doesn’t work is a common cliché. But when the content is consistently engaging and delivers a predictable rhythm of value or entertainment, viewers often stick around—much like they would binge-watch their favorite comedy series.

• TG Hook Combo: They identify a Target group, see what that TG is consuming, take a jab at a upcoming creator in that space and integrate the product in their content, these partnerships are often bold.

• Partner with varied creators: Cal AI has never been shy of partnering with creators of as varied backgrounds as possible, there is no single brand identity that they stick to or are identifiable by. This can go as broad and as deep as possible to catch different eyeballs, and this seems to have paid off well.

Format Toolkit (Premium Content)🔐

Cal AI has amassed 40M+ views in different markets by following this rulebook

1. Partnering with creators with varied style and audience.

2. Using challenges, skits, Day in life formats.

3. Betting on long form (<1min) on tik-tok.

4. Maintaining raw and real vibe across the board.

Toolkit info: 👇

Replicability Rating: ⭐⭐⭐⭐⭐ 4/5 Easy

Platform: TikTok

App category: Calorie tracking, Health, Eating hacks

Asset format: Sec by sec format breakdown ⏯️, Popular songs, Popular Hooks, Upcoming influencers

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