Duet - Dating App

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This Weeks Newsletter includes:

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

• Duet App’s TikTok strategy + Toolkit overview ✅

• Are you running your own UGC campaigns with multiple creators? We created a software to track all of our 150+ creators. Out now to the public here.

• 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 📚

Duet is a dating app that ditches superficial swiping for SmartTag personality matching that actually connects compatible souls. Think Hinge meets Myers-Briggs, but with the chaotic energy of your bestie spilling relationship tea.

What's absolutely wild is how they've cracked the code on dating app marketing in the most saturated space imaginable. While Tinder, Hinge, and Bumble throw millions at polished ads, Duet went viral by making content that feels like it was created by your friends gossiping in a car.

Their secret sauce? Turning dating app skeptics into believers through pure entertainment - resulting in 400M+ views and growing its user base faster than people can say "dating apps don't work."

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

🎬 Dating Realization Journey
65M+ Views, 770k+ Likes, 10K+ Saves

Hook: Me staring at the 'I thought I'll never meet anyone like you'..

Format: Text Overlay + Acting in background

Why this video worked:

• Genius storytelling arc - starts with skepticism (everyone's default state) then delivers the surprise twist that hooks viewers until the end

• Shows emotions that look authentic from doubt to joy, creating deep viewer investment

• Relatable journey - Everyone understands the surprise of finding someone who truly "gets" you

• Perfect pacing - Each frame builds emotional tension before the satisfying resolution

• Smart product storytelling - Duet's SmartTag feature is revealed as the hero that made the connection possible

@mid.20s

Go and find me on Duet! @duet.us.official #resonatewithduet #dateideas #outfits #datenight #duetapp

🎬 3 Month Rule Breaker - 10M+ Views, 1.2M+ Likes, 7K+ Saves

Hook: You ever get tired of the 3 months rule and want a genuine connection?

Format: Lipsyncing + text overlay narration

Why this video worked:

• Calls out toxic dating culture that gen z is tired of, instant relatability and engagement

• Positions Duet as anti-dating app solution for people wanting real connections

• Uses trending romantic audio to reinforce love message, algorithm boost + emotional connection

• Direct recommendation style feels like friend giving advice, builds trust quickly

• Comment section exploded with people sharing dating frustrations, massive engagement driver

@preston.buchanan

the best dating experience @Duet App #couples #dating #duet #fypp #resonatewithduet

🎬 *casually talking to my bestie*
800K+ Views, 150K+ Likes, 15K+ Saves

Hook: casually talking to my bestie

Format: Text overlay + Animated Storytelling

Why this video worked:

• The chaotic crawl from backseat creates "wtf is happening" retention that hooks viewers until the punchline

• Objection handling disguised as gossip - addresses the #1 thing people say about dating apps without feeling preachy

• Millennial aunt energy with the dramatic entrance gives major "bestie spilling tea" vibes that gen z loves

• Lip-sync but with purpose - uses familiar dialogues to showcase brand + deliver message

• Comments are pure engagement fuel - people either roasting dating apps or defending them, controversy = views

@idkrylinutah

Thank me later 😉 #resonatewithduet @Duet App

Key takeaways from Carter Chat’s TikTok Strategy: 💡

• Turn Skeptics Into Your Best Evangelists All three videos start from a position of doubt - dating apps don't work, people are skeptical, the 3-month rule exists. Duet doesn't avoid these objections, they lean into them hard. They literally made their most viral content by addressing the exact things people say against dating apps. The lesson? Your biggest haters' complaints are your best content ideas.

• Emotional Proof Over Logical Features Duet never explains how SmartTag works or lists personality matching benefits. Instead, they show the exact moment someone realizes "holy shit, this actually worked." The contemplative stare, the genuine surprise, the "I can't believe this happened" energy. They understand that people don't buy features, they buy the feeling of success. For consumer apps, capture the micro-moment of user delight, not the technical process that created it.

• Content makes the user feel special: Their content works on a different layer which needs its viewers to be users of the category in order for them to get the tiktok and engage with it. Think game studios making content around specific missions that only players will understand.
  Pros: Viewers will feel special
  Cons: Not everyone will get it and so scroll away rate will be high.

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