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Fluently’s TikTok strategy + Toolkit overview ✅
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Strategy Overview 📚
Fluently is an AI-powered English coach that provides personalized feedback based on real speech and interests. Think Duolingo meets personal language tutor. What's remarkable is that they've bootstrapped from idea to $70K MRR with 40K downloads in the last 30 days—achieved solely through strategic TikTok content. Their strategy centers around educational pronunciation and vocabulary demonstrations, resulting in their most popular video surpassing 10.7M views.
Core Strategy Elements:
Multi-account creator network (8+ branded accounts)
Non invasive branded merchandise integration
Teaching simple English content format
Strategic hashtag combinations targeting English learners
Here are some of their most successful videos and how they did it 👇:
🎬 Word Stress Patterns
10.7M+ Views, 699K+ Likes, 201.7K+ Saves
Hook: Pair of words with same spelling but different pronunciation with illustration
Format: Same word, different stress
Why this video worked:
Prevents embarrassment - Stops fear of saying words wrong
Common problem - Even good speakers mess up stress patterns
Usable instantly - Can try in next conversation
People save it - 1.9% save rate means viewers bookmark for later
@fluently.kate FLUENTLY APP #englishtips #speakingenglish #englishvocabulary #ielts #englishclass #englishlanguage #pronunciation #grammar #langu... See more
🎬 Compound Word Formation
9.2M+ Views, 230.6K+ Likes, 48.7K+ Saves
Hook: word combination with photos demonstration
Format: Two words become one
Why this video worked:
Easy to watch through photos - No reading needed, works for everyone
Quick satisfaction - Each simple word combo feels good every few seconds
Smart branding - Fluently t-shirt shows brand without being pushy
@fluently.robbert Speak like a native, use the Fluently App📱 #English #NativeSpeaker #Vocabulary #Pronunciation #SpeakEnglish #NativeSpeaker #Grammar #Engli... See more
🎬 Vocabulary Specificity
6.5M+ Views, 253.7K+ Likes, 30.6K+ Saves
Hook: “Pasta or Spaghetti" with visuals
Format: Right vs Wrong
Why this video worked:
Sounds smarter - Promises to make viewers sound better
Works everywhere - ❌/✅ symbols understood globally
Cultural knowledge - Teaches what's socially right to say
No sound needed - Easy to understand even muted
@fluently.basya Pasta or... #English #NativeSpeaker #Vocabulary #Pronunciation #SpeakEnglish #NativeSpeaker #Grammar #EnglishPractice #LearnEnglish #LanguageEnglish
PRO TIP: Use a analytics tool like trackr to create a collection to save inpiration videos from your competitors like we did with Fluently.
Key takeaways from Fluently’s TikTok Strategy: 💡
Identity Transformation Messaging
All videos promise to make viewers "sound more native." This addresses the deepest motivation: belonging and social acceptance. Don't sell features, sell who users become, not what they learn.Universal Visual Language
The ❌/✅ correction format transcends language barriers, evidenced by multilingual comments. Visual symbols work globally without translation costs, allowing you to capture international markets from day one.5% Engagement Rate Benchmark
All Fluently creators maintained a minimum 5% engagement rate across their content. This is your north star metric if your content isn't hitting 5% engagement consistently, you're not ready for scaling content strategies. Use this as your go/no-go metric.The Save Rate Hierarchy
Analyzing save rates reveals content value: Pronunciation (1.9%) > Compound Words (0.53%) > Vocabulary (0.47%). Mistake-prevention content gets saved 4x more than knowledge-expansion content. Users bookmark what prevents embarrassment over what expands knowledge.
Fluently's marketing strategy is built on three core concepts:
Visual Language - Use universal symbols for global reach
Embarrassment Prevention Focus - Address user fears, not just desires
Educational Entertainment - Make learning feel like content consumption, not studying
Toolkit info: 👇
Replicability Rating: ⭐⭐⭐⭐⭐ 5/5 Easy
Platform: TikTok, Instagram
App category: Lifestyle, Study app, Fashion, Cooking
Asset format: Sec by sec format breakdown ⏯️, Popular Hooks, Captions
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