🤖 Starla’s - Relationship App

This Weeks Newsletter includes:

• Starla’s TikTok strategy + Toolkit overview ✅

• Full collection of all TikTok accounts promoting Starla, here ✅

• Revamped 0→10K MRR Handbook ✅

• New episode live from our new podcast, Hooked, featuring Alexis Hedley, Campaign Manager at Playkit. In this ep she discuess everything from managing new creators, sourcing them, and the secret to a successful UGC campaign.

Strategy Overview 📚

Starla is an app that helps you understand yourself, manage your relationships, and fix your daily life using astrology. One of their most popular tools is ‘find out what your soulmate looks like’.

They created a content strategy around the same and generated over 65 million views on TikTok through this campaign. This translated to over 200k downloads and over $300k in revenue.

But the best part of the campaign is the above average engagement rate (7.43%) and how natural the content feels.

Let’s decode their strategy and understand how it worked so well.

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

🎬 "Soulmate Drawing!"
16M Views, 1.4M Likes, 66k Saves

Hook: “I think my best friend is my soulmate”

Format: Demo

Why this video worked:

• Opens the video with an idea that immediately appeals to the audience’s curiosity. Immediately poses the questions - why does she think so, what signs to look for, etc.

• Seemingly gives an answer to one of life’s biggest problems - finding love which makes people curious to try it out. And the answer sells the audience on its drama.

• Ends the video on a cliffhanger with the unresolved question of ‘what happens next, will she confront him?’. This increases engagement for the content.

@libranaee

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🎬 Man of the year
8M+ Views, 640k+ Likes, 16k+ Saves

Hook: “let’s hear it for the…man of the year”

Format: Carousel - Personal Chat

Why this video worked:

• Foreshadowing - The fed up expression, chat screen and hook automatically piques audience interest because it implies that personal drama is about to be shared.

• Uses relationship conflict (breaking up) in an entertaining manner for the audience.

• Plays into the trope of men not being as sensitive in relationships and joking about serious things. This resonates with the target audience of females who also have unsuccessful relationships.

🎬 Found my soulmate
4.4M+ views, 360k likes, 24k+ Saves

Hook: "Soulmated so hard, I constantly asked for signs"

Format: Photo Carousel

Why this video worked:

• Prompts unspoken questions like ‘what are the signs’ , ‘how do you know if your partner is your soulmate’

• Follows the same screenshot format which makes it very easy for the audience to join the trend and share their own stories. 

• The feel-good story and real life validation makes the audience feel better about the app and increases their inclination to try it out.

Key takeaways from Starla’s Strategy: 💡

People constantly worry about questions like - ‘Who will be my soulmate’, ‘How will I find them’, ‘what are the signs’. They look for answers on blogs, video essays, books, etc.

Starla focussed on this big question and they offered a potential solution for the same.

Focus on the results - Instead of focussing on the app and how to use it, they focussed on how crazy the results were. Which made people themselves wanted to try it out.

Feel Good Factor - The videos which talked about how their soulmate looked exactly like their partner, engaged the audience positively. They ended on a high note which left the audience feeling hopeful about the app.

Blend of Entertainment - All the top videos all had some element of entertainment and drama where their soulmate looked like someone else in their life - their partner's brother, uncle, bestie’s boyfriend. The unresolved tension makes the audience engage actively with the content.

UGC Friendly - Positioned as a trend, this campaign generates a lot of user generated content as well. And the content is very easy to create for someone who wants to try out the trend especially in the carousel format. 

🚨Pro Tip: Use a analytics tool like Trackr to create a collection to save inspiration videos from your competitors videos like we did with ClipTone.

Format Toolkit (Premium Content)🔐

Starla’s tiktok strategy is built on three core concepts:

Three core components of the strategy

1. Claim of the app - Can it help you find your soul mate

2. Emotional Payoff - Payoff in terms of feel good stories or relationship drama

3. Expectations vs Reality - Comparing the drawing with real people in life to validate the claim

Toolkit info: 👇

• Replicability Rating: 

• Video Length: 10-15 seconds (Optimised for closing the story loop without drop in retention)

• Platform: TikTok

• App category: Lifestyle, Health & Fitness

• Asset format: Screenshot of generated drawings, Photo from reality, Video/Photo/Screenshot to set up the premise of the video

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