This content helped a lifestyle app reach 500K MRR in <12 months.

Blake Anderson went from living on buddies' couches to building two apps that have generated him more than 7 figures in ARR. Today, he is working on an app called UMAX, which essentially analyzes guys' attractiveness and helps them reach their peak potential. His secret to success lies within his marketing and growth strategies.

Here’s exactly how he did it (and how you can too)👇

Background 📓

The idea of rating men's attractiveness came directly from Reddit communities. He first recognized the market's potential with his previous startup, which helped men improve their flirting game, and decided to capitalize on it. With a clear marketing strategy in mind, all that remained was to execute it.

Here are UMAX’s top 3 videos on Instagram Reels and the strategies behind each:

🎬 Bro is cooked: 2.3M Views, 121K Likes, 19.6K Shares

Hook: “Bro is cooked ”

Format: Selfie glow up + product UI in corner

Why this video worked:.

• Gen z language → “Bro is cooked”

• Minimal product preview

• Clip syncing with music

🎬 How to glow up: 11.3M Views, 344K Likes, 26.8K Shares

Hook: “Fast food, Hot showers, No exercise, 2L of water…”

Format: Slow slide show

Why this video worked:

• Simple format = Problem → app screenshot → solution → app screenshot

• Captivating text on screen

• Trending sound

• Shows before and after images

🎬 Calling my attractive friends (Part 3): 1M Views, 25K Likes, 2.4K Shares

Hook: “Calling my attractive friends to see how attractive they really are”

Format: FaceTime screen recording + app demo

Why this video worked:

• Controversial hook: “calling my attractive friends”

• Organic, shot on iPhone,

• FaceTime call = Authentic / familiar

• Simple product demo

Key takeaways from UMAX 💡

• Speak your audience’s language.

  The better you understand the nuances of your customers, the more relatable and engaging content you can create.

• Sometimes intuition is enough.

  Especially in marketing, the people who excel are those who trust their intuition because they've been doing it long enough.

• Sell a lifestyle, not a product.

  Most of their videos show what the end result of using their app is → Become more attractive.

What you can replicate from this format 💰

• Before and after results format.

  Before image → product screenshot → After image → product screenshot.

• Sell a lifestyle, not the product.

  What is the dream outcome from your product? Emphasize that.

• Figure out your audiences lingo and use that for a hook.

  Try to use text on a screen to emphasis the hook. People can read faster than they can watch.

• Create a series.

  Think of your product as a prop to your videos rather than the main focus. Once one video takes off, lean into that.

That’s all I got for this one. If you have any other viral consumer products you want me to break down my DM’s are always open.

Cheers!

Nick 🤝