top 5 consumer apps that crushed the content game in May

we ran 5,983 posts this year the formats that worked: • react & reveal • wall of text • birdseye POV • carousels • photos everything else was noise

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6/ why this works when other health apps are dying for attention health content on TikTok dies when it feels sterile or preachy flo makes reproductive health feel like something you'd actually talk about with friends reaction formats create conversation. carousels create

5/ hijacking current trends with product-specific hooks when "girl math" was trending, flo posted "girl math is knowing your cycle so well you can predict your mood swings 3 days in advance" they ride every viral wave but make it hyper-relevant to their audience most brands

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4/ talking head storytime and community farming "i tracked my cycle for 6 months and here's what i learned about my body" real women. real stories. real transformation. flo reposts UGC from actual users who share their experiences with the app the genius move? they're turning

3/ wall of text overlays on trending sounds they'll take a viral audio and slap a massive block of relatable text on screen "pov: you're about to start your period and suddenly every minor inconvenience feels like a personal attack" zero talking. zero editing. just text +

2/ carousel posts that answer the questions you're too embarrassed to google "5 things your period blood color actually means" each slide is one fact. punchy. visual. doesn't feel like a textbook. works because women have been conditioned to not talk about this stuff openly

1/ reaction videos responding to comments like they're your best friend someone asks "why do i crave chocolate before my period" flo's creator duets it and breaks down the actual hormonal science in 30 seconds sounds simple but the format creates two things at once:

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flo health is doing $157M revenue and 220M installs by making period tracking feel like a group chat most health apps are still making clinical explainer videos that feel like a doctor's pamphlet here's how flo is printing money while everyone else begs for downloads 🧵

people treat paid ads like they're expensive paid ads are the cheapest way to learn what actually works spend $500 to figure out your messaging before you waste 6 months guessing

the best marketing strategy is the one you can actually afford to test 100 times

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@ARCRaidersGame Make a PvP toggle that increases ARC spawn by 1.5x and I’ll buy the game.

phia figured out that TikTok ads work when they stop looking like ads they made content that blends into the feed and solves a real problem people have while scrolling that's their entire paid playbook

9/ "the employee who leaked this is definitely getting fired" girl fresh out of the shower with her phone curiosity loop that forces the click raw footage makes it feel like insider info the imperfection sells the authenticity https://t.co/TiKC3xUdeA

8/ timely targeting woman talking directly to other women about sorority rush seasonal relevance drives urgency. people searching for rush outfits see this and convert immediately timing + targeting = roi https://t.co/wzVvIofMeN

7/ guy promises to show you something in 30 seconds then delivers on it immediately time-bound promises work when you actually follow through keeps people watching because they know there's a payoff https://t.co/Xf8FINkvCz

6/ wall of text relatability instead of just product shots "walking like i've got somewhere to be but really i'm excited to get in bed and start thrifting on this secret app" people engage with scenarios they recognize the punchline pushes you to the app

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5/ "my shopping addiction just got 100 times worse" catchy song screen share of scrolling through dresses this one crushed because it tapped into the behavior people already have - doomscrolling shopping apps late at night the hook admitted what everyone's thinking

4/ price comparison "i bought a viral bag for $30 when it's regularly $108" immediate ROI shown in the first frame you either keep scrolling or you download simplicity is the strategy https://t.co/zqHSTpaFMV

3/ someone screen sharing their laptop walks through how they'd actually use it in real life authenticity wins here. people buy when they see themselves in the demo notice also how she keeps saying "genius" to anchor the positive association https://t.co/VRNJQddRUi