This video alone brought in 10M organic views in July, no ads Two months ago Maria (my co-founder) found a video concept that seemed to be doing well...a few hundred thousand views We did our own version of it and it video was an instant hit 2M+ views in a few days This was the starting point for our app, it was the spring board for all future growth since then I was afraid of somehow saturating Instagram with this video so I was afraid of posting it too often, but Maria told me to just go ahead and keep replicating it. I change the hook but the entire video concept stays the same and it just goes viral every time, it's' crazy. I have heard creators before talk about re-making the same video to infinity....but I didn't take it literarily. No they really mean that if you find a winning formula, you just keep making it over and over again. If you're not getting traction on socials, keep experimenting with new formats until something will eventually work. Once you find your winner, keep iterating on it but stick with the same format. Try new b-roll, new CTA, re-order scenes, etc.