ExamJam is a new AI study app that launched 6 month ago.

To spark early awareness, the team leaned on one creator, @erinmerylstudy.

Since August, her videos have pulled 10.5M views, even without posting consistently.

Two clips drove most of that momentum, a “winter rules for students” video that hit 1.6M views, and a Cambridge storytime that performed similarly well.

“WINTER LOCK IN student edition THE RULES” -> 1.6M views

“Cambridge university storytime library hell” -> 993.8K views

However, downloads remain low.

We’ve seen what perfect alignment looks like.

When Ian Carroll launched Buy’r, his audience already cared about the exact problem the app solved.

His feed had 220M views, all tied to transparency and consumer awareness.

When the app dropped, it hit #1 in Health & Fitness within 48 hours and reached 70K downloads in just over a month.

Erin’s 10.5M views don’t signal the same kind of intent. They matter, but they’re not guiding people toward a study app. They’re guiding people toward entertainment.

Two moves would change their trajectory:

1. Bring Erin’s content closer to the product.

2. Add a second creator whose content is the product.