If you haven’t heard of it yet, ReciMe is a recipe app that lets you save videos from any platform and then turns them into meal plans and shopping lists.

The app, released in November 2021, now pulls $800K in monthly recurring revenue and around 300K monthly downloads.

Their team has been testing two completely different content strategies, one on TikTok and another on Instagram.

On Instagram, their official account is the one driving the majority of views and acting as the main growth engine.

Format 1: Easy, Viral‑Style Recipes

ReciMe leans heavily into the type of recipes that are already exploding on social platforms: quick, simple, visually satisfying dishes that feel doable, and that ultimately end up going viral.

They tap exactly into these existing viral trends.

“You’ll never guess what these are made of…” → 944.6K views

“2‑Ingredient Japanese Cheesecake✨” → 1.8M views

They don’t rely only on viral recipes, they also borrow celebrity references to strengthen the hook:

“This is the Kardashian’s private chef’s 10‑minute cabbage salad” → 1.8M views

It’s a clean formula: viral recipe + viral reference + simple execution.

Format 2: The Failed‑Recipe Moment

“when you’re trying to adult and then this happens:” → 7M views

ReciMe understood that the audience doesn’t just want inspiration, they the relatable part of struggling in the kitchen. And that emotional contrast is what pushed this format to outperform everything else.

On TikTok, the strategy is completely different.

The accounts are run by creators, not the brand, and every video starts the same way.

The creator is already cooking. Only after the recipe is in motion do they explain how they found it, using the app and show ReciMe in action.

” I simply cannot wrap my head around the fact that..”-> 7.8M views