Glowdess is an AI beauty app for women. It analyzes photos and builds personalized beauty plans.

The app is only five months old and is already testing formats across five different accounts.

But the interesting part is one specific creator.

She spent weeks posting the exact same video.

Start with a close-up, use the same bold “body to baddie” hook, and quickly explain how to go from a simple look to a full glow-up.

Posted over and over.

Until one day, that format finally hit 4M views.

“baddie to baddie: what’s something that made your face card go from “she’s cute” to “who is that”?? i don’t mean lip balm & walking… i mean something that had people SHOOK.

(mine is the glowdess app, ur welcome <3)”

This is classic repeat-format testing, keep posting the same style of video until the algorithm decides to push it.

Even though the videos got millions of views, the number of downloads stayed low. Most likely, because the app is only mentioned after the big hook, and there is no clear CTA.

In her most recent videos, the same creator is clearly trying a new approach.

She still films close‑ups, but now she shows the app directly, explains how it works, with a clear CTA.