18M out of a total of 18.4M views were pulled in the last 30 days on this startup’s TikTok account:

By the end of last year, Soundscape tiktok wasn’t working so good.

Almost all videos were getting less than 1K views.

by then,

The app was 4 months old.

They could’ve just quit.

But they doubled down and went all in.

And in the past 30 days, they exploded:

To 18M views (last month only). Only one account.

They got 40,000 downloads that month.

Now, check this out:

it all comes down to one video that made:

10M views

(warning: i suspect 20 to 25% of the views are from ads – most look organic)

Seen this go viral before…

Except that here, they’re literally just grabbing a random guy with a hood from their team in Sweden.

No need to push for realism.

Bottom line:

Copy others, it’s ok.