Romain Torres
speaker
95 appearances
1 recordings
1 series
first heard Oct 2024
last heard Oct 2024
Romain Torres’s voice in public audio — every appearance, attributed to the second.
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So that's a good way to identify who posted those videos initially or to try to trace back the actual micro-influencers they used. So probably they found this guy and paid him to create content like this. Super simple content, gym content, I understand. And the goal of the video is, one, to understand how to go viral on Instagram or TikTok Reels. So how to make very good videos that...
even if you don't promote it, will get a lot of views. But then you also want to integrate your app inside the video, which is the hard part. Basically, you have to figure out a way to be very good at getting views, but also be very good at converting those views into downloads. And you don't even need to put a link or whatever.
Most of the time, people just close the app, go to the app store, and search for the name of the actual app. Uh, the more organic you are, the better it can do. Sometimes they don't even put the name of the app in the video and people find them in the comments. Um, so that's the strategy. Now let's try to find, um, the videos on Tik Tok. I'm looking on another screen. Yeah.
Again, we see a lot of content from their account, but also content from other accounts and. This one might be interesting. So basically they show, so it's an app that you take a picture of your meal and it will tell you how many calories you have in it. And I'm not sure if this is Kalei actually or a competitor, but basically they probably do the same strategy.
They found this account and they probably paid them a couple of hundreds of bucks or a couple of thousands of bucks. And then the video did super well organically. So usually it's like being a VC, right? You invest in 10 startups, nine will fail, and one will pay for the dividends of all the other startups. TikTok organic is kind of the same.
It's the lottery, but the more you do it, the more you understand what's going to go viral. So you try to find a lot of creators, try to have them post content. Hopefully one of these content will go viral. And then you try to replicate the formula of what was going viral with these specific creators. It makes sense, right?
Correct. Yes. They will also do some paid and we can talk about that too, by the way, of how to grow. And that's the founder. So it looks like he creates content himself in this video. So this guy is making like 300 or 400K per month with the calorie tracking.
Exactly. He's tweeting all the time pictures of himself in the school class and telling about the teachers, telling him he should listen more. That's so funny to watch. Do you want me to go through the first strategy, like the paid ads one?
Yeah, perfect. So let me think about a good example for this one. Let's go to Sensor Tower again. And I think we could look at this Turkish company, Codeway. So they have a, let's start with this one, actually. So this one is a plant identifier app. The name of the app is Picture This. They own multiple apps, including three or four planet identifiers. And this one is huge.
With just one single app, they make $7 million of revenue per month. So that's huge. It's huge. It looks like a very small niche, but they are making a ton of revenue on this one. It's like almost 100 million revenue per year that they are making with these apps. And 90% of it comes from the first picture of this.
Yeah, it just made the product work, right? It just made it better. And yeah, as you said, same for the calorie tracking apps. Well, I remember a lot of apps where you can take a picture, but they just didn't work before AI. So let's look at the ads. And now the thing I want to highlight here for these
plant identifier apps, and I'm not even sure this is the same app or another one, but they iterate like crazy on ads. They don't just do a couple of ads and see if it's profitable because most of the time it won't. If you just start running ads, you do 10 ads and you get a lot of views, a lot of downloads, But to be profitable, you need to be crazy about optimizing every single detail.
And this is what we did in our previous company. PayDad was our main channel to grow our apps.
are not doing like tens of ads every month you are trying to do like thousands of ads every month to find profitability because you need to find the perfect angle to promote the product and as you can see here they tested like 30 000 videos which is like an enormous number of creatives to test and again in the same way as now they can do this product and now it works with ai
That's pretty much the same thing for marketing. They can now test 30,000 ads. The only kind of teams that were able to do that in the past, like maybe five years ago or three years ago, even two years ago before AI basically, were the gaming studios. Like if you look at companies like Candy Crush,
Or companies like King and companies like that, they were already testing a ton of ads before AI because you only needed a computer to promote your product. You basically need to get some screen record of the game and maybe add some text overlay on top of it. And this was possible without AI, even though now AI makes it even easier.
But the opportunity I see here for mobile apps is that now with AI, you can do the same strategies that they did in gaming, which is you create all of your ads from a computer. You basically think about the ad and you don't need to hire an actor. You don't need to talk to anyone to make it happen. You can do everything with like...
a tool like ArcAd, which is my company that I'm doing now, or just text-to-speech with tools like 11Labs, and then using a video editing tool that everyone can use, like even a seven-year-old can use now, and match the pieces together to make a very good ad. So do you want me to quickly go through how to make those actual ads or maybe another example of companies like that?
Exactly, exactly. And that's what led us to create ArcAds because we really loved making apps and it was a very profitable business.
But now we saw this opportunity as even bigger because now all of those app studios, and we are actually not working only with apps, obviously, but all of those companies, they are looking for ways to scale the creation of ads and AI makes it like 10 times faster and 10 times easier to create ads. at scale. So maybe let me share my screen.
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