Claude Code
Codex
Grok
Spot
A map-based social app in China. In 2019 almost nobody grew with in-house content. I made the content myself and took Spot to #1.
Results
- #1 overall on the China App Store in March 2019, for two weeks.
- One video reached nearly 10M views and helped Spot get there.
- Our own accounts grew to nearly 1M followers across Douyin, Kuaishou and Xiaohongshu, with 50M+ views.
- ¥1–2 CAC from our own accounts, about 1/5 of the industry average.
- 300+ mid-tier Weibo KOLs at ¥3–4 CAC, about 1/3 of the industry average.
What I did
- Made nearly 1,000 test videos myself: planning, shooting, editing, on camera.
- Ran them in Douyin feed ads and on our own accounts.
- Screened 300+ mid-tier Weibo KOLs and wrote custom copy and strategy for each.
What I learned
- Content is the biggest lever. It looked like the slowest route, but videos kept bringing traffic months later.
- Content lifts a product. Retention is the product’s job. Spot had a strong visual hook but weak demand, so retention and monetization were poor.