Thread by @sylvainww

10 mobile #growthgems 💎 from "How We Scaled from 80k to 6m Users" by Jordan Gladstone (Director of Marketing at Dave - Banking App) at @apppromotion APS WFH USA

👇👇 Twitter thread below

💎 #2
Then start filming other people to be able to show the app more. It helps figuring out which messaging works as well as test different thumbnails (e.g. empty gas), showing or not the app (showing the app works better), actors, locations, etc.

💎 #3
Something that has worked well for Dave is responding to Facebook comments on their ads "as Dave" (they now have a style guide with what Dave likes). It allows for ads to look more organic and creates more engagement, leading to lower CPMs.

💎 #4
You only need limited resources to be able to respond to FB comments. Do it yourself at the beginning, find unemployed comedy actors and later you can get community managers.

💎 #5
Before you invest big on TV, do a test with a scrappy creative (with enough quality to still be approved). Dave started with a $250 creative and it actually crushed it in performance (more than some expensive agency ads created later) and they put a lot of money behind it.

💎 #6
Be flexible during the learning phase with TV, especially if you come from digital (used to understanding attribution perfectly). CPA on TV is going to look different from Facebook but you will see huge scale on TV + halo effect on other channels allowing for bigger scale.

💎 #7
Dave only focuses on evergreen creatives, not on anything seasonal. If it can't be always on and evergreen, they don't do it.

💎 #8
Try best practices (e.g. Facebook) but if it's not working, think outside the box. There might be a way that works better for your app.

💎 #9
What's going to take you from 0 to 1M users and from 1M to 3M is probably different things. Some things stop working so you have to constantly force yourself to change and try new things.

💎 #10
For creative production Dave organizes shoots to be able to produce hundreds of creatives by having 6 different setups (1 that looks like a kitchen, 1 like a gas station, etc.), different actors (different ethnicities, different ages, etc.) and "cycling people through".

That's all!

Mining ⛏️ long-form resources to extract #mobilegrowth insights 💎 takes time.

If you enjoyed it, please share 🙏

Want more?

👉 Get a membership growthgems.co

👉 Receive the newsletter
growthgems.co/free-newslette…

I'm going back down for more 💎 — Sylvain

Oh...And here is the missing gem #1 🤦

💎 #1
You can start by making ad creatives using your phone. Even just selfie videos let you test: different hooks (starting with a question, moving the camera in the first 2 seconds, etc.), different CTAs, sunglasses on or not, etc.