🧃 Standing out on YouTube + 3 strategies to grow mobile apps

I shared 2 extra videos on YouTube this week.

Today's SIP letter includes frameworks for future-proofing your content and 3 growth strategies to market mobile apps from two new episodes of The Startup Ideas Podcast.

Let's get sippin'

​Episode 1: The future of content with Samir Chaudry

Attention spans are shrinking, platforms are evolving, and new technologies are emerging faster than you can say AI.

Welcome to modern content creation. We’re no longer just creating for the present—we’re preparing for what’s coming.

​Samir Chaudry, co-founder of Colin and Samir (1.5m subscribers), has interviewed some of YouTube's biggest creators, from MrBeast to MKBHD. What started as a channel breaking down creator strategies has evolved into a driving force behind the next generation of content.

Samir joined me for a sip to share his framework for content creation, what it takes to stand out on YouTube today, and how the future of AR wearables will change the way we create and consume content.

Here are 3 key takeaways to help you navigate the future of content creation:

1) Samir's content market fit strategy

Finding your groove on YouTube is more than hitting publish and hoping for the best. You need to prioritize content market fit the same way startups aim for product market fit.

Samir frames content market fit like a Venn diagram with three parts: passion, audience demand, and platform fit.

Before you press record, think about:

• Will I love making this content?
• Is there an audience for it?
• Does it work well on the platform (in this case, YouTube)?

You need all three to overlap for content market fit.

Look at MrBeast. He loves creating over-the-top challenges (passion), his audience can't get enough of them (demand), and the format works perfectly for YouTube's algorithm (platform fit).

Remember, you’re not only competing with creators like MrBeast. You’re also competing for attention from an algorithm that prioritizes the most engaging content.

Samir recommends digging into the data. You can use YouTube Analytics to see what type of content resonates most with your audience and which videos keep them engaged.

When all three elements align—passion, demand, and platform fit—you’ll know it.

Your content will resonate, your audience will grow, and creating videos will feel less like work and more like you being you.

Your perspective is your superpower. Anyone can copy a format, but no one can replicate you.

That’s your secret sauce – creating content that’s uniquely yours while delivering what the audience craves.

2) How to stand out on YouTube

YouTube is a battleground for attention. With hundreds of hours of content uploaded every minute, standing out is like trying to yell over the crowd at a stadium concert.

You have to make a strong first impression.

Your thumbnail + title is the first hook. People have to click to watch. But getting people to click is only the first hurdle. 90% of viewers decide in less than 30 seconds if the video is worth watching.

If your video doesn’t grab attention in the first 30 seconds, no one’s sticking around to see what you have to say. Whether it’s a teaser of what’s to come or a high-energy intro, you have to hook the viewer right away.

Think of your videos like a Netflix show:

• Find a unique angle and put your spin on it.
• Focus on storytelling. Hook viewers and keep them guessing what's coming next.
• Be consistent. Viewers should know what to expect but still be surprised.

Here’s some good news — you don't need a big budget or a production crew to create compelling content. You need to balance familiarity with novelty. Look at a creator like Ryan Trahan with 17 million subs. He's crushing it with creativity, personality, and an iPhone.

Samir mentioned that YouTube has started favoring longer, serialized content. They want content that keeps viewers coming back for more.

Viewer satisfaction drives everything. The more satisfied they are with your content, the more YouTube will suggest it. You want a high clickthrough rate and long average view duration — your KPIs for success.

In a world of endless scrolling, your content needs to make people stop and say, "I've got to see what they do next."

To stand out on YouTube, build suspense, tell stories, and always give viewers a reason to keep watching and wanting more.

That's how you cut through the noise.

3) Why AR will change content forever

Remember how smartphones changed the digital landscape in the early 2010s? Augmented reality (AR) is on track to create a similar shift. We're in for big changes in how we create, consume, and interact with content. And it's coming faster than you think.

Samir recently got to try Meta’s Orion AR glasses with Mark Zuckerberg himself. He said the glasses might be the most compelling piece of tech he’s experienced since the smartphone.

Zuck predicts AR glasses usage will surpass smartphones within the next decade. It’ll be like the jump from radio to TV. We’re moving from flat screens to no screens.

Unlike VR, which puts you in a different world, AR enhances your real-world surroundings with digital elements. We’re already seeing the early stages of AR integration in content with Instagram filters and Snapchat lenses. But that’s just the beginning.

Imagine walking down the street and getting a personalized audio tour of the architecture. Or following a cooking tutorial where the recipe appears in your field of vision as you cook. AR will shift content from attention-grabbing to personalized, immersive experiences.

The move to wearable tech will force content creators to rethink everything - videos, storytelling, marketing, even business models. And the creators who start preparing now will be light-years ahead when it hits.

Here’s how you can get ready for AR:

1. Think beyond the screen. How can you make your content interact with the physical world?
2. Prioritize audio. People will consume content while multitasking even more than they do now. The more audio-friendly your content, the better.
3. Get more personalized. AR opens up so many possibilities for personalized content. Imagine a travel vlog integrating into a viewer's location.
4. Embrace interactivity. AR isn't passive. Think choose-your-own-adventure stories, but in real life.
5. Start experimenting now. You don't need Meta’s Orion glasses to start preparing. Try creating 360-degree videos, experiment with spatial audio, and play around with AR filters on social media.

Think about how your content or products could live in an AR world. Whether five years or fifteen years, this will be the new normal.

This shift represents both a challenge and a massive opportunity for creators to engage audiences in ways we've never seen before.

Getting ahead of the curve now means you’ll be ready when the world catches up.

Full episode links:
​YouTube​, Spotify, ​Apple Podcasts​​​​​​​​​​

Or skip straight to the juicy parts: ​
​01:07 AR glasses
​10:23 The future of content in an attention economy
​15:02 Samir’s YouTube and content strategy
​21:38 Content formats
​29:43 Why it’s hard to stand out on YouTube
​33:45 Samir’s thoughts on monetization
​45:08 VR vs. AR
​50:22 Creators should build software
​56:46 Advice from Tim Ferriss

​Episode 2: How to think about scaling mobile apps with Romain Torres

Growing a mobile app today isn’t easy. You can have the best app in the world, but it's dead in the water if no one can find it.

​Romain Torres, co-founder of ArcAds AI, knows the ins and outs of mobile app marketing better than anyone I know. He joined me to break down how AI tools are helping creators and founders scale their app marketing without huge budgets or teams.

From hacking organic growth on socials, optimizing for search, to generating thousands of paid ad variations, Romain’s strategies highlight how solo devs and small teams can compete with the big players.

You can’t rely on one growth channel anymore. Success takes pulling multiple levers at once.

I’ll outline 3 growth strategies to scale any app:

1) Organic growth through TikTok/Instagram

Forget everything you know about social media marketing. The game has changed, especially in the world of app marketing. Today, the most successful apps create content that doesn't feel like advertising.

​Romain shared a story about a 17-year-old kid who built a simple calorie-tracking app and blew it up on TikTok by making relatable content around fitness and nutrition. He shared his struggles, his wins, and most importantly, he used the app in his videos. As his content went viral, the downloads followed.

Here's how to make this strategy work for you:

• Create native content. Skip the sales pitch. Focus on entertaining stories that feel at home on TikTok or Instagram.
• Integrate the app naturally. Don’t explain the app, show it in action. The app isn’t the focus—the journey is.
• Post consistently. Social platforms reward volume. The more you show up in people’s feeds, the more likely your content goes viral.
• Leverage micro-influencers. They may not have millions of followers, but their audiences are highly engaged and trust them. That trust creates credibility for your app. More credibility turns into more downloads.

The goal here is to build familiarity through authenticity and volume. The more you post, the more familiar users become with you and your app.

When your content feels like a part of the feed instead of an intrusion, you’ll start seeing traction.

Make it native, make it natural, and keep showing up.

2) Apple Search Optimization (ASO): Own the App Store

Here's an eye-opening stat: over 65% of app downloads come directly from App Store searches.

ASO is a powerful growth tool not many people know about. It's SEO for apps. The App Store functions like a search engine. So, just like you optimize a website for Google, you want to optimize your app for the App Store.

It might not be glamorous, but it works. Mastering the fundamentals of search can quietly (and quickly) fuel your growth.

The key is positioning your app as the solution people are actively searching for.

Here’s the playbook:

1. Use a tool like AppFigures to research what people are searching for and see where your app can rank. You want to strike a balance between popular terms and niche phrases.
2. Put your main keyword in your app's title. Your title is prime real estate in the App Store, and having the right keywords there will boost your rankings.
3. Optimize your app store page. Use clear visuals, engaging screenshots, and concise copy that communicates your app’s benefits.
4. Focus on getting a burst of downloads and positive reviews in your first week. Apple rewards apps that see quick traction. A strong start can send you to the top of the search results.

You don't need to be the next Steve Jobs to make this work. Spend 30 minutes on AppFigures (they have a free trial) searching for keywords related to your app/idea. Look for terms with decent search volume but low competition. Think "keto diet tracker for busy moms" rather than "diet app".

Search optimization is an ongoing process, not something you set and forget. But if you can nail ASO, your organic growth will start compounding.

If you want to own your niche, start by owning the App Store.

3) Paid ads: scaled with AI

If organic growth and ASO are the slow-burn strategies, paid ads are the nitro boost.

Paid ads can be intimidating when working with a lean team and a limited budget. But AI tools have changed the game. You can now test ads at scale without the risk of getting burned.

Romain's company, ArcAds, uses AI to generate 10,000 ad variations in the time it takes a human team to make ten. It tests images, copy, CTAs, everything – at a scale that was impossible two years ago.

Romain’s philosophy for paid ads is straightforward - test everything. The more tests you run, the more data you have, and the faster you figure out what works.

Here’s how to test and scale paid ads:

• Go wild with variations. Use ArcAds to create thousands of ad versions. Let the data tell you what works.
• Iterate on winning formats. AI doesn't sleep. Use it to keep optimizing and finding new winning combinations.
• Get hyper-local. Different countries, cultures, and markets respond to different ads. Humor might work well in one area but fall flat in another. AI makes creating localized versions that speak directly to specific audiences easy.
• Scale what works. Once you find the winners, double down and cut the rest.

AI-generated ads are the future. They not only save time, they level the playing field. You don’t need actors, sets, or a production team to craft effective campaigns. With AI, you can automate almost everything.

For solo creators or small teams, this opens up a whole new world of possibilities. The more you let AI handle ad creation, testing, and iteration, the more efficient—and effective—your paid strategy will be.

Start simple, iterate fast, and scale the hits with AI.

Full episode links:
​YouTube​, Spotify, ​Apple Podcasts​​​​​

​​​

Or jump straight to the juicy parts:

​00:37 Introduction to AI apps and user acquisition
​10:26 Product-led growth
​13:17 ASO (Apple Search Optimization)
​21:01 Organic social growth hacks
​33:38 Paid ads strategy
​40:17 Creating ads at scale with AI tools

I hope these insights get your entrepreneurial juices flowing. Forward this email to a friend or share on social media to get others thinking.

If you have a startup idea to workshop with me, join me for my YouTube livestreams.

I give feedback to anyone willing to share their idea on stage. Click ​here to subscribe on YouTube so you don’t miss out.

Have a creative weekend,

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