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Episode: How to Go Viral on TikTok (and Profit From It) — Joseph Choi, Viral App Founders

Host: David Barnard
Guest: Joseph Choi
Release Date: November 13, 2024

Episode Overview

In this episode, David Barnard interviews Joseph Choi—a former e-commerce marketer who has made a name for himself helping app developers succeed on TikTok. Their conversation unpacks the evolving landscape of TikTok as a marketing channel for apps, why now is a prime time for app founders to jump in, strategies for going viral, examples of apps crushing it, how to craft high-converting TikTok content, and actionable advice for working with creators and influencers—even those with very few followers.

Key Discussion Points & Insights

1. Why TikTok? The Unique Opportunity for App Developers

• Shift in Platform Dynamics:
  Joseph notes that TikTok’s “For You Page” algorithm means videos from brand-new creators can go viral, bypassing the need for a built-in audience—unlike Instagram or Facebook.
  Quote:

  “As a creator, you can make videos on TikTok from zero followers and get millions of views on your first video.” (03:05, Joseph)

• Low Barrier, Exponential Reach:
  The cost of marketing is nearly zero if handled organically or via affordable creators. Engagement and scale are not locked behind ad budgets or social capital.

2. Lessons from E-Commerce & the Rise of TikTok Shop

• E-Commerce Led the Way:
  E-commerce brands, especially post-TikTok Shop (launched Nov 2022), have developed sophisticated viral tactics, which are now being adopted by app marketers.
  Quote:

  “TikTok Shop has definitely fueled a lot of the innovation in the marketing side.” (05:41, Joseph)

• Influence Crossover:
  E-commerce learnings are migrating to higher-margin, subscription-based apps, drawing parallels between the two industries’ marketing playbooks.

3. Decoding the TikTok Algorithm

• No “Secret Sauce”—Content is King:
  The only consistent rule is that engaging, emotional, and well-structured content wins. Watch time, retention, shares, and comments may all matter, but chasing algorithm “hacks” is a dead end.
  Quote:

  “Short answer is no, it is just the content itself...someone has to feel something when they watch the video.” (10:38, Joseph)

• Followers Help but Aren't Everything:
  Having followers boosts distribution, but the For You Page makes virality accessible to all accounts—emphasizing the importance of content, not clout.
  Quote:

  “If you have a million followers on TikTok, that does give you a leg up for sure...But the vast majority of the watch time comes from the For You Page.” (13:06, Joseph)

4. What Types of Apps Thrive on TikTok?

• Visual “Wow” Factor is Key:
  Highly visual, consumer-focused apps—social, dating, personal finance, health, wellness, and habit trackers—often perform best.
  Quote:

  “Apps that have some sort of visual element or highly visual wow factor do very well on TikTok.” (15:17, Joseph)

• Emotionally Resonant Problems Drive Shares:
  Productivity and utility apps can go viral if they tackle emotionally charged pain points (e.g., ADHD, motivation) instead of functional, unemotional utilities.

5. The Art and Science of TikTok Content

• Storytelling Over Selling:
  Virality occurs when viewers are emotionally hooked, find content funny, controversial, or surprisingly helpful, and feel compelled to share. Overt “selling” often reduces shareability.
  Quote:

  “It has to be funny, it has to be controversial, or it has to have some sort of wow factor.” (22:43, Joseph)

• Blending Utility and Entertainment:
  The best-performing videos solve a pain point while embedding the app organically into a relatable or humorous context.

Sample Viral Formats and Examples (21:36-28:59):

• Quizzard AI:
  Viral videos show students asleep in lectures while their laptop (with the app open) records the lecture—a funny and product-forward demo.

  “The caption is, wtf? The college isn’t even real anymore.” (23:48, Joseph)

• ADHD Habit Tracker Apps:
  Videos riff on Gen Z ADHD culture by highlighting relatable struggles, then softly plug the app as a solution.

  “You just make a slight change in the call to action where you say, 'Hey, anyone else relate to this?...I use this app.'” (24:57, Joseph)

• RizzGPT:
  Uses split-screen “Parkour/Minecraft” gameplay with dating app screen recordings to narrate the use of their AI-generated pickup lines.

  “Their strategy is very interesting. They have dozens of TikTok accounts all posting pretty similar content...” (26:36, Joseph)

6. Tactics for Staying Ahead

• Be a “Producer-Consumer”:
  Save inspiring or effective TikToks to swipe files categorized by format (“slideshow,” “talking head,” “skit”) for creative inspiration.
  Quote:

  “Being an active consumer and like consuming from a producer mindset is sort of how I've always thought about marketing.” (29:48, Joseph)

• Research Tools:
  Use the TikTok Ad Library to analyze top-performing ads; use Creator Marketplace to scout creators; leverage keyword tools to spot trends.

7. Crafting Effective CTA (Call to Action)

• Subtlety Beats Salesiness:
  Traditional “link in bio” CTAs don’t work well with cold audiences on TikTok. Integrate your app naturally within a story or as one tip in a list.

  • Example: “Here’s 5 controversial rules at our wedding...” Final rule requires the POV app, which is revealed and recommended organically. (36:55, Joseph)

• Trending CTAs:

  • “Am I the only one who saw that viral video about XYZ?”
  • Pain-point hacks (“If you struggle with ____ here’s a tip...plus I use this app.”)

8. Building Product Features for Virality

• Feature-First, Product-Later:
  Consider teasing app ideas or features—even before they exist—to gauge viral potential and validate demand.
  Quote:

  “I've even seen people build apps...where they do the marketing first just for a waitlist...then you can build the app after you market it.” (40:05, Joseph)

• The Power of “Wrapped”/Recap Content:
  Annual/year-in-review features (e.g., “Spotify Wrapped” clones) go viral reliably each year.

9. Working with Influencers and UGC Creators

• Don’t Focus on Follower Count:
  Under-the-radar creators (less than 50k followers), who’ve experienced virality but aren’t saturated with sponsorships, deliver better value and are more affordable.
  Quote:

  “Finding low follower count but charismatic creators is, is the way to go.” (43:37, Joseph)

• Structuring Deals:

  • Pay flat rates or per-view bonuses (typical: $500–$3,000/month for daily posts; $1,000 per 1M views).
  • Retainers plus CPM bonuses incentivize effort and result.
  • Provide a detailed content brief to align on CTAs and creative approach.

• Affiliate/Revshare:

  • Affiliates can work for traditional influencers with trusted audiences. Scrappy creator model favors flat rates/bonuses, as attribution is tricky with TikTok’s user behavior.

• Experiment with Codes, Carefully:
  Codes can work if positioned as a “hack” rather than a direct sales pitch, but subtle integration is key for virality.

Notable Quotes & Memorable Moments

• On TikTok’s Open Algorithm:

  “When you scroll on TikTok...maybe 95% of the videos you scroll through are from creators you've never seen before...you can make videos from zero followers and get millions of views.” (02:47-03:05, Joseph)

• On Content Quality:

  “If you want it to go viral, you want it to get views...A good heuristic is—would someone share this video with a friend?” (21:41, Joseph)

• On Emotional Impact and Shareability:

  “It has to be funny, it has to be controversial, or it has to have some sort of wow factor.” (22:43, Joseph)

• On Working with Small Creators:

  “If they're charismatic on camera, they have low follower count, they know how to make viral videos but are not super monetized...that's the perfect person you want to reach out to.” (44:34, Joseph)

• On Pre-Build Marketing:

  “I've even seen people build apps in the completely opposite direction—do the marketing first, talk about the concept...get people to sign up for a wait list, and that's instant product validation.” (40:05, Joseph)

Timestamps for Key Segments

| Segment | Timestamp (MM:SS) | |-----------------------------------------------------|--------------------| | Joseph’s E-Com-to-App/TikTok background | 01:22–02:26 | | TikTok’s unique algorithm explained | 02:47–03:58 | | E-commerce lessons for app virality | 04:13–06:46 | | For You Page vs. followers | 10:01–13:39 | | What app categories fit TikTok best? | 15:17–17:35 | | Utility vs. emotional/viral features | 17:35–19:27 | | Creating viral content: practical examples | 21:36–28:59 | | Researching trends & content formats | 29:48–32:39 | | Call to action techniques & examples | 34:07–37:08 | | Product validation via TikTok waitlists | 40:05–41:03 | | Working with micro-creators and deal structures | 43:37–48:01 | | The realities of CPM and attribution | 48:01–49:03 | | Affiliate potential and TikTok for apps | 49:03–51:39 |

Actionable Takeaways

• Start now: It’s easier and lower-cost to test viral concepts on TikTok than anywhere else—don’t worry if you have zero followers.
• Research actively: Collect swipe files, use Ad Library and Creator Marketplace, analyze winning formats and adapt.
• Work with micro-creators: Charisma > follower count. Train them in your value proposition.
• Optimize for emotion: Hook viewers early, hold attention, make them feel something, and subtly introduce your product.
• Build feature “hooks”: Consider viral potential when ideating app features or even before product launch.
• Test CTAs creatively: Offer value, integrate the app naturally, don’t rely on heavy-handed “link in bio” prompts.

Further Resources & Next Steps

• Joseph’s Community: Membership group for consumer app founders (includes Calm, Yik Yak, Wombo founders, etc.).
• Follow Joseph on Twitter: For up-to-date viral content breakdowns and tactical advice.
• Upcoming Webinar/Demo: Deep dive with real viral TikTok video breakdowns—see show notes for registration or YouTube replay.

This summary captures the core frameworks, tips, and examples from Joseph Choi’s TikTok marketing expertise—distilling specific, tactical strategies that any app developer or marketer can begin testing today.