Founder @ Plutus Media • Helping Founders/CEOs build their SaaS/app on Tiktok with strategic DFY Tiktok organic marketing • Helped a SaaS platform add 2.1 million users in 90 days

I help consumer apps grow by focusing on real, organic distribution.Many apps don’t realize their user growth isn’t sustainable. They spend on ads and influencer deals without knowing what really works, so it often feels like a waste of money.At Plutus Media, we do something different.We create systems that attract and keep users by making content people genuinely want to watch.Our creator-led engine brings in organic traffic at scale. But that’s just part of the value. You also learn which content really connects with your audience. This data helps you improve your ads, make influencer deals more effective, and build a better product.At the center is our Creator System, a data-driven way to turn short videos into new users. We’ve taken out the guesswork, leaving you with a repeatable way to go viral.Here are some of our results:→ Over 22 million downloads from organic, creator-led strategies→ More than 200 apps scaled→ Over 1.4 billion views across platformsIf you work in product, marketing, or growth and are tired of paying for every install, let’s connect.Send me a message with the word "SCALE" to get started.

Alexandre O.

Last month, we had the pleasure of visiting İzmir and meeting our partners at HubX HQ.

Nergis Dönüm and the team showed us incredible hospitality - the kind that reminds you why building relationships in person still matters.

HubX is doing serious work across their app portfolio, and it was great to see the ambition behind the products up close.

Grateful for the time, the conversations, and the hospitality.
Looking forward to continuing to build together. 🚀

Alex Olim

👥 Scaling Consumer Apps with UGC // 🌍 +200 Clients // ✊🏽 +22 Million Downloads For Clients (to date)

The traditional app growth playbook is DEAD.

Let me tell you a story about a faith app that came to us with zero downloads.
Brand new product. 
No social presence. 
No creator strategy. 
Nothing.

We had to build it all from ground zero.

Here's what we did:

- Tested 6 content angles across multiple creators, organically. 
- Found two formats that resonated
- Replaced the creators who did not fit those formats
- Doubled down on what worked
- One format was driving downloads, the other was not
- scaled the winner to 600+ posts

The result after 30 days:
→ 16,000+ organic installs
→ 41M+ views
→ $0.50 CPI on Meta
→ #25 in the US App Store

This was a brand-new app with no existing audience or brand recognition.

Just the right strategy with the right volume.

Want the same system applied to your app? DM me.

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app founder death spiral:
> build for 6 months
> launch feels incredible
> now you have to market it
> this is where 80% quit

here's what they miss:

> first 50 posts flop hard
> what am I even doing?
> doubt creeps in
> the app was the easy part
> marketing feels impossible
> quit or push through?

if you push through:
> realize it takes 100+ iterations to crack organic
> commit to daily posts
> study what actually works
> iterate based on proven formats
> month 1: first 1000 downloads
> starting to see patterns
> random tuesday post before bed
> wake up to 2M views
> 10,000 downloads overnight
> +$1k MRR while sleeping
> holy sh*t this is real
> 6 months later: $20k MRR

the gap between building and marketing is where breakthroughs hide

most founders bail at 20% up the hill because the dopamine died

they built something cool but won't iterate content long enough to find distribution

you can't remake the same video 10 times and call it trying

organic growth requires relentless iteration until patterns click

there's never been a better time to own your distribution

you can reach massive scale on your own two feet

don't quit right before it works

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Scaling Consumer Apps with UGC //  +150 Clients //  +12 Million Downloads For Clients (to date)

Stop throwing spaghetti at the wall with TikTok.

If your app is relying on luck and trending sounds, you're burning budget.

Most founders think "viral" means random. It isn't. It's building a repeatable system that doesn't care if the TikTok gods smile on you today.

Here's a no-nonsense blueprint:

1. Create one content theme that nails your app's "aha" moment
2. Break this into 5-7 ideas you can repeatedly use for content
3. Post. Don't overthink it. 
4. When a video works, double down. Recreate it with small tweaks as much as possible
5. Line up a small team of creators to 10x your output
6. Build a weekly review. What failed? What worked? Copy the stuff that works, cut the rest

The biggest growth advantage in app marketing right now:

Creative velocity.

The top apps are not producing one or two videos.

They are producing Dozens. Hundreds.

Every week they’re testing:

• New hooks
• New angles
• New formats

Because performance marketing today is largely a creative discovery problem.

You can’t predict which concept will work.

One strong video can outperform dozens of average ones. But you only uncover that winner through consistent testing.

The fastest growing apps aren’t necessarily more creative.

They just run far more experiments.

—

If you want help building a high-volume UGC testing system for your app, book a call here: https://lnkd.in/dwvpseqG

If I had to get the first 100,000 installs for an app from scratch, this is the playbook I’d follow.

1. Define your IUP

Focus on moments.

• When do users feel the problem
• What frustrates them right now
• How do they talk about it

Your content should sound like the user’s inner monologue.

2. Create hook-first videos

The first 3-5 seconds decide the fate of the video.

Rules:

• No explaining upfront
• No app name in the hook
• No generic language like “this app”

If the hook fails, the video fails.

3. Use simple story frameworks

Most viral videos follow predictable structures:

• Intrigue → reveal → result
• Problem → agitation → solution
• Question → explanation → payoff

A good story increases watch time.

4. Show the product clearly

Virality without clarity drives zero installs.

You must:

• Show the app in use
• Make the transformation obvious
• Connect the product directly to the outcome

If someone finishes the video confused, they won’t download.

5. Earn the CTA

Winning CTAs don’t feel like CTAs.

• “The app is called X”
• “Search it on the App Store”
• “I’ve been using this every day”

The CTA bridges attention and installs.

6. Scale with volume

Multiple creators posting daily removes luck.

• Same idea → multiple hooks
• Same format → different creators
• Same problem → different angles

When something works, double down.

Organic growth only looks random from the outside.

Behind the scenes, the best teams run a repeatable system.

And that system compounds your first 100,000 installs.

—

If you're looking to scale installs through UGC and performance-driven creative, book a call here: https://lnkd.in/dwvpseqG

Stop wasting time chasing TikTok trends that don't move the needle.

There's one trend every app founder should be jumping on right now.

Raw, no-frills UGC.
The days of overproduced ad creatives are dead.

You know those reviews shot on a cracked iPhone, zero fancy lighting, just someone talking straight to the camera?

Those work.

I get it, you'd rather hire a creative agency and throw money at sleek edits. But that's not where TikTok's culture is heading.

Here's what I see with our clients, week after week:

- Rough UGC outperforms "premium" by a mile. Not sometimes. Every time.
- App installs shoot up when the ad looks like a genuine recommendation.
- People trust people, not brands with ring lights and art direction.

This isn't a trend you can ignore and still expect results. TikTok's users are allergic to polish and perfection - ads that feel like a conversation spread.

My advice if you're building or scaling an app:

- Stop overthinking production.
- Source real UGC from your users. Even if it's messy.
- Post it raw. Let people see the rough edges.
- Repeat. And watch your download numbers climb.

If you're still resisting, ask yourself why. Is it ego, or just habit?
The apps that win embrace the mess. Don't get left behind.

One of the biggest mistakes in app content marketing happens before filming starts.

Skipping content–market fit.

Most teams jump straight to making videos but virality starts with understanding who the content is for.

Before creating a single video, answer three questions.

➡️ Who is the real user?

Get specific.

Think in situations and behaviors, not demographics.

Not “students” but medical college students preparing their thesis.

Not “creators” but short-form video editors trying to speed up daily workflows.

Not “founders” but first-time SaaS founders trying to validate their product before fundraising.

The clearer the user, the easier the content.

➡️ What problem are they already talking about?

Look where users complain or ask questions:

• Reddit
• TikTok search
• App Store reviews

You’ll start to see patterns in how people describe the problem.

Those phrases should shape your content.

If your video sounds like the user’s internal monologue, it will resonate.

➡️ What are competitors missing?

Search your category on TikTok and study the top-performing videos.

• What angle is nobody covering?
• What frustration isn’t being addressed?
• What story hasn’t been told?

Look for the gaps your competitors ignore.

Those gaps usually produce the strongest content angles.

When your video describes the problem the same way users experience it, engagement increases.

That’s content–market fit.

That’s how you get your content to convert.

—

Want help identifying the right content angles for your app?

Book a call here: https://lnkd.in/dwvpseqG

Here's the truth most app founders never want to admit:

Most UGC is just noise.

It's easy to pump out "viral" videos, but most of them tank when it comes to actually moving the needle, with zero impact on real downloads.

Why?

Because views are only the first step.
Attention is everywhere.
Conversion is rare.

The viral UGC that works isn't random. There's a very specific blueprint at play, and it's nothing to do with made-up challenges or fake testimonials.

Here's what changes everything:

1. Show the moment of impact. A real person solving a real pain with your app, in the messiest, most honest way possible.

Example: Instead of a creator rattling off features, I want to see someone fixing their biggest headache in 10 seconds flat, screenshot receipts, awkward pauses and all.

2. Nail the first three seconds.
You have a window. It's measured in heartbeats. If your creator buries the lead, it's dead on arrival. First line should be a punch in the face.

3. Don't just show features, show transformation.
Nobody downloads for a list of features. They download for escape, for relief, for speed, for control. If your UGC doesn't show the before and after, you're wasting everyone's time.

I see founders obsess over reach and likes. The app graveyard is littered with "viral" campaigns that led nowhere.

Chase proof, not vanity.

If you want UGC that actually drives downloads, stop copying what you see on the For You page. Start focusing on moments users care about, not what marketers wish mattered.

App marketing isn't about more eyes, it's about more action.

recently, we've gotten *580M views* across 6 UGC campaigns

here's what we've learned:

- don't overthink your content, there's power in keeping it raw

- post on all platforms

- take concepts that work and put your own spin on them

- the best creators are referrals

- the best creators are expensive (worth it)

- when a video starts popping, double down FAST

- check your analytics daily and fix for watch time

- use viral angles to better position your product and build high demand features

- blast ad budget on high converting organic posts

- you likely need 100x the volume you think you need

Your creator brief is costing you $9,800 per month in wasted videos.

Not because your creators are bad. 

Because vague briefs produce unusable content.

Vague brief: "Make something fun about the app."
Structured brief: 5 parts that completely remove guesswork.

Here's the structure we use on creator briefs:

→ Format specification: "POV style, talking to camera, 15 seconds, vertical"
→ 3 exact hook options: Don't make them write the first 3 seconds
→ Problem-solution-proof flow: "Show this pain point, app solves it, here's the result"
→ 2-3 visual references: Screenshots or competitor examples
→ One clear CTA: Show the apps name and UI

This is how you scale one winning format across 40 creators without micromanaging each one. The brief is your leverage point.

Test it: send one structured brief to a creator, one vague brief to another. Compare what you get back.

PS: this is the only work that prevents burning $15K on videos you can't use.

STOP wasting thousands of $ on paid ads.

I've watched this pattern 1000 times. 

An app launches paid ads with 10 creatives. 

They burn $5K learning that 8 of them don't convert. 

That's $4K wasted on bad guesses.

Here's what to do instead:

- Hire 10 gen z creators
- Create and post 60 videos across TikTok and Reels 
- Track which formats drive app downloads
- Then take the 2 winners and scale them with paid

We've seen organic-first apps have their CPI drop from $8 to sub-$1 while their ad budget stays flat... That's 8x the return for the same ad spend 

Why this works:

→ Organic users self-select. They found you. That intent is real.
→ You learn what converts before you pay to amplify it.
→ Your winning organic content becomes your paid creative library.

Paid isn't the problem. Using paid as your testing layer is.

Your $10K ad budget goes so much further when you already know what works.

Test organic. Scale paid. Stop burning budget on guesses.

Nos últimos 12 meses otimizei + de 150 departamentos comerciais.

Mas como é que cheguei até aqui?

Em 2020 criei uma boutique de funnel building para negócios locais, a CRC Media, com +3M€ investidos em tráfego pago e que me mostrou o impacto que um departamento comercial tem em qualquer empresa, independentemente do investimento em marketing. 

Desde pequeno que vivi à volta do mundo da publicidade por influência familiar. 

Após vários projetos de e-commerce, compreendi profundamente a importância de um funil de aquisição de clientes previsível e a influência do marketing digital nesse funil. Foi esta visão que me levou a fundar a CRC em outubro de 2020.

Com o crescimento exponencial da mesma, percebi que o verdadeiro diferencial estava na otimização desse departamento comercial.

Esta busca por excelência levou-me a conhecer o Publio, atual sócio e amigo. Juntos, lançámos a Scale Labs, o primeiro "Growth Partner" em Portugal para negócios B2B, onde agora atuo como COO.

Nos últimos anos a Scale Labs transformou-se numa referência em otimização comercial B2B.

Otimizámos mais de 150 departamentos comerciais, gerando milhares de reuniões qualificadas para os nossos clientes e milhões em vendas e oportunidades de negócio consequentes. 

Na Scale Labs, combinamos o know-how estratégico com a otimização de departamentos comerciais e especialização em sistemas de aquisição de clientes outbound & inbound, tendo nós próprios ultrapassado o 1º milhão de euros em faturação pouco tempo depois de fazermos 1 ano.

A transição para COO permitiu-me aplicar toda a experiência adquirida na CRC Media numa escala maior, desenvolvendo sistemas e processos que hoje impactam dezenas de empresas B2B.

Pietro Zancuoghi

“Distribuímos tudo de forma justa.”
Ok.
E depois ficas surpreendida quando os top performers começam a desligar?

Na semana passada, analisámos uma equipa comercial de um parceiro.
O melhor closer fechava 4x mais do que o pior.
Mas recebiam o mesmo tipo de leads.
O mesmo suporte.
O mesmo tratamento.

Isto não é justiça.

É mediocridade institucionalizada.

Mudámos a estrutura:
→ Leads premium para closers premium
→ Coaching obrigatório do top para os juniores
→ Revisão semanal de chamadas em equipa
→ Progressão clara: não por tempo, por performance

O que aconteceu?
A receita subiu.
A fricção desceu.
E os “medianos” começaram a evoluir mais rápido.

Excelência precisa de ser protegida.
E usada para puxar o nível da equipa.

Se não valorizas os melhores, o mercado valoriza por ti.

Business Development Addict 👨‍🔬 | Scaling Sales Teams & Managing Ops @ Scale Labs

Toda a gente “usa IA”.

Poucos conseguem apontar para a margem e dizer:
“Subiu por isto.”

Na semana passada, uma empresa dizia que estava “super avançada em AI”.
Fomos ver.

Era basicamente: prompts, ferramentas soltas e curiosidade.

Bonito.

Inútil.

IA que interessa é a que remove trabalho repetitivo e devolve tempo à equipa.

Começa por onde dói:
- Propostas e follow-ups semi-automáticos
- Resumo e classificação de leads no CRM
- Triagem de suporte com regras claras
- Templates para onboarding e reporting
- Automação de tarefas administrativas

Regra simples:
se não consegues medir tempo poupado e impacto em receita/margem, não é estratégia.
É passatempo.

A IA não vai salvar o teu negócio.

Mas pode libertar a tua equipa para fazer o que realmente cria valor.

taplio

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Pietro Zancuoghi

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taplio

The Battle

Alexandre O.

Pietro Zancuoghi

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alexandre O.'s LinkedIn Performance

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