Growth
Posting cadence, hooks that convert, campaign links, when to pay creators.10 entries.
Measurement: one store campaign link per platform and account
The iOS campaign link format with the provider token and a 40-character ct tag, the Android Play referrer, where installs show up, and the rule to judge a format after a week on installs, not views.
The creator budget gate: can you afford a paid creator yet?
A fill-in prompt that divides a creator's monthly retainer by your net revenue per sale to get payback sales per month, then says whether you are in Phase 1 (founder-led, $0) or allowed to pay.
The download ask lives in the comments, not in every video
A call to action in every video is what gets a video scrolled. Put the app name in the replies to 'what app is this?', keep the link in the bio, and write the replies before you need them.
Phase 1, founder-led: the four formats and what each one buys
Educational converts, POV and humor get reach, story builds trust, comparison works when the app replaces something expensive. A prompt that plans a week of founder videos across all four.
In-app growth levers: brand credit, 9:16 output, one-tap preset
Four product changes that turn every export into UGC and make a creator's demo work in one tap. An audit prompt for the codebase that marks each lever done or next, plus the disclosure rule.
2-3 niche accounts, one audience archetype each, one app per account
Why several small accounts beat one big one for an app: each speaks to one kind of viewer. A prompt that defines the archetypes and the account plan, and the clone trap that gets accounts suppressed.
Phase 2 trigger: when to pay micro-creators, and how much
Pay nobody until one video passes a view threshold AND its campaign link shows installs. Then 3-5 micro-creators in the same niche, paid per video or per million views, no retainer yet.
Cadence: 1-2 posts a day, one vertical cut to TikTok, Reels and Shorts
The minimum posting rhythm for Phase 1 and the production habit that makes it possible: one 9:16 master per idea, three uploads, no per-platform re-edit. With the ffmpeg line for burned captions.
Weekly growth review: an agent reads the posts and the installs per campaign
Paste the week's posts and the installs per campaign link; the agent reports numbers first, then what worked by name, then 3-4 actions, judging by installs and by multiples, never by a 20 % swing.
YouTube upload checklist: gate the file, publish private, watch on a phone
Cheap checks first, upload last: title under 100 characters, the real shooting date and chapters in the description, captions as tracks, Shorts linked both ways, a private publish watched on a phone.