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BePresent's Founder-Led TikTok Strategy to $20K MRR

Jack and Charles Winston are two brothers who built a productivity app that’s driving 30K monthly downloads by mastering two simple viral formats on TikTok.

BePresent, a screen time management app launched in 2022 has driven organic impression growth with a simple strategy: Creating founder-led TikTok content. The App is currently generating $20K in MRR, and their strategy offers valuable insights into social distribution that you can recreate for your app.

The Multi-Account Network

The Winstons operate a network of 6 TikTok accounts and 2 Instagram accounts, with their founder profiles driving the majority of their 58M+ total views:

@screentimejesus (Jack's personal account) - 4.4M views
@chazwins (Charles' account) - 147K views
@bepresentbros (joint founders account) - 53.3M views
@el.bepresent (UGC creator account)
two additional brand accounts with varied content

Two High-Converting Content Formats

Their strategy revolved around consistently deploying two simple, highly replicable formats:

1. Selfie + Text Hook Overlay

Format: Founder recording themselves (not talking) with trending audio
Hooks: "Signs you need a dopamine detox," "How I reduced my screen time from 7h to 1h"
Performance: Multiple videos exceeding 7M views
For example:

2. Cover Selfie Slideshows

Format: First slide shows creator selfie with hook text overlay, following slides display in-app screenshots
Execution: Recycling the same cover photos across multiple slideshows
Efficiency: Extremely replicable (5 selfies can produce a week's worth of content)
For example

In addition to the two formats above, they seemed to briefly test a few other formats such as talking head and reaction videos, however, these formats don’t seem to have picked up enough traction in the short period they were trialled and were thus abandoned. Perhaps it could be worth exploring this angle a bit more in the future to see what will stick.

The Strategy in a Nutshell

Founder authenticity - The brothers put themselves front and center, proudly putting their product forward which instantly builds viewer trust and relatability.
Problem-solution pairing - Content directly addresses the pain point their product solves
Content recycling - Reusing winning hooks and cover images across multiple videos
Format consistency - Sticking with what works rather than constant experimentation
Multi-account testing - Using separate accounts to test format variations

Growth Opportunities

Despite slowing their posting cadence in recent months, BePresent's strategy reveals untapped growth potential through:

Creator expansion - Scaling their creator network beyond the @el.bepresent test case
Hook optimization - Leveraging the data from their past approach to double down on proven hooks
Cross-platform repurposing - Systematically adapting viral TikTok content for Instagram Reels
Multi-format experimentation - Experimenting with a variety of different formats to discover new opportunities for engagement

This strategy proves that even a relatively simple app can achieve significant traction through founder-led content that directly addresses the problem the product solves. The Winston brothers' approach proves that consistent execution of winning formats is a valid strategy, but experimentation in bulk is also key.