Discoverly's TikTok Strategy: One Format, 60M+ Views.
Discoverly is an AI-powered tool for content creators, and they've mastered the art of simplicity on TikTok, generating over 60 million views with a single, perfectly executed 7-second video format. It seems they took “if it ain’t broke, don’t fix it” a little too literally.
The App: AI for Content Creators
Discoverly positions itself as the ultimate creator companion, offering:
AI-powered trend discovery before trends go viral
SEO and content optimization tools
Community features for creator networking
Their solution is great because it targets common creator pain points, such as performance anxiety, content burnout, and the struggle to stay relevant in a constantly-evolving social landscape.
So let’s break down their approach to organic growth and how they've turned repetition into revenue.
The Single-Format Strategy That Works
Discoverly's TikTok success comes from a very simple approach, every video follows the same 7-second formula. And I mean… every video:
The 7-Second Formula:
The hook: A creator points to the top of the screen showing "Trending Sound" and the sound name
The creator swipes her arm revealing the sound's stats in smaller text
Each video ends with a consistent call-to-action to visit their profile
This format creates a perfect engagement loop—viewers need to watch again to catch the stats they missed on the first viewing. The creator remains consistent, friendly, and lightly smiling throughout, creating a warm, approachable presence without saying a single word.
Going way back, Discoverly’s account has actually tested a few different formats and backdrops, but even then, most of them followed a very similar structure (Trending Audio / Topic Alert), but they seem to have ditched in favour of the bedroom background around May 2023.
I’ve also found an Instagram account for Discoverly, but it hasn’t posted in over a year. All posts on instagram were static images that were well designed with relevant text content and infographics geared towards creators.
Going back to their TikTok strategy, the effectiveness of their approach is undeniable.
The Numbers:
61.8M total views across 634 videos
1.7M total engagements
22 viral videos with top videos reaching 4.3M, 3.5M, and 3.3M views
These metrics have translated into approximately 5,000 monthly app downloads and 5k MRR today, nearly 6 months after they stopped posting. Just imagine what it would have been like at its peak.
Why This Strategy Works
Discoverly's approach succeeds for several key reasons:
Perfect format-product alignment - Their video format directly showcases the app's core value proposition (finding trending sounds)
Production efficiency - It’s not a stretch to suggest they bulk record these videos. The setting and format are ALWAYS the same, and the only things that change are the on screen text and sometimes the outfits.
Algorithmic advantage - The consistent posting of similar content helps TikTok's algorithm understand and promote their content to the right audience
Viewer retention - The format naturally encourages rewatching, boosting completion rates and engagement metrics
Growth Opportunities
While Discoverly has found a winning formula, they have several untapped opportunities:
Reviving their dormant Instagram account by reposting TikTok content
Creating similar format templates for their other features (Trend discovery, SEO tools, community groups)
Launching a secondary account to test new formats without risking their established success
Key Takeaways
Discoverly's success reinforces the core principles of effective social media marketing:
Less is more - Sometimes the most straightforward approach is the most effective
Consistency matters - Finding one format that works and perfecting it can outperform constant experimentation
Format-product alignment - The most effective content directly demonstrates your product's value
For app developers and marketers, Discoverly proves that you don't need complex strategies or multiple content types to drive significant growth—you just need to find your one perfect format and execute it flawlessly, and then do it again.
