Hallow App's Multi-Language Instagram Strategy to $8M Monthly Revenue
Hallow, the #1 Catholic prayer app in the world, has built a powerful social media presence that's driving massive growth. With $8M+ in monthly revenue and 2M+ monthly downloads across iOS and android, they've cracked the code on faith-based app distribution.
The App
Launched in 2018, Hallow offers audio-guided meditation sessions to help users grow in their faith and find peace. The app features:
Daily prayers including Lectio Divina and the Rosary
Christian meditation sessions
Sleep Bible stories with celebrity narrators
Seasonal prayer challenges for Lent and Advent
Premium subscription at $9.99/month or $69.99/year
Hallow’s USP lies in how it addresses modern problems (stress, anxiety, sleep issues) with spiritual solutions while maintaining theological depth. And here's how they're dominating the spiritual wellness category through a systematic multi-language approach.
Multi-Language Instagram Empire
While some apps might struggle to maintain a single high-performing social account, Hallow has built a network of 7 language-specific Instagram accounts generating over 114.5M views combined:
@hallowapp (English) - 956K followers, 56M+ views
@hallowapp.br (Portuguese/Brazil) - 498K followers, 50M+ views
@hallowapp.es (Spanish) - 282K followers
@hallowapp.pl (Polish) - 11K followers
Plus accounts for German, French and Italian markets
Their Instagram strategy produces consistent wins, averaging a crazy 103K views per video across accounts. Their most viral post reached 6.8M views on the Brazilian account.
Content Strategy Breakdown
Hallow delivers a mix of content formats tailored to each language market:
Feature announcements showcasing new app capabilities
Daily prayer excerpts that provide spiritual value
Guest highlights featuring Catholic personalities
Seasonal content tied to Catholic liturgical calendar
They maintain a healthy balance between still photos, slideshows, faceless content, and talking-head videos. This variety keeps followers engaged while ensuring efficient content production.
What makes their approach extra-special is how they localize content rather than just translating it. Each account feels native to its language market.
Platform Contrast: Instagram Success vs. TikTok Challenges
Interestingly, Hallow's TikTok presence lags significantly behind their Instagram success:
Just 2 TikTok accounts (@hallowapp with 7.8K followers and @hallowapp.br with 13.4K followers)
Only 1.1M total TikTok views across both accounts
3.7K average views per TikTok (compared to 103K on Instagram)
This platform disparity reveals an important lesson: different audiences engage on different platforms. It's essential to find where your audience actually engages and focus a lot of your energy there.
For Hallow's audience, Instagram is clearly the superior channel. That's not to say other channels should be neglected, of course, and with a well-executed TikTok strategy (Be it through UGC, influencer collaboration, or in-house content creation), it's very likely Hallow could capture even more of their market, driving more growth and cementing their lead.
Why This Strategy Works
Hallow's approach succeeds because it:
Meets users where they are linguistically and culturally
Delivers consistent value through daily spiritual content
Scales efficiently by adapting winning content across language markets
Builds community around spiritual practice
Lessons for App Marketers
Language-specific accounts > generic global accounts. Hallow proves that dedicated accounts for each language market outperform trying to serve everyone from one account.
Platform prioritization matters. Focus resources on platforms where your audience actually engages.
Daily value drives growth. By providing consistent spiritual content rather than just app promotions, Hallow builds trust with potential users.
Turn weaknesses into opportunities. Hallow could easily boost growth by applying their winning Instagram formula to TikTok, creating similar language-specific accounts there.
Hallow's success demonstrates that finding the intersection of genuine user need and efficient distribution can drive insane growth, even in seemingly niche markets.
Next Steps for Expansion
The obvious growth opportunity for Hallow is replicating their Instagram success on TikTok by creating the same language-specific network and adapting their winning content formats. Even if TikTok engagement starts lower, ensuring presence where younger audiences discover their content could further accelerate their already impressive growth.
