Incredibox's Organic UGC Machine: How a Music App Built a Self-Sustaining Growth Engine
Three friends from a small French city created a music app that now generates $70K in monthly revenue with minimal marketing. Their secret? Building a product so engaging it spawned hundreds of fan-created TikTok accounts that market the app for free.
The Numbers Behind Incredibox
$70K monthly revenue across iOS and Android
30K monthly downloads with minimal updates to the app
Consistently ranks in top 5 paid games on App Store
The Product That Markets Itself
Incredibox lets users create music by dragging and dropping icons onto beatboxing characters. This simple UI creates a visual and audio experience that appeals to people of all ages—from kids to hardcore music lovers, even in classrooms.
What makes the app so sticky:
Easy to learn: Anyone can create something cool in seconds
Visual + audio feedback: Immediate gratification when creating music getting that instant dopamine hit
Social sharing: Users can save their mixes and compete for spots in the Top 50
Multiple musical styles: From hip-hop to electro, pop to Brazilian rhythms
No ads or microtransactions: Clean, premium experience
The team focuses on quality over quantity, having released just 8 version updates to the app since 2011, each with distinct themes, sounds, and visuals—all produced in-house.
Self-Sustaining Organic TikTok Growth
What's truly amazing about Incredibox is how little marketing they do themselves. Instead, they've achieved something most apps dream of: they built a self-sustaining user-generated content machine.
On TikTok alone, there are:
Hundreds of fan accounts dedicated to sharing Incredibox content
Top fan account with 1.9M followers (@incrediboxprofi)
20+ accounts with over 10K followers each
Several other large accounts like @incredibox (56.8K followers) and @incrediboxbrofc (80.4K followers)
Even major influencers have joined in:
@onlyjoeyd (344k followers): His two most viral videos (18.5M and 10.6M views) feature Incredibox
Someone posted a clip of iShowSpeed creating incredibox content which got 2.1M views
Why This Strategy Works
Product-led growth: The experience is naturally shareable and visually engaging
Built for content creation: The app itself outputs content that performs well on social platforms
Cross-generational appeal: Used by children, adults, and educators alike
Community ownership: Fans feel invested in sharing and promoting the app
Key Takeaways for App Makers
Build share-worthy experiences: Design your product to generate content users want to share
Create community incentives: Features like the Top 50 chart encourage users to share their creations
Find unexpected use cases: Classroom adoption opened a massive new market
Let super-fans lead: The most passionate users will become your best marketers if you give them the tools
Incredibox proves that with the right product, you can build a sustainable business that markets itself. By creating something genuinely engaging and shareable, the team has established a passive income stream that continues to grow eight years after their mobile launch—all while they focus on what they do best: making an amazing product.
