This app hit #1 on the US App Store It's a consumer social app And here's the viral UGC format behind their success The viral format → someone gets a text from their crush and starts typing a reply that’s way too eager. Then Bro, an orange cartoon character that sits on top of their phone screen, jumps in, tells them to play it cool, and writes a better reply > you’re watching a little dating drama, and by the end you’ve also seen exactly what the app does Here's the 4-step structure every top video follows: 1. Start with a small moment that feels huge, like a text from your crush, a date who cancels, or not knowing which photo to post 2. Bro pops up on top of the app you’re already using, so it’s clear it sees what you see 3. Bro reacts in its blunt, funny voice, like stopping you right before you send a bad text 4. You follow Bro’s advice, and the video shows how it turns out Why it works: 1. People stay for the story, they want to know what happened 2. The videos don't mention AI. They show Bro helping in one stressful moment, like when you have no idea what to text back - and that’s way easier to relate to 3. The orange character makes Bro easy to spot. Even when nobody says the app’s name, you know whose video it is 4. Bro shows up right where you’re making the choice, on top of apps like Instagram, so you see it help in real time The format has 3 variations worth knowing: 1/ Dating and texting This is the strongest one. Almost everyone has stressed over a text from a crush, so viewers get the problem in a second and stay to see what happens. In one video, a crush cancels plans, and Bro comments like a friend would 2/ Everyday decisions Here Bro helps with small choices inside other apps. In one post, it sits on top of DoorDash, guesses the calories, and comments on the dessert. In another, it picks which photo to post on Instagram and writes the caption 3/ Motivation In these videos, the app shows up on the phone’s lock screen to push someone who doesn’t feel like working out or doing homework. You can see what the app does, but there’s no real story in there Key takeaways for marketers: 1, Put your app inside a story people already care about 2. Talk about the problem, and keep the app in the background 3. Show your app helping in the first few seconds 4. Give your app a look people can spot in one second, like Bro’s orange character 5. Pick one main promise and tie every feature back to it 6. End every video by showing the app name and what to search 7. Switch up the story, the setting, and the creator from video to video. When every post is the same phone close-up, the accounts start to feel fake