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šÆ How Calm gets automatic signups via YouTube
A masterclass in content ā app funnels
Read time: 4 minutes 11 seconds
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Identified a personal pain point they felt in their daily lives.
Wrote a document describing the problem and got feedback from potential users.
Worked with a designer to create mockups of a solution to get more feedback.
Found engineers to build the minimum viable product (MVP).
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Came across this strategy accidentally - exactly as Calm intended. 1 of thousands of people that enter their organic video content funnel every day.
Once I hit send Iām off for a 10 minute meditation.
Enjoy.
ā Tom
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How Calm gets automatic signups via YouTube
Chess Move
The what: A TLDR explanation of the strategy
Calm is one of the worldās most successful mobile app companies - generating over $7.7 million per month.
With over 150 million downloads (!), itās safe to say theyāve got repeatable growth playbooks to find new users and get them into the app.
Hereās an interesting one worth knowing about:
Nearly 50% of Calmās social media traffic comes from YouTube.
At the time of writing, they have just shy of 1 million subscribers, and over 175 million views.
Their most-viewed videos arenāt just good marketing. They are a targeted funnel for new app signups, running on autopilot, 24/7.
Not bad for low-production content posted 6+ years ago.
š” | Strategy Playbook: Donāt create ācontentā, create ātoolsā (that people actively look for). |
Hereās how it works:
Breakdown
The how: The strategic playbook boiled down to 3x key takeaways
1.Ā Ā Provide free upfront utility
With over 50m views, the most popular video on Calmās channel is:
Importantly, the video isnāt just a trailer for the app.
Itās a useful tool in and of itself.
Itās a full 8-hour piece of content, made available for free.
People can use the video to satisfy their āJob-to-be-Doneā (in this case, fall asleep), without needing to download the app.
Their other top videos follow the same pattern, helping viewers solve specific problems for free, such as reduce anxiety, relax, meditate, control their breathing etc.
Importantly, the videos arenāt just ācontent marketingā - they are tools that provide immediate practical utility.
A central characteristic of Calmās YouTube discovery journey:
Prospective users get free value from Calm (the brand) before theyāve even used Calm (the app).āā
2. Target relevant high-volume search trafficĀ
You canāt just post a free video about anything and expect millions of views.
Calmās top videos are a deliberate exercise in ranking for popular search terms among their target user base.
Calm noticed that their users were most active between 9-11pm. They werenāt looking for motivational stories to start their day - they were looking to relax and sleep.
The keyword āsleep soundsā has over 31,000 monthly searches across Google and YouTube.
āRain soundsā has over 72,000.
Calmās top video ranks #1 and #3 respectively for these search terms.
Similarly, their 2nd top video, āDaily Calm | 10 Minute Mindfulness Meditation | Be Presentā, ranks #1 and #4 for ā10 minute meditationā (6.5k monthly searches) and āmeditationā (111k monthly searches).
For the term āmindfulness meditationā, Calm dominates the results page with all 3 of the ranking videos.
Even though these videos are 5+ years old, they still generate hundreds of views every single hour, on autopilot.
3.Ā Create a signup funnel that cares
To maximise conversion of video search traffic into app users, Calm designed its funnel to be as simple and friendly as possible.
Each video features Calmās logo on the bottom corner. Subtle enough not to be aggressive, but made prominent as the only graphic superimposed on the stock video.
The video descriptions are short and to-the-point.
They each start with a link that directs traffic to āDownload Calmā, followed by a short value-add of where users can find similar content within the app.
Unlike most popular videos on YouTube, Calm removed all pre-roll and mid-roll advertising.
Calmās intention is to generate app signups, not monetise the videos via ads. This also maximises the utility value of each video (uninterrupted meditations / sleep sounds / breathwork) and garners appreciation from their community.
When users hit the landing page, Calmās only CTA is to āTry Calm for Freeā.
Evaluators land directly into a short personalisation survey, which tailors their experience into a solution for the specific problem they are looking to solve.
The flow creates momentum with relevant testimonials based on the userās responses, as well as a sense of urgency by reminding them that they may be looking for a solution (e.g. to fall asleep) right now.
By the time users are asked to add payment information to confirm their free trial, they are primed to expect:
a tailored solutionā¦
that will solve their problem immediatelyā¦
from a brand they already trust (since they were provided with free valuable content upfront)
Rabbit Hole
The where: 3x high-signal resources to learn more
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