Marcus Burke helped scale a subscription app to $2M/month in Meta ad spend. He's spent 14 years running paid social for apps, and his single best-performing ad crossed $1M in spend on its own.

In this episode of The Superwall Podcast, Joseph sits down with Marcus to break down the exact system he uses to scale Meta ads without burning through creative budget.

• Why D2C "talking head" ads fail for apps, and what works instead
• The one thing every app ad must do: prep users for the App Store before they click
• The Reddit plus Claude research pipeline that makes copy feel like mind-reading
• How to use emotional language from niche subcultures to let the algorithm do your targeting
• Why 400-500 iterations on a single ad format is normal, not overkill
• The age-based cost analysis that reveals which audiences actually convert to paid
• How Meta's Value Rules let you bid more on high-LTV users without killing reach
• Campaign architecture: why separating ad sets by format and message unlocks scale

If you're running a subscription app and treating Meta like a checkbox, this episode will change how you think about paid growth.

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Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

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Evan Yadegari scaled his app Locked to over $14,000 a month at 14 years old. Then he built 10x, a Shopify for apps, and hit $30K ARR in its first 30 days.

In this episode of The Superwall Podcast, Evan walks Joseph through the exact influencer playbook behind Locked's growth:

• Testing Reddit, X, paid ads, and influencers before going all in on the winner
• Sending 500 DMs a day across verified accounts with 1,000+ followers
• The "Paid promo" opener that cuts through flooded inboxes
• Four deal structures, including his favorite: the minimum view clause
• Keeping CPMs at $1 to $2 while RPM runs $3 to $4
• One video that drove 1M views, $3,000, and his first 10,000 download day
• Vetting creators by engagement, not follower count

Follow Evan on X: https://x.com/EvanYadegari

Start building & deploying paywalls in 10 minutes flat: https://superwall.com/

Join a community of world class consumer app founders and growth hackers: https://joinconsumerclub.com/

Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

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Drew Levin has watched over 500 million views roll in across SideShift's top campaigns. As Co-Founder and CTO, he's built the platform that powers UGC for some of the fastest-growing consumer apps on the internet.

In this episode of The Superwall Podcast, Joseph sits down with Drew to break down exactly how viral UGC programs are built from the ground up.

• Engineering your app to go viral by building shareability into the product itself
• Why apps that help users earn money or get something back crush organic growth
• The 1:10 manager-to-creator ratio that keeps top programs profitable
• Engagement rate benchmarks: 7.5% to spark, 12%+ means you're going viral
• How a job-market TikTok with zero budget hit 9.6 million views and a 16% engagement rate
• The Spark ad playbook: start at $20, kill it below 5% engagement, target sub-$1 CPMs
• Why the best UGC programs on SideShift pay $800/month for 60 cross-posted videos
• How payment structure, not content, is what kills most creator programs

If you're trying to crack organic growth or turn your best videos into cheap installs, this episode is the playbook.

Guest: @drewlevinn | SideShift

Start building & deploying paywalls in 10 minutes flat: https://superwall.com/

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Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

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Kiran Desai didn't run paid ads to grow StudyFetch. He pointed a camera at a laptop screen, posted it on TikTok, and woke up to 3 million views and tens of thousands of signups in 24 hours. Today, StudyFetch has 7 million users, seven-figure MRR, and over 2 billion views, bootstrapped for 18 months before raising an $11.5M Series A.

In this episode of The Superwall Podcast, Joseph sits down with Kiran, CMO of StudyFetch, to break down the exact creator system behind that growth.

• The first TikTok that drove tens of thousands of signups overnight with zero strategy
• Why StudyFetch pays five figures a month for influencers to build brand-new zero-follower accounts
• How comments, not views, predict whether a creator will actually convert
• Why TikTok outconverts Instagram Reels, and when geography kills your results
• Building features designed to look impressive on camera before a single video is filmed
• The $100 per 100K views bonus structure keeping hundreds of creators motivated

If you want to build a creator program that compounds instead of churns, this one's worth your time.

Follow Kiran on X: @kdxcreative | LinkedIn

Start building & deploying paywalls in 10 minutes flat: https://superwall.com/

Join a community of world class consumer app founders and growth hackers: https://joinconsumerclub.com/

Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

Learn more and create a free account at superwall.com
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Yannis Chaouche was supposed to be a machine learning scientist. Instead, he reverse-engineered TikTok and built a system generating 500 million views and 3 to 5 million downloads without hiring a single creator.

In this episode of The Superwall Podcast, Joseph sits down with Yannis to break down the exact playbook behind his centralized organic growth system. Watch the full episode here.

• Opening 50 to 100 fresh TikTok accounts per week to produce 10 to 50 million views per month
• Why reposters beat influencers: control, predictability, and $20 per account versus thousands per deal
• Using SpyTok to find formats that outperform an account's median by 200x
• The scratch map test: same creative, two text overlays, one drove zero downloads, one spiked App Store rankings across multiple countries
• Why virality and conversion are two completely separate problems
• How to correlate App Store ranking movements directly to specific TikTok posts

If you want a repeatable organic system that actually drives installs, this one is required listening.

Start building & deploying paywalls in 10 minutes flat: https://superwall.com/

Join a community of world class consumer app founders and growth hackers: https://joinconsumerclub.com/

Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

Learn more and create a free account at superwall.com
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Nicole Cheung built four apps before turning 25 with no engineering background. The last two pulled over $400K a month combined, including GlamUp hitting a million users in six months and Sprout reaching $250K MRR in eight months.

In this episode of The Superwall Podcast, Joseph sits down with Nicole to unpack the exact systems behind her growth, from UGC creator pipelines to paywall sequencing. 

• The 10-minute brainstorm that turned into GlamUp, a million-user app
• One repeatable TikTok format, same caption, same audio, scaled across 30-40 creators daily
• How a referral code template pushed the keyword "GlamUp" into TikTok comments at scale
• Hard paywall right after onboarding beat explore-first by 50% conversion
• Raising prices by 20% and watching conversion go up, not down
• Building a creator course where 50% of graduates go viral within two weeks
• Why 90% of Nicole's insights came from downloading apps herself, not from X

Whether you're launching your first app or scaling a creator program, this episode is a masterclass in building repeatable growth systems.

Start building & deploying paywalls in 10 minutes flat: https://superwall.com/

Join a community of world class consumer app founders and growth hackers: https://joinconsumerclub.com/

Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

Learn more and create a free account at superwall.com
Follow us on X: @Superwall

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Daniel Heintzman didn't wait to build before finding customers. He charged $15 for manual dating profile reviews on Instagram before writing a single line of code. Six months after shipping, Sway AI hit $2M ARR. Cal AI, his next project, was acquired by MyFitnessPal.

In this episode of The Superwall Podcast, Joseph sits down with Daniel to unpack the full playbook.

• Building an Instagram audience and charging for manual reviews before the app existed
• The TikTok batch system that produced a month of content in two hours using Figma and Excel
• How a motivation-first onboarding sequence doubled revenue per user overnight
• The eight-slide paywall carousel that made the subscription feel like a no-brainer
• Photo pack upsells driving 11% of total revenue by targeting high-spending users
• Retention mechanics borrowed from Strava and Duolingo: groups, streaks, and progress sharing

If you want to see how product design and distribution combine to scale fast, this one delivers.

Start building & deploying paywalls in 10 minutes flat: https://superwall.com/

Join a community of world class consumer app founders and growth hackers: https://joinconsumerclub.com/

Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

Learn more and create a free account at superwall.com
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Alex Vech burned $800K on Meta ads that didn't work. Not total spend, just the wasted portion. The other $700K helped him build Boost App Social to $100K MRR and sell it for seven figures.

In this episode of The Superwall Podcast, Joseph sits down with Alex to break down the exact paid acquisition system behind that exit, and what he's building now at Screensdesign.com. Watch on YouTube.

• The 1-in-85 rule: only one ad out of 85 actually works, so your whole job is generating enough volume to hit it
• How Alex built a cold email machine with 1,000 Gmail accounts sending up to 30 emails each per day to source UGC creators
• Moving creator negotiations to Telegram, plus sending $100 upfront to prove legitimacy and lock in perpetual rights
• Why every ad needs captions: 80% of Instagram users scroll without sound
• The green screen + human hook combo that outperforms pure product demos
• How 300 owned creator contracts became a key asset in the seven-figure acquisition

Whether you're scaling Meta ads or building your first UGC pipeline, this is what four years of paid acquisition looks like when someone finally writes it all down.

Start building & deploying paywalls in 10 minutes flat: https://superwall.com/

Join a community of world class consumer app founders and growth hackers: https://joinconsumerclub.com/

Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

Learn more and create a free account at superwall.com
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Morrie Schonfeld's app got 400 million views in a single month. Fourteen months after launching from his Northwestern dorm room, Pingo AI is approaching $500K/month with 3 million users and zero paid ads.

In this episode of The Superwall Podcast, Joseph sits down with Morrie to unpack the creator-led growth engine behind Pingo AI, a language learning app built for virality from day one. Watch it here.

• The co-founder rule that shaped everything: never build a consumer app that can't go viral
• How a roast format creators invented inside a custom scenario feature hit 52 million views
• Running 100 creators like a VC portfolio, cutting the bottom 30%, coaching the middle
• Why 200K Russian users generated zero dollars, and how geo-targeting became a core distribution strategy
• Paywall wins: 7-day free trial, trial reminder messaging, and transaction-abandoned flows that lift conversion
• 3-day vs. 7-day trials: equal in the US, but internationally the 7-day wins by 2%

If you're building an app and wondering how to turn creator content into a compounding growth engine, this one's worth your time.

Start building & deploying paywalls in 10 minutes flat: https://superwall.com/

Join a community of world class consumer app founders and growth hackers: https://joinconsumerclub.com/

Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

Learn more and create a free account at superwall.com
Follow us on X: @Superwall

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Zack Hargett and Brett Bauman grew Coconote to $6.7M ARR, 2 million users, and 1 billion social views, bootstrapped, in under two years. Then Quizlet acquired them.

In this episode of The Superwall Podcast, Zack and Brett join Joseph to break down the exact UGC playbook, onboarding experiments, and retention tactics that drove their run. 

• Why 40M views earned only $25K, and what actually converts
• Building a "Navy SEALs, not the Navy" content team of 10-12 part-time creators
• How hiring marketers (not influencers) powered 1B+ organic views
• The onboarding change (5 to 13 screens) that boosted trial conversion 16%
• Moving login after the paywall, and why it mattered
• The 7-day trial extension that stops 27% of cancellations

If you're building a consumer app and need your content and conversion working together, this one's required listening.

Start building & deploying paywalls in 10 minutes flat: https://superwall.com/

Join a community of world class consumer app founders and growth hackers: https://joinconsumerclub.com/

Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.

Learn more and create a free account at superwall.com
Follow us on X: @Superwall

Enjoying the show?

If you’re finding value in the Superwall Sessions, leave us a rating or review on Apple Podcasts — it helps more ...