Gigi AI Dating: A Masterclass in Consumer TikTok Marketing

We’re looking at the strategy of Gigi Dating, the AI dating app that took over France’s AppStore by storm and is now gearing up to conquer the US market. 

Below are 8 different strategies used by Gigi to generate millions of views and instals from TikTok organic marketing.

The Numbers Don’t Lie: Gigi’s Explosive Growth

Let’s kick things off with some jaw-dropping stats:

• 10M+ views in just 6 months on the founder’s account
• A whopping 40M+ views in France from only 5 in-house accounts
• Skyrocketed to the #2 spot in the French app rankings

But how did they pull off this growth? Let’s break it down, step by step:

1. The Founder’s TikTok Takeover

Clara, the brains behind Gigi Dating, isn’t just sitting in her ivory tower, like many CEOs do.

She’s in the trenches, cranking out 1-3 videos every single day. 

Talk about leading by example! Here’s what makes her strategy so killer:

• Mix of organic content and boosted posts
• Simple yet addictive video formats
• Real-time testing of different hooks

Pro tip: As a founder, get comfortable turning everything into content. It’s not just about the app; it’s about the story behind it!

@clara_gigiboss

#gigiapp #ia #dating @gigi

♬ original sound – clara_gigiboss

2. Multiple Branded Accounts

Gigi didn’t stop at just one TikTok account. They’ve got a whole squadron of branded profiles pumping out content 24/7. Here’s the lowdown:

• 4 main branded accounts
• Daily content from hired interns and social media employees
• A mix of casual vlogs and polished, edited videos

Consistency, consistency, consistency! 

When you’re pushing out content non-stop, that’s when the magic happens.

3. The “Behind-the-Scenes” Account

Everyone loves a good origin story, right? Gigi’s company account gives that coveted insider look:

• Shows the human side of the app
• Creates a different vibe from the main accounts
• Builds trust and connection with potential users

Remember, people don’t just want to use an app; they want to be part of a movement! Miquel from Moments, used a similar strategy to drive tens of thousands of app instals.

@gigi_office

Quand tu taffes chez gigi🫡 #paris #app #tech #alternance #stage #startup

♬ Bad Reputation – Joan Jett

4. Personal Account Strategy

But Gigi’s marketing is not only working behind the scenes. They’re front and centre, building their own personal brands:

• Each team member runs their own TikTok account
• Daily vlog content that feels authentic and relatable
• Example: @coucoucestalice42 is killing it with her personal touch

This strategy doesn’t just promote the app; it helps them scale horizontally to naturally create a whole ecosystem of creators.

@coucoucestalice42

Dites-moi ce que vous en pensez #app #dating #datingapp #storytime #crush

♬ son original – AlicesurGigi

5. Micro-Influencer Magic

On top of everything above, Gigi’s tapping into the power of nano and micro-influencers:

• Daily videos from up-and-coming content creators
• Authentic voices that resonate with niche audiences
• Cost-effective way to expand reach

Remember to always spread risk across multiple strategies.

6. Experimenting with Formats

Gigi’s pushing the envelope, constantly testing, with a dedicated slideshow account:

• Daily slideshows that pack a punch
• Some hitting 50K+ views
• Perfect for conveying info-heavy content

Always experiment. Don’t be afraid to try new things. There are many formats that work extremely well on TikTok and Reels.

7. Going Global: The US Waitlist Strategy

Gigi’s not content with just dominating France. They’ve got their sights set on the US market with a genius pre-launch strategy:

• Two branded US accounts pushing English content
• One account racked up 320K views in just a month
• Building a massive waitlist for the US launch

8. American Invasion: US-Based Dedicated Content Creators

To crack the US market, Gigi’s bringing in the local talent:

• At least three full-time US creators
• Daily videos tailored to American audiences
• Some creators already seeing massive success

Names to watch: @istnotguili, @babybrooke2002, and @aavaguava444

The Waitlist Wonder: Launching with a Bang

Here’s where it all comes together. By building a huge waitlist, Gigi’s setting themselves up for an explosive US launch:

• Instant network effect when the app drops
• Skyrocketing to the top of App Store rankings
• Momentum that money can’t buy

It’s not just about launching an app; it’s about launching a phenomenon and creating an initial network effect as quickly as possible.

The Secret Sauce: Content Obsession

If there’s one takeaway from Gigi’s success, it’s this: Content is king, queen, and the whole royal court. Like this, you multiply touchpoints and lower the luck factor to mere statistics.

If you want to win in the AI app game, make content creation your number one obsession.