How SUSH App Achieved $27K MRR Through a Multilingual TikTok Strategy

The SUSH app, a virtual pet sushi game reminiscent of Tamagotchi, is revolutionizing how brands leverage TikTok for international expansion. By integrating a social networking twist that allows users—especially couples and long-distance friends—to collaboratively “raise” a sushi pet, SUSH has tapped into a unique market niche. 

With over $27,000 in monthly recurring revenue (MRR) and more than 290,000 downloads, the app’s success is largely attributed to its innovative use of localized content on TikTok.

Key Metrics: A Snapshot of SUSH’s Success

To grasp the scale of SUSH’s achievements, let’s delve into the numbers across its various TikTok accounts:

• Global Reach: SUSH operates over 15 TikTok accounts targeting 12 countries and four languages—English, Spanish, Portuguese, and French.
• Major Accounts and Followers:
  • @sush_mex: The largest account with 545.7K followers and 54.5M views.
  • @salmurai_cl: 30.6K followers and 32.4M views.
  • @sush_fr: 32.8K followers and 22.8M views.
• Content Performance: Over half of the TikTok accounts have exceeded 1 million views. Individual videos have garnered up to 1.5 million likes and tens of thousands of comments.
• Content Production: Each account posts 1–3 videos per day, maintaining consistent engagement and favor with TikTok’s algorithm.

The Strategy: Native Creators and Localized Content

SUSH’s remarkable success is primarily due to its strategic approach to localization. Here’s how they executed it:

1. Hiring Native Creators for Each Region

SUSH recruited creators native to each target country to manage the TikTok accounts. These creators serve as the faces and voices of the brand, adding authenticity and cultural relevance. By producing content in the local language, they build organic connections with the audience. Creators are given creative freedom to generate content that resonates locally, ensuring cultural nuances are respected and leveraged.

2. A Mix of Faceless and Face-Forward Content

SUSH diversifies its content strategy between gameplay screen recordings and videos featuring creators on camera. Approximately 85% of the content involves creators speaking directly to the audience, fostering a personal connection while consistently linking back to the app. This balance caters to viewers who prefer straightforward gameplay demonstrations and those who enjoy engaging personalities on TikTok. Similar tactics are employed by apps like Cal AI, which emphasizes authenticity through high-quality, influencer-led content.

3. Consistent and Frequent Posting

The brand maintains a steady posting schedule of 1–3 videos daily on each account. This consistency is crucial for building momentum on TikTok, because as we all know by now, the platform rewards regular content uploads. SUSH rotates between various content types—gameplay footage, creator-led discussions, and hybrid formats—to keep their feed fresh and dynamic.

Scaling Across Multiple Countries: The Power of Local Adaptation

While a one-size-fits-all content strategy might be tempting, SUSH demonstrates the effectiveness of tailored content for each market. Their accounts span multiple languages and regions, including Spanish-speaking countries like Mexico, Chile, and Argentina, as well as French-speaking nations such as France and Belgium.

Lessons from Gigi Dating and Juduku

Other brands have successfully employed similar localization strategies. Gigi Dating initially targeted France before expanding to the U.S., using language-specific accounts to maximize regional appeal.

Juduku, from ATM Gaming, translated their card game content into multiple languages and utilized the same creators across regions to optimize production efficiency.

Content Formats Driving Engagement

@salmurai_cl

♬ chulo pt2 – rockstarr

The diversity in content style is a critical factor in SUSH’s TikTok success. The main formats include:

1. Gameplay Clips

These are simple screen recordings of the game, often with added captions or voiceovers. They showcase users interacting with their sushi pets, accompanied by relatable text like “Look at this cutie!”

2. Personal Stories and App Promotion

Videos featuring native creators sharing personal anecdotes or demonstrating app features perform strongly, often resulting in higher engagement such as likes and comments. These videos include direct calls-to-action to download or try the app, making them effective tools for conversion.

3. Hybrid Formats

Occasionally, content mixes gameplay footage with creator commentary. This hybrid approach caters to varied user preferences, ensuring the content appeals to a broader audience.

Engagement That Converts: Impact on Metrics

SUSH’s strategies result not only in views and followers but also in meaningful engagement that drives app downloads. 

For instance, videos on @salmurai_cl have achieved exceptional interaction—1.5 million likes, 28,200 comments, and 87,500 saves on a single post. High engagement levels boost app visibility on TikTok, signaling to the algorithm that the content resonates with users.

Localization as a Growth Driver

By adopting a multilingual, localized approach, SUSH maximizes its reach in different markets. Providing content in users’ native languages and incorporating culturally relevant elements fosters familiarity and trust. This strategy aligns with approaches taken by apps like Flamingo Cards, which expanded their presence by creating language-specific TikTok accounts, generating millions of views in the process.

Challenges and Opportunities in Scaling Globally

While SUSH’s strategy has been successful, scaling across multiple countries presents challenges:

1. Maintaining Consistency Across Accounts

Managing quality and consistency with multiple creators in different regions can be complex. Establishing clear content guidelines and providing regular training can help mitigate this issue.

2. Navigating Algorithm Changes

As TikTok continuously updates its algorithm, brands must stay adaptable and tweak strategies accordingly. SUSH addresses this by experimenting with different video formats and monitoring audience responses.

Key Takeaways for Brands Looking to Expand Internationally

For brands aiming to replicate SUSH’s success, here are actionable insights:

• Invest in Local Creators: Hiring native influencers can be pivotal in establishing authenticity and relevance. They understand the cultural nuances of your target market.
• Adopt a Multilingual Strategy: Translating content into the languages of your target audience increases engagement and can significantly boost conversions.
• Maintain High Posting Frequency: Regularly uploading content keeps the algorithm in your favor. Diversify content formats to appeal to different viewer preferences.
• Track Engagement Metrics and Adapt: Use analytics to understand which formats and regions perform best. Be prepared to pivot based on data insights.
• Cross-Promote Across Accounts: If managing multiple accounts, use each to cross-promote content, driving traffic between them and building a broader audience base.

Conclusion: Scaling the SUSH Formula

SUSH’s TikTok strategy showcases how small apps can scale globally through a smart, localized approach. The key lies in blending authentic content with a consistent posting schedule while leveraging the unique cultural touchpoints of each region. As demonstrated by brands like Gigi Dating and Flamingo Cards, this model is not only scalable but also highly effective in generating sustainable growth.

By focusing on localization, consistent engagement, and diverse content formats, SUSH has set a precedent for brands looking to expand internationally through social media platforms like TikTok. The app’s success story serves as a blueprint for leveraging cultural nuances and authentic connections to drive significant growth in a competitive market.