How Dupe.com Gained 32m Views in 30 Days

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Founder-led content is the buzz. And I’m a megaphone for it. But what about an account that drove 32M views in 60 days without being founder-led? That’s Dupe. And that’s the content strategy I’m breaking down today.

And as always, thank you to our partners Taboola and Heatmap.

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In partnership with Taboola

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Curious? Check out how your brand can benefit from using Taboola.

Dupe.com gained 32 million views on Instagram in just 60 days.

Even more crazy, they got more shares than likes.

735,000 shares vs 530,000 likes

So, how did they do it?

Dupe.com's content strategy is hammering on content types that have proven to work while experimenting with new formats to find the next.

They've posted 57 videos, and of those 57 videos 40 are actually the same three content types and then 17 are experimental.

They focused on three primary content formats, repeating them with different hooks and variations.

1. A Post-it Note to Replace the Typical Video Text Overlay + Product Demo

The post-it note stands out in users' content feeds.

And they repeat this format with different attention-grabbing hooks:

• "My interior designer showed me this…ummm WTF?!"

• "I fell for a furniture price scam, so I built this to fight back"

• "Pinterest will end up buying this genius shopping hack"

2. Green Screen with News Articles + Product Demo

News articles as a background instantly add an element of authority and credibility.

It also acts as a powerful visual hook, grabbing viewers' attention right from the get-go.

Then, they pair it with a verbal hook as the CEO starts talking:

"I accidentally showed the world a shopping hack that got picked up by the press and went super viral."

Or

"I accidentally showed the world this Pinterest hack that got picked up by the press."

This combo of news articles and a personal story as the hook is a great template for anyone with press mentions.

You can amplify your media coverage so much more by incorporating it into your content like this.

And you can also make it work with press not about your company but related to your product category.

3. Rich vs. Broke" Content + Product demo

Dupe.com's third main content type is "rich vs. broke" concept that compares high-end (rich) furniture with more affordable (broke) alternatives.

The content often starts with a controversial or humorous hook to reel viewers in and encourage them to comment.

Like, 'You know your couch is why you aren't getting laid.'

Because the only content that grabs attention these days is "WTF," "LOL," and "OMG."

And Dupe.com hits all of those with their variations of the "rich vs. broke" content.

4. Reuse Winning Hooks in Other Content Types

Dupe.com doesn't just create killer hooks; they also know how to maximize their impact.

They smartly repurpose hooks that have proven successful in other content types, using them as middle hooks in new pieces.

By placing these proven hooks into the middle of their content, they retain and keep viewers engaged throughout.

So, if you've got a hook that works, find ways to repurpose it across your content. That hook that made one post go viral might just bring the same magic to your other pieces.

Lastly, a bonus genius move.

Their profile photo is a post-it note with instructions on how to use their product.

“Put dupe.com in front of the product URL”.

That alone probably got 100 million views!

In partnership with Heatmap

How Heatmap Generated $600,000 for a Client

In 2023, Essential Essence was gearing up to launch its new body wash.

Despite months of planning, they couldn't pinpoint the best landing page.

To solve this, they turned to Heatmap.

By leveraging Heatmap, they were able to:

• Analyze customer behavior.

• Identify the most effective landing page.

The result?

A 24% increase in Revenue Per Session, and over $600,000 in annual revenue.

The best part? Setting up Heatmap took just five minutes!

• Leads: Yellow Cake Media used this platform to increase its number of leads at a 50% lower cost. (LINK)

• Hiring: Should you go with a freelancer or agency? (LINK)

• Discovery: Obvi, Legends, and Tabs Chocolates are using this tool to discover 100s of new influencers to promote their brands. (LINK)

• AI: Adoption in advertising is happening faster than expected. (LINK)

• Billboards: When and how to run a billboard campaign? And how to know if it’s worth it. (LINK)

• Driving Results: Here’s the key to Profitable Customer Acquisition in 2024. (LINK)

Current Favorite Tools

• Track revenue per button on your website with Heatmap.

• I’ll never scale an influencer program again without SARAL.