“we got garyvee tweeting about us like a video from us so that was like a viral video demoing the app and we kind of in the thinking was if some videos of demoing photo room are viral it probably works also as ads”

If an Organic Demo Video Goes Viral, Use It Verbatim as a Paid Ad

GaryVee tweeted a PhotoRoom demo and it went viral organically. The insight: if a demo video earns organic attention without a budget, it will outperform polished ads because it already passed a real engagement test. They used those same viral clips as Facebook ad creatives and found them highly efficient — a cheap way to bootstrap paid UA with pre-validated creative.