“Instead of stepping in with the message that like haha they're down we're not — you step in with a message that like hey they're down, did you know we offer all of these really cool features that Apple weather doesn't.”

Capitalize on market moments through your differentiation — not the event itself

When a competitor stumbles or shuts down, the instinct is to lead with their failure. That's a mistake: users acquired around an external event churn back the moment that event resolves. Step into the moment, but make your pitch about why your experience is better at any time — the crisis is just the distribution moment, not the message.