“this piece of content we launched in July and this was the one that really changed a lot for us was one that caught fire got around 8 million views across all platforms... I also framed it like I said earlier in this polarizing way do you want to know something that they don't want you to know and it's kind of ambiguous of who they are but they is kind of if we're talking about health it's the the nefarious forces that are kind of keeping you sick”

Polarizing Curiosity-Gap Hooks Drive 8M Views And Convert To Installs

A single polarizing piece using a 'do you want to know something they don't want you to know' hook hit 8 million views across platforms in July and became the inflection point for the app. The ambiguous 'they' framing weaponized curiosity against an unnamed villain in the health space.