My views went down on Tiktok & content suggestions

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For a social app without wanting to be on camera, text-based videos with screen recordings or UI walkthroughs can work well. Show the product in action rather than explaining it. That's lower barrier than face-cam and often performs better for app promotion anyway since people can see exactly what they'd be downloading.

A drop like that can happen even if nothing is “wrong.” Short-form platforms will often quietly lower distribution when a format gets repetitive, the first few viewers stop swiping through, or the post feels too much like an ad too early.

For a social app, I’d test a few formats that do not require face-cam:

• Screen-recorded mini stories: show a real situation, then the exact moment the app helps.
• “Problem first” slideshows: start with the awkward/social pain point, not the feature.
• Tiny comparisons: how someone handles the situation now vs. a cleaner way.
• Reply-style posts: answer questions your target user would ask before trying it.
• Founder notes without face: text over simple screen capture explaining why a choice was made.

I’d also remove the CTA from some posts and let them be purely useful or relatable. If every post ends by pushing people somewhere, the platform may not be the only issue — viewers may just be bouncing before the end.

For the next 10 posts, change one variable at a time: hook style, format, length, or CTA placement. If you change everything at once, you will not know what fixed it.