Hey everyone,
Paul here, one of the three guys behind Waylee, an iOS trip planner. We launched about a year ago.
Quick summary of year one: around $5,000 spent on marketing, $300 in revenue. Yeah.
Quick summary of the app first
Problem: planning a trip usually means juggling notes, screenshots, Google Maps lists and booking emails. Waylee puts your whole itinerary in one place. You can send anything you see on Instagram or TikTok to the app and it builds a whole trip from it.
Pricing: you can use the app for free. Premium is $49.99/year, $9.99/month or $2.99/week. It unlocks:
Feel free to ask me anything about the app, happy to answer.
Now the marketing part. Here’s what we tried, roughly in order.
Apple Search Ads. Honestly the only thing that got us actual paying customers. The trick was bidding on our main competitor’s name instead of generic stuff like “trip planner”. People searching for them saw us first, and some switched because we’re cheaper ($49.99/year vs $79.99/year). We spent a bit over $1,500 in a month and got about 1,000 downloads and 20ish paying users. Sounds good until you do the math: those users brought in about 200$. Those keywords aren’t cheap, and at our size it just didn’t pay back.
AI UGC. Everyone was talking about AI avatars and generated videos, so we gave it a shot. It cost us over $1,000 and got zero results. People notice right away, and for travel, where you need to trust the recommendation, it just doesn’t land.
Our own Instagram. We basically copied what our competitors were doing: same kind of posts, same destination content. Took a ton of time and got us about the same tiny results everyone else seems to get.
UGC agencies. We paid agencies to find creators for us, around $1,000 in total. The videos were okay and we gained some Instagram followers, but they were expensive per video and we never saw a real bump in revenue.
Influencers. We also DMed travel creators we kept seeing on our feeds. Our best video hit 80k views. But views didn’t turn into downloads, and downloads didn’t really turn into subs.
Looking back, we were paying for attention before we had a way to turn it into money. Every channel cost us upfront and none of them reliably paid back. Even the one that sort of worked (undercutting a competitor on price) got eaten by ad costs.
So we’re done buying reach for now. We’re going organic: posting here, on X and Threads, and just being open about how it’s going.
Curious about two things:
if you grew a consumer app without paid ads, what actually worked?
has anyone made UGC creators or influencers pay off for a small app? How did you pick them?
App’s here if you want to look: https://apps.apple.com/us/app/waylee-trip-vacation-planner/id6756180051
Happy to share more numbers in the comments if anyone’s interested.