Recently on our YouTube channel, Joseph sat down with Yev. He’s a growth hacking veteran who leads growth at Sizzle AI. His track record? Billions of views on faceless YouTube channels and a knack for making content go viral on TikTok.
But what he really focuses on are “tipping points.” Those are the tiny moments in the user journey where small changes can double or even triple conversions.
Here, I’ll recap Yev’s best secrets and techniques from the interview with Joseph. If you want the whole game plan, though, definitely check out the full interview here.
Sizzle AI: Finding product-market fit through data
Sizzle AI isn’t trying to be just another study app. It’s a learning platform, but it's built on actual learning science to personalize student experiences. Yev explained how the app launched before the recent AI study craze, but quickly carved out its niche by obsessing over where users dropped off.
Remember the tipping point call out above? This is one of them.
When product, marketing, and growth teams work together to fix those drop-off points, even the smallest tweak can create exponential growth. That type of focus is fueling Sizzle AI’s rise in a crowded market. If you can plug drop off points, you can increase revenue. The trick is that drop off points can be hard to find, or ambiguous to test for, but it's worth investing in.
Finding tipping points in your funnel
So, tipping points. How do you find your own? Yev kept coming back to the importance of finding them. Why? Because these are the moments where optimization pays off big. Most “growth hacks” fail because they’re blanket fixes. Instead, Yev likes to zero in on:
Entry points where user journeys begin.
Critical decisions that move users to the next step.
Drop-off cliffs where 50%+ of users bounce (fix these first).
By digging into pathways, Yev’s team spotted stages with the biggest conversion upside. Then, they could start to turn small 10% wins into 2–3x growth. His advice? Data over guesswork, every single time.
Organic and paid: working together
Interestingly, Yev doesn’t separate organic and paid. He runs them as one testing machine:
Organic content becomes the playground for testing hooks, messaging, and engagement.
Paid ads are the amplifier. Once something works organically, put budget behind it.
The process looks like this: you would test around 20–30 organic posts, toss a few dollars at each, and watch which ones spike. The goal isn’t to spend more. It’s to amplify what’s already proven.
Hooks, experiments, and scaling
Virality is won in the first second. Yev’s structure:
A strong emotional or surprising hook (sometimes just a facial expression).
A quick product demo that hits audience pain points.
A light ending with no pushy CTA (paid does the converting).
I found this especially helpful, because a lot of advice I've seen really focuses on converting during the post. Here, Yev flips that backwards.
One TikTok ad using this formula pulled in 79,000 likes. The hook? No words. Just the right look that stopped the scroll. That's it! The playbook works because it mirrors trends while adapting to your product.
From there, his secret weapon is volume. Spin up 20–30 organic videos across TikTok, YouTube, and Facebook. Spend the minimum ($1–20 per creative). Track performance. Double down on the handful that show promise. Most will flop.
His advice? Let volume surface the winners.
Scaling doesn’t just mean bigger budgets. Yev’s “horizontal scaling” is about:
Geography → US vs. global.
Messaging → new headlines or CTAs with the same creative.
Audiences → fresh demographics.
Platforms → adapt TikTok winners for Facebook or YouTube.
From one winner, you suddenly have hundreds of variations. It spreads risk and uncovers new insights.
Data and results
Yev tracks everything:
Platform analytics (Facebook, TikTok, YouTube)
In-app flow tracking
Assisted conversions (users who convert later, not instantly)
Lift studies (turn ads off to see real incremental impact)
That last one matters. Some ads don’t convert immediately but boost brand searches later. Without this nuance, you’d cut them too soon.
That 79,000-like TikTok led to hundreds of purchases when scaled. The real surprise came from headline tests. Two identical videos with different headlines produced wildly different CPAs. Sometimes a single word dropped cost-per-purchase from $500 to $100.
Inside the app and small budgets
Growth doesn’t stop at installs. Yev applies the same approach inside the app:
Map the journey from install to purchase.
Find the hot spots where 50%+ of users leave.
Experiment directly to remove friction.
Fixing just one of those hot spots by 10% can create massive overall growth. So, you can kind of think of your app as one big experiment, not a bundle of features.
And if you’re on a small budget? Don’t bet it all on one campaign. Spread it thin. Yev’s math:
TikTok: 20 creatives × ~$20 = ~$400
Facebook: 40 creatives × ~$5 = ~$200
YouTube: 15 creatives × ~$20 = ~$300
Run them all. Most will tank! That's fine. One or two will break through. That’s where you double down.
Beyond ads and long-term growth
Paid isn’t the only lever. Partnerships can accelerate growth:
Team up with brands or influencers.
Acquire channels with built-in audiences.
Run co-marketing campaigns with complementary apps.
It’s a way to bypass the slow build and plug into communities that already exist. And, all of this builds toward the long-term goal. Not one-off viral hits, but a sustainable growth engine that evolves with your product.
Every test, every iteration, every data point deepens your understanding of users. Keep that loop running, and your system adapts as the market shifts.
Wrapping up and key takeaways
Short on time? Here's the TL;DR from Yev's approach:
Focus on tipping points: Optimize the biggest drop-offs first.
Test organically first: Only amplify what already works.
Run at volume: 20–40 creatives minimum.
Track everything: Use lift studies to catch hidden wins.
Scale wide, not just high: Replicate success across platforms and audiences.
Move fast: Compress testing cycles from months to weeks.
So, start by mapping your funnel. Find the point where most users bail. That’s your first experiment.
Then, spin up 20+ creative variations. Test hooks, angles, and formats. Spend the minimum on each. When one performs 5–10x better, that’s your signal to scale.
If you're new here, you can start running drop off point tests on paywalls, like Yev does, with a free Superwall account. You can sign up here.