Praktika's CEO didn't like the creator video that took it from $1M to $12M ARR in a month
Praktika spent ten months cold-outreaching creators before finding a Brazilian creator with under 5,000 followers but tens of millions of views. His video didn't showcase the app at all; it showed a coach correcting a learner mid-conversation, and it drove roughly 10M views each on Instagram, TikTok and YouTube, coinciding with ARR jumping from about $1M to $12M in a month. The team then replicated the format with creators in other countries.
What this means for indie developers：Indie developers should filter for creators with small followings but outsized views, let them create in their own style instead of scripting product demos, and then replicate the winning format in other markets.