Playbooks
End-to-end growth playbooks for app founders and marketing teams — from zero users on no budget to managed-account scale.
Each playbook is a complete, opinionated walkthrough. Pick the one that matches where you are today.
Organic — free, slow, durable
First users with no budget
How to get your first 100, 1000, 10000 users without spending a dollar on ads.
TikTok: 0 to 10k followers
The niche-first TikTok growth loop — what to post, how often, how to find your hook.
Instagram Reels: weekly cadence
A sustainable Reels cadence that compounds. What to post Monday through Sunday.
Paid — buying growth with intent
First ads on Meta + Apple Search
From account setup to first conversion. What to budget, what to measure, when to scale.
Scaling ad budget past $1k/day
When to raise, when to pause, how the optimizer handles creative rotation at scale.
Creative refresh cadence
Why fresh creative beats fresh targeting — the 7-to-14 day cycle most teams skip.
Managed — when you want Layers to run it
SideShift UGC launch
How to brief a managed UGC program, approve the first batch, and measure what's working.
Leased accounts at scale
When to request leased TikTok accounts, how they get warmed, and how to stack them against your own.