PlantHint Case Study
AI Content
PlantHint is a plant care app designed to help people identify plants, understand their care needs, and stay consistent with everyday plant care. It was launched in May, 2026 on App Store, available in English-speaking countries for now.
As a co-founder, I led the social content and organic growth effort end-to-end, from strategy and topic discovery to scripting, visual direction, AI-generated video production, editing, publishing and performance analysis.
I chose YouTube Shorts and Instagram as PlantHint’s primary organic distribution channels.
YouTube Shorts was treated as both a search engine and a discovery platform. This shaped the content around evergreen, searchable topics like plant identification, beginner mistakes, care questions, myths, and practical how-to content.
Instagram was used primarily as a discovery and visual engagement platform to spark interest and introduce PlantHint to new audiences.
Selected Works
A selection of PlantHint’s short-form AI creative, built around strong hooks, and visual storytelling. Each piece was developed, produced, and refined through creative experimentation and performance data.
Results
Impressions Recovered After Paid Ads
After the paid campaign ended on June 27, App Store impressions settled into a low baseline before beginning to rise again in late July and early August. This coincided with the shift toward consistent organic content distribution.
Organic Discovery Turned Into Downloads
Following the end of paid ads, downloads increased alongside the shift toward organic content. 9.7% of users who downloaded the app converted to a paid subscription, showing that organic discovery was not only generating visibility, but also driving meaningful product engagement.
Let’s make something worth watching.
sburakors@gmail.com
Burak Ors