Stimuler: 17M+ Views and an 8.2M Viral Hit with 41 LATAM Creators
How we built a high-volume UGC engine for the world's fastest-growing AI English speaking coach, producing 1,630+ videos across TikTok and Instagram that generated 17M+ organic views and a single video with 8.2M views.
The Challenge
Stimuler had built an innovative AI-powered English speaking coach, backed by $3.75M in funding and 13M+ app downloads globally. But their LATAM market was untapped. They needed a scalable creator-led content strategy to reach non-native English speakers across Mexico, Colombia, Argentina, and beyond, specifically on TikTok and Instagram. The challenge: language learning content can easily feel generic or overly educational, making it hard to stand out in crowded feeds. They needed content that felt native to the platform, not like ads.
Our Approach
UGC Creator Network for LATAM
We recruited, vetted, and managed 41 Spanish-speaking creators across Latin America, each with authentic audiences in the education, lifestyle, and personal development niches. Creators were onboarded with detailed content briefs and given free access to the app, ensuring they could genuinely showcase the product.
Viral Format Discovery
Through systematic testing, we identified the content formats that drove exponential results. The breakthrough was the "parezco perro" hook, an ultra-short (5-6 second) format where creators showed the relatable struggle of studying English but not being able to speak it, then revealed Stimuler as the solution. This single format generated 8.2M views on one video and was successfully replicated across multiple creators.
Celebrity and Cultural Hooks
We developed a second tier of high-performing formats anchored in trending cultural moments. The "Aprendiendo ingles con famosos" format used clips of celebrities like Messi and Ronaldo to create educational content that felt like entertainment. Cultural content like "Cosas que no entiendo de Chile" drove massive engagement by leading with curiosity and weaving Stimuler in organically.
High-Volume Content Operations
We scaled production to 800+ videos per month across TikTok and Instagram, with a dedicated operations team handling content briefs that were updated weekly, quality control, creator payments at $15 per video, and posting schedules optimized for each platform's algorithm.
Results
- ✓ 17.2M+ total organic views across TikTok and Instagram
- ✓ 8.2M views on a single TikTok video (Tadeo Muriel's "parezco perro")
- ✓ 3 videos surpassing 1M+ views
- ✓ 14 videos surpassing 100K+ views
- ✓ 1.3M+ total likes with 7.94% average engagement rate
- ✓ 41 creators managed simultaneously across LATAM
- ✓ 1,630+ total videos published in under 2 months
- ✓ TikTok drove 81% of total views (13.9M), Instagram contributed 3.3M views
Key Takeaways
Ultra-short formats can drive massive scale.
The top-performing video was just 6 seconds long. In a category where most competitors publish 60-second educational explainers, we proved that a relatable hook plus a quick product reveal can outperform long-form content by orders of magnitude. The "parezco perro" format became a repeatable template that worked across multiple creators.
Leading with entertainment beats leading with education.
The highest-performing Stimuler content never felt like an English lesson. Instead, it started with culturally relevant hooks (celebrity comparisons, national stereotypes, relatable student struggles) and wove the app in as a natural part of the story. This approach was critical for TikTok's algorithm, which rewards watch-through rates over educational value.
LATAM UGC requires localized creative strategy.
What works for English-speaking markets does not translate directly to LATAM. The humor, cultural references, and creator archetypes that resonated (the struggling student, the celebrity comparison, the proud Latino abroad) were specific to the region. Our team's deep understanding of LATAM social media culture was essential to finding these winning angles.
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