The Systems Behind 200 Million Views a Month: An Analysis of Mason Rizzo's Content Engine

Hey friend!

Welcome to my very first newsletter! I’m super excited to kick this off and share growth hacks from amazing marketers and break down social media trends - so you can skip the doom scrolling and get right to the good stuff.

Today’s newsletter is all about my good friend Mason, who I met at a house party back in 2021. He’s mastered the art of scaling content and has some amazing growth tips to share. Here’s a quick rundown of what makes him stand out:

• He earned $70K in high school through Snapchat Spotlight by reposting viral content.

  

• Now generates $250K in revenue per month from Snapchat Shows.

• Produces over 1,200 videos a month across TikTok, Instagram Reels, and YouTube Shorts, generating 30 million+ views.

What’s his secret? Mason has built out operations that allow his team to push out a ton of content. Here’s an in-depth look at how app marketers can apply Mason’s strategies to build a scalable content machine. Even though he isn’t growing an app, his strategies are similar to those used by successful apps like Locket and Airbuds, which focus heavily on content volume.

1. Cranking Out Content Increases Your Odds of Going Viral

Mason's mantra: the more you post, the better your chances of success. His team creates 1,200 pieces of content each month across platforms like TikTok, Instagram, and YouTube.

How it works: Mason uses Trello to organize everything, and a team of virtual assistants in Europe handles distribution. The team manages posts across all platforms, keeping Mason’s content machine running smoothly.

Takeaway: For app growth marketers, this means adopting a high-volume strategy - pushing out as much content as possible to maximize exposure. This similar to what Locket or Airbuds is doing. Don't overthink each piece - focus on volume.

2. Avoiding Algorithm Penalties

Mason manages ten Instagram repost pages, each posting 3 videos a day. While the content is manually uploaded by a VA, bots are used to tweak video metadata like titles, descriptions, and tags, so the algorithm doesn’t flag the same video being uploaded.

How it works: The bots automate metadata changes, ensuring reposts bypass the algorithm’s duplication detection and keep engagement high across multiple pages. This makes managing multiple repost accounts more efficient without the need for repetitive manual changes.

Takeaway: Use automation tools to efficiently tweak video metadata. This saves time and increases exposure. Mason uses SludgeAI for this.

3. Post Like a Local, Even from Overseas

Mason found an efficient workaround for TikTok’s geolocation algorithm, which heavily favors content posted from the same location as your target audience. To make sure his content still appeared as if it were posted in the US, Mason employed a VA in Europe with a US SIM card, a dedicated phone, and a VPN to keep everything running smoothly.

For app marketers, this hack can save you tons of money while still ensuring your TikTok content performs well in the US market. It’s a cheap and effective way to delegate without compromising on results.

4. Systems Prevent Burnout

A common reason why app marketers give up is because they expect results too quickly, and they’re not putting out enough content. I’ve tried running strategies like creators making new accounts, and let me tell you, it took up a lot of time and felt unsustainable. If you’re serious about growth, systems are the only way you can manage the workload - especially if you’re looking to post on the scale of Mason’s 1,200 videos a month. You’ll probably even need a full-time person on your team to handle it.

How it works: Mason’s process involves breaking everything down into phases: content planning, creation, repurposing, scheduling, and posting. Each step is managed in Trello, so no one’s guessing what needs to be done next.

Takeaway: App marketers looking to scale need systems in place, and likely a dedicated person to manage everything. Use Trello to keep operations smooth, and ensure you post natively on TikTok because each platform has different algorithms.

5. Leveraging Growth Hacks: “The Subscribe CTA Hack Drove 30 Million Views”

Mason’s growth strategy on YouTube Shorts centers around one key goal: getting people to subscribe. YouTube’s algorithm heavily favors videos that result in new subscribers, which is why Mason’s team focuses their entire video structure on this call to action (CTA).

How it works: Instead of just aiming for views or likes, Mason structures his content with the subscription CTA front and center. This means part of every video - whether it’s the hook, pacing, or even the ending - is designed to make the viewer want to hit "subscribe." On YouTube Shorts, videos that generate more subscriptions are rewarded with higher visibility, driving massive view counts.

Takeaway: If you’re using YouTube Shorts to grow your app, prioritize subscribers over just views. Structure your content around driving subscriptions, and YouTube’s algorithm will push your videos to even more viewers. Also keep in mind that each platform has a different algorithm.

6. Zig Don’t Zag:

While many marketers are putting all their efforts into TikTok, Mason takes a different approach by focusing heavily on YouTube Shorts, Instagram Reels, and even Threads. This allows him to tap into platforms with less competition and still massive potential for growth.

Takeaway: Don’t follow the crowd. Diversify your strategy by utilizing YouTube Shorts and Instagram Reels. Each platform offers unique opportunities for growth, and with fewer marketers focused on them, you’ll have a competitive edge.

7. If Content’s Not Your Thing, Let Creators Handle It (Unless you’re good at it)

Founder-led content can be powerful, giving your brand an authentic and personal touch. But if content isn’t your strength, it’s smarter to hire someone who gets your app and vision. Focus on creators who really understand your brand, and train them up to create content that aligns with your goals. Unless you’re a natural at content, it’s better to let professionals handle it.

8. Find Small Wins to Keep the Momentum Rolling

Mason knows that quick wins are key to staying motivated. When you see results quickly, it gives you the energy and drive to keep going, especially when managing a high volume of content.

For app marketers, this means doubling down on strategies that are already delivering results. Instead of chasing too many new ideas at once, focus on scaling what’s working. This creates a positive feedback loop—you see progress faster, which keeps you and your team motivated to continue pushing forward.

Key takeaway: Focus on quick wins and proven strategies. The faster you see results, the more motivated your team will be, ensuring you’re putting effort into areas that truly drive growth.

Summary of all that:

• Volume Negates Luck: Push out high volumes of content to increase your chances of going viral.

• Automating with Bots: Use bots to efficiently tweak metadata.

• TikTok Geolocation Hack: Use a US SIM card and VPN for overseas VAs to post natively and target US audiences.

• Systems Prevent Burnout: Establish clear processes and delegate to manage high volumes without burning out.

• Subscribe CTA Hack: Design content to drive subscriptions for better algorithm rewards on YouTube Shorts.

• Zig Don’t Zag: Diversify your content strategy beyond TikTok by using YouTube Shorts and Instagram Reels.

• Content Creation vs. Outsourcing: Hire creators who understand your app and vision if content isn’t your strength.

• Staying Motivated with Quick Wins: Focus on scalable strategies that deliver fast results to keep momentum high.

Huge shoutout to Mason for being so generous with his time and insights. He’s been super helpful in breaking down all these strategies. From Snapchat to running a full-blown media empire, Mason’s always been ahead of the game. You can find him on Twitter if you want to follow along and see what he’s up to next. Thanks for reading, and I’ll see you NEXT TIME!!

-Walid