Holy Grail of TikTok: How We Built a Viral Christian Dating Community from Scratch
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3.5M+
Organic impressions
10%
Average engagement rate
3
Serialized TikTok campaigns with sustained engagement
We built a devoted TikTok community with 3.5M+ organic impressions and 10% engagement rates in under 6 months.
Overview
Upward is a dating app that exists to be the place for Christian singles to connect based on their shared faith and values. They came to NoGood looking to build an online presence for the app across social channels, with the main focuses being on TikTok and Instagram.
The Challenge
Upward faced a complex challenge in the crowded dating app space on social media. While competitors dominated with generic, relationship-focused content, Upward needed to:
- Stand out in an oversaturated market with larger competitors leading in the space
- Balance niche appeal with broad reach, creating content specific enough for the Christian community while remaining inclusive to non-Christian audiences
- Differentiate from generic dating advice that would put them in direct competition with apps lacking focused community positioning
The core challenge was marrying light-hearted humor with relatability while staying true to Upward’s Christian identity.
Services
Content Strategy & Production
Video Creation & Editing
Community Building & Engagement
Audience Research & Persona Development
Competitive Analysis & Market Positioning
TikTok Algorithm Optimization
TikTok SEO & Social Search Optimization
Cross-Platform Content Adaptation
Performance Analytics & Optimization
Approach
Deep Strategy Partnership: NoGood became an extension of Upward’s team, providing comprehensive social strategy that went far beyond content creation. Winning on TikTok meant carving out a corner of the internet that allowed Upward to build a niche community while embracing their identity as a Christian dating app.
- A competitive landscape analysis revealed gaps in competitor strategies across the dating app space
- Detailed audience persona development: “Fun and Faithful,” “Faithful and Taken,” and “Dating App Refugee” segments
- Platform-specific content adaptation optimizing for TikTok’s algorithm and community behaviors, as well as Social Search
- Rapid ideation and production cycles with 24-hour feedback loops
- Performance-driven optimization using real-time data to refine content strategy
- Cross-platform experimentation testing content performance on TikTok
Rather than diluting their message with generic dating content, we went all-in on Christian-specific humor and experiences. Our strategic approach:
- Rapid Content Experimentation: Tested across three content buckets – general dating, Christian-specific experiences, and product education
- Double Down on Winners: Christian-specific and humorous content emerged as clear top performers
- Strategic Content Mix: Balanced religious and dating content to attract broader audiences while maintaining niche appeal
- Christian-Specific Content (Top Performer): Denomination differences, church experiences, Christian dating culture
- Dating & Relationship Content: Universal dating experiences with Christian perspective
- Product-Specific Content: How Upward differs from other apps, feature education
- Audience engagement strategy actively sourcing questions from comments
- Serialized content development creating “appointment viewing” that brought audiences back
- Cultural moment activation leveraging trending sounds and viral formats while maintaining brand authenticity
- 60 videos in 60 days rapid testing approach
- In-app editing for organic, unpolished feel that resonated with TikTok’s authentic culture
- TikTok SEO optimization with strategic keyword placement and hashtag strategy
- Community-first approach responding to audience questions and creating episodic content
Results
The bottom line? We transformed Upward from a TikTok unknown into a viral sensation with a devoted community that kept coming back for more.
Viral Community Building
- 3.5M+ organic impressions in under 6 months
- 10% average engagement rate (significantly above industry benchmarks)
- Successful content serialization with audiences returning for episodic content
Breakout Content Performance
- “Going to [Denomination] Church” series: 2M+ total views, 14% average engagement rate
- Catholic church video: 1.3M views, 17.9% engagement rate
- Methodist church video: 833.9K views, 15.7% engagement rate
- “Types of Church Hand Raisers” series: Sustained engagement across multiple episodes
- “Mega Christians on a Date”: 398.1K views, 7.5% engagement rate
Platform Validation
- TikTok vs. Instagram experiment proved TikTok’s superior performance: 1.9M TikTok views vs 300K Instagram views in the same timeframe
- Higher engagement volatility on TikTok created bigger wins when content hit
3.5M+
Organic impressions
10%
Average engagement rate
3
Serialized TikTok campaigns with sustained engagement