hallow app: $1M MRR & 85M views from multilingual content strategy
the numbers: – $1,000,000 monthly recurring revenue
– 5M+ downloads
– #8 in Reference (App Store)
– 85 million views on Instagram Reels
the app: Hallow – a catholic meditation and prayer app with free + premium model (€9,49/month). Launched in 2018. Doing $12M+ per year.
7 regional IG accounts, faith-based Reels, and a slow TikTok build. Here’s what worked.
tiktok? weak. instagram? dominating.
on TikTok: – @hallowapp (EN) – @hallowapp.br (Brazil)
both post 3–4 times a week. both underperform.
they’re also partnering with Christian creators (EN + PT), but with limited reach.
but Instagram Reels is where they win.
they run 7+ localized IG accounts, each with daily prayers, features, and clips.
example: – @hallowapp (EN): 769K followers // 33.4M views – @hallowapp.br: 370K // 38.4M views – @hallowapp.es: 168K // 10.8M views – @hallowapp.pl: 7.5K // 1.8M views
this structure allows hyper-targeted spiritual content across regions.
format mix:
– faceful creators
– faceless excerpts (text + audio)
– reels announcing new features, guests, daily prayer content
even posts with low views get high comments, shares, and saves.
they’re playing the long game of consistency + localization.
what other apps can learn from this:
🕊️ faith-based apps: → test region-specific IG pages early (EN, ES, PL, etc.) → balance faceful clips with auto-generated excerpts → consistency > virality for trust & retention
📲 any content-rich subscription app: → split channels by language/market → reuse content scripts, translate subtitles, localize voiceovers → use short-form to introduce new features or modules
📈 emerging spiritual niches: → Christian Tok is crowded, but Muslim and spiritual wellness niches are growing → track trends like AI + faith, prayer reminders, or digital rituals → first movers can win with the same playbook Hallow used on IG
summary: Hallow’s TikTok didn’t scale. But their multilingual Instagram Reels strategy did.
And in a niche where trust, routine, and community matter — consistency beats virality.
Muslim apps, devotional wellness, daily spirituals… all open for replication.
