FlutterFlow - Build Different

2022

2022

Marketing

Marketing

FlutterFlow (In-House)

FlutterFlow (In-House)

Scaling a no-code platform from 50K → 1.3M users through content & creators

FlutterFlow is a no-code development platform that enables anyone to design, build, and ship full-stack apps visually. As one of the earliest employees, Amman owned the content strategy during the company’s hypergrowth phase.

The role focused on transforming technical product updates into compelling narratives — turning new features, monthly releases, and user stories into content that drove adoption, community engagement, and user confidence.

Overview

Objective

  • Translate complex technical updates into stories that drive feature adoption

  • Build a scalable content engine that supported both education and hype, fueling brand growth and platform differentiation

  • Create narrative-driven stories (cases + tutorials) that connected real user problems with FlutterFlow’s capabilities


Approach

1. Case Stories (Narrative + Social Proof)

  • Short-form and long-form case studies highlighting founders building with FlutterFlow

  • Visual breakdowns of app workflows + outcomes

  • Founder interviews and cinematic storytelling


Impact: Built trust, positioned FlutterFlow as platform powering real companies.


2. Feature Activation Stories (“How to Build X”)


  • Turn raw feature docs into cinematic, step-by-step, real-world tutorials

  • Framed each feature as part of a bigger story

  • Showed UI, workflows, and interactions in a narrative format

Impact: Drove adoption of core features by showing users exactly when and why to use them.


3. Monthly Release Content (Education + Clarity)

  • Monthly Release Videos (3–8 minutes)

  • Feature walkthroughs

  • Developer-friendly explanations


Impact: Release videos became FlutterFlow’s #1 tool for driving rapid feature adoption


4. Hype Videos (Brand + Momentum)


  • Cinematic hype videos

  • Product launch teasers

  • Dramatic “platform evolution” edits showcasing new capabilities


Impact: Drove high-engagement & awareness for new launch features


Creator Collabs

Feature Activation

Case Studies

Outcome

  • Helped scale FlutterFlow from 50K to 1.3M users

  • Built a structured content engine that combined education, storytelling, and creative

  • Increased user activation and retention through contextual tutorials and release videos

  • Supported major launches (AI-assisted features, Firebase integration, expanded backend, animations, etc.) with clear, polished video content


FlutterFlow AIGen - Competing in the AI Race

When AI entered the mainstream with ChatGPT, FlutterFlow needed to respond quickly and demonstrate that no-code builders could compete in this new era of GenAI.


For the initial release, we launched a high-energy hype campaign that debuted across Twitter and social channels, paired with a guerrilla-style Times Square showcase that amplified the launch.

With the second wave of GenAI features, Amman created a full suite of launch videos:

  • Feature breakdowns

  • Visual explainers

  • Branded motion graphics

  • A cohesive narrative that tied the entire release together

Below are the campaigns and videos I produced for the GenAI launch.

Campaign #1


Campaign #2