---
title: "How one entry point spreads: content drives shopping behaviour…"
description: "Benchmarks the adjacent category: MyFitnessPal at 6m monthly actives and $300m ARR globally on a fraction of this data."
kind: "diagram"
source: "I built an AI that watches TikTok and shops Instacart"
image: "https://kellyny.land/images/notion/2a1ec25a29a7d68a.png"
url: "https://kellyny.land/media/notion-2a1ec25a29a7d68a"
---

# How one entry point spreads: content drives shopping behaviour…

_How one entry point spreads: content drives shopping behaviour, so groceries at home extends to eating out, fitness, shopping and beauty._

> Benchmarks the adjacent category: MyFitnessPal at 6m monthly actives and $300m ARR globally on a fraction of this data.

![Content verticals expansion diagram crossing a content axis with food, fitness, shopping and beauty categories](https://kellyny.land/images/notion/2a1ec25a29a7d68a.png)

## Text in this image

Transcribed from the asset and checked against the record. Figures are reproduced as printed.

```
Content VERTICALS EXPANSION. Context. Food — at home, out on the town. Fitness. Shopping. Beauty.
FitnessPal — 6m monthly actives, $300m ARR globally.
180K DMs. 115k Likes. 800k users.
```

## Provenance

- **Source:** I built an AI that watches TikTok and shops Instacart — https://kellyny.land/thoughts/i-built-an-ai-that-watches-tiktok-and-shops-instacart
- **File:** https://kellyny.land/images/notion/2a1ec25a29a7d68a.png
- **Description:** Content verticals expansion diagram crossing a content axis with food, fitness, shopping and beauty categories


---
[View on kellyny.land](https://kellyny.land/media/notion-2a1ec25a29a7d68a)