Serbiz proves TikTok doesn’t need polish, just show up and hustle
Forget perfect. Serbiz’s unfiltered, honest content scaled across Southeast Asia
There’s a certain kind of founder or marketer who still believes TikTok success requires high-quality production, influencer deals, and a content calendar crafted like a Netflix release slate.
Then there’s Serbiz.
The Philippines-based hustle marketplace went viral across the Philippines and Vietnam. Not through paid ads or creative agencies, but by simply showing up daily with raw, unfiltered content that reflected Gen Z hustle culture. The kind of content that feels like it was made in someone’s bedroom. Because often, it was.
In this ContentGrip exclusive, we spoke with Serbiz Co-founder and CEO Iyana Argañoza, and Co-founder and COO Aliexandra Heart Po, to unpack how their TikTok-first strategy helped them grow in two wildly different markets: the Philippines and Vietnam. What started as a university side project quickly scaled to 50,000 users in the Philippines, and more than 30,000 in Vietnam just four weeks after launch—all without spending on ads.
This article breaks down how Serbiz won on TikTok without polish, what their Vietnam expansion proved about cross-border content, and why marketers should rethink how much effort it really takes to go viral.
Short on time?
Here is a table of content for quick access:
- Raw, relatable, repeatable: how Serbiz cracked TikTok
- Raw content, real hustles: how Serbiz balances storytelling and strategy
- Why they don’t chase trends and how they make their own
- What Serbiz measures and why conversion matters more than views
- What’s next: from screens to campuses and pop-ups to AI discovery
- What Serbiz teaches us about TikTok growth
Patrecia Meliana
Raw, relatable, repeatable: how Serbiz cracked TikTok
Serbiz’s growth strategy on TikTok wasn’t powered by editing suites or high-budget shoots. Their content leaned into the everyday lives of Gen Z hustlers in the Philippines—funny gig listings, casual founder cameos, and real stories from inside the app.
That authenticity struck a chord. When one of their posts went viral in the Philippines, it brought thousands of new users into the app. Then, just weeks later, they tried replicating the same formula in Vietnam — a market where they didn’t even speak the language. By using ChatGPT to translate local TikTok captions, they hacked their way into relevance.
“That single post even got featured in Vietnamese media,” said Po. The headline roughly translated to “A job app using ChatGPT to catch TikTok trends has made Gen Z crazy”.
The takeaway? They didn’t overthink it. They kept creating. And it worked.
Patrecia Meliana
Raw content, real hustles: how Serbiz balances storytelling and strategy
The founders attribute their success to staying real. Instead of polished campaigns, they lean into relatable, unfiltered content that mirrors Gen Z’s hustle culture.
“We show up as ourselves. The story of Serbiz is the story of real people finding ways to earn through their skills,” said Argañoza.
Even founder videos are shot casually, often unscripted. That approach extends to the content themes too. Some of their best-performing posts highlight outrageous but real listings, like helping someone buy medicine.
@serbiz.app Easiest ₱500 of my life 😆🫣 Literally downloaded this app after seeing it online 😭😭 #freelancing #sidehustle #googleplaystore #applestore #fyp
♬ gilmore lala - <3
Why they don't chase trends and how they make their own
Instead of following every TikTok trend, Serbiz leans into user-generated content from the app itself. “We highlight real hustles that are funny, unexpected, or just relatable enough to make people stop scrolling,” said Po.
“Things like “pretend to be my boyfriend for an hour” or “check if my girlfriend is loyal” are actual listings people post, and they already have that built-in virality.” Po added.
This strategy not only sets the brand apart from trend-chasing competitors but also turns Serbiz users into the brand’s main storytellers. And because every piece of content ties back to a real use case, it drives both engagement and downloads.
Patrecia Meliana
What Serbiz measures and why conversion matters more than views
Unlike creators focused on vanity metrics, Serbiz tracks conversion as their north star. They report a 1 to 5 percent conversion rate from TikTok views to downloads on average. But it’s not just about install counts. The real signal comes from community behavior: Reddit threads, friend tags, and in-app transactions.
“Every viral post translates to thousands of organic installs, all without spending on ads.” said Argañoza.
One Reddit thread praising Serbiz earned nearly 600 upvotes, filled with stories of users finding side gigs or hiring others through the app. “That kind of organic advocacy tells us our content isn’t just reaching people. It’s making an impact,” Argañoza added.
@serbiz.vn App này đúng kiểu mỏ vàng luôn á trời 😭😭✨ #xh #freelance #xuhuongtiktok #serbiz #app #freelancing
♬ The One That Got Away - Katy Perry
What's next: from screens to campuses and pop-ups to AI discovery
As the team looks ahead, Serbiz is investing in offline community-building and new digital formats. Their upcoming initiatives include a student ambassador program to drive campus adoption and more in-person pop-up markets. Their first event drew over 2,000 attendees and partnerships with brands like Globe, Careline, Ever Bilena, and Smirnoff.
On the content front, they’re betting on deeper storytelling. Expect more behind-the-scenes content, founder perspectives, and videos that show what hustling looks like in real life. They’re also testing new platforms like Reddit and aiming for discoverability on tools like ChatGPT.
“Our goal is to keep growing without losing our identity. Serbiz will always stay grounded in community and creativity, but we’re ready to expand that reach beyond screens and into real-world experiences.” said Po and Argañoza.
What Serbiz teaches us about TikTok growth
If you’re managing a brand account or launching a new app, here’s what Serbiz’s playbook proves:
1. Polish is optional. Relevance isn’t
Serbiz didn’t invest in video gear or agency talent. They invested in relevance. Their posts spoke to Gen Z’s reality—doing side gigs, chasing flexible income, and laughing through the chaos of it all. That message didn’t need a studio setup to land.
Patrecia Meliana
2. Consistency beats perfection
They showed up daily. That consistency trained the algorithm, trained their audience, and trained their own instincts. The result was a cycle of content that felt natural, not forced. As Po puts it, “We don’t chase every trend. Most of the time, we make our own”.
3. Localization can be scrappy and still win
Instead of holding back their Vietnam expansion for the perfect campaign, Serbiz went DIY. A few translated captions, cultural gut checks, and a willingness to experiment led to a viral moment. If you’re looking to test new markets, this is proof that speed matters more than polish.
4. Real users are the best storytellers
Some of their most viral TikToks came from reposting actual user listings. Think: “pretend to be my boyfriend for an hour” or “check if my girlfriend is loyal.” These were funny, raw, and surprisingly effective at driving curiosity and downloads.
