Mindvalley is one of the world’s leading personal development platforms, offering courses and memberships focused on mindset, health, and transformation. The company runs multiple high-performing funnels, each designed to attract audiences through emotionally resonant video storytelling.
At the center of these efforts is Mehreen Omer, who leads the Video Sales Letter (VSL) funnel, driving $60 million in annual revenue. Her job is to understand what makes people stop, watch, and buy - and she needs data to do it.
Before Apify, gathering data from platforms like YouTube, Facebook, Instagram, and TikTok was manual and fragmented. Mehreen wanted a system that could track what types of video hooks, tones, and visuals consistently perform best across platforms and competitors.
Automated ads intelligence
Mindvalley integrates Apify’s social media scrapers into Make to create an automated performance intelligence system. The marketing team scrapes video data - including titles, captions, engagement metrics, thumbnails, and posting dates - from Mindvalley’s own channels and competitor accounts. Then they feed that data into OpenAI models to analyze hooks, emotional tone, and storytelling structure.
This setup helps them identify patterns like:
- Which types of hooks get the highest engagement?
- How the first 3-5 seconds of a video affect view duration.
- How posting times and themes correlate with better ad performance.
Apify gave us visibility into what actually works, not just what looks good. We can now predict which videos will perform even before we run them.
-- Mehreen Omer, Product Marketing Manager at Mindvalley
Cracking the code: The first five seconds
Mehreen’s approach combines psychology, storytelling, and automation. Her team doesn’t just look at engagement rates - they analyze why a video performs well.
By combining Apify data with AI tools and agents, they classify videos into performance tiers based on factors like tone, pacing, and message structure. They then test new variations of those patterns to improve campaign results.
Combining AI and storytelling to get results
Despite relying heavily on automation, Mehreen believes data is only powerful when combined with human creativity. “AI can surface patterns, but cultural nuance is still our job,” Mehreen explains.
Her creative team uses the data to inspire experimentation rather than dictate it. They build hypotheses, test quickly, and let results shape future campaigns.
Apify is crucial to what we do, and it’s the easiest scraping platform I’ve ever used. Anyone can build marketing intelligence systems with it.
-- Mehreen Omer, Product Marketing Manager at Mindvalley
Integrating data into creative workflows
With Apify solutions, Mehreen’s team can easily pull large volumes of creator content, trend signals, and ad examples in a single, automated pipeline that includes:
- Real-time competitor monitoring to see what top brands and creators are publishing, track performance shifts, and benchmark new concepts before launching.
- Structured pattern detection across thousands of videos, enabling faster iteration of hooks, intros, and message angles.
- Significant reductions in manual research time and cost, freeing creative strategists to focus on ideation instead of data gathering.
Build your own systems
Mehreen's entire workflow runs on tools you can access right now. Start with Instagram Reel Scraper to pull competitor content and engagement data, then connect it to Make and OpenAI to analyze patterns. You'll have a performance intelligence pipeline running in an afternoon.
