The Superwall Podcast · 2025-12-30
Matt Gittleson - Our app makes $750k/mo thanks to this UGC strategy
Matt Gittleson founded Citesure, a fake-citation checker whose first founder-filmed TikTok got 245K views. Jenni AI acqui-hired him after a casual Instagram DM. He now runs Jenni's UGC program: 0 to 150 creators and 75M views at under $2 CPM in about 3 months. He picks creators from unrelated niches for 'camera charisma' (emotive, good first frame, a natural talker), coaches them over time, and writes polarizing 'engagement bait' overlays; one got 30M views on X. Also: recruiting DMs, building 'viral sense' by scrolling, and building product backwards from TikTok formats.
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Numbers mentioned
| Subject | Metric | Value | Quote |
|---|---|---|---|
| Jenni AI | mrr The description also says past $775K MRR | USD 775K/month approximate | “So, Jenni is at 775K MRR. It's it's pretty huge.” |
| Jenni AI | revenue Title figure; the body says $775K MRR | USD 750K/month approximate | “So, Jenni is at 775K MRR.” |
| Jenni AI | users Used as social proof in creator outreach DMs | 5M–6M users approximate | “You know, Jenni's got 5, 6 million users, our creators have done XYZ” |
| Jenni AI | views UGC program views in ~3 months since August 2025 | 75M views approximate | “We've gone from, you know, the program specifically where I started, 0 to 75 million views, less than $2 CPM.” |
| Jenni AI | cpm Blended cost per 1,000 views across the UGC program (upper bound) | USD 2 approximate | “We've gone from, you know, the program specifically where I started, 0 to 75 million views, less than $2 CPM.” |
| Jenni AI | count Creators brought into the UGC program in ~3 months, in different forms | 150 creators approximate | “We have gone from 0 to, in different forms, 150 different creators.” |
| Jenni AI | count Creators signed in the first month; this was also the target, hit right at the deadline | 80 creators/month | “A lot, is the is the short answer. Um, we had 80 within the first month.” |
| benchmarkTypical mass creator outreach on Instagram/TikTok, per the host | conversion rate DM -> response. Host adds 20-50% of responders then negotiate or get on a call. Matt says Jenni's rates are lower because non-influencers rarely check DMs and are skeptical. | 10–20% estimate | “they're hoping for maybe a 10, 20% response rate, and then from there, maybe a, you know, 20 to 50% people actually start negotiating or get on a call.” |
| Jenni AI | conversion rate DM -> response and response -> call rates for creator outreach | lower than the 10-20% typical response rate; closing rate on calls quite high estimate | “I think generally when when I got on call with them, the closing rate was quite high, but initial response rate and kind of response rate to getting on call rate, probably lower than that.” |
| personJenni AI's best creator last month; beauty-niche creator with no prior UGC experience | count Videos posted before one got above 10K views | 25 videos approximate | “Our best creator last month, it took her 25 videos before she got above 10k, and she ripped.” |
| personJenni AI's best creator last month; beauty-niche creator with no prior UGC experience | creator pay Over $5K in one month, largely from performance bonuses | USD 5,000/month estimate | “I think she made over 5 grand last month or something absolutely incredible, based on bonuses we offer, etcetera.” |
| Citesure | views Founder's first-ever TikTok (after five meme posts), long-URL talking-to-phone format | 245.6K viewsper video | “And then top, the the pinned one on the right, so 245.6k, 9th of December 2024, or 8th of December.” |
| Jenni AI | views Organic views on X after someone screenshotted creator Ruby's 5-second 'girl in the library' TikTok | 30M views approximate | “particularly the second one got the second one got 30 million completely organic views on Twitter.” |
| Jenni AI | views The quote tweet defending the creator in the X debate | 15M views approximate | “And then the quote tweet that got 15 million views was saying, "You guys are ignoring the fact that the girl wasn't using any open tabs or music, like why are you flaming her?"” |
| Jenni AI | views Creator Ruby's 'professor said zero' video with a direct Jenni AI call to action | 1.5M viewsper video approximate | “The second one, the 1.5 million, is another really good example of what we just spoke about.” |
| Jenni AI | views View ratio between two near-identical videos (same script, same creator) posted 3 days apart | +2,000 x approximate | “they were almost identical, same script, same creator, 3 days apart. One of them got 2,000 times more views than the other.” |
| Citesure | time to milestone From the first Instagram DM (February) to the acquisition closing | 4–5 months approximate | “You can see it took it took 4 months from or 5 months from February to to when it actually happened” |