The Superwall Podcast · 2026-05-26
Kiran Desai - The EXACT System to Go From 0-$10M+ With Your App
Kiran Desai, founding marketer/CMO of StudyFetch (AI study app, 7M+ users, seven-figure MRR, 2B+ views), explains the organic creator engine: founder-filmed laptop-screen TikToks (first video 3M views overnight; a lecture-hall video 75M views and hundreds of thousands of signups), features designed to look impressive on camera, influencers paid five figures a month to run new StudyFetch-branded accounts, creator selection by comment engagement, $50-2,500 per-video base plus $100 per 100K views, hard website CTAs, TikTok over Reels for US reach, and an outbound-led creator team.
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Numbers mentioned
| Subject | Metric | Value | Quote |
|---|---|---|---|
| StudyFetch | users users acquired over ~2.5 years ('over 7 million') | 7M users approximate | “StudyFetch now has over 7 million users uh that we've acquired over the last two and a half years.” |
| StudyFetch | mrr | seven figures approximate | “We are at seven figures in monthly recurring revenue, eight figures in annual recurring revenue” |
| StudyFetch | arr | eight figures approximate | “We are at seven figures in monthly recurring revenue, eight figures in annual recurring revenue” |
| StudyFetch | views total short-form views across StudyFetch and creator accounts over ~2 years | 2,000M views approximate | “and over the past couple years, we've ranked up over 2 billion views by now.” |
| StudyFetch | views first-ever TikTok, overnight (cross-posted to Reels) | 3M viewsper video approximate | “The TikTok got like 3 million views overnight, which was pretty insane” |
| StudyFetch | users signups in the 24 hours after the first viral TikTok | tens of thousands approximate | “and I remember we uh had like tens of thousands of signups. Uh, it was like a pretty intense uh 24 hours.” |
| StudyFetch | views December 2023 lecture-hall TikTok ('I thought finals were supposed to be hard') | 75M viewsper video approximate | “75 million views on this one video, and you know what this reminded me of?” |
| StudyFetch | users signups from the 75M-view lecture-hall video | hundreds of thousands approximate | “This video itself actually got us like hundreds of thousands of signups.” |
| StudyFetch | team size initial team | 7 people | “The initial team was a team of seven.” |
| StudyFetch | time to milestone bootstrapped before raising the Series A | 18 months approximate | “We were bootstrapped for the first year and a half” |
| StudyFetch | funding raised Series A from Owl Ventures and the College Board | USD 11.5M/one-time | “$11.5 million.” |
| personGemma, study influencer working with StudyFetch | followers main account | 100K followers approximate | “Gemma is an influencer that uh has 100,000 followers on her main account” |
| personStudy influencer shown on screen running a separate StudyFetch account under a five-figure monthly deal | followers main account ('close to 750,000') | 750K followers approximate | “Close to 750,000.” |
| StudyFetch | creator pay retainer for large influencers to run a separate StudyFetch account; bonus on top | five figures a month, for multiple months approximate | “You know, some of these deals that we've done are in like the five-figure a month range for like multiple months” |
| StudyFetch | creator pay for ~daily posting on a new account by a 0.5-1M-follower influencer; per month in total, not per video | USD 10Kper influencer /month approximate | “10,000 a month as a whole, not not for each and every video.” |
| StudyFetch | activity volume videos per month on the separate account that influencers were quoting for | 20–30 videosper influencer /month approximate | “when they were quoting us, you know, for 20, 30 videos a month on that separate account, they would quote us as if they were posting on their main account” |
| StudyFetch | creator pay influencer separate-account deals cost 10-20x a UGC creator | 10–20 x approximate | “But, typically, it's like usually 10 to 20 times as much as you pay like a UGC creator, which can be anywhere from like couple hundred bucks a month to a couple thousand.” |
| StudyFetch | creator pay | USD 200–2,000per UGC creator /month approximate | “But, typically, it's like usually 10 to 20 times as much as you pay like a UGC creator, which can be anywhere from like couple hundred bucks a month to a couple thousand.” |
| StudyFetch | creator pay historical base rate per video, excluding bonuses | USD 50–2,500per video | “That number right there, the 50 to 2,500, is actually a base rate per video.” |
| StudyFetch | creator pay view bonus on TikTok or Instagram (~$1 CPM); custom deals vary | USD 100per 100,000 views | “Our current structure is uh based on views, uh $100 for every 100,000 views uh that they get on on on a on either TikTok or Instagram.” |
| StudyFetch | creator pay 'Earn up to' headline on the creator recruiting page | USD 1,200per hour | “It's like, "Earn up to $1,200 per hour [laughter] creating content."” |
| StudyFetch | count current creator program size | hundreds approximate | “Our normal creator program is comprised of uh hundreds of creators, currently.” |
| StudyFetch | count peak creator program size, when optimizing for views | 1,000 creators approximate | “Currently, we are in the hundreds range. Um, we've gone up to almost 1,000 before in the past.” |
| StudyFetch | share target share of US viewers on US-based creators' TikToks | 80% goal | “if our creators are located in the US, we're typically going for like over 80% of a US audience.” |
| benchmarkEngagement on a creator video that StudyFetch considers good | engagement rate bookmarks / views; guest agreed it was a good level | 1% | “Like this video got 160,000 views and it got uh 1,600 bookmarks, which seems pretty good, and then like 33 comments.” |
| Coconote | views Coconote's lecture-hall format video, from host's memory | 50M–100M viewsper video estimate | “they also had a a video like this, and it got 50 or 100 million views, or something like that” |