Copy a rival's viral video format and post it from 10 accounts

Peter… start. We discovered quite a few different formats which worked super well, you know, TikTok slideshows, the fade-ins. And at first, we just posted a few times, and we thought, "No, we don't want to, you know, spam everyone's feeds with stuff like this. Just do it a few times." And we thought that it wouldn't work to have, you know, five accounts posting the exact same content. But it was actually one of our competitors opened our eyes to it.

PeterI don't like them, but I really respect them. But they really scaled their revenue just by copying this format. And whereas we had, you know, one, two accounts posting, these guys were ripping like maybe 10 accounts, and quite quickly, I've seen their download volume starting to really ratchet up. And that was a bit of an eye-opener for me because, one, I felt like we were being more creative and coming up with, you know, the cool ideas. But at the end of the day, that doesn't matter to the market. Like if someone else can find a way to get that seen, you know, to do to take whatever you come up with and do 10 iterations of it, they're ultimately going to win.

PeterSo that was a bit of an eye-opener for us, and we started to think about, "Okay, once we've got a winning format, how can we make this replicable? How can we A/B test it to optimize it and get it better? You know, how can we get that average watch time up from say 6 seconds to 9 seconds through a very scientific testing process? And then build out internal tooling to allow us to do so, and then also your distribution, so whether that's talking to …