Hire 40 UGC creators to post one format, testing only the first 10 seconds

Joseph Choi… a heart rate or take a walk or do things that are stressful, it doesn't require any user input, and then give them insights into how they can improve their life, which is newly possible with LLMs cuz you're getting all this data and now you put it into the LLMs and then you feedback like helpful stuff and solutions to the user. How did you scale from this one winning format that's getting millions of views and then scale that to 40 creators?

Phoenix DoUGC is still I think one of the best ways. We saw through like our metrics that most people coming in our funnel were like girls like 18 to like 25. So we used platforms like SideShift, a great UGC marketplace to be able to like hire creators like really quickly. That got us about 10, 20 people that were actually really good. Like I said, it is just a matter of like, how do you use all the tools out there? You know, there are agencies available as well. We did have that winning format, but one thing that I also saw was like really viral during that time were like people crashing out. Cuz Chloe was like making content and then like one day she just like made a video like ranting. Our friend was like, "You should tell Chloe to like stop crashing out." And it got the wheels turning, and I was like, "Crashing out is actually like really viral thing in itself." People being mad, it's like a very strong emotion. People resonate with it, they think it's …

Joseph ChoiThat's a great video. You literally show the app in it. It's just a funny context about crashing out.

Joseph ChoiHow many views did this video get? 13 million views, 10 to 15k downloads from one, just two slides on TikTok. When you're talking to all these 40 creators, are you doing the same creative strategy for all of them at the same time or are you kind of giving them free reign to just be creative?

Phoenix DoSo when it comes to like actual UGC creators and like college ambassadors, we try to be more strict with the guidelines. They're not like professional creators, they don't know like the angles, the hooks, and demos. But for a lot of people, it's like I said, those small things will matter a lot more, but when you have 40 creators or when we were at 40 creators, like there's also room to A/B test. It was so inherently like the same guidelines of like, do a slide show, do this hook and demo, and show like the same product. The first 10 seconds were where we were trying to A/B test to find like the most viral, varying degrees of success with like different hooks. The demo and the product just stays the same. I've also been looking at all these like e-com guys. This guy named DTC Midas like tweets like insane like alpha. These are the things that go viral if you're trying to target somebody over like 45. Go to your mom's Facebook page and she'll see shit like this. And then people like try to like run ads that are like UGC, but you have to understand like you have to meet your market where they are, whether that's the channel, the content they see, and that's what really separates like a longer-lasting marketer. Literally, people like run advertising agencies outside of consumer apps and products, and they've- they're able to see things like this, and they're like, "You know what? Yeah, I can't …

Joseph ChoiThat's some alpha. It's good to go into like hyper-competitive spaces to figure out where the tactics are, like where the real edge is, cuz in e-com and especially affiliate e-com where you're selling something that's like very much a commodity and your only edge is your ROAS and your marketing, you can take a lot of those principles and take them to consumer apps. I don't see a ton of people doing that cuz a lot of people in apps I feel like …