Auto-post memes and client videos on many TikTok accounts to promote songs

JosephI'm curious, let me let's like zoom out and I want to learn about you guys' like founding story. How did you get into this Instagram? Did it start with Instagram comments or was there something before?

Nicholas Tsvietkov… We learned like a lot of development stuff and a lot of how to talk to people, how to get customers, how to get more money out of customers, and stuff like this was very funny. Eventually, it got acquired and we pivoted at the time to even more tech-heavy private blockchain development. And after that, we decided to develop a AI-native plane ticket search basically. So that was a B2C app, and we had to reinvent basically We had to find a way to find clients. And one of our buddies at the time recommended us trying TikTok UGC-style videos. They were just on the horizon back then, so with our technical background, we've decided to just automate TikTok instead of just recording these videos. So

Nicholas TsvietkovYeah, we got 100 million views out of it. We mostly we just promoted our client's music. Then we switched to Instagram because of the TikTok ban. Yeah, so that's our story.

JosephSo you were building your your own flights app, a consumer app, and you were trying to promote it through TikTok. So you did TikTok content automation. What You got hundreds of millions of views on TikTok? What were the What was that content about?

Nicholas TsvietkovI would say it was part of the business to just prove the concept that our automation system can run TikTok accounts and they can get a lot of views. And also, we did promotion for the like we included the music of our clients in these TikToks, and they paid for 1 million views.

Ivan PeskovYeah. One of the goals that we wanted to reach at that time was to make people film their own videos by, you know First, so we use the client's music inside our video, and people just click on the sound and click "Use this sound" and record their own videos. And so, for example, when we included call to actions about this specific action, so go and film out your own video, we had a like we had results from this. But yeah, on the business side, it wasn't like it wasn't the best thing ever. It was more of a proof of concept and proof of the technical detail, because we are not we ourselves are not a content creation team, and this type of thing requires a client to, you know, provide their own content or provide concepts for the content and so on. And, yeah, we had to do everything Most of the things ourselves, and yeah, this this is too difficult. So that's one of the biggest reasons why we switched to comments, because comments are much easier to iterate and we can just focus on, you know, coming up with creative ideas and developing tech.

JosephSo that's that's an interesting nuance that I don't think many people like are going to catch. So what you just said is that you don't make the content. So when you're making TikToks, all you did was automate the posting of the content. So can you just explain why is that necessary? Why like that's You said that that's your that was almost your whole business, just the automation of the posting, while your clients would actually make the content. …