Run your own creator team: train them, brief them, and automate hiring through payment

Ryan ThorpeYeah, so it was it was basically an evolution of the Facebook strategy that from 2018 to 2020, 2021. TikTok was new. It was um, you know, open season. There wasn't much competition. TikTok ad platform was also kind of really driving you to use their ads platform tools and products, so they were incentivizing uh your ad spend to go even further.

Ryan ThorpeSo, we just dove on that and just kept building out a real creator army in-house, because we worked with like a lot of agencies over the years, but no then no one could really crack it internally uh for us. So, we just thought, "Why don't we just do it ourselves?"

Ryan ThorpeSo, we reached out to hundreds of content creators, built an in-house uh automated system that basically took a content creator from knowing about us right the way through to being able to make a video for us that converted. And we taught them every step of the way, and we automated every step of the way from interview to concept or brief that we sent to them right the way up to video that they would make, editing, going back and forth, invoicing, payments. We did the whole thing in-house.

Ryan ThorpeAnd that allowed us to get to a point where, you know, let's say we had 20 apps that we were spending ads on, we could allocate certain amount of content, maybe thousands of videos, um across the portfolio in a- in as profitable a way as we could based off of the metrics that was coming off the back of the the ads that were being created.