Pay thousands of regular users per view to post content you supply

Joseph ChoiSo there's a bunch of like videos on your platform that are getting a bunch of views. What's the secret? How are they getting so many views?

Nic WeberIt's a distribution problem, right? And so a lot of the other folks out there are taking, you know, five people, 10 people and saying, "Hey, post this kind of content for us twice a day." And what we're saying instead is, "Hey, 50,000 people, post this content, and here's exactly what you need to post. And here's all the assets for it, and here's what you say, and here's your description." And it just goes absolutely crazy from there.

Nic WeberWe call it sort of like a shots on goal effect where just by naturally having a 100,000 pieces of content out there a day at least, you're going to get something that hits. And if it doesn't hit, it's going to quickly tell you why through, you know, analytics or just general viewership. And you can use that information to slightly tweak stuff to then make it just go crazy.

Joseph ChoiCreators on Noise are not meant to really invent their own formats. You should just come with a format, and then create the content and then they'll post it hundreds of times for you. And you pay CPM, right? So you don't pay creators like retainers or anything like that. You just pay like per how many views they get.

Nic WeberThat's right, yeah. And importantly on those CPMs, too, you set them. So the brands that come in, we say, "All right, generally what are you trying to target for a download? What's your cost per install?" And that's usually what we set the CPMs at. So depending on their product, depending on how many views they get, there's a lot of different levers that you can pull. But just, I mean, for ourselves, we're averaging like $0.30 installs using our own platform. So the cost is just, you can't compare it to anything else. It's insane when you get the machine up and running.

Joseph ChoiOkay. So now we have the mechanisms, can you just walk through some of these examples of successful TikToks that have been posted on the platform?