Pay your 30 most active users to post ready-made slideshows about your app

Joseph ChoiOkay. I was just looking at Discord again, and I saw where you said, "Where it all started, template links on Canva." I'm very curious about this. So is this how you actually prompt your creators? And you just let the creators kind of like mix and match the slides and like change up the, the text?

Nic WeberThis was an internal tool for us where we like to do things that don't scale. And then when we prove that they work, we scale them up. Our version of don't scale here was taking 30 of our most engaged users from our last app that were active in our community and saying, "Hey guys, we want to pay you to just post content on TikTok and we're going to give you all that content." And we had no other distribution method besides just handing them Canva slideshows.

Nic WeberAnd so in the early days like I would sit here and make Canva slideshows myself. I know nothing about Brawl Stars. I've never played it before, but we knew there's massive demand capture in our player base at the time because we had a lot of people coming to the the app that we had at the time that played Brawl Stars.

Nic WeberAnd so we knew that if we just made Brawl Stars content, and at the end had a very explicit call to action here, "Playbite's the fastest way to get gems. If you know, you know." And have 35 people post it, we thought, you know, people will check it out and probably download Playbite. And we were just not prepared for how successful that would be.

Nic WeberWe went from just handing people Canva slideshows where they could edit things slightly or add their own pictures if they wanted to, to having it all be served through the Noise app and they don't even have to do this editing anymore. We just automatically do all the variations for them, give them to them in different orders, different texts, randomize all of it so that it's all unique content that goes out.