Make the videos yourself until they go viral, then hire creators to copy them

JosephSo, how do you Yeah. Like at a high level, what is the UGC strategy? Do you have a lot of people? Yeah, like what's the strategy for organic UGC?

JayI think it's just like your classic, you know, high-volume UGC engine, just, you know, operating, you know, at scale with a lot of creators. Um, you know, we've really, um, nailed down kind of like, you know, our formats and, you know, what goes viral. And, um, when you just have, you know, lots of people making those videos everyday, of course your surface area of luck just increases. So, yeah, I mean, I kind of started off with just making content by myself.

JayUm, I was the only one for a long time. I probably got like the first, I don't know, 50 to 100k downloads from my own content, I would say. I kind of just got good at it, got good at like, you know, going viral, and then once I had like the confidence that, you know, these formats would just go viral again and again, because they happened for me, you know, kind of just took the the page out of the the classic, you know, playbook of just hiring a bunch of creators and, you know, having them just make those formats at scale.

JosephHow many creators do you have right now? 'Cause also, this is 44 million views, but then I just noticed that it says 34 million views the previous period. So, is this per year?

JayYeah, I mean, I guess like the whole multiple accounts thing, I knew about it from this point, but like I didn't really like act on it, just cuz like I think it was in like the back of my head, but I was just still like so confused by it. I was just like, this is like so strange, like multiple accounts and stuff, like why would anyone do this? I was just like It felt kind of weird to me, so I didn't end up like really doing it back then.

JayBut, um, I think I started first hiring creators, I think, in April. I think probably like around like 2 months after this, I realized that it would be a good growth strat to do. But like, I knew that it would be useless to pay creators to make content that if it wasn't like vetted to go viral. So, that's why I just did stuff myself, and I was like, you know, once I can go viral myself, then I can hire creators, because if I just hire them now, like there's no point, um, 'cause they're not going to know what to do, really.

JosephIs there anyone you're trying to meet? So, we're going to put this on on YouTube and put your Twitter link in the description. Is there anyone, any type of person you're trying to meet, like I don't know, certain types of founders, or hiring engineers, or anything like that?