Test every new hook on your own account; give creators only the ones that hit

JosephYeah, that makes sense. 'Cause yeah, you're like 100% of the cold traffic, it's coming through this UGC. So, yeah, that's like Is there anything you do, um, with your creators that you feel like other founders don't do?

JayUm, I guess like the level of the hands-on management. I mean, I don't like micromanage them, but like I just give them lots of feedback. And I do think that it helps a lot that like I am also posting alongside them. I think it motivates them a bit more when they see me as the founder, um, kind of getting into the trenches, as well. Um, and also, I think I've been like the the top views person, like the um highest-grossing views for the past like two, three months now.

JaySo, I think it it helps a lot that I'm, as the founder, like one of the best creators. And, um, just working alongside them, giving them feedback, helps a lot, because, you know, if you're a founder, but you don't have like, you're not in the trenches like that, um, they might not take your feedback like as well, because like you're not really doing the same thing as them. But I think when you're kind of be kind of like working alongside them, …

Joseph… scared of solo traveling when this literally exists." Then you can do whatever you want. You can do the the face reaction, or, um, does this ever not work, where you do the standard hook, you know, like you tell a creator, "Okay, do something, anything, in the first 3 seconds, and then put a caption that's that, you know, is in like TikTok language, and then you you put the the demo right after"? Does that ever just like flop, and like why?

JayI think with a good text hook, the answer like not really. Like, it it'll do well most of the time, given enough reps, of course. You know, of course, like if you just post like for, you know, a week or so, maybe it's not going to hit. But I think, um, at least this is all just from my experience. I'm not sure how, you know, it is for others, but, um, when we have a good hook, it works like across the board for like a bunch of our creators, and, um, like eventually, like pretty much everyone will get like a big video with it.

JayUm, and yeah, I mean, the reactions are kind of all varying. I mean, they're all like pretty similar, but I mean some are probably better actors than others, of course. [laughter] But, yeah, I mean, I've definitely seen some that like, um I mean, I have definitely have some creators that like are better at like acting than others, and some of them like, you know, didn't seem like that believable to me, in my opinion, but like some of them still …

Joseph… pretty much does well across the board. That kind of It just It kind of like proves the theory that like TikTok really is a science and like the algo, if it if it does work once, it'll work again. But that's encouraging to hear, 'cause I feel like people think that TikTok is kind of a lottery and it's just like sometimes it works, sometimes it doesn't. Were there other hooks that didn't make it and like never got replicated across the creators?

JayYeah, I've definitely come up with like hooks that like didn't work. [laughs] Like, for sure, we've had hooks that are like similar that just didn't hit. But in general, like I only have my creators remake the ones that hit. Like, all the flopping is done on my end. Like, I test out stuff, um, and I flop a bunch, um, but like Yeah, that's all just kind of done by me.

JayAnd I feel like I've gotten good at just, you know, moving on from stuff that doesn't work, um, like fast. I think there's always signs. Um, for me, like the biggest thing, I mean, I think this is like pretty common knowledge, but in case it's not, just like the average watch time. And, um, on Instagram, they have it, not sure about TikTok, but like it's the percent that watched past 3 seconds. Those are And like also just kind of like the the …