Grow views by adding creators, videos per creator, and platforms per video

Dillion Verma… views in 120 days uh for this application. But let me go deep into how we came across this, why it's working, and how we sort of boiled it down to a math and science, or you can say like a science and art in a- in a way, like does it work. So, a couple of things in the beginning which we realized very early on while trying UGC is when you post a video in a specific format, we noticed that the conversion rate remained constant for that format.

Dillion VermaSo, if there's a video, the classic like hook and demo style format, and you post the same style of video twice or three times, then the rate is always going to be like 0.25% or 0.3% of people who would watch the video and go download the video. Second thing we also learned in the beginning was you don't need followers to get views or go viral. Anyone can make a brand new account on TikTok, Instagram, etcetera, and their first video can get 10 million views, like it's- there's no barrier to getting views on a brand new account. And looking more into this, I realized this this was like a change which occurred in 2022 across the platforms where enabled everyone to go viral.

Dillion VermaThe last thing I realized was there are a lot of creators willing to make content for- for brands and a undersupply of brands having deals or opportunities for creators. So, this is really interesting because essentially there's more pricing power or- or power for brands to be able to like work with creators at scale when doing UGC. This is different than influencer marketing, but for UGC in particular, this was the case. Yes, let's go into like …

Dillion Verma… 100 million people in the US who have Instagram and an iPhone, so that's like basically your TAM, like the number of people you can- you can target for your application. It's a good first step in mind. But, yeah, after people view a video which has something about your app, they might go download it. Download it, they'll go to different stores, like App Store, Play Store, web search, to search up your app, and then eventually download.

Dillion VermaAnd later on, you can do a trial or go straight to hard paywall, what- whatever it is, but eventually they become paying users. So, this is an overview of the funnel. And for each of these steps, there's two different equations you can call it to- you- you can work towards. So, for the first step of the funnel, which is views, you can model views as something like this. Your total views is the number of creators you're working with, the number of videos each creator makes, the number of posts per video, and the number of views per post. And if you multiply all four of these together, you get the number for total views.

Dillion VermaSo, to dig a bit deeper into this, a creator is pretty explanatory, just the num- number of people making videos. Videos as well. Post per video essentially means like the number of platforms you post on. Suppose you post on TikTok, and you get like a million views, you probably can also post that on Instagram and maybe also get a million views, too. So, if you can increase the number of platforms you're posting on, you'll just get more views in …