Treat creators like investments: drop the weakest, keep the stars, train the middle

Morrie Schonfeld… in terms of sourcing, like not everyone has it, to be fair. Like we definitely go through a good amount of creators. So we have our VAs who like do the outreach. I did outreach for the longest time, and then it just took up too much time, so now we have VAs who do it. We give them guidelines. Creators get in, and we kind of have an internal clock on like how long do we want to give a creator before making a decision on cutting or keeping them.

Morrie SchonfeldWe just make sure like, obviously, the more creative creators get better views. The creators who can execute well and follow those other creators get pretty good views. And we have a Discord, so people share, and like it's pretty engaging. There are some people who just don't get content as well, and they don't make as good content, and, you know, that leads to them not being a creator with us anymore. But at the point that we're at, we just use the VAs to get a really high influx of creator volume, and keep the best ones.

Morrie Schonfeld… give everyone all the tools they need to succeed. So for a long time, it was like scale mode. Like we're just going to get as many creators as we can doing as many high-converting formats as we can to get as many views to installs to conversions. And now we're at a point where like we have a really good volume, let's kind of like slim it down a bit. Let's be really deliberate now about who we have creating for us and how we get new creators in,

Morrie Schonfeldand how we make sure they're working at their fullest potential. Cuz at least with us, it's kind of like a VC model. The top 20, 30% of creators are doing most of the views, the bottom percent are doing none of them, and kind of dead spend, and so we kind of like took our VC model, we cut the bottom of the portfolio, kept the top, working on the mid-range, and then we're just going to work on bringing in more creators and making them better. But AI stuff like is to come and experiment with, but again, it's just like what we've been doing with using the app has been working so well, like if it ain't broke, don't fix it.

Joseph ChoiYeah, I want to break that down a little bit. So the There's the outreach part with the VAs. So there's like top of funnel, and then there's the coaching. I'm curious about both of those. So for first of all, like the the the top of funnel, what are you looking for when you're like mass outreaching to creators?