Show people using the app in every video, not just talk about the topic

Joseph ChoiSo how has the content strategy evolved from the beginning? Cuz sounds like in the beginning it was just show the product value, and then now it's like show the product value with some humor in like embedded into it. And then is the modern you know, is the like today's strategy basically that, just show product value, add humor in the videos, or are there like other nuances?

Morrie SchonfeldIt's definitely evolved over time, but the core thesis has kind of stayed the same. So like our belief, like from day one, we always wanted Pingo to be the focus of the videos. Like our belief was that to get meaningful conversion, we have to show the product. Like show, don't tell. And that's something that I've at least my personal belief on virality, like virality that converts shows and doesn't tell, and that's what we've done since day one. So there's a few things we tried that didn't work, like kind of all similar concepts. They all use Pingo, but the hooks weren't quite it.

Morrie SchonfeldSo like this is one of the first videos that we made. Yeah, this was, I think, the first day Pingo went live, maybe the 6th the 17th or 16th of like December. And all these videos, like I have four pulled up that were kind of early ones, um they all use different hooks. They all ended up using Pingo, but they didn't all go viral. We didn't really know much about virality then. So this one, for example, I remember when we made this, I was like, …

Morrie Schonfeld… you know, when you've no creators and you're the only creators um and that's the only thing you're doing for distribution, it's really easy to measure conversion because when your one video gets some virality and you get a spike in users, like there's not really anything else you can attribute it to. So then we kind of improved upon this and tested different hooks geared towards different language audiences, starting with Chinese and Korean.

Morrie SchonfeldAnd then over time, we were like, speaking with Pingo just worked really well for views, and it was basically an app demo, so it converted really well, and we kind of took that and we ran with it. And that for the first 3 months, we had like one or two actual influencers we tried, but it was mainly just Michael and I making videos till like 20K MRR, just the two of us. And he did the Korean account, learning Korean from scratch. I did the Chinese account, and every video is just talking with Pingo.

Morrie SchonfeldLike it's me in in my college dorm room, Michael like in my dorm room, like we're just like holding the iPad and like talking to Pingo every time and trying different things. The Korean account did a lot better, but like it's again, just like holding the iPad, talking to Pingo at like a random room at Northwestern where we were in school at the time. And every video is talking with Pingo, and we're trying different hooks, and we kind of found …