Have assistants DM small creators learning the language, then move them to email

Morrie Schonfeld… If we want to market Japanese, obviously people can fake it. I don't know French. I made French videos for us for a bit. I faked it. But like it's a lot easier if you actually, to market Japanese, if you know Japanese, cuz you know how to do the language, like that's not an issue, you can go quicker. You're likely at least a little more clued in to cultural nuances or like language learning like pain points and can make that content better.

Morrie SchonfeldAnd so when looking for like that, we need someone with that skill. And so what we kind of have them look for is like definitely micro-creators, like under 10,000 followers. In the Japanese learning niche, I kind of want them to see have at least one breakout video. It shows that they've gone viral before. They know what it looks like, they know what it feels like. It's not this foreign concept to them. It's not intimidating. We pay creators a base pay plus a bonus, and so creators need to be able to think and believe that they can hit that bonus. You know, if they execute the content we give them to the fullest, like they can.

Morrie SchonfeldAnd so if they've had that viral experience before, I just see that they're a lot more inclined to like work with us and try and get that virality versus if they've never gone viral, they're like, "Wow, like getting like 50,000 views is like crazy. Like I I don't know, like I'm not going to hit that." And you want people who are like driven and like incentive align them. So we look for like low followers relatively. Like if they have mid-range …

Joseph ChoiSo going back to the creator outreach, the you you're going for people that actually speak the language, who have, you know, 10 to 30K followers um ideally if if you want them to have some like UGC viral experience. Is there anything else? Like are there keywords or like types of creators that you're looking for, or is it literally just anyone who speaks that language natively and has, you know, a few thousand followers?

Morrie SchonfeldYeah, good question. I realized I totally like side-tangented from that. But, yeah, we look for like certain keywords. Like I normally start with looking for learners versus just native speakers. Like so let's call it let's take German, right? Like learning German, practicing German, speaking German, like kind of any of those basic keywords. Sometimes we'll go with like If the well runs dry, like look at college students, like German major, like German minor, like German class, things like that.

Morrie SchonfeldNative speakers do work, too, but I search for them a little less. Like that's kind of like the last step. And like 10 to 30K is like a healthy range, but we have most creators We have a lot of good ones who are like under 10K. Like 5 to 10K is also a really nice range. Like we have some diamond in the roughs um that were like under 2K who blew up. So it's like the follower count doesn't really predict their success. It's just like I find at …

Joseph ChoiAre there any changes that you made to your your first DM over time that increased reply rates?

Morrie SchonfeldThat's a good question. I think it's stayed relatively similar. We kind of update the stats. It'll be like, "Hey, blank. I love your insert language content. I'm with Pingo. We're a language app with X million users," which has changed from like a few hundred like tens of thousands to a few hundred thousand to 1 to 2 to 3 million. So now it's like we have 3 million users, like, "We'd love to make content with you. Like if you We love your content. If you're interested, like let us know."

Morrie SchonfeldAnd then people reply, "Yeah, sounds awesome. Like love to hear more." And they go, "Great, like here's how it would look like. You make a new account. You'd warm up your account. We pay you this rate per video and bonuses. Like we give you app access. Any questions?" And then from there, if they go, "No, that sounds great," then we'll be like, "Great, here's some next steps, like let's move to email." And that's the general flow.