Add features beyond the core tool so people stay and pay more

Alex… uh we moved that to an an iOS subscription app, because we we we thought there was a a much a much better match with the usability, simply people researching hashtag on a mobile phone, on an iPhone, and then immediately immediately pasting them on Instagram, rather than going from the uh web to the to the mobile experience. That was that was a much more clunky UX. And so, we just went all-in on the iOS app, and it uh proved to be a right move.

AlexAnd the 100k MRR was a mix between adding interesting features that might help other than the hashtags themselves, so that people would see more value and would stick more, and would be willing to pay more, rather than the 40 bucks a year, maybe 100 bucks a year, and paired with uh a lot of Facebook ads, Instagram ads.

AlexSo, a lot of spend on Meta. Uh we started spending 100 a day, 500 a day, 1,000 a day, 10k a day, on Meta. And uh we learned a lot there. There was a lot of fighting to gain back accounts when you get randomly banned, because you didn't break any policy, but just their algos go haywire.