StudyFetch · B2C · AI study app for students
Hire contractors to run the day-to-day creator program
Didn't work well; incentives were misaligned and dedication low
What they did
What happened
In their words
Kiran Desai - The EXACT System to Go From 0-$10M+ With Your App
JosephI'm curious how the team structure is now, like how a team like yours thinks about the breakdown in roles on the marketing team.
KiranPrior to making uh full-time hires, we worked with contractors to help out with like the operational side of our creator program, which didn't really work out that well because of the of of just like misaligned incentives, and uh sometimes it's it's tough to get, you know, a lot of dedication from somebody who isn't necessarily like full-time. So, we have uh a couple different roles that uh, you know, are are on the creator program team that contribute to our marketing.
KiranThe way we kind of structure it is uh we have like an out- uh an outbound team, so people who are constantly like sourcing creators, uh reaching out to them, establishing deals. You know, typically, uh I know a lot of people do inbound for creator program, for their creator program, but uh we really appreciate outbound, because we really want to work with creators that want to work with us, um and creators who really like like the brand and …
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More from this episode
- Point a camera at the laptop and film the app working in a real lectureFirst video 3M views overnight; one lecture video 75M views, hundreds of thousands of signups
- Build features that look impressive on camera, like notes appearing on their ownPowered the early viral videos; founder-side claim, no split numbers
- Pay big study influencers ~$10K a month to post daily on a new StudyFetch accountFans followed them over and asked about the app in comments; attribution unclear, some accounts flop
- Pick creators by how many people comment, not by views or followersGuest's selection rule; no numbers on hit rate
- Put the app's name in every creator account's name
- Show the website address on screen for the last 4-5 secondsProduct-centered videos convert very well; product tacked on at the end doesn't
- Let creators keep their usual style and show the app 2-3 times in their dayGuest says their known styles do best; no numbers
- Pay creators $50-2,500 per video plus $100 for every 100K viewsStandard terms for a program of hundreds of creators (peak ~1,000)
- Favor TikTok and US-based creators so views come from the USViral TikToks convert well; some viral Reels convert close to none
- Hunt down the creators you want by DM, email, even LinkedInGuest prefers it for pickier, better-aligned creators; no numbers
- Split the creator team into recruiters and full-time managers who coach creators dailyReplaced contractors; guest says the program runs well; no numbers
- Build a dashboard that pings you when videos trend in other niches
- Run cafe pop-ups and polished brand videos once the creator engine worksGuest says pop-ups build an emotional connection; no numbers
Tags: contractors, creator-ops-team