Send creators past winning videos as ideas, then let them make anything

… which is not a lot of views. But if the video format is like the ones that you were showing me earlier, where it's like they're actually talking about the app through some pain point or through some story, that's probably like a pretty high converting video. So how specific are you with the brief or like telling them how to make the videos? One thing I've tried really hard to do is have really, really good relationships with all of our creators.

You know, I think every creator we've worked with have said we're like the best company they've ever worked with. We're always, you know, working with them and we give them a ton of creative freedom. We have like a guide and we're like, hey, this is what has worked well for others. And these apps or these videos have performed well. But you know your audience the best. We trust you guys and we want you to come up with what you think is best. So we just really let them do what they want. It works because they understand what works for their accounts. I mean, I guess that there's like a snowball effect. Like once you have winning videos, then you can just show those as the brief to your new creators.

But in the very beginning, did you did you just come up with the formats yourself? Yes and no. I had made a couple of my own videos. I had watched some interviews from other apps and just kind of got ideas and they did all right. I mean, it didn't really do much. So then I just started, you know, once you start working with these influencers, like they already know what works well for them. So they were like, oh, this will be easy to promote …

… Like we need to get downloads on this app, but you can't just like hard shill it in a video. So like tell me some ideas. Like are you like live coming up with these ideas like with them or are they just or you just like, oh, just do whatever you want. And then they come up with stuff. So how we do is like when we get them on, get their number, we like we have a big outreach team. So we are sending over 100 DMs every single day to creators.

We do over a thousand messages for outreach every week. We're always hopping on calls with these guys. So we get their number, we get them on WhatsApp and then we'll call them. And then usually we'll, you know, we'll come up with a deal that works for everyone. And then after that, we, you know, we get their code active and their links so we can track everything. And then after that, it's when we explain like, hey, here's a marketing guide. It's like it's just a Google Doc with our best performing videos. And we're like, feel free to look through these. You know, these videos have performed really well for us. If you want to recreate something like this, if not, you know, creative freedom, do what you want because you know your audience the best.

And that's pretty much how it goes. That's super unrestrictive. But I guess like if you have the human touch, you kind of like you're preventing the just the laziness, I guess, is that what people are, I think, are afraid of sometimes when they're like working with creators where they're going to tell them, OK, here's your structure. I'll give you this many, this much CPM, like this much performance bonus. Just make whatever you want. And then …