Hire a chronic-illness creator you paid for a video as social media manager

David BarnardYou mentioned in the mix of all that, that you've only tried one paid channel. What channel was that? And let's talk about what you've done on that channel.

Luke Martin-FullerFor sure. So we've monetized primarily through a web to app funnel. And then in terms of paid, it's all been Meta. And on that channel, it's UGC that's worked really well for us. So we run a couple of programs. One is called Creator Collaborative, and that's working with existing creators in the chronic illness space to create awareness and visibility of what we offer. And then there's community voices, which is people in our community, our members that can share videos with us and be rewarded and make a very fair rate for sharing a video, sharing their true and honest experience using Visible. Maybe a couple of the practical insights that they've gained from it. And then we'll use that as material for paid. But even within our broader acquisition picture, only 50%-ish. I mean, attributions are really tough as you know, but only 50%-ish come through paid channels. The rest come through word of mouth.

Luke Martin-FullerSo we've been able to keep that pretty steady. And what I would say maybe about all of this is that we've been able to build a really efficient business, one that is cashflow positive, all the way through that growth journey. And that's in part having a pretty maniacal focus. Well, a focus generally, but a focus in the case of acquisition on one metric. So we think about what we call marketing cash ROI, but it's basically ROAS. So if we can keep …

David BarnardYeah, that's fascinating. Tell me more about the influencer programs. So the folks that are already influencers in the chronic illness space, how did you build that out and how do you reach out to those creators or do they reach out to you as you've kind of gotten more visible? Visible.

Luke Martin-FullerPardon the pun. Yeah, I mean we were super lucky here. So our social media manager, Gemma, is for one thing, an amazing human. But she's also someone like much of our team that lives with chronic illness and she's an influencer in her own right. So she already had, I guess, an understanding of what it was like to be creating content in this space and knew a lot of the names and the people that we should reach out to. So that was a great kickstart. We actually started working with Gemma because we'd reached out to her and said, "Hey, would you like to make a video for us?" And we just enjoyed working with her so much that we're like, "Hey, would you like a job?"

Luke Martin-FullerSo that was a really helpful lean-in. But also I think it's about, I guess, our marketing team being, like you said earlier, broadly a group of people that really understand this space, live with the conditions or have close friends and family who do and therefore, can reach the right people with the right messages because they're not doing this, trying to build from people that they don't understand. It's really coming as a team from a …

David BarnardSo how does that work with the influencers on exactly how you compensate them? Are you paying per impression, per post? What have you found work there?

Luke Martin-FullerFor sure. So it's different between the two programs. So with influencers, we might negotiate depending on their size, that might be about reach or it might be about impressions. It depends, I guess, on the particular influencer. But it's much simpler in our community voices group where if we use your video, it doesn't matter if it is a slam dunk, the one that really, really scales or it's the one that maybe gets $10 of spend and never sees the light again. It's just a flat fee for each video that we go ahead and use.

David BarnardGot you. Yeah, that's fascinating. I mean, there's so many ways to build out these creative machines. And again, it's just been such a hot topic the past few years of how do you get enough creatives to test? And running both the internal customer program and the influencer program sounds like it's a great way to just have that content machine without necessarily having to have a massive team dedicated to just constantly grinding out new content. …