Recruit members to film ad videos; pay a flat cash fee per video used

David Barnard… I'd love to hear more about your user stories program. I mean, I don't know how much is public, how much you want to share on the podcast, but I mean these are hard things to stand [inaudible 00:44:22]. But if you have a great community who really loves your app, it does seem like a really great opportunity to use them as part of your paid marketing. So how did you build that? And then what are some of the logistics of that that you can share?

Luke Martin-FullerYeah, so I'm quite sure there's a lot more we can do here. I think others have thought about this really deliberately and maybe stood it up in a world where they had Claude Cowork out of the gate and they could have briefs spitting out and sending to people automatically. We did all of this before December 2025 when the stuff was available. So it involved, we have a monthly digest and update to our members. And every now and then we'll say, "Hey, if you wanted to make videos about your experience with Visible, why don't you join our Slack channel?" And we've got a Slack group. And then people would submit an audition tape. And then once they're into Slack, we give a brief every week and people will have the opportunity to share a video with us. And if we use it, then they'll get paid some money. And that's cold hard cash. That's not credits or a discount on a future purchase. But that's been a really great way for us to get real stories from real people who people can recognize themselves in, out there spreading the word.

David BarnardThat's really cool. I actually had not heard of anybody doing anything like this before. I'm sure nothing's new under the sun. Somebody surely had done it somewhere. I just hadn't heard about it. Is it almost a kind of weekly theme? You and your team think through what would potentially help get attention, go viral or whatever. And then you have multiple creators creating essentially the same video or different videos on that same topic. And then …

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. …