Test creators beyond fitness: moms, comedy, and fitness sub-niches

JosephWhat were the other niches? Like you guys definitely were huge in fitness, but then were there other content niches that Cal app Cal AI like applies to that you also did influencer marketing?

Alfie DickensYeah. So obviously we had fitness. We would kind of break that down into a couple of different niches, so it would be like bodybuilders, uh kind of like the gym bro niche, then we would have like women's fitness, and then we would have weight loss creators. Um, so that was kind of like four sub-niches within that fitness niche. And then later on, we realized like mom influencers are big, so we kind of tried to narrow down on on what mom mom influencers would work well. But they were super hard to get. Mom influencers are very expensive, because they know how well they convert.

Alfie DickensUm, so they were really difficult to keep at a good CPM. We tested a lot of mom influencers. Some of them did incredible, and were profitable at like a $10 CPM, and some influencers didn't do so well. And so that was a really hard niche for us to kind of break down. We also tried like comedy niches as well. One that comes to mind is, I don't know if you ever saw that video of this guy going through the drive-thru, and saying like, "No door, no problem," and just climbing through the drive-thru at McDonald's. He was like blowing up, and so we signed him, and made him go into McDonald's and scan scan some fries with Cal AI as he was doing the video.

Alfie DickensWe We honestly tried like a lot of different niches. Some of them did really well. Some of them would do well for like one video. Some of them would do amazing. Some of them wouldn't do so well, and it could be that one video was was good enough, and we should just do one video with the person and call it good there. But it's a little bit like what like Jake Paul's doing now with with um his his spray. It's like, "get w" or something, the brand?

JosephWas it like low margin for for that, because you're getting like so many views that are like lower intent?

Alfie DickensYeah. Like the CPM would be great, uh, because like some of the videos would blow up, but it's just not a hyper-focused niche. You know, people that watch those videos aren't necessarily thinking about um tracking their calories. One really interesting thing for us that we realized like quite early on, but maybe a bit too late, is that the you know, like the recipe videos that people make, um like cool recipes or just normal cooking videos, they really didn't do well for us.

Alfie DickensAnd to me, that was super interesting, because you'd think like calorie tracking would be great, you know, food videos. Like everyone watching food videos is probably also thinking about calories. A lot of them, like mukbangs or anything to do with just normal meals, really didn't do well. And and we kind of realized that, you know, they might not be doing well cuz people just want to sit there on the couch watching these really good, …