Noise · app that pays people to post
Pay thousands of regular users per view to post content you supply
About $0.30 per install on average; 2.5B views across the platform in a year
Workedugc-creatorscreator-opsorganic-short-video
What they did
Instead of paying 5-10 creators to post twice a day, give up to 50,000 regular users everything: the assets, what to say and the description. They only curate their account and post on schedule, and get paid for every view. Brands set the CPM, usually from their target cost per install. With 100,000+ posts a day, something hits; if not, analytics show why and small tweaks to text, picture or first seconds can turn 1,000 views into 10M. Noise runs its own growth this way.
What happened
Noise averages about $0.30 per install on its own platform; 2.5B views across all brands in the first year.
- Stage
- Launch (first year)
“And what we're saying instead is, "Hey, 50,000 people, post this content, and here's exactly what you need to post. And here's all the assets for it, and here's what you say, and here's your description."”
“So the brands that come in, we say, "All right, generally what are you trying to target for a download? What's your cost per install?" And that's usually what we set the CPMs at.”
“for ourselves, we're averaging like $0.30 installs using our own platform”
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More from this episode
- Noise: Chase viral videos with soft pitches, and flood the feed with hard-pitch slideshowsUGC hits of 1.6-5M views; slideshows add 2M views a month; founder says they drive downloads
- Noise: Copy a viral side-income video and film posters washing dishes with your caption4-6 videos passed 1M views; $0.08 installs for 3 days; hit #7 in category
- Noise: Start with 'Don't get a second job' instead of 'Everybody needs a side hustle'The new opening made the video go viral; the old one didn't
- Noise: Say 'I make $20 a night, an extra $500 a month' instead of big earnings'$7,000' claims got called a scam; $20 a night worked
- Noise: Post a relatable money-worry video that never names the app, then plant commentsHit #5 in category; one planted comment got 1,686 likes, est. 1,000+ downloads
- Noise: Mix hook images, captions and hashtags automatically so each poster's slideshow is unique
- Playbite: Pay your 30 most active users to post ready-made slideshows about your appFirst slideshow hit 20,000 views in a week; success led to building Noise
- Put eggs in the first image of healthy-eating slideshowsHigher-view slideshows consistently had eggs in the hook image; no numbers
- Lingo Pingo: Have posters cry over a word they can't say while the app roasts themFirst video had 20M views overnight; format ran for two months
- Noise: Pause any content format that hasn't taken off within 1-3 weeks and try anotherA 446-post format with ~200K views was paused; its replacement reached 9M views
- Noise: Test slideshow hooks on your own TikTok account, adding text inside TikTokFirst post 887K views; one hook image passed 5M views