onX · B2C · outdoor GPS map apps
Pay hunting influencers for content and loyalty, not just promo-code sales
Guest says it helps retention and supplies ads, blog and site assets; no numbers
Workedinfluencerpodcast-sponsorshipretention
What they did
Works with many influencers, from title-sponsoring podcasts (macro) to micro-influencers. Their videos run as ads (creators also get exposure from onX's media spend). Some influencers aren't graded on promo-code or affiliate revenue at all because their photo and video content feeds the website, SEO blog and ads. Influencers teaching the tool to their audience act as ambassadors that keep existing users engaged. Influencer and in-house video alternate as the better performer; the aim is a constant flow of video.
What happened
Treated as a whole-funnel channel: social proof and retention for existing users plus a steady supply of content assets.
In their words
Sub Club by RevenueCat · Channel Experimentation and the Tiktokification of Video Ads — Ryan Watson, onX“But, some influencers give us value from just pure content that they give us, and we don't actually grade them on like how much money they bring through the door from a from a promo code, or some sort of affiliate like deal that we have with them.”
“having them as literally you know, ambassadors to your product, is just great for retention.”
Related topics
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More from onX
All 14 onX tacticsMore from this episode
- onX: Sell the maps on SD cards in hunting stores first, then use that money to build the appSold out right away in Montana; buyers asked for other states; funded the app
- onX: Name the company after what people type into Google, like huntinggpsmaps.comGuest says it worked well and fueled early growth; no numbers
- onX: Write helpful hunting articles so readers can be shown ads laterBrings some direct sales, but mainly fills the retargeting audience; no numbers
- onX: Advertise where you can target by interests, and try lots of video ad networksMany third-party display video networks failed; a few found the customer
- onX: Try Snapchat and TikTok ads even if you think your customers aren't thereSnapchat brought customers and still gets spend; TikTok became a great channel
- onX: Have your marketers film their own low-budget TikTok adsSome of the team's self-made ads were among their best; no numbers
- onX: When a short video ad works, run it on every channel and tweak it for eachShort lo-fi video generally does well everywhere, with small per-channel differences
- onX Hunt: Give top-tier members deals from partner brands, like $200 off dog trainingMeant to lift upgrades and keep members longer; no numbers shared
- onX Hunt: Lead ads with the one feature everyone talks about, then teach the restLand ownership maps are the easiest way in; no numbers
- onX: Use push and in-app messages to teach new users the features that matterGuest calls it a huge part of their marketing; no numbers
- onX: Send people you retarget to buy on your website, not in the appKeeps about 30% more revenue per sale; install ads still drive most acquisition
- onX: Test free trials that turn into paid plans unless people cancel
- onX: Judge a new ad network by whether sales grow while conversion rates holdFormal incrementality tests with some partners came up short for a niche audience
- onX: Build a separate app for each hobby instead of one app for everyoneSome cross-sales between apps, but small; no bundle yet