Praktika · B2C · AI English tutor app
Hire former creators to run your creator program, one coach per country
100+ creators in the program and still growing
Workedcreator-opsinfluencerteam-process
What they did
In-house influencer lead (a creator from Poland who made videos for Praktika before being hired) runs the program worldwide; in-house influencer coaches, also ex-creators, each run a country and a roster of 20-30 contracted creators, rotating angles. Rationale: knowing what good content is is the key skill; management can be learned. Creators stay contractors, not employees. Runs on SideShift plus internal add-ons for analytics and reporting.
What happened
More than 100 creators in the program, still scaling across countries.
- Stage
- scale
In their words
Sub Club by RevenueCat · How Praktika Built a Profitable $50M ARR AI Business — Adam Turaev, Praktika“Those are X influencers that were building videos for us, and now they're running those programs because they know what good content is, and that's the key skill you need to have because you can sort the management stuff out and it's not that complicated, especially now.”
“We have this influencer lead, and then influencer coaches running various countries, and each of them just run a roster of 20, 30 influencers, and they just rotate various angles.”
“I think everybody's now doing this through SideShift, and we use SideShift as well. We just build a few our own internal add-ons to run this, to do more comprehensive analytics around it, and some reporting.”
Related topics
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More from this episode
- Praktika: Launch everywhere, but focus marketing on one country with high needBrazil became the launch market behind early growth; founder gives no market-level numbers
- Praktika: Sell a better job, not English lessons, and compare your price to a tutorSold a $100/year plan in a low-spending market; the claim became the category standard
- Praktika: Search for creators under 5,000 followers whose videos still get huge viewsFound the creator whose video took ARR from ~$1M to $10-12M
- Praktika: Spend a month full-time messaging creators yourself, DMing those with no emailA few creators out of a long list worked out, including the breakout one
- Praktika: Let creators post the video they believe in, even if you don't like it30M views across three platforms; ARR from ~$1M to $10-12M, about a month per host
- Praktika: Copy a viral video format with creators in other countries right awayPart of the jump from ~$1M to $10-12M ARR; no split by country
- Praktika: Put a small ad budget behind a creator video that's already going viralNear-zero CPMs, CPIs and cost per trial in the first days
- Praktika: Hire the creator behind your breakout video as an employeeHe became the face of the brand and still runs its social media
- Praktika: Pay creators a fixed fee plus a bonus based on views
- Praktika: Keep creators and paid ads separate; have the ad team remake viral creator videosCreators keep finding new angles; no numbers given
- Praktika: Put the cursing characters from your viral ads inside the appFailed: users were unhappy and confused; called the year's biggest fail
- Praktika: Write product rules on one page, but let creators make almost anything
- Praktika: Use animated avatars so learners can rehearse the stress of talking to a personFounder says users then find real conversations easier; no numbers
- Praktika: Hand-write conversation scripts to fake the AI before the technology can do it
- Praktika: Have your AI tutor offer to set the daily reminder instead of a settings screen
- Praktika: Rebuild your cross-platform app as a native iOS appConversion and engagement improved across the board; biggest win of the year