Praktika · B2C · AI English tutor app
Hire the creator behind your breakout video as an employee
He became the face of the brand and still runs its social media
Workedcreator-opsteam-process
What they did
Right after the viral video, Adam hired Gustavo as an employee. He kept making videos, became the face of Praktika and runs its social media as an internal influencer, a separate stream from the contracted creator program.
What happened
Gustavo still builds videos and runs social media; Adam says he prefers to bring creators in-house.
- Stage
- Growth (early growth)
In their words
Sub Club by RevenueCat · How Praktika Built a Profitable $50M ARR AI Business — Adam Turaev, Praktika“I hired him immediately like, "I need you, guy."”
“He's one of our employees now. He's within our team, Gustavo, absolutely super, super talented guy and still building videos for us.”
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 former creators to run your creator program, one coach per country100+ creators in the program and still growing
- 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