Praktika · B2C · AI English tutor app
Keep creators and paid ads separate; have the ad team remake viral creator videos
Creators keep finding new angles; no numbers given
Unknownpaid-socialinfluencer
What they did
The organic creator program and paid acquisition are separate streams so creators keep coming up with their own ideas and angles (the in-house team runs out of angles). When a creator video goes viral, it is shared with the paid team, who reproduce it with their own roster of internal influencers and content-creator contractors.
What happened
Adam says each new creator brings new angles the internal team had fatigued on; no performance numbers.
- Stage
- scale
In their words
Sub Club by RevenueCat · How Praktika Built a Profitable $50M ARR AI Business — Adam Turaev, Praktika“This is paid ads and organic content, this creator program, but those two are separate streams. We don't mix them up because again, this allows us to be true to our principles of letting influencers we work with to come up with ideas on their own, to come up with those angles.”
“But if there's a cool video that's hit virality, we then share this with paid team, and then they reproduce this video with their own roster of internal influencers or contractors who work with content creators, et cetera.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
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: 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: 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