Reflectly · B2C · AI journaling app
Pay small creators in each country to read a script, then run it as Facebook ads
Drove ~$3-4M ARR, but ad spend matched revenue
Mixedugc-creatorspaid-sociallocalization
What they did
2018-2020 (driven by CMO Darius): recruited micro-influencers/UGC creators in local countries speaking the local dialect, paid them to read a script, and used the videos as Facebook ads rather than organic posts. Let creators shoot their own way; raw videos (babies crying, bad lighting) won because big advertisers were running polished graphic ads. Winners were unpredictable.
What happened
Scaled Reflectly to ~$3-4M ARR, but spend roughly equalled revenue, so net progress was small
- Stage
- scale
“we had influencers, UGC content creators in local countries, speaking like the local dialect and getting them to convert really well on Facebook Ads”
“no one's making these odd-looking, not so great UGC videos. Um, but they were converting like crazy, because all the other big companies and advertisers were doing polished graphic ads at the time”
Related topics
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