Suno · B2C · AI music app
Lean into people hating your category to drive comments
Called the easiest way to go viral; no numbers
Workedorganic-short-videougc-creators
What they did
AI products should lean into the fact that people hate AI (Suno's TikTok comments are full of 'this is unfair to artists'); health/peptide brands do the same with 'this is so bad for you'. Get under people's skin while still showing value, without putting down other brands.
What happened
Described as the easiest way to go viral.
Related topics
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More from this episode
- SideShift: Tie videos to job-market anger: 'I have a master's and can't find a job'Talking-head version got 9.6M views; 6-7 of ~15 early videos hit 150-300K
- Hand creators viral videos to copy; review every post for the first 3 daysCommon to every successful creator campaign he sees
- Hire one manager for every 10 creators to keep them postingEvery long-running successful program has many managers
- Turn the TikToks that already did well into adsCPMs well under $1; also lifts the account's later organic views
- GoWish: Grow an app mainly by running creator TikToks as adsHit #1 on the App Store, secondhand; cheapest acquisition
- Run creator posts as Meta partnership ads with targetingConverts better than TikTok's boosted creator ads in general
- Clue: Have creators post to four platforms; pay for views only on the best oneSpreading among brands; adds reach while hedging pay; no numbers
- Pay creators $800/month for 60 videos, plus view bonuses capped by viewsCPMs fall from $5-8 in month 1 to ~$0.80-0.90 at $100K+/month
- Cap a viral creator's monthly payPaid ~$4K instead of ~$75K for 180M views; creator left
- Pay creators only a share of ad spend or sales, nothing up frontOne creator made 35 videos before earning; hurts loyalty
- Brex: Run creator videos as TikTok ads to win B2B customers'Really good results', secondhand; very cheap CPMs
- Post daily 10-minute story videos with the call to action at minute nine'Somehow this is working'; no conversion numbers
- SideShift: Train your own creators with a 6-hour course on making app videosCreators earn ~$10-15K after 1-2 months; early quality complaints
- SideShift: Pay creators yourself when a brand fails to pay themExtreme creator loyalty and referrals; costs up to ~six figures/month
- Suno: Have creator managers also coach the creators#1 in the App Store music category, secondhand