The Exchanges

Q Cool. Yeah. So yeah, let's, let's start with number one. So organic short form content. You basically say, you talk about the fresh account versus not fresh account and, and how you should think about the format, finding a face, craft a viral video series, multiply your accounts. What do you, what do you mean by this?

A Yeah, so I mean that, uh, traditionally on social media, um, there was a lot of clout associated with, like, a million followers, or, like, check marks, or just, like, I think, I think there was this idea that the history of someone's channel meant a lot, but nowadays that's not really the case at all. Like, um, there are many cases where founders will just make one video on their TikTok, and that video will just immediately go viral, uh, which, which, You know, no matter how many times I say it, people don't really seem to believe it until they, it happens to one of their friends, but, I mean, I'm sure you've had many guests that, you know, say the same thing. Like, you can literally just make Uh, straight up ad about your product. Uh, if the hook is good and the content is, you know, high quality, you have a good shot of getting, you know, 1000 thousand, a million views, and that's obviously, you know, costs you very little or nothing to do. So this idea of, like, fresh accounts with, um, you know, one follower, 10 followers, versus an account with a million followers, it's not hyperbole. You know, we've had, we've done a lot of A-B tests at January. You know, we've, we've posted the same, same content, literally the same content on, you know, our main account that has 70,000 followers and an account that had, I believe at the time, like 50 followers. And it's not really that…

AI assessment note: “this idea of, like, fresh accounts with... one follower... versus an account with a million”

Q So you say here, when you get a new creator, just follow this basic guideline. Repost vids on all platforms. Reels, TikTok, shorts. Post one plus videos per day. Initially post vids similar to what the influencer posts on their main account. Then start experimenting with videos that feature your product. Uh, you can get someone cheaper, uh, for similar results. Uh, how important is the daily post?

A I mean, the, the, I probably should have said this in the post, but the importance of, like, uh, frequency of posting is just, you want to be, uh, exploring before you exploit, you know. So if you're posting, like, one video a week, uh, you only have four tests per month, uh, to find a hook and, like, content angle. That really works. Whereas you post one video a day. Uh, I said one plus. You could post even more than one video a day. You could continually kind of try, you know, different Um, like you try, like, skits, or memes, or humor, or educational content, or straight up ads, or, you know, uh, like, play with different angles, play with different hooks, text on screen, like, um, you could try different, like, there's so many things you could kind of be experimenting with, and if you at least post one video a day, you can kind of be, like, methodically xing out, okay, well, my product will, if I present it like this, it seems to flop, present it like this, seems to do okay, present it like this, it seems to flop, Get the winners of your content kind of coliseum, and then the next week try with the winning variants and try more things, and eventually you'll get, ah, one thing that, like, one mega banger where it gets like a million to ten million views, and, um, it's like the most euphoric kind of crazy feeling that you have to kind of, like, you have to really experience i…

AI assessment note: “the importance of, like, uh, frequency of posting is just, you want to be, uh, exploring”

Q Cool. And then how do we negotiate with influencers?

A Yeah, so, uh, when you negotiate with influencers, uh, you wanna basically align the incentives between you and the influencers. Uh, you, you should both want a video that can, that converts, and, uh, one way to do that is you don't wanna give them all of the money up front, because you immediately lose leverage, uh, like, your side of leverage if you pay, pay for everything, and, uh, they, they, um, they just have to post afterwards. Um, obviously I love influencers. Most influencers are fantastic people, but some will try, will just take the money And, um, some of them will actually just not post any videos, and others will drop a half-assed video, um, because they already got their bag. Um, you want to try to split some of the payments so that a percent of it, percentage of it comes from, like, the number of conversions they bring if you give them their personal coupon code, or maybe, like, uh, the number of views that they get. Um, also when you negotiate, I don't, I mean, something that I do is I try to be, like, really straightforward with them. Like, oh, you know, like, we have, Uh, we usually do well in these countries, and we usually, uh, like, for these types of, uh, partnerships, we usually have this sort of, uh, budget, and just being fully transparent, um, and then they are transparent with, like, their demographics, and how their previous sponsor views go, so, um,…

AI assessment note: “you don't wanna give them all of the money up front, because you immediately lose leverage”

Q So now you're at five million ARR, um, and then all this, you know, it takes, I don't know, six, nine months, and then you zoom by ten million ARR. What, what have you learned since then, um, Is it more of the same? Have you figured out new channels? Uh, give people some of the sauce.

A I mean, I'll say some of the sauce is like, uh, I'll tell you the non-sexy sauce first is that honestly everything I wrote here, you could still do some form of it from going to five to ten million. It's not like, oh, once you reach five million, you have to, you know, kind of rebuild the playbook and you have, you could use it for five to 10. You have to rebuild some of it for like scaling issues. Like, You probably need to get better at hiring. You probably need to get better at, like, building out teams. Um, you probably need to get better at, um, Like the granular things obviously change as things scale, but everything on this list we still use to this day. Um, we added a lot of like affiliate, like a lot of our revenue comes from affiliate, um, um, marketers now. So people that, um, enjoy Jenny and now champion Jenny and do marketing and they get some cut of whatever they like to do. Um, uh, when marketing Jenny, um, we've gotten into like acquisitions, which I think is pretty rare. So we've like acquired a few startups. Um, and I, I think that it's a good hedge. Like, uh, I think that You know, we, we get to zero to ten million revenue a year. Uh, can we get to twenty million revenue? I believe I can. But, uh, you know, that's obviously anybody's guess. Every probably arrogant founder thinks that they can. But what I do know for sure is I've gone from zero to five. I'd pr…

AI assessment note: “everything on this list we still use to this day. Um, we added a lot of like affiliate”

Q And when you, when you reach out to ming ming duck, I don't know if you remember, but approximately how many followers did he have?

A I want to say he had 300,000 on Tik Tok. And, uh, I, when I say that people are like, well, I could never convince someone with that many followers would do it for 4000 dollars. But, um, I don't know. I think that there's kind of this, uh, this, uh, cognitive distance a little bit where, oh, this person is so famous. This person is so famous. He has so many followers. He has so much influence. They must be like raking it in like insane amounts of money. You know, but, um, that's not always the case, right? There are people that just love to create, and maybe, um, they either aren't focusing on monetizing, or maybe the type of content they make isn't, the type of product that can monetize their, their type of content hasn't reached out to them yet, so, um, I would say that, like, I think this is somewhat of a deal, but within this price range, I could, I would say that it's possible to find somebody where you get a similar deal, you know, even today, and Like I said, if you, if you have somebody that, um, you know creates good content that's getting similar views, like let's say, MengMingduck has 300 K followers, and then there's like, MengMingBear over here that has 20 K followers, and they both have similar views, you know, like you could probably get MengMingBear for like a, you know, probably cheaper, and the results would probably be the same, because they're, it's gonna ge…

AI assessment note: “I want to say he had 300,000 on Tik Tok.”

Q startup but just they're not seeing the traction, ah, that they need. So, you can check out the link to startupempire.co in the description. And you say here, but rather than finding and sponsoring these new accounts in your niche, you can actually just create these accounts yourself. You just need to follow this basic format. Can you explain what the format is and just add some context to that?

A Yeah, so, um, you could say there's somebody who's has, like, 10,000 followers, and they're doing, you know, numbers on their content. You could either, uh, continue to pay them, you know, with partnership sponsorships, where you have to pay them per post, and, uh, the, the creator has a little bit of a worry that, uh, maybe their account is getting polluted by ads, which, you know, every creator kind of has to do that talk list of, like, do I look like I'm selling out? Also, I kind of want to pay my rent, or there's a new iPhone I would like to get. But the happy middle ground, what I found is that you can actually have a creator just make a completely new, fresh account again. Um, and they can kind of be the face of your product, and they'll kind of be telling your, uh, telling the viewers about, you know, educating them about maybe some pain points that your product solves, uh, just helpful advice, tips, things like that. Um, and like I said before, you know, follower, follower account doesn't really matter. In this new age of social media. So, you know, the, I mean, the, the example I gave is like pretty ridiculous, but obviously if any famous person were to make a new TikTok account and they were to make new videos, it would not get tensed.

AI assessment note: “you can actually have a creator just make a completely new, fresh account again”