The Process | Virality As a System
Step 1. Discovery
Our process is all about creation and content production between human beings. There is no AI involved. Not that we don’t believe in AI, but humans piloting accounts are still better, and more efficient.
From you, the founder or the brand, to the strategists and creators, it’s human interactions and human content end to end.
Picking partners can be a delicate process. We might go far left or far right while piloting strategies, but for us, it all boils down to trust.
We choose partners whose products we believe in and that we think can go viral and beyond. We build repeatable and scalable organic systems, and in return, we ask them to trust that we’ll treat their app’s growth like our own.
Before we take on a new project, we start by connecting on Slack and asking a few questions.
This is where we learn about your target audience, your product, its features, and your competitors. Although, if they run UGC campaigns, there’s a good chance we’ve already collected their accounts.
We usually ask questions like:
Q: Any hooks or formats you’ve tested (that worked or didn’t work).
Q: Anything else we should be aware of, like viral features, how people talk about it with one another, or what they compare it to.
Q: Please describe your core target customer in as much detail as possible.
Step 2. Proposal
Our projects are standardized, yet unique.
Each cycle lasts 4 to 6 weeks and includes a specific number of videos. You pay for those videos to be produced and posted locally in the U.S., or in your chosen target location if you select a foreign package.
We operate mostly in the U.S. but can also help you scale in over 13 other languages.
With Flo, for example, we initially started in the U.S. and are now expanding into other regions.
We thrive to build a long-term partnership.
For the “Scalers” package, we start with 18 to 22 creators. Throughout the cycle, we optimize the network — some creators may be replaced, and new ones may be added.
Our goal is to maximize the number of converting views for you.
Step 3. Contract & Deposit
Once the project gets the green light, we’ll sign a contract and collect the full amount to run a complete cycle. We always ask for 100% of the project fee upfront, as we must pay creators throughout the cycle.
There is no mandatory multi-month lock-in commitment. However, if you’d like to commit to a longer-term partnership, we offer generous discounts.
Before work begins, we’ll finalize the paperwork:
Contract for digital signature
Detailed scope of work
Initial invoice
Step 4. Research & Brainstorm
That’s our time to shine. It takes 7 to 10 days after the deposit for the first videos to start. During this period, we research and brainstorm the initial strategy.
We use three main approaches. The first involves going through hours of real user content within the niche, using both automated data collection and manual doom scrolling to discover what your users watch and how they talk.
The second focuses on analyzing your competitors and similar apps in the space. We’ve logged 10,000 app UGC accounts that post videos daily for hundreds of different apps.
This data- and export-driven process helps us understand what works and what doesn’t.
Inspiration from existing product–market-fit content helps us get started quickly, and creative innovation builds from there.
Lastly, we’ve run over 50 large-scale campaigns, producing and posting tens of thousands of videos — expertise we use every single day.
Step 5. Initial Strategy
The initial strategy usually consists of various formats — from hook-to-demo, to green screen, skits, and wall-of-text. During the first week or two, we aim to test as many concepts as possible, depending on the volume of videos, while maintaining statistical significance to determine what works and what doesn’t.
There is no single formula. There’s no “do this, do that — make views”.
Every vertical is different, every demographic is different, and every period is different.
We conduct traction testing, our mission is to find and scale your content market fit.
Step 6. Iteration & Content Market-Fit
Day-to-day creator management and iteration are where we truly shine.
Our team joins calls, and chat consistently with creators to provide direct feedback to improve content and formats.
We also conduct in-depth creator review sessions to identify and trim down underperforming or problematic creators. After all, it’s a people business, and there are people’s problems every day.
We handle feedback and creator tracking daily — yes, every single creator, every single day.
Each week, our team holds a creative call to review what’s going well and where we should iterate next.
Reaching content market fit can take a day or a few weeks. This is where we need you to trust us and the process.
Our only goal is to create viral content and find ways to repeat that success again and again.
Step 7. Scaling
Once we find a format that works, we scale it across creators at maximum speed. There are some caveats, though — sometimes we discover multiple formats, where one performs better for a certain creator and another works better for someone else.
In that case, we prefer to let each creator focus on what they do best while continuing to scale multiple formats at once.
We’re not mindless viral marketing machines. We run our own apps and businesses, and at our core, we come from social consumer and startup mindsets.
We value healthy, rapid growth and genuine moats.
Steps 6 and 7 are interlinked.
We have to constantly reinvent ourselves, and yourself. Nothing lasts forever.
But if you build the muscle, no one can beat you.
