# Ultimate SaaS Social Media Marketing Guide in 48 Minutes ## Метаданные - **Канал:** Your Average Tech Bro - **YouTube:** https://www.youtube.com/watch?v=fBTs-RID8Bg - **Дата:** 24.04.2026 - **Длительность:** 47:59 - **Просмотры:** 13,615 - **Источник:** https://ekstraktznaniy.ru/video/50076 ## Описание Build a proper knowledge system for your projects with GitBook → https://www.gitbook.com/?utm_source=yatb&utm_medium=youtube&utm_campaign=knowledge_system In this video I break down my full social media marketing playbook for solo developers who want to grow an app or SaaS through organic content. Over the past five to six years I have built more than 14 apps, and the main way I have marketed them has been through organic social media. More recently, the app we are building now has been hovering around roughly $6K to $8K per month, and all of that growth has come through social media marketing. I cover what I mean by social media marketing, why I think it is one of the best early growth channels for apps, how the algorithm works, how to warm up new accounts, how to make stronger hooks, what short form formats work best, and how to think about brand accounts versus founder led marketing. I also go into AI versus human content, how we hire and manage creators, how we structure creator ## Транскрипт ### Why Social Media Wins [] This video is going to be the ultimate social media marketing guide for developers trying to market and grow their apps on the internet through social media. Just for a little bit of context about myself, I've been building apps for the past five or six years. I built over 14 different apps. The first three or four years, I was building completely solo and all of the marketing that I did to grow my apps and make money from them and grow an app business was strictly through organic social media marketing. And in the past two years, starting in 2024, I've been partnering with my co-founder, who goes by Mangm Duck on social media, is also a content creator. And still the primary and actually the only way that we've really marketed all of our apps has been through organic social media. And we've built multiple apps that have grown to roughly 2 grand a month of revenue. And currently, the app that we're building, which is called Yori, it is currently hovering at around 6 or 7 or 8K a month of revenue, depending on the month. So, we have a good amount of experience doing social media marketing specifically for SAS and apps and software. and that's why we're going to make this video. So, we have a gigantic laundry list of things we're going to be talking about. I'm going to make sure to include timestamps for a general table of content in the description down below. So, hopefully you can skip through to go to parts that you're interested in. And first off, we're going to start off by what exactly do I mean by social media marketing. Social media marketing has a lot of different flavors, but what I am specifically talking about is making accounts specifically for your app, your business, and making and posting content to market your app there organically. Organic social media marketing content. I'm not talking about reaching out to existing influencers in the space and paying them to make a video about you. I'm also not talking about running paid ads on Meta or Google to market your app. I'm strictly talking about organically posting content onto accounts that you own that you manage and getting views there and funneling users to sign up for your app there. And there's a particular reason why I really love social media marketing, especially in the early stages of the app development process. Number one is I think it is the fastest way to get feedback about your app and marketing in general. a lot of other marketing tactics. Like truly, we're living in a crazy time through Tik Tok and Instagram and YouTube with like short form video content is truly the first like really universal piece of content that you can post onto all different types of platforms. So with organic social media marketing, right, this right here, this is really fast response times, cheap, basically free aside from the time that you spend to actually make the videos, but in the beginning time is cheap, time is free, right? And then look, paid ads, like paid ads is fine, but then it's really, really expensive. You like from my different experiments of dabbling within paid ads and also talking to a couple friends that have done the whole paid ads thing, you probably need to allocate roughly $1 to $2,000 to really get a thorough test of a paid ads to see how it works. And I just don't think most people don't have that budget. But I mean, if you have multiple thousands of dollars to burn and test out different creative strategies, then definitely try it out. It might be worth your while. And then Reddit. I think Reddit marketing is also pretty good. But my biggest con with Reddit is that less creative freedom is the biggest con of using Reddit for marketing. I think it is similar to organic social media marketing and that you can get a lot of eyeballs really quickly. But because you're kind of restricted to making a post strictly only via text, I think you have less creative freedom on the marketing tactics that you can do. And I also think that Reddit does not have all the communities that Instagram, Tik Tok, or YouTube has, but Instagram, Tik Tok, and YouTube have all the communities that Reddit has, if you get my drift. So, I do think Reddit is still pretty good. I just personally have had not as great success with Reddit, and I think that whatever marketing you do on Reddit, you could probably do something pretty similar on Tik Tok, Instagram, and YouTube. And that's why I'm a big fan of organic social media marketing. Obviously, you have other options like SEO as well, but then SEO takes a really long time. It is a slow burn process. It takes a long time to do and really build up that momentum, which is good for the long run, but in the early stages when I think you're really just trying to get some quick validation of what works and whether your idea works or does not, I still think organic social media marketing is the best solution for it. ### How The Algorithm Works [3:53] Just my take. So, let's talk about next up, how does the algorithm work. Okay, now we're going to go do a little bit of diagramming here. So, let's talk about the algorithm. Okay, so the way that the algorithm essentially works is you post a video. This is a video, right? You post it into the internet. algorithm, right? The algo and then the algo then pushes your video out to a bunch of initial viewers and in those initial viewers and then the algorithm determines how does this initial group of people, how are they viewing the app? Are they liking it? Are they watching it for a long time? Basically, that is the biggest metric that you have to optimize for watch time. How long are the users staying and watching that video? How many seconds? How many minutes are they watching that video? And then let's say it does well with this initial cohort of people. Then the algo is like, "Hey, this video seems to be doing pretty well with this cohort of people from this original group of people. Let's find people similar to them and then send it out to more and more people like all these people. " And then it keeps sending out to a greater and greater group of people until eventually the algorithm detects that it has reached a group of people that are no longer really watching the video for all that long. They're not satisfied with the video. Then the video dies out. That's really all it is. Super dead simple. Obviously, I think this also changes as well. Like let's say if you have followers to your account, I think the algorithms do prioritize initially pushing your videos out to your immediate followers and seeing how they react and then if they don't react well to it, then they'll test it with like another test group here and there. I do think having followers is a pretty big metric saying if your followers aren't really interested in it, it has a harder time breaking out into the louder sphere of the general social media algorithm. But from a very simple perspective, that's all it is. The algo is just taking your video, your piece of content, and constantly AB testing it back and forth, back and forth with other videos, other pieces of content. Is it getting a lot of engagement? views? Are people liking it? And if they are, they send it out to people similar to that group of people that showed good, positive signals of liking that ### Account Setup (Avoid Getting Flagged) [5:43] content. Now, let's head over into some real action items of how to get started with social media marketing for your business. So, number one is you need to warm up your account. So, these businesses of Meta, YouTube, Tik Tok, they have entire department dedicated to fraud and spam and bot detection. It is not a great signal if you just make account and start posting like crazy. They're going to be like, "Whoa, whoa, whoa. A high chance that this is a spam account. " So you need to convince them and because you are most likely you need to show them prove to these platforms that you are a real person using this account for real purposes. So during this process scroll around I would say probably the first 3 four 5 days or so scroll around like a real user. A couple minutes every day maybe multiple times a day like 10 15 minutes scrolling sessions for three to four to five times a day. Do that for three to four or five days. And also make sure to follow and engage with accounts and content that is in a similar niche as to where you are trying to market your app and hitting the people that you want to send your app to so that the algorithm is kind of trained on what you like and try to attract that group of people into your feed. And you need to warm up your account. Trust me, you will know if your account is kind of viewed as spam or like a bot. If you post a video and you realize it gets like 10 views or five views or worst case zero views, you've kind of been shadowbanned because they detected that you're a bot. And in that case, delete the account and make a new one. That's the name of the game. So once you warm up your account accordingly, now it is time to start posting onto social media. So next up is ### Hooks That Go Viral [7:04] to start posting. And when you're trying to make a post, let's dive into the anatomy of what makes a good social media post. The most important part of making any type of short form content is that you need to hook the users in. You need to convince the users to watch your video. It doesn't matter how incredibly good your video is in the last 95% of the video if that first 5% isn't good enough to convince the users to stay in tune and watch the rest of it. So really when making your videos, you should probably spend 80 to 90% of your efforts on that first two to three seconds. What's your opening line? What's your opening hook? What's your opening visual to convince the users to stay and watch your video all the way through to the end? Because once again, the more of your video that is watched in terms of raw time, raw duration, the higher chance that your video is going to be pushed out into the algorithm. That's what you need to optimize for. So, let me show you some real life examples right here. All right. So, I'm going to show you this account right here. This is an account that we legitimately run and use to market our app, Yorbi. I'm going to show you some of these videos and to show you the anatomy of a good hook. But before I do that, I do have to provide you a little bit of context about what exactly the tool is. Sorry, shameless plug. But like no meme, I'm going to talk about my app because it's important to know the context of why these videos did so well and how the hooks were formatted in a really effective way. So, if you go and look at the app, it's called Yorby. It is a social media marketing platform and obviously we need to update the landing page, but we essentially try to make finding content inspiration and making content way easier for social media marketing teams. And the way that we do that, we have three primary ways. Number one, we have this content remixing tool that lets you upload any video that you like from Tik Tok or Instagram or a raw video file that you have. And then we have trained our model and really opinionatedly prompted our model with all the knowledge that Andrew and myself have of making thousands and thousands of videos, generating hundreds of millions of views across all of our content. You can tell these videos to remix it to fit a different brand or niche. We will then go through an agentic process of asking clarifying questions and remixing that script while still maintaining the original viral format, the m the original video format of the original video that you uploaded. you essentially have a ready to go script to create a piece of content that's as highly viral optimized as possible. So we have this content remixing tool or content studio, right? Next up, we have this viral content database that we hand source and manually curate to have the most the best highest performing marketing content, specifically marketing content for different businesses and primarily apps. So, if you look up something like dating apps, right? Then we go through our database to find all of the dating app accounts and dating app videos that people have posted. And then you can then see and watch and view those videos to get inspiration on what content you can try out and experiment with your brand. And last but not least, we have an account spy tool. And this is pretty simple. It's like a competitive intelligence tool. It lets you enter in any Tik Tok or Instagram account and we will spy on that account for you. And you will get alerted whenever any of their videos are taken off and going viral. And that's how it all works. That's the overall platform view. So, right now, a lot of the content that we make, the hooks and content that we make to market the tool is really geared around social media marketing, making content faster, making good viral content faster. So, if you look at this video, let's see, this got 120K views. Let's see what the hook is. RIP to all creators using chat GPT in 2026. Wo, that is a that's a spicy hook, right? It kind of feeds on this innate sense of human curiosity, and that is something you kind of have to prey on. I don't know if that's a great word, but yeah, you have to really feed into those like really basic human emotions of curiosity peing someone's interest to be like, whoa, what the like if I'm a creator and I'm watching this being like, wait, wait, why is no one using chat GPT anymore? So, we present this hook as a problem. And once we got the user hooked in, we kind of have them for the rest of the video. We have earned the right to show them the rest of our video. And in this scenario, we just show a quick product demo of how exactly your work works. posed the problem in the hook and then we provided the solution afterwards immediately to satisfy and answer that really juicy comment that question that was posed in the beginning. So that was the general anatomy of how we constructed this hook. And obviously this is something that it's not perfect. It comes over time. It's a skill that even we're developing too. But that's also why we created Yorbi like the content studio. We've really dumped as much knowledge that we can to help you create these really good hooks for any videos that you want. And here's another example of a video that I made for an app that I built many years ago. It was like a AI PDF chatting tool back in the early days of AI. So you can see the hook. Oh my god, look at this hook. Which doctor cheats on their partners the most? Holy, that is a spicy ass hook. Of course, that's going to peique a lot of people's interest. Like, yeah, I want to watch this. I want to know about this, right? It's kind of similar to how newspapers make these headlines for the different articles. like they need to make a good headline, a good hook to entice the reader to want to learn more and dive deeper and see what the newspaper article or what the video has to say on that particular topic. So once again, this is art part science. We built tooling to help you do this. But this is truly whatever method you do, whether you use our tool or you don't. This is honestly 90% of the game with short form social media marketing. If you don't capture their attention in the first 2 to 3 seconds of the video, you lost them. You need to put all of your effort into that original beginning section to hook them in to convince them to watch the rest of the video. And when you're making this type of content, you realize that you need to find a delicate balance of making your content as little as least adlike as possible while still showing your product in action. And I actually think this video format that I used to do for my app is a really good format of it. Let's go watch this. So what I would do was I would I'm not going to make you listen to this, but basically what I would do is I open up with a really salacious headline, a really juicy hook. Then I would find a research paper backing that talks about that hook. This was almost like an unlimited content cheat code. I would just find these crazy research papers. Like these are legitimately published papers. Create a really juicy hook about it. Like pose a question to whatever core finding it was about it. Showed this research paper and then I would say I'm too lazy to read it all. So instead I uploaded the document into this website that I built. In this case it was called Nexus Research. RIP. Shout out to the OGs who know what that is. And then I say I'm too lazy to read all this. So, I uploaded it into my website and I'm just going to ask questions about it to summarize and get all the tidbits of information and I showcase the tool and how it works organically in this format. So, you can see this is an ad, but it's also very organic looking as possible. And that's really the special sauce that you're going to have to crack to really crush it on organic social media marketing, especially with the younger generation. We are so good and even the people younger than me are even better than me at spotting ads from a mile away. So, you have to figure out really creatively how to move past that and break through that psychological barrier by making your content look as organic as possible while still plugging your product. This is the hard part. That's the difficult part of marketing. That is literally what marketing is, grabbing their attention and convincing them to watch the rest of your product, making it feel as least adlike as possible or at least making the ad itself entertaining to watch. And that's where all the brainstorming is going to come in. And once again, that's where we have the viral content databases. So you can see what other brands, other businesses, other creators in your niche are doing to see if there's any new meta that you can adopt to use on your account and your profile. Now, let's ### Best Content Formats [13:56] talk about some popular formats, video formats that you can use to market your app. So, I showed you one earlier, which is the Autumn Luna format, right? We call this one the hook and demo cuz I mean kind of simple. We show a hook with a juicy hook and then we solve that hook. We satisfy the user's itching and craving that we gave them in the hook with a demo of the product. So, we pose a problem in the beginning and as a hook and then we demo the product. This is great. It is the best format out there probably if you can get views cuz it clearly plugs your product and you can get a lot of views. Another format is talking head videos. So, talking head is kind of like what I'm doing here and I'm doing in this video right here where I'm talking to the camera a lot. Now, some creators, everyone has their own flare of what they are good at and what they're not good at. For people that are really good at talking and just have really good pros in general, talking head formats are also really good because you can have this long drawn out story where you go into details here and there and then you can plug in your product just like I do in this video as well. Once again, really effective format. I will say it's up there in terms of efficacy with the hook and demo of being really good viral potential and also being able to plug your product if you do it elegantly enough in the video. Another popular format that can get really viral and get a lot of views but doesn't necessarily convert as well for users signing up and paying customers are skits. So like this video right here is a skip of like a skit of if Stanford students were honest, you know, and obviously it got a lot of views. Like if you look at the view metrics, you can see that this one it got 665,000 views. This one, if MIT were honest, 2. 1 million views. So these videos went viral and got tons of views. But remember, at the end of the day, as a business that's trying to market your tool, your product on social media, your success metric is not really virality. getting users to sign up and convert into paying customers. So even though these videos of my talking head videos where I talk about like a crazy news article or something, they got way less views. This is only 74,000 views versus a 2. 1 million views if MIT were honest. If blank schools were honest skits, but these I would bet these converted way, way higher than any of these skit videos. Like these videos were honestly stupid of me to make cuz it was just playing the vanity egometric game of just getting a lot of views, but views for no good reason. Don't worry too much about going really mega viral. Your main concern should just be going viral amongst the right group of people. And often times that'll lead to a much lower view ceiling of how many views you can actually get in your video. But it's okay because you will target higher intent, higher potential customers and users, a video that is much more targeted and plugging your product and showing it in action. But still, if done correctly, I think skits, you can do skits with plugging in your product organically. But it's also hard cuz you have to be funny with the skit. You know, a lot of people are not as funny as they really think they are. And the internet will tell you that how funny or how unfunny you are. So, it can work, but it's hard. And I think it's a much lower skill ceiling to have success with a talking head video or a hook and demo video format. Another really popular format and really, really effective format is the carousel format. So, you have this on Tik Tok and Instagram where instead of creating a video, you can create a carousel of photos. And an app that did that really, really well was this app, POV camera app. I couldn't find some of their older accounts that went really viral, but I'll show you the general gist of it here. So, this one still got 12K views, right? This is not the greatest example cuz they did basically a carousel in a video format, but essentially within Instagram and Tik Tok, rather than just posting videos like you see here, you can just post a bunch of photos and slide through them like a photo carousel. And this video should honestly be a carousel and I think it'll do better. I think even Tik Tok came out explicitly and said carousels get like 5x the amount of engagement as videos. So they really love carousels and I also get it too. And like let's look at the structure of this. It's really not all that different from a video. Like the format, the structure of it is really similar cuz you need a juicy hook as your first slide. But now the benefit of this is that you don't need real videos in the background. You can just have static images. And AI can generate static images way better than it can generate moving dynamic videos. So, if you're trying to do AI content, you should definitely into the whole carousel method. So, let's look into this. This is like a disposable camera app to get people to, you know, like take pictures all into one shared cloud album and then it gets revealed the next day of all the photos that were taken. So, look at the hook is super juicy. Money-saving hacks the wedding industry doesn't want you to know. I know that this app in the early days, they really primarily targeted weddings as a primary event that people spent a lot of money on, especially for photographs and photography. So, their whole content strategy was to create content targeting people planning a wedding and money-saving hacks the wedding industry doesn't want you to know. Who doesn't want to save money at their wedding cuz those are really expensive. So, we set up this really juicy hook and in a traditional carousel format the user can swipe over, go to this amazing instead of having a big wedding kate, have a dessert table instead. I'm going to speed through this. Print your own programs and accessories and you'll save at least 50%. So, you make real content talking about this like list of things, right? This is essentially a list that you're doing in a video. And then at the very end, one of the things that they plug in, like one of the ways you can save money is instead of having a photo booth, use a disposable camera app. Well, you know, so that's how the product plug was done there. So the carousel format really effective, super effective. Like everyone should honestly do it, especially if you're someone that is not necessarily great at talking head videos and you're better off just doing like static image content, carousels is the way to go for sure, especially with AI content. I think carousels do really, really well with AI content. Just to give you a little bit of a preview about the future product roadmap, we're actually looking to make the tool of Yorby more helpful and easier to use for technical to people and more developers by actually creating our own API endpoint. API access to Yorby is one of the most hotly requested features in our app and we get comments about it almost all the time and we're actively working on it. But I want to make sure that the developer experience of York is a good one with good up-to-date documentation that works really well because I know that you've been there and I definitely been there as well when you're trying to use a developer tool that has horrible documentation and that just leads to a horrible developer experience. And after looking at a bunch of different tools to create and host our documentation for our future API, I decided to use Gitbook and they also happen to be the sponsor of today's video. I chose Gitbook because it has a really powerful git based developer experience while also having a really user-friendly UI to allow non-technical people to also contribute to the documentation when necessary. More importantly, Gitbook creates a very tight feedback loop to make sure your docs are always improving. It's able to pull knowledge and information not just from your direct documentation, but also other thirdparty data sources that you connected like GitHub discussions, GitHub issues, YouTube videos. So, as users go in and ask questions that's not answered by the official documentation, it searches for the correct answer from all the other thirdparty data sources that you connected. With Gitbook's AI insights, you can see the actual questions that your users are asking and where your dogs have certain gaps of knowledge. You can then use Gitbook's agent to automatically suggest updates so that your docs stay up to date. If you want to try it out yourself, use code YATB to get 30% off of Gitbook's advanced AI add-on. And thanks again to Gitbook for sponsoring today's video. ### Posting Strategy That Works [20:34] So, those are some of the big popular formats that are out there. Once again, they all kind of work. You just have to test around the different formats and see what works for your brand. See what other people in your niche in your general uh competitors are doing as well. But once you figure out like what content you're going to make for that particular day, I think you need to post minimum once a day. And yes, this helps just to, you know, get your more content out into the algorithm because essentially the whole organic social media marketing game is essentially it's a VC play. You're going to have like a venture capital investment play. 99% of the content that you make is going to flop, but that 1% that's going to break out and go crazy. That's going to drive a lot of growth for your app. You just need to get a lot of shots on goal. Put up. attempts, a lot of pieces of content out there to market your app. Most of them are going to flop. It's okay. Don't feel the pain. And just wait for the one that does do well. And especially if you're not someone that has any background making content, it's really important for you to just get those reps in, as many as you can, like the 10,000 hour rule, right? To really hone your skill set. And the first pieces of content, probably the first 50 pieces of content you post on the internet are going to suck. They're going to be horrible. But that's okay. You have to get those reps out of the way to get the bad learn and make good reps later on. Also, once again, when you're making content, I would not post too much content. I would honestly put the ceiling at like two pieces of content a day cuz I think any more than that, you're going to run the risk of burning out and you're also just producing really low trash content. So, really focus on trying to make high quality marketing content as viral optimized as possible. And try to post at least once a day. Just get a lot of shots up, put up a lot of attempts, and that's the only way you're going to find any type of success in the world. Also, when you're doing this, don't reinvent the wheel. Don't feel like you have to create a brand new video format. Truly, just copy what works, what your competitors are doing, what's going viral at the moment, and that will make your life so much easier. Like, there's a reason why they work. These video formats work because they tap into some innate human psychology. People watch it, people view it, and as long as you're not super late to that content trend, as long as you're relatively early to it, most contents can be repurposed across various brands and various niches. So really don't reinvent the wheel. Just do what works. Do what other people are doing in the beginning to get that initial traction. And then after that, later on, you'll then start creating your own styles and your own formats once you start getting your feet wet and getting more experience with the marketing stuff. But in the beginning stages, don't worry about copying. In fact, I highly recommend just copying your competitors and whatever else is working out there. And when you do find something that does work, it is up to you to just double down on it like crazy. Like if we were to go back to the Autumn Luna uh the account that we used to market our app, which is this one right here, like we spammed the living hell out of this format. See, like literally all the videos are the same. This hook and demo shocked face de hook hook hook. Oh my god. Oh my god. We spammed the living hell out of this. We went so hard on it. And eventually it kind of ran out of steam cuz we posted so much about it and people started getting desensitized to it. But once we found out that it worked, we invested so much time and energy to just pumping out so much of this content and doubling down on it like crazy. So that's really the game of marketing. Try out a hundred different things, see whatever does work out of those hundred and double down, triple down on it, and keep rinsing and repeating until that run, that format, that marketing strategy runs out of juice. Go back to the drawing board, try out a 100 different things again, rinse and repeat. That's really the name and the game of all marketing. Not even just social media marketing, all marketing. All right, so now let's get into some of the nuances of like brand accounts versus like personal accounts. So a brand account is something like this. Like this is an account that is strictly dedicated for the sole purpose of marketing Yorby, our app that we're building. So you can see it's honestly kind of spammy. We're going over and over again talking about the same video, the same format, blah blah blah, and doesn't provide much value outside of being just a pure marketing and advertising engine for our app. And I get a lot of comments and feedback in my comment section on YouTube saying, "Bro, like it's easy for you to build an app because you have a huge audience. you get so much free users and free traffic that way. And like you're not wrong, but you'd be surprised with how much less having your existing audience helps for the most amount of people. The reason for that is because I think it works if you create a huge audience and then the product or thing you're trying to sell is the ideal customer base is your audience. But for most of the things that I build, my audience is not always the best fit for whatever I'm trying to build. So yes, having your own personal account does help for marketing purposes. Like I do a lot of founder marketing. Like I definitely agree that a lot of these videos that I'm posting on the internet where I'm documenting my startup and my building journey, for sure it contributes to a lot of users just trying out the app and they're using it and even paying it for it as customers. But I'm telling you right now, the most effective way of marketing is definitely spinning up completely dedicated accounts like the Autumn Luna account, this one, strictly to market your app because it is just so dedicated strictly to marketing. It will have so much more return on investment than having your own personal brand, personal account. Now granted, founder-ledd marketing like what I'm doing right now, it definitely does help, but it has its pros and cons. Similarly to this type of marketing also having its pros and cons, but I think earlier on in the journey, if you're really early trying to just get some type of initial traction, you should spin up a completely dedicated account just for marketing your app and that's it and nothing else. And then later on, if you start finding some traction, then I think you can try out some founder marketing as well. I just think that this type of marketing can be a lot more explosive compared to trying to build your own brand. So really like no matter what in every single app that I've personally ever built solo or apps that I've built with my co-founder Andrew, we always create multiple dedicated accounts strictly to market that app. That's the best strategy. You can only do so much with your own like personal account, personal brand without like diluting your own personal brand and personal account. Whereas when you make an account or a page strictly dedicated to marketing your app, there's no type of dilution because there's literally you can post an unlimited number of times and that's okay because that's the whole sole purpose of that account. So you should create multiple accounts and it's okay to have multiple accounts. I think I have like 10 or 15 different Tik Tok or Instagrammer accounts for various different purposes and especially for marketing your product. Make your own account for it. ### AI vs Human Content (What Works Now) [26:17] Now the next thing I want to talk about is AI versus human content. So I don't know if you guys know this. I think I mentioned it but this whole account like this is an AI generated account. this person is not real. Like this is all AI image gen, AI video gen and it still works. But we also have hired real human creators to make content for us as well. So then it's like wait what gives? At the end of the day it doesn't matter. The algorithms don't care if your content is human created or AI created. All they care about is the content good cuz now especially like the lines are so blurred about what's AI versus human that instead they're just like dude if the content's good and people want to watch it people are going to watch it. So, we do both internally as well. And honestly, do whatever you're comfortable with. I know lots of people that scale only strictly with real human creators. I know other people that run businesses that scaled exclusively with AI generated content. So, really just pick your flavor. Pick whichever one you like the best and just double down on it like crazy. I will say though with AI generated content, at least we've kind of seen, they typically do better on formats where they're not really talking. Like I think I said this earlier in the video. I think AI image gen like static image generation is way better than video generation. But video generation is also pretty good these days as long as they're not talking. The minute you get them to sync their lips with speaking I think the quality degrades a little bit and more people are able to tell that it's AI and you know I think people on the internet right now have a pretty visceral reaction against AI content. So that's why with a carousel type of format or this type of format, a hook and demo, where the AI creator is not even speaking, I think this is the most effective format for using AI content, just content where they're not speaking and they're just still image or videos of them with a facial reaction. Basically, don't talk. I think talking kind of ruins it like that. I think if you're going to go down the AI route, you cannot do talking head. I don't think it works nearly as well. That's just my two cents. I'm sure there are lots of people that have had success with marketing with AI talking head videos, but in my experience and our marketing journey with my co-founder and I for Yori, we found AI video genen does pretty well or AI generation in general does pretty well when they don't talk. ### Hiring UGC Creators (Andrew’s Playbook) [28:15] And kind of transitioning into that like of AI versus human content, I did talk about how we also work with a lot of creators, like real creators ourselves. And I'm actually going to pass this section of the video off to my co-founder Andrew to talk about how to hire and manage creators to market your app. He's the one that has led all the marketing. I have a lot of experience personally in making content myself, but I actually don't do any of the real marketing of hiring and managing creators. Whereas my co-founder, Andrew, used to run a social media marketing agency for various other brands. And he has a lot of experience with hiring and managing creators. And we're doing that same strategy internally to market Yori as well. We have a whole roster of real human creators that is making content for us. So, I'm going to let him talk more about the nuances of how to hire and manage them. In this part of the video, I'm going to be talking about where to find and hire UGC creators and generally the best practices when it comes to interviewing them and managing them. So, there are a couple places to look and find for UGC creators. You can find them directly on the platforms like Tik Tok and Instagram. Basically, what you would do is you'll go to Tik Tok or something and you go into search bar and generally I'll search up something that's already within your niche. So, let's say you're trying to build a education technology tool. So, I'll probably do something like college tips. I'll search something that's generally in the realm of your target user. And I'll literally just go to videos and I'll start scrolling down the page. I'll hover over the username like this. And what I'm looking for is someone that a is charismatic on camera. I think can represent my brand and also isn't too big yet. Cuz when they're too big of a following, they probably aren't really interested to make content for your brand exclusively because they're making enough money from brand deals already. So, someone like this person, he's talking on camera, he seems very charismatic. He's someone that I think would be a good fit. And obviously, he's in college. You can just tell by like the age or maybe he just graduated. And I'm genuinely looking for someone that has like less than 10,000 followers. If it shows up on your page here, usually these videos have gone semi or decently viral. So, this is a creator that's already making content for a brand called TurboAI. And that isn't always a problem, by the way. You can always still DM them just because if they're making content for one brand, they are actually most likely probably down to make content for like another brand as well. And usually they're already validated. They already know how to make content. go viral. So it doesn't hurt to already reach out to creators that are already making content for other brands, assuming that brand isn't competitor to yours because usually these brands will make these creators sign non-competes so that they can make content for like another brand. I mean, if we just go to your profile real quick, look through this, you're like, "All right, seems like a guy in college knows how to go viral, has a couple viral videos. He'll be a good fit that of someone that I'll probably DM or if he has an email in his bio, you can reach out to that as well. " Generally, platforms, it's free and you can find diamonds in a rough. So, what that means is, you know, someone that may or may not know that UGC content exists, but they're very talented at making content creation. So sometimes you find those when you're just searching on these different platforms for creators because a lot of times when and I'm going to talk about creator marketplaces in a bit is when you go to creator marketplaces what happens is they are already make content for like five other brands. So they might be very busy or they just have like a very streamlined process of trying to get content out as fast as possible. So they care less about the content they're making for your specific company cuz they're just trying to, you know, get a payday, hit the base pay, right? They don't really care about the bonuses. they just might hit the base pay they're paying them and they're using that to like okay if I do five brands then I can make like 2500 per month if each of them is paying 500 bucks per month or something but I will say if you find someone to recommend a platform these are usually higher prices since you're you are reaching out to them so they have more leverage over you because you're asking them to join you and while on marketplaces usually it's a race to the bottom because the brands just post a job listing and then creators just apply towards it and generally a lot more people applying to jobs than there are brands listing creator jobs as it is with like you know the normal job marketplace as well. But anyways creator marketplaces there are two main ones that I recommend. Side shift this is a marketplace that is probably the biggest and the most popular to my knowledge for UGC content at least. The pros of this platform is that there are a lot of creators on this platform and you will never run out of like space or creators to find on this platform. The downside of it is they let anyone sign up to a platform. So you don't have to go through any vetting process. If you have a pulse, if you have an email, they let you sign off to the platform. Another platform you can use is UGC Tank. So this is a platform where every single creator on this platform is vetted. So usually they are already making content for other brands or they have a personal brand that they making content for. So they generally already have, you know, a good basis of how to make content on social media. I personally have used both. I'm currently using UGC Tank, but I think it's really up to you which one you prefer. Like Sides Shift, you're going to find good creators on there. You just got to have search a little harder. While for UGC Tank, you won't have to search as hard cuz every creator is generally going to be a good creator. I think UGC tank is more expensive than Side Shift. I forgot the exact pricing, but you guys can go and check it out for yourself. But if you're just starting out and you have no idea how to make content and you are you're looking for sort of creators to come in to just make content for you, I'll probably lean towards UGC Tank just because you'll be able to find someone that already has made content in the past. Oh, criteria to look for. So, two ### How To Vet The Right Creators [33:45] things. Number one, has made content for another SAS app or has a personal brand with over 5,000 followers. And if they make content for another SAS app, doesn't have to be SAS app, could be like, you know, physical product like e-commerce or something. Make sure they also have gone viral. So, they understand what it takes to go viral for a brand or and if they don't, make sure they just have personal brand over 5,000 followers because it probably means that they have done something correct to have gone viral on that account as well. Going viral before for these creators is very important just because they understand the criteras of what components in a video generally makes it go viral because honestly it's not that deep and I find a lot of newer creators who have never gone viral before tend to over complicate the process when it shouldn't be that complicated. Might they add to jump cuts or transitions when these things actually don't really matter in the grand scheme of things for making a video go viral. Okay, other notes. What someone makes right now is most likely the content they'll make for you. That's just something I'll take note of. So, for example, if you see a creator and he only does talking head videos, just assume he only knows how to talk to the camera. While we see another creator and she only does like non-talking head or skits, just assume they only know how to make non-talking or skits video. You'd be surprised how many creators I onboarded. I tried to make get like do different formats and they just can't. They're just not good at it. Humans, you know, we have limitations of our capabilities of what we can and can't do. So, that's just something I'll look out for. Ideally, you obviously onboard someone that can do everything. But, you know, not everyone can do everything, right? And just because they can't do everything doesn't mean they're a bad creator. It just means that like, okay, we just got to really focus on this specific format for you. How much to pay creators? So ### How To Pay Creators (Structures That Work) [35:17] there's two ways to pay creators. One is what you see on screen right now, which is a bonus tier payout, which basically means you pay them a base rate of generally $25 to $35 per video. and then based on the monthly views. You can do monthly views on the whole account or you can do views based on individual videos that are being created. And actually, let me show you that right now. Here's an example of a payment structure you can give out to creators if you're basing them off of individual videos that are posting. What does that mean? That means they post a video, they get the $25 base rate, and within a twoe window or four-week window, generally people do two weeks. If the video hits 10K views, they get $40. If it hits half a million views, they get $500 for that video. If they hit 4 million views, they get 1,400. These don't add up. It's just like within that two weeks, if they hit any of these, you know, view impression metrics, they get these type of payouts. This is one method. And like I said, the other method is you can calculate on like the total views of the month when you accumulate all the videos together. And you can also pay them out with like bonus tiers like this. Another method I've seen people do is CPM payment. So, it's basically just strictly tied to like how many impressions these creators are generating. If you guys don't know, CPM stands for cost per mill. It basically means how much are you paying them per,000 views. So, I've seen anyone pay creators from $1 to $2 CPMs. And usually they also start tapering off the CPMs like 50 cents, 10 cents if it go past like a million impressions, 2 million impressions, 3 million impressions, etc. I don't have an example of that for you guys right now, but generally I seen a standard for CPM view payments to be a dollar, $2 CPMs. So, which one should you pick? Honestly, it's up to you. I tried this structure before. The current structure I'm running is this one where we pay creators based off of individual video performance just because I realized with this structure right here, it's easy, you know, you just count up all the analytics at end of the month across all videos. But then we also run to issue where if a creator is just hitting a bunch of like 2,000 3,000 view videos, they can also still start hitting out the bonus metrics, which isn't terrible. Like I honestly think the numbers kind of come out to be the same at the end, but it just depends on like how much calculations and do you want to like save a couple dollars here and there or which one just which structure just makes the most sense to you. I'll kind of like math them both out, but this is the one that I'm currently working with at the moment. Okay, interviewing the ### Managing Creators (Red Flags + When To Cut) [37:40] creator. When you get on a call with the creator, and I genuinely recommend you guys to hop on a call with the creator, especially when you're starting out and you don't understand exactly what you're looking for. I'll try to get two things out of them, right? The main purpose. Number one, can they do the job? And number two, do they want to do the job? Just like any other job you will hire for. Most importantly, they have to know how to do the job. How do they job? They have made content for another brand before and have gone viral or they have a personal brand over 5,000 followers. Number two, very important, do they want to do the job? This is a job where the person that's doing it for you, the creator. I'm not saying they have to be the most passionate about your company, but they kind of need to want to make content for you. Cuz if they don't, they're just not going to do a good job because it kind of requires them to like iterate, test out different hooks, test out different formats, and do like some, you know, minor form research themselves, even though you're probably going to be helping them with content inspiration as well. But generally, I realize the creators that just don't care about doing the job just don't perform. They just actually sometimes end up not even making the videos. So, I will be looking for these two things. When you're on the call, tell them about your company and what your product does. I'll actually do a demo. Just assume they have no idea what you do because they probably don't. They probably just like mass apply to your job listing if they found you on like a marketplace. And if you go DM outreach to them on these like social platforms, just assume that they also just didn't check your website. And then I usually say something like the goal of this call is to figure out if you know after the intro you guys like, you know, shoot the for like 5 minutes or something. But then I'll say the goal of this call is to figure out if there's a good fit for us to work together. So that being said, why don't you give me your background in content creation over why you're interested in this role? He or she will give their background and talk a little bit. And then usually after some more back and forth, I'll check if they have time to do the role. What other commitments do you currently have? This is roughly a five hour per week commitment. Look, if they're working like two jobs, they have kids and they have like all these other things going on. That's usually a red flag for me. I'm not saying that's like a hard no. But this is just something to look out for. Just like look, if they have way too many other things and other commitments going on, it's may or may not be a good fit for them. they might just like still say yes cuz they want the job. But then like you're going to onboard them and they're just going to end up not doing a good job or not even making the videos. Like if it's a creator that's in college, she has a personal brand, she's making content for five other brands and she has a part-time job as a barista and she's taking five classes and she has an internship. I think that's a red flag. I wouldn't hire that person. Okay, last but not least, expectation on how many deals they'll be posting sound procedures. you know, talk about like if they're aligning with the payment structure, if you're going with this one or over here. And yeah, uh managing creators. So, generally, you know, I like to give creators a lot of creative freedom to make what they want. But I will also just show them example videos you wanted to imitate or make. These can be videos that you found from your competitors or just the algorithm that you think would be a good fit for your brand, your product in terms of the format. The reason I do this is because creators are lazy. again assume that like no one's going to care as much about your brand as much as you care about your brand. So a lot of times like even though you tell them be like, "Yeah, go out and test formats and do research and all that stuff," they're not going to do it. So I would just find content formats that you want them to make, like kind of spoon feed it to them. If you do see that they're like someone that's like really taking a lot of agency over the count and testing out a lot of different things, like just back off and let them do their thing. But if you kind of see them like, "Hey, you're good at making content, you're just lazy or you don't care. " Number one, like that's probably red flag. But you know, a lot of them are going to be like that. I would just kind of give the example videos you want to imitate and make. Again, for them, this is a job. For you, this is your dream, your baby. They don't care about your company. So, just make the assumption that like, okay, if someone's working part-time job, how do I make their life as easy as possible? If they don't hit a viral video by the first month, aka 100K views, I would just cut them. Generally, I have rarely seen a creator that hasn't gone viral in the first month like turn around eventually. It's just one of those things where if it works, it works pretty quickly. If it doesn't work, it doesn't work. it and it's like I have hired creators and worked with them for months and months. Nine out of 10 times they just end up not working anyways. Very rarely do they finally find something that clicks and turns it around, right? Obviously, if they hit like a 70k view video at like, you know, the last day of the month, yeah, keep them like let them run it for another two weeks. That's a good sign. But these are just the general benchmarks that I'm looking for. And honestly, like by 2 weeks in, if they haven't hit a video by 10k views, usually 10 videos in, I will probably consider cutting them as well. That's usually a red flag. Like my benchmarks are five videos in, have a video hit 1,000 views. 10 10K views, and 20 videos in, you should have a video to hit 100K views. If you don't, either creators bad, like the content format's bad, or the creator is just not making good content for you, or you don't have product market fit, people just aren't buying your product. They don't care. You're not solving deep enough pain point. Or number three, your product just not good fit for social media, right? Could be because the TAM is too small or your videos or your product just doesn't have enough of a wow factor to get people like interested in your product. could be many things, but generally this is just the benchmark I'm looking for. Last but not least, I wouldn't nitpick on videos. So like don't be like I don't like the background or it's also very insulting to be like try harder to go viral because it's like what does that even mean, right? It's like going viral fundamentally means that you're outlier. So someone just can't try harder to go viral. Like it's about consistently putting in effort and making videos that are viral optimized rather than being like I'm going to make a viral video next. Like that doesn't exist. You make viral optimized videos. you don't make viral videos. I hope that makes sense. ### Final Strategy + Rapid Fire Tips [42:45] All right, thanks so much for Andrew for talking about how to hire and manage creators and then kind of concluding and wrapping up this video. We're going to go through some like rapid fire points. Number one, do not be afraid to make more accounts. I get a lot of questions surprisingly like, oh, should I make a new account or should I just use my existing account? Dude, just make a new account. It's not that deep. Make a lot of them. Delete them. Make new ones. Delete them again. That's the name of the game. Don't be afraid to make new accounts. Just make sure that you warm up the accounts properly and don't let Meta or Tik Tok or YouTube think that you're a bot. Point number two is hashtags don't matter. Sounds rarely matter. So don't overthink too much about that. Really the star of the show, the thing that matters the most is the true content of the video, specifically the hook and then the rest of the video. So that is where I would spend a lot more time and energy into not hashtags. Hashtags are kind of a waste of time. Still use them. Don't stress out too much about them because yeah, the content of the video is what's really going to be important. Lastly, treat each account like it's their own TV show. try to keep the format pretty similar and so that users if they follow that account, they know what to expect. Like for example, if you're watching a TV show, comedy show, it would be really weird if they came out with an episode that was like a horror episode. It's like, wait, why is this scary? I came here to watch funny content. So, I really like to treat every account as a TV show. Keep it uniform, keep it on brand so that the users know what to expect every single time a piece of content gets posted from that particular account. Another rapidfire point I want to make is this is definitely something that actually my co-founder and I we don't always agree on, but I think the question is how much content should you post on your account that is always a product plug plugging your product versus making content that is also not plugging your product. I think these different types of accounts have pros and cons to each. When you make an account that is just purely spamming the algorithm with videos to market and advertise your product, that has a higher immediate short-term potential to get views and users and signups. But if the long-term potential is significantly lower because if a views your video and likes it, and you just keep reposting the same video, constantly trying to plug your product, I feel like most users and most viewers are going to be like, "This account's boring. I don't want to watch it anymore. I already know what's coming. " And the video an account is going to die off relatively quickly. But the upside once again is the fact that you're putting out more content into the world to advertise and market your product for more people to find out about your tool. Higher short-term ceiling, but a lower long-term ceiling. Whereas the alternative strategy is you can make an account like let's say you post five times a week. Three of those posts can be just post about the general niche that your app is in and it doesn't even talk about your product and then you can make two videos that week actually talk about your product and plug that product. That's kind of what I like. For example, some two good examples of that account is autumn luna. create. This is just an account strictly dedicated to spamming the living out of it with advertising content, marketing content. Whereas my Tom Study tip accounts, look at that growth. 20 24K subscribers. That's actually kind of crazy. I would say in a given week, three of the videos were videos where I don't even plug my product that I'm trying to build and the other two are product plug and more direct advertising. Now, the benefits of this is the fact that this account kind of has its own life and it has a longer shelf life of users still wanting to come back to my account, see what new content is being posted. So, it has a longer shelf life and can live longer with more just general fans and uh followers and stuff like that and engagement. But just because I'm making less pure marketing content, it's going to often lead to less short-term immediate users and subscribers. So, there's two different strategies on that. I am personally a fan of this type of account. I think my co-founder Andrew typically makes a lot more of the previous like these types of accounts, Autumn Luna accounts, and just making new ones over and over again, trying out new formats. I think they're both valid solutions. You kind of just have to pick and choose which one you want to do. Honestly, best case scenario is you make an account of each type. You make one account attacking the video with marketing content and another one maybe that has like its own actual like influencer content that makes content outside of just pure marketing and it's actually helpful or entertaining for people to watch even if it's not pure marketing content and then you subtly slide in some marketing videos every now and then as well. I think that's also a really viable strategy. So I think that is everything I got for today's video. That was an incredibly long and detailed video. Obviously I could even go more in depth but got to put some type of time limit to this video. But I think I covered pretty much most of everything that you need to know with regards to marketing your app on social media. And I will say that I am planning to create a secondary channel strictly dedicated to talking about social media marketing for apps and businesses. And that's actually collaborated with this video right here. So if you see in like the post who posted this video, you're going to see my video my account your average tech bro as well as a secondary account Yorby. That account, if you want to subscribe to it, is going to be an account where I'm going to go really, really deep in the weeds of the crazy nuances, really nerdy, in-depth, sweaty tutorials and reviews of social media marketing, specifically for your brand. So, if you want to check it out, make sure to hit the subscribe button to that account. And also, leave any questions you have in the comments down below. I will try my best to answer as many of them as I possibly can. I really am a believer of social media marketing. I don't just talk the talk. We, as a company, walk the walk. We literally always do social media marketing every product that we do. Currently with Yori, we're at six or seven, sometimes even 8K a month of revenue a month depending on the given month. And all of our growth, 100% of our growth has been through social media marketing. So, we're really big believers in it. And we think anyone can win or at least most people can win and thrive on social media. So, let us know however we can help. Leave any questions down below. We'll do our best to answer them. But, thanks so much for watching this incredibly long video if you made it all the way to the end here. I'll see you in the next one. Peace.