📍 Goal: Multiply your winning strategy for maximum results.

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Schedule your 30-day check in call with Julia here to chat about the strategy you discovered in the last steps and any feedback on your ambassador program.

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Once you discover your go-to strategy and format that not only gets views, but also converts to downloads, you’ll want to scale this strategy with creators. It’s important to note that creators are really good at repeating strategy you share with them. However, they aren’t so great at creating and iterating on strategy themselves. That’s why it’s important for you to nail your growth strategy in-house before bringing in and paying creators.

Nikita Bier is infamous for doing this with Airbuds and Locket (both reaching Apple’s Top Charts). Here’s his strategy for working with creators:

1. Have one person run the ambassador program, posting content themselves that you’d like the ambassadors to post. This will not only serve as a good example but can help test new strategy.

2. Find small creators on TikTok (800-10k followers). If you can find people who already use your product, even better. A good way to do this is to message creators you see on your fyp. Have the person running the ambassador program DM them. Here’s a sample message:

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   hey [name]! love the work you do on your account! especially [specific video] i run marketing at [company], an [description of company], and am creating an ambassador program & think you’d be a great fit for it. we are having creators make a new account (like mine!) and for 15 posts/week on TikTok, we pay [$]/month. we have viral messaging ready to go to help you start promoting this! would you be interested in this? lmk and i can send you more info!

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3. Once you get a yes, send them a calendar link for them to hop on a quick 15 minute call with you. In this call, you’ll intro yourself, the brand, and go over logistics of the position and ask any questions.

4. Have them create new accounts not associated with the brand. The more organic facing these videos are, the better. That means that usernames shouldn’t have the brand name in them. However, it can be helpful to have the brand name in the bio, as an added touchpoint. This can be organic-facing, like “my fave app is ___.”

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   Insight: in comparing the Locket and Airbuds ambassador program, Locket opted for a more organic approach. They didn’t have the ambassadors put the name of the app in their username. However, Airbuds’ did. If you’d like to mention the app name in ambassador’s usernames, a good formula is [firstname].[brandname]. However, I’d recommend making it more organic so it comes across like less of an ad.

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5. Have all of the ambassadors follow each other and the accounts that your original account follows to help warm up their accounts.

6. Put ambassadors in a group chat together on WhatsApp or Instagram DM so they can share learnings and hype each other up. It also sparks a little bit of friendly competition.

7. In these group chats share inspiration, shout out ambassadors who are doing well, check in with them weekly at the very least.

8. Pay them out on a fixed rate weekly, posting a set # of videos/week. Standard is $500/month for 15 videos/week with incentives like +$1000 for every video that reaches 1M+ views and +$100/mo for videos cross posted on different accounts like Instagram or Youtube Shorts.

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   Tip: Pay ambassadors out weekly so you can quickly pivot if needed. If you need to cut an ambassador, it’s easier to do when it’s weekly payouts. A good way to frame this for them is letting the ambassadors know that you don’t want to add extra stress to their plate. If they ever want to take a week off it’s no big deal and they can pause with you at any time. This positions you to have an open, communicative relationship with the ambassadors while also giving you more power to make changes when needed.

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9. Analyze creators and their performance weekly. Don’t be afraid to cut those that aren’t responding quickly to feedback and aren’t performing well.

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Tip: Share metrics with your creators like approximately how many downloads came in from their posts, how much revenue increased, and explain how they can position these numbers on their resume and when talking to future potential employers. Especially when working with college students, they are motivated by resume growth and building.

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Tip: Give creators a playbook so communication can be streamlined. This should tell them the overview of the program, how to set up accounts, recommendations on hooks, second by second breakdowns, key works, value props, audios, hashtags, captions, etc. Here’s the customizable playbook I shared with my ambassadors, which helped them generate 1M+ views on day one of launching the program. 👇

The Creator Playbook

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