Wall of Love

Video transcript: Connor, I'll be mad at myself if I didn't ask this question. The influencers, the creators that you're using in your ads, they range, man. You have the Gordon Ramsey's of the world and all the big time, but you also have the micro influencers and UGC creators. Can you talk to the people just really quickly about how you go about sourcing your creators or anything you're willing to share there? Yeah. So you called it out. But we use a handful of different resources for sourcing these. So on the on kind of like the everyday creators front, we use a really awesome agency called Align Growth Management that's run by Josh Durham. Highly recommend them for an influencer marketing agency. They lead the charge on our, on our product for content exchange. So like, I myself are ecommerce, excuse me, London Spilker, super talented as well. He's a new addition to the hacks team in the last four months. Shout out, London. Yep. London. So him, myself and Marissa really dial in those content briefs and then they handle all of like the prospecting and deal making with all these creators. That often leads to our whitelisting, right? So, like if they reach out to 50 creators for content, you know, we might follow up with the five that give us the best content. Say, hey, we'd love to cut a one month white listing deal with you as a test run to see how your funnels perform. And then if we run, you know, 1010 everyday creators, you know, maybe two or three have average or above average performance and then we'll cut a longer term deal with them. So that's kind of like the everyday creator stuff. We do have some creative partners like agencies that also, as kind of like a side offering, offer GC. That's, that's much less of a, but if we need to like turn something around very quickly and we have something very specific we want, we'll maybe go to an agency partner because we can just work more closely with them. If we need like native style feeling b roll. So like iPhone shot B roll, maybe there's like a certain clip that we really want. We don't have, we have some like creators that we have on contract directly where it's just like, hey, hourly rate as needed. We'll approach them. So again, it's all about like how specific and how quickly do we want something. We'll go to those contracted creators. I think ultimately at some point we'll probably bring some of them in house full time because we have a lot of needs, higher end studio stuff. Like we have a head of content in house who's raising on set. So, like, if we need something of higher production value shot, even if, know, usually b roll will try to get something integrated into, like, his next shoot, it usually won't be the purpose of the shoot. It's like, hey, can you spend ten minutes getting us this? And he's usually good about that. All of our brand ambassador deals, like, you know, the Gordon's, the Chris Babers, the Robbie Felice, all those people, we all have, all of them have, like, you know, direct to camera ad reads as part of N B roll, as part of those contracts. So like, one or once every few months, we're shooting ads with those people. And that's how we get, like, you know, our ad content from some of the bigger, like, you know, celebrity chef type people. And then last but not least, we recently rolled out with archive AI. Also highly recommend that tool. It automatically scrapes content from socials as your brand is tagged. And we've gotten a lot of amazing content through that. That purely organic people just love our product, and they're posting cool stuff on Instagram and TikTok. And then we'll sometimes reach out to those people and say, hey, love your video. Is it okay if we use it in an ad or here? And most of the time they say yes because they post it organically, like they already like the brand. Like, oh, yeah, you guys want to use my stuff? So I'd say those are the big resources for sourcing. That was mainly kind of user generated content, but also, like, studio shot stuff as well.