Jax Dwyer
POV: you're about to scale like crazy
We get the same questions every onboarding call:
How many creators?
How many posts?
Who's on my team?
Do I see the content before it goes live?
Below is every question we get, answered in full.
How creators get paid, and where our fee lives
Everyone on our creator network is results-only.
If a video does nothing, it costs you nothing. Our fee is built inside that CPM, so there is no separate management fee on top of your budget.
This matters because our economics only work if yours do. We do not get paid for bad content.
How many creators, posts, and videos
At our Foundation tier, you get roughly 12-20 creators, ~500 net-new original videos, and ~900 total posts across TikTok, Instagram, YouTube, and Facebook.
We always overstaff by 40-50%. If we need 10 creators to hit your numbers, we onboard 15. Attrition is real, and 8 creators when you need 10 is exactly how campaigns quietly fail.
We produce net-new content, not remixed or recycled clips.
Every video is original and built around conversion formats specific to your product.
How do you grow apps quickly?
There are 3 components:
Organic: We focus heavily on conversion-driven content, so on average we expect a ~0.3% conversion rate. However, this can depend on your specific niche, as well as your funnel (covered in step 3). At 2.5M views in a month, that's 7,500.
Paid Ad: All content is perfect for running as ads. Meta expects 1 in 25 creatives to be a winner, but even assuming 1 in 50, we can quickly find you winners at scale. This is because we deliver 500-1,000+ creatives monthly, which reduces your CAC to help you scale ad spend.
Funnel Metrics: Bringing you users means nothing if you can't properly convert them. We help you optimize every part of the funnel, from CTR, to install rate, to purchase rate, and so on. Getting you an additional 10% conversions on the front end means less than getting you an extra 30% conversions on the backend.
Which platforms, and why Facebook?
We post across TikTok, Instagram, and Facebook by default. YouTube Shorts on request.
Facebook gets asked about a lot. The short answer: it is where a massive share of profitable app installs actually come from, especially for 25-40 year old demographics. It also tends to have lower CPMs on paid when you transplant winning organic content into ads. Most agencies ignore it because their creators skew young and the content feels off. Ours is built for it.
How creator accounts work
Creators build dedicated accounts for your brand from scratch.
They warm them for 3 days by consuming content in your niche before posting anything. This is not busywork. It calibrates the algorithm to serve your content to the right audience before you spend a dollar.
We also monitor for shadow bans, swap out underperforming accounts weekly, and geo-restrict to tier-one markets so your views are coming from people who can actually buy.
Timeline from signature to first post
Day 0: you sign, tranche 1 is wired, onboarding call is booked.
Day 2-5: we build your creative brief. You review it and approve line by line.
Day 3-14: accounts are created and warmed.
Day 14: posts go live.
For brand-specific content that needs a 3-day warm, expect day 17. If you have a hard launch date, tell us at onboarding and we will build backward from it. Creators can produce content before your launch date and go live in a coordinated surge on day one.
Scripts, QC, and feedback
You review the creative brief before anything is produced. Every video goes through our internal submission portal before it posts, and creators revise until the content hits the standard.
The standard we hold every video to: if you could delete the product demo and the video still makes sense, it does not qualify and does not draw from your budget.
You can give feedback on specific formats, flag things that feel off-brand, and tell us to avoid certain angles. You do not need to review every individual video (there are 900 of them), but you have full visibility and can flag anything you want changed.
Your team, day to day
You get a named pod: Jax (founder), Lachlan (co-founder), a campaign strategist, and a creator ops lead. All of them are in a shared Slack channel with you.
You are not getting handed to a junior after week one. We keep client count deliberately small so that does not happen.
Can you meet the creators?
Yes. We send profiles ahead of time.
Most clients end up not wanting to vet individually, because the reason they hired us is to not run recruitment. But if you have specific demographics or aesthetics in mind, tell us and we match to it.
Contract, notice period, and what happens to unspent budget
No long-term lock-in.
14-day notice, 7 days if you need it. Unspent budget rolls forward to the next period, or is returned if you exit. You keep every piece of content either way, in perpetuity, delivered to your Google Drive.
We recommend starting at a 90-day structure because month one carries all the setup cost and none of the compounding. Month two and three is where the numbers move. Selling you a one-month test would be setting you up to draw the wrong conclusions.
What you own
Everything.
Every video, every asset, all rights, transferred at the end of each period. You can use them for Spark Ads, Meta Partnership Ads, your own ads manager, organic reposts, pitch decks, whatever you want.
The content is yours before, during, and after we work together.
