Trybe Explained How to Get Unlimited Creator Content Without Paying Upfront の全文書き起こし

drive value for you, let me sell for you, and then I want to participate in the success of my sale, right? 00:04:51.120 --> 00:04:54.240 Which is the biggest everybody wins business model. 00:04:54.399 --> 00:05:00.639 It's taking that mentality, but applying it to paid ads and really the rest of the internet, right? 00:05:00.720 --> 00:05:02.959 Beyond just TikTok shop organic. 00:05:03.199 --> 00:05:06.480 So did answer, but I hope that that's that's clear. 00:05:06.720 --> 00:05:08.639 Listen, clear as day for me. 00:05:08.800 --> 00:05:17.519 I think the problem that this solves, the single biggest problem we have is everybody knows that in the meta world now, like creative volume is key, right? 00:05:17.680 --> 00:05:22.720 And what is the single biggest blocker to brands getting creative volume at scale? 00:05:22.959 --> 00:05:24.800 The cost of creative, right? 00:05:25.040 --> 00:05:37.600 The fact that if they don't have the operations built out or the partnerships dialed in, then they're often paying a lot of money to creators for for craves that literally don't perform or might not get any spend, right? 00:05:37.680 --> 00:05:41.360 But they still have to have that upfront outlay of getting that creative in. 00:05:41.759 --> 00:05:44.959 This solves that problem because it's a win-win-win, right? 00:05:45.040 --> 00:05:51.360 It's like brands get creative volume, creators get to eat what they kill, and there's no initial outway outlay for brands. 00:05:51.439 --> 00:05:53.120 They only pay when it's 100%. 00:05:53.439 --> 00:05:57.839 And then Gatner, a better relationship with those affiliates, too. 00:05:58.160 --> 00:05:58.720 Totally. 00:05:58.800 --> 00:06:08.000 And you just hit on like almost the explanation of tribe to somebody who knows their stuff with media buying, which by the way, I do not know my stuff with media buying. 00:06:08.160 --> 00:06:16.879 Trust me, one of our co-founders is one of our co-founders is one of the most uh preeminent leaders in the world of media buying for D2C. 00:06:17.279 --> 00:06:20.480 And you should see the cringe reactions he makes when I try to speak to it. 00:06:20.560 --> 00:06:31.920 I'm more on creators, but thankfully I can speak lip service to it and say, like, you know, the reason that Roaz breaks when you scale is that the best or ads burn out, right? 00:06:32.240 --> 00:06:36.399 Um, that's the whole reason that so many companies are reaching a ceiling. 00:06:36.639 --> 00:06:45.439 But when you've got, say, 50 creators who are making dozens of videos for you every single month, you always have fresh winners ready, right? 00:06:45.600 --> 00:06:49.920 So it allows you to scale without Roas collapsing. 00:06:50.079 --> 00:07:18.959 That is really what it is, because it's funny, if if you kind of boil down everything I was saying, what really Tribe is is a way to get a high volume of high converting, really well performing creative that is going to allow you to scale spend while either you know holding your CAC target if you're on CAC, or um, you know, not making your ROAS totally collapse and instead allowing your ROAS to sustain while you scale spend. 00:07:19.120 --> 00:07:21.680 Like that is almost the media buyer explanation for it. 00:07:21.759 --> 00:07:22.079 Yes. 00:07:22.399 --> 00:07:22.720 Definitely. 00:07:22.879 --> 00:07:33.600 And I think you also get a wide array of uh diverse videos, angles, personas, people doing the creatives, which also opens up new total addressable markets, which is something else that helps. 00:07:33.759 --> 00:07:43.680 A lot of brands when they produce content internally, it always ends up looking the same because they follow the same brand guidelines with the same CMO and the same like creative team, and ultimately end up under the same roof. 00:07:43.759 --> 00:07:49.360 So you'll get a ton of diverse creative as well that comes through from Tribe in comparison to doing it in-house. 00:07:49.600 --> 00:07:53.279 And I also think, and I'd be I'd be interested to get your opinion on this. 00:07:53.439 --> 00:08:04.560 I think the quality of video that you'll get via tribe versus paying for the video up front will be higher because there's more incentive for them on the back end for this to be a killer creative. 00:08:04.879 --> 00:08:05.759 100. 00:08:05.920 --> 00:08:08.399 I mean, that what you just said is the main. 00:08:08.639 --> 00:08:18.639 I mean, if there's any takeaway for a brand or somebody who wants to understand, even if you're not a brand, somebody who just wants to understand the value of this model, it is literally will what you just said there. 00:08:18.800 --> 00:08:24.160 Like times a thousand underlined a hundred times, that is the entire point, right? 00:08:24.319 --> 00:08:40.399 Which is the broken flawed model that existed before with a lot of UGC creators was this idea, you know, a little bit of like pretentiousness at times, if I'm to be frank, of yeah, I'll make you five videos brand, but I'm gonna want$3,000. 00:08:41.039 --> 00:08:50.320 You know, if if you're deluding yourself as a brand, you're gonna say, oh, well, the creator has an incentive to keep making amazing videos for me because they want to get renewed. 00:08:50.720 --> 00:08:52.799 Yes, but it's not the same, right? 00:08:52.879 --> 00:08:58.720 It's like telling a salesperson, hey, yeah, you get to maintain your salary as long as you perform well. 00:08:58.960 --> 00:09:01.440 As you know, that's just not the same. 00:09:01.679 --> 00:09:08.960 So that mentality versus the tribe mentality, and again, I say tribe, but this thesis was proven out on TikTok shop. 00:09:09.120 --> 00:09:15.679 The tribe mentality is hey, creator coming in saying, I want nothing guaranteed. 00:09:15.919 --> 00:09:22.320 I make videos knowing that there's a chance, it goes nowhere, and I wasted 30 minutes of my life. 00:09:22.559 --> 00:09:45.519 However, if I understand the psychology of your customers so

effectively, if I'm able to look into a camera and so relatably and effectively communicate the value of this product, I get to participate with hopefully uncapped upside in the success that I have driven, right? 00:09:45.679 --> 00:09:47.360 And that is such a different model. 00:09:47.519 --> 00:09:51.200 And it's like it is it is comparing two completely different things. 00:09:51.360 --> 00:10:00.559 Like that is what is going to drive brands real success, is a creator really feeling like, wow, in order for me to get compensated, my compensation, it could go, I mean, it could go crazy. 00:10:00.639 --> 00:10:07.039 I could make myself crazy money, but I have to deliver for this brand, and I'm only making money if I deliver for this brand. 00:10:07.279 --> 00:10:19.600 And I think while actually happened is as they deliver and they start to see the wins, the quality will probably increase because they're gonna be like, oh, like I used to charge$300 a video on average, right? 00:10:19.679 --> 00:10:21.279 For a package of, you know, maybe$10. 00:10:21.360 --> 00:10:25.039 I charge, you know,$3,000 or$5,000, whatever it may be. 00:10:25.200 --> 00:10:41.120 Whereas if they're gonna be pulling more commission out of Tribe because the brand's winning so hard on those videos, that second, third, fourth batch of videos are just gonna get uh higher, higher quality, higher standard, probably more volume of videos because they're like, oh, I'm gonna lean all the way in on this brand. 00:10:41.279 --> 00:10:47.120 So rather than sharing this one top creator across like 10, they're gonna be like, oh, well, this one's paying me X amount more. 00:10:47.200 --> 00:10:54.960 I'm gonna give them 70% of my time versus what you get at the minute is you'll just pay per video, which means they're just gonna give you the same time as everybody else. 00:10:55.440 --> 00:10:56.320 A hundred percent. 00:10:56.399 --> 00:10:59.679 And like, listen, you just hit hit on something really important here. 00:10:59.840 --> 00:11:01.600 You know, Tribe is a marketplace. 00:11:01.679 --> 00:11:04.799 There are brands who have a dumb approach to this, right? 00:11:05.200 --> 00:11:08.159 There are a lot of brands who go, hey, how can I sort of nickel and dime here? 00:11:08.240 --> 00:11:11.679 And how can I, you know, get away with paying creators a lot? 00:11:11.840 --> 00:11:20.159 It's a losing strategy for myriad reasons, but not least of which you want creators to make as much money as you can. 00:11:20.320 --> 00:11:27.279 If you are weighing against giving creators a 9% or 10% commission, give them the 10% commission. 00:11:27.600 --> 00:11:28.879 Because guess what? 00:11:29.039 --> 00:11:34.480 If they are making more money from this, what the whole and by the way, why do we call it tribe? 00:11:34.720 --> 00:11:47.840 The entire reason it is called tribe and not called UGC Creators at Scale.com is because you want these creators to have such success with your brand

that they're not going. 00:11:48.000 --> 00:11:50.720 Imagine they have the capacity to make 20 videos in a day, right? 00:11:50.879 --> 00:11:51.840 Because this is hard work. 00:11:51.919 --> 00:11:53.120 These creators are grinding. 00:11:53.200 --> 00:11:57.200 Anyone who says this is a passive whatever thing, they have no idea what they're talking about. 00:11:57.360 --> 00:12:01.679 I mean, the work ethic it requires to be good at this is unbelievable. 00:12:01.840 --> 00:12:02.559 But guess what? 00:12:02.639 --> 00:12:16.480 That creator who wants to make 20 or 30 videos in a day, your goal as a brand is to get that creator to say, hey, listen, the opportunity cost makes the most sense for me to be all in on only making videos for this one brand. 00:12:16.559 --> 00:12:18.240 And again, why is it called tribe? 00:12:18.399 --> 00:12:21.200 Because imagine your, what's a totally random brand? 00:12:21.279 --> 00:12:24.159 You're your um AG1. 00:12:24.399 --> 00:12:25.200 Your AG1. 00:12:25.519 --> 00:12:30.240 Your aim, who is on tribe and performs exceptionally well because they totally get the model. 00:12:30.559 --> 00:12:34.399 Their goal is not for creators to go, oh yeah, I'm a UGC creator. 00:12:34.480 --> 00:12:34.960 No, no. 00:12:35.039 --> 00:12:37.440 They want creators to go, I'm an AG1 creator. 00:12:37.519 --> 00:12:38.799 Yeah, that is what I do. 00:12:39.200 --> 00:12:44.399 My focus, my attention, my lead source of income is AG1. 00:12:44.639 --> 00:12:46.000 I'm a part of their tribe. 00:12:46.159 --> 00:12:46.639 That's why I'm not sure. 00:12:46.799 --> 00:12:48.399 That's why sponsored athlete play. 00:12:48.960 --> 00:12:49.360 Yes. 00:12:49.840 --> 00:12:51.759 It's exactly like the sponsored athlete play. 00:12:51.840 --> 00:13:01.679 When you, you know, when when you think about when e-commerce came around, you had like the um you had the fitness and the power brands that came that came about, uh, you know, Gymshark and Cole. 00:13:01.759 --> 00:13:03.039 Like, how did Gymshark get bids? 00:13:03.279 --> 00:13:03.440 Right. 00:13:03.679 --> 00:13:12.559 They had Gymshark sponsored athletes where they wasn't content creators, they were Gymshark content creators, and that's how they managed to blow up. 00:13:12.720 --> 00:13:23.279 And now through Tribe, you can do that yourself by building obviously a tribe of creators that earn that much via you that actually they're now your content creator, you don't have to share them with everybody anymore. 00:13:24.399 --> 00:13:25.360 Exactly. 00:13:25.600 --> 00:13:26.720 Um, exactly. 00:13:26.799 --> 00:13:28.159 You hit the nail on the head. 00:13:28.320 --> 00:13:29.919 Um, I completely agree. 00:13:30.399 --> 00:13:32.240 Tell me who this is for. 00:13:32.399 --> 00:13:33.759 So, what what brands are this for? 00:13:33.840 --> 00:13:34.799 What brands are they not for? 00:13:34.879 --> 00:13:39.600 What what stage do brands need to be at before this is this is relevant

to them, in your opinion? 00:13:39.919 --> 00:13:49.039 Uh, I think this is brands the the best candidate for tribe is, and I don't want to give a political answer and just say it's for everybody. 00:13:49.200 --> 00:14:01.919 If I'm to really make this actionable, brands with a proven product in offer and it's already scaling on meta, yeah, in maybe creative volume is the main bottleneck there, right? 00:14:02.159 --> 00:14:02.480 Great volume. 00:14:05.600 --> 00:14:07.360 Totally, because that goes into what we were saying. 00:14:07.440 --> 00:14:14.240 A lot of folks are like, hey, well, I can't scale spend without ROAS collapsing, or you know, I want my CAC to remain the same. 00:14:14.480 --> 00:14:15.519 So it's really that. 00:14:15.679 --> 00:14:21.120 It's where creative volume is the bottleneck, but they have the capacity to spend. 00:14:21.279 --> 00:14:25.279 That is what tribe is for, and that's where the success stories have been unbelievable, right? 00:14:25.440 --> 00:14:36.639 Because again, if you have your army of creators, your tribe, lack of a better term, of creators who are making, you know, this is 50 creators making dozens of videos for you. 00:14:36.799 --> 00:14:37.840 Well, then guess what? 00:14:38.000 --> 00:14:44.080 You're gonna be in a position where you're getting so much fresh creative that you are not burning out. 00:14:44.480 --> 00:14:48.080 Things are staying fresh, you are constantly having new winners. 00:14:48.240 --> 00:14:49.600 So that's really who it's for. 00:14:49.919 --> 00:14:51.200 So exactly. 00:14:51.360 --> 00:14:54.720 That is who that's who the brands that, and by the way, we I say meta. 00:14:55.039 --> 00:15:04.720 At the same time, I really do want to highlight there are capabilities on Tribe now, and by the time this comes out, there will probably be more platforms as well. 00:15:04.799 --> 00:15:13.360 Currently, you're able to do app loving uh ads, you're able to do TikTok ads, and you're able to do meta ads, right? 00:15:13.519 --> 00:15:18.240 By the time this comes out, there will be other very large platforms that I will wait. 00:15:18.320 --> 00:15:20.480 I'd rather not spoil it that you can do the same model. 00:15:20.559 --> 00:15:26.480 And so it's really for brands who are doing paid ads and okay, you know, their bottleneck is creative volume. 00:15:26.720 --> 00:15:28.000 I think that makes a lot of sense. 00:15:28.159 --> 00:15:38.320 I think creative volume and I think the cost of creative as well is a massive point that I want to have at home because I think there's a lot of brands that are like, you know, e-com brands is deaf by a thousand cuts, right? 00:15:38.399 --> 00:15:45.519 It's like it's a low margin, cash-intensive game, you know, cash conversion cycle is probably one of the worst that you'll find out that like it is what it is. 00:15:45.679 --> 00:15:48.240 PO orders have to get bigger every quarter if you want to grow. 00:15:48.399 --> 00:15:50.000 Like your

cash just gets consumed. 00:15:50.240 --> 00:15:54.399 So like their fixed costs as a percentage of revenue need to be as low as possible. 00:15:54.879 --> 00:16:00.879 And there are some brands spending 50, 100k a month on developing creative with absolutely no guarantee of it working. 00:16:01.120 --> 00:16:12.240 Like those brands can come to Tribe and probably cut their costs down or guarantee that that 50 to 100k they're spending is only going out when it works, based on a rule that they've set, which is this is what we say. 00:16:12.480 --> 00:16:15.039 This these are these are the parameters that we say are winning. 00:16:15.120 --> 00:16:17.600 If you hit those, then we'll pay you whatever. 00:16:18.480 --> 00:16:18.960 Right. 00:16:19.519 --> 00:16:20.080 100%. 00:16:22.480 --> 00:16:27.600 So is there any brands that is there any specific niches that are doing better than others? 00:16:30.000 --> 00:16:36.320 You know, sounds like a political answer, but my honest uh we have every category represented on Tribe, right? 00:16:36.399 --> 00:16:39.360 We have over 30,000 brand accounts at this point. 00:16:39.519 --> 00:16:41.120 I mean, and it is rapidly growing. 00:16:41.279 --> 00:16:44.000 These are brands registering for an account on Tribe. 00:16:44.159 --> 00:16:54.240 Yeah, we have every category represented, whether it is SaaS, whether it is D2C, whether it is beauty, fashion, uh food, uh, I don't know why I'd say food. 00:16:54.399 --> 00:16:56.080 Food is not a good example here. 00:16:57.039 --> 00:16:59.360 You know, it's yeah, God, maybe that's what it is. 00:16:59.440 --> 00:17:00.399 It's 9:19 a.m. 00:17:00.559 --> 00:17:01.440 I haven't had breakfast. 00:17:01.600 --> 00:17:05.680 But uh listen, I think it's really just every category is represented. 00:17:05.839 --> 00:17:09.119 To me, I don't know if it's category is the issue. 00:17:09.279 --> 00:17:17.839 What I would say the bigger issue is that brands should honestly just be cognizant of is one, do they have the team and infrastructure, right? 00:17:17.920 --> 00:17:19.200 Like we always say this with Tribe. 00:17:19.359 --> 00:17:20.079 This is big. 00:17:20.319 --> 00:17:32.960 If you're gonna come in, you need to either work with an amazing agency or you need to make sure you have somebody who is on your team who is deeply invested in using the platform, or both, by the way. 00:17:33.119 --> 00:17:34.160 A lot of folks do both. 00:17:34.240 --> 00:17:36.799 Both is very, very common to be very clear. 00:17:37.039 --> 00:17:40.400 Otherwise, you know, you get what you put into this platform. 00:17:40.480 --> 00:17:41.200 That's the truth. 00:17:41.359 --> 00:17:45.920 Like, this can absolutely do wonders to a brand's GMV. 00:17:46.079 --> 00:17:48.160 And it we have a track record of doing that. 00:17:48.319 --> 00:17:55.759 There's a reason why there's a conversation on X or TikTok of brands saying, wow, Tribe has been totally revolutionary for my business. 00:17:55.920 --> 00:18:01.200 My business is defined as BT and AT, before Tribe and after Tribe, right? 00:18:01.279 --> 00:18:02.799 Like that is a common sentiment. 00:18:02.880 --> 00:18:06.960 It means the world, but I'll tell you, every one of those brands have something in common. 00:18:07.119 --> 00:18:08.880 It's a serious time investment. 00:18:09.039 --> 00:18:11.200 They're not treating this as some passive income. 00:18:11.279 --> 00:18:13.119 It's somehow magically going to work. 00:18:13.279 --> 00:18:15.920 Like managing a creator group takes time, right? 00:18:16.240 --> 00:18:19.119 Coming up with a strategy takes time. 00:18:19.279 --> 00:18:21.519 And exciting a creator group takes time. 00:18:21.680 --> 00:18:25.440 You know, working and modifying things with your media buyer takes time. 00:18:25.680 --> 00:18:29.440 So you need to have a proper commitment in order for it to work. 00:18:29.680 --> 00:18:37.119 I would also say this: a thing for brands to keep in mind with this model at large, for again, this is answering the question of who is a really good candidate. 00:18:37.279 --> 00:18:37.759 Yeah, yeah. 00:18:38.000 --> 00:18:39.680 A UGCable product. 00:18:39.839 --> 00:18:43.359 Some products are more UGCable than others. 00:18:43.519 --> 00:18:51.599 And I think people should really, this is now like a new piece of advice I have where a lot of times by the time I jump on a phone call with somebody, they're like, Yeah, too late. 00:18:51.759 --> 00:18:54.000 I wish you talked to us nine months ago. 00:18:54.240 --> 00:18:59.759 But being cognizant of like, will my product really flash? 00:19:00.160 --> 00:19:03.119 Is it really sellable with a UGC creator? 00:19:03.279 --> 00:19:05.759 Like, this is the most ridiculous example in the world. 00:19:05.920 --> 00:19:10.160 I, as someone with severe ADHD, have this is pop darts. 00:19:10.319 --> 00:19:12.880 This is the um, you know, one of these products. 00:19:13.039 --> 00:19:17.519 I literally just do it because I like to just hold it and then do this and then tug it apart. 00:19:17.680 --> 00:19:20.559 I just do that while I'm like working or in deep focus. 00:19:20.960 --> 00:19:23.039 But talk about a UGCable product. 00:19:23.119 --> 00:19:24.960 This they bloomed on TikTok, right? 00:19:25.039 --> 00:19:26.640 And it's such a good example. 00:19:26.880 --> 00:19:27.359 Exactly. 00:19:27.519 --> 00:19:28.559 Like, look at this. 00:19:28.720 --> 00:19:31.119 Could it be something that is more UGCable? 00:19:31.359 --> 00:19:35.039 This is like the most radical end of the spectrum, though, to be clear. 00:19:35.119 --> 00:19:38.960 I also think you can accomplish this with like rhythm health, for example. 00:19:39.119 --> 00:19:42.559 They crush on tribe, um, and theirs is a really good example. 00:19:42.640 --> 00:19:49.200 It's a blood test that you're able to kind of like, you know, I don't know the exact terminology, but like strap on, right? 00:19:49.599 -->

00:19:52.559 That is just like it's it's very visual when you see that. 00:19:52.720 --> 00:19:54.160 It's very UGCable. 00:19:54.319 --> 00:19:56.400 Like it's immediately going to grab somebody's attention. 00:19:56.480 --> 00:19:57.440 It's very interesting. 00:19:57.599 --> 00:20:07.119 Whereas if that didn't look as engaging, I don't know if it would have the same level of success with UGC creators, with, you know, this creative on meta, so on and so forth. 00:20:07.440 --> 00:20:13.039 So though those are the biggest two pieces of advice is serious time investment if you're a brand. 00:20:13.119 --> 00:20:15.759 And if you can commit to a time investment, you should be good. 00:20:15.920 --> 00:20:22.079 But also being mindful, is our product and what could we do to make our product very UGCable, right? 00:20:22.160 --> 00:20:24.319 Where it's not just boring, it's not bland. 00:20:24.480 --> 00:20:26.640 There's some pop, there's some flashiness to it. 00:20:26.720 --> 00:20:26.880 Yeah. 00:20:27.200 --> 00:20:35.279 So of the brands that are doing well and getting the most out of tribe, what and they're putting the time in, what are they doing differently from the ones who sign up and stall? 00:20:35.440 --> 00:20:39.039 So like what what are the what are the points to get the the wheel turning? 00:20:39.359 --> 00:20:46.960 I know this is probably going to be one of those that's a slow starter, but what are they doing on a daily basis that's meaning that they're getting ahead of their competitors on the platform? 00:20:47.680 --> 00:20:48.319 Totally. 00:20:48.480 --> 00:21:00.079 You know, I I think the answer is a glorified extension of what I was saying earlier about, you know, like making sure there's a time commitment, but it deserves a deeper elaboration. 00:21:00.319 --> 00:21:02.880 The brands that are doing well are being smart. 00:21:03.039 --> 00:21:04.000 You know what they're doing? 00:21:04.160 --> 00:21:06.480 They're seeing who performs right out of the gate. 00:21:06.640 --> 00:21:13.440 When creators are performing after they maybe cast a wide net with their program, they're jumping on a phone call with those winners. 00:21:13.519 --> 00:21:15.039 They're making a separate group chat. 00:21:15.200 --> 00:21:17.680 They're saying to them, guys, this is our core group. 00:21:17.839 --> 00:21:19.440 We've labeled it, whatever. 00:21:19.519 --> 00:21:22.559 I'm gonna keep using pop darts as an example because it's literally a front of me. 00:21:22.720 --> 00:21:24.559 Pop darts 1%, right? 00:21:24.640 --> 00:21:27.519 Our pop darts 1% creators be all in. 00:21:27.680 --> 00:21:31.200 By the way, I should also clarify, I don't even know if Pop Darts is on tribe. 00:21:31.279 --> 00:21:34.640 So this is a totally organic pop darts. 00:21:34.720 --> 00:21:38.400 But if they should launch with this video as an endorsement, this would be a great UGC. 00:21:39.279 --> 00:21:40.079 Yeah, this is good. 00:21:40.160 --> 00:21:42.720

You just say uh I I actually they might be. 00:21:42.799 --> 00:21:49.279 I actually I I mean, honestly, we're at a point where there's so many thousands of brands, I just I don't even know uh which brands are and aren't. 00:21:49.440 --> 00:21:54.559 But let's say, for example, they would say pop darts, they'd go, hey, pop darts one percent. 00:21:54.640 --> 00:21:59.279 This is our private group where we have these creators, and they're really getting these creators energized, right? 00:21:59.359 --> 00:22:04.799 They're sending To them, hey guys, we're gonna fly you out to the HQ if these metrics keep being met. 00:22:04.960 --> 00:22:06.799 We want to continue building with this group. 00:22:06.960 --> 00:22:13.279 You guys are a core group, like things like that that get them so energized and so emotionally involved. 00:22:13.680 --> 00:22:14.240 That's huge. 00:22:14.400 --> 00:22:27.119 And then, two, exactly, the more technical answers is if you see a creator that is really performing well, which is easy to do, you'd go into tribe, you go into analytics, it's gonna stick out like a sore thumb, right? 00:22:27.440 --> 00:22:29.759 Who is performing really well, who's a winner? 00:22:30.000 --> 00:22:34.000 Well, take that creator and say, Well, let's see how many videos they've made for us in the past 30 days. 00:22:34.160 --> 00:22:36.160 Damn, they made seven videos for us. 00:22:36.319 --> 00:22:44.000 If I can only imagine if seven videos in this person had two that performed this well, what would happen if we had 35 videos in a month? 00:22:44.079 --> 00:22:44.640 That's a lot. 00:22:44.880 --> 00:22:52.319 So then setting up bespoke incentive structures with certain creators who are performing to go, hey, how can we do this? 00:22:52.480 --> 00:22:53.279 Maybe it's a retainer. 00:22:53.519 --> 00:22:53.839 Exactly. 00:22:54.000 --> 00:22:55.039 Maybe it's a smart retainer. 00:22:55.279 --> 00:22:58.559 Maybe how else can we build with you to get more videos from you? 00:22:58.720 --> 00:23:05.920 And by the way, because those videos, fresh, talk about a way to be able to scale spend without you know CAC or ROS collapsing. 00:23:06.160 --> 00:23:07.279 That is the way to do it. 00:23:07.359 --> 00:23:10.720 So yes, is there a way initially? 00:23:10.799 --> 00:23:12.400 So initially it's gonna be a wide net. 00:23:12.640 --> 00:23:16.960 So someone just logs on, like initially it's gonna be a wide net to find what creators work for them. 00:23:17.119 --> 00:23:25.200 And then when they start to niche down, understand who works and how they work and why, and you start to build out a you know, maybe a WhatsApp group chat, Discord or whatever. 00:23:25.359 --> 00:23:28.720 Is there a way on Tribe that you can then niche down who you're looking for? 00:23:29.119 --> 00:23:31.119 Is there a way to be able to do that? 00:23:31.759 --> 00:23:32.400 Totally. 00:23:32.559 --> 00:23:37.359 You can get pretty darn granular in terms of what you're looking for on Tribe. 00:23:37.519 --> 00:23:47.599 And I, you know, obviously all the obvious things a creator's age, gender, um, what niches they are predominantly creating in, what countries they're in. 00:23:47.839 --> 00:23:48.960 You can do all those things. 00:23:49.039 --> 00:23:54.000 I think the thing that's the coolest to highlight is a brand is also able to look at performance. 00:23:54.160 --> 00:24:02.400 They're able to say, hey, I want creators who have generated$5,000 in sales in the past 30 days minimum. 00:24:02.480 --> 00:24:12.559 Don't show me anybody who hasn't generated a minimum of$5,000, which there are, I mean, thousands of creators that have, I mean thousands of thousands of thousands who would meet that criteria. 00:24:12.720 --> 00:24:13.680 You could up that. 00:24:13.839 --> 00:24:20.640 You could say, hey, show me show me creators who have an approval rating of 70% or higher. 00:24:20.799 --> 00:24:29.759 An approval rating basically means when they send a video to a brand, they have a 70% track record of that brand going, yep, this video's good to go. 00:24:29.920 --> 00:24:31.440 I don't need to ask revisions. 00:24:31.599 --> 00:24:32.000 Exactly. 00:24:32.079 --> 00:24:34.160 No revisions, no anything, it's good to go. 00:24:34.319 --> 00:24:44.079 That would be really important for a brand that maybe they're signing up on November 6th and they're like, I really need the uh, you know, success of Q4 here. 00:24:44.240 --> 00:24:46.079 So I need to get going very fast. 00:24:46.240 --> 00:24:51.680 So let me get creators who have a great track record with getting videos approved right out of the gate. 00:24:51.920 --> 00:24:55.440 Who, you know, it's not like a long back and forth to get a quality video. 00:24:55.759 --> 00:24:56.480 Okay, perfect. 00:24:56.640 --> 00:25:01.279 And when when they've got this work and they've got the flywheel of creators, what are they doing each week inside Tribe? 00:25:01.440 --> 00:25:02.160 What are they doing? 00:25:02.240 --> 00:25:02.960 What's everybody doing? 00:25:03.119 --> 00:25:05.200 Approvals, feedback, group calls, like that. 00:25:05.359 --> 00:25:07.359 So it's definitely a lot of approvals. 00:25:07.440 --> 00:25:11.119 We have a lot of really cool features coming out soon that I can't wait for. 00:25:11.200 --> 00:25:18.880 That is gonna make it a lot easier for brands to be able to sift through the submissions from creators. 00:25:19.039 --> 00:25:20.559 That's gonna be fantastic. 00:25:20.799 --> 00:25:21.519 That sounds good. 00:25:21.680 --> 00:25:25.359 Listen, I think that is a that's a labor-intensive moment. 00:25:25.440 --> 00:25:27.839 That one it is time consuming. 00:25:27.920 --> 00:25:31.759 Yeah, and when we have these features, it's gonna save brands a ton of time. 00:25:31.839 --> 00:25:37.599 And we already know the reactions we're gonna get from folks is gonna be overwhelming, and we're very excited for it. 00:25:38.640 -->

00:25:41.680 So a lot of the time within Tribe is going through submissions. 00:25:41.759 --> 00:25:42.559 There's also chat. 00:25:42.640 --> 00:25:47.759 You're going through the group chat, the individual chat, speaking and interacting with these creators. 00:25:47.920 --> 00:26:04.160 Um, and then there's also, you know, you might launch the ads, you might be going through the analytics to say, okay, who's performing, which creators are performing, you know, uh, go through all of their metrics to see spend behind their videos, you know, what the uh, you know, all relevant metrics. 00:26:04.480 --> 00:26:09.440 Um, yeah, I mean that that is primarily what somebody would be doing on a day-to-day basis within Tribe. 00:26:10.000 --> 00:26:11.599 Yeah, I think that makes a lot of sense. 00:26:11.680 --> 00:26:15.920 And I think that kind of is just a flywheel of Tribe in a in a bit of a nutshell. 00:26:16.079 --> 00:26:19.839 Like it's I think the beauty of it is the simplicity of it, right? 00:26:19.920 --> 00:26:22.480 It's like you're looking for creators that move the needle for the brand. 00:26:22.559 --> 00:26:23.759 You can nice them down. 00:26:23.920 --> 00:26:32.960 When you find the ones that do work, you want to be adding them to VIP programs, making sure you get more volume out of the ones that do work, use them to inform decisions on what you're gonna go and get next. 00:26:33.200 --> 00:26:38.559 And I think one of the things on a media buying standpoint is you can also go to tribe with an idea of what you need. 00:26:38.799 --> 00:26:52.480 You might already have like one total, like let's say you're a hydration brand and you've got the you know sports recovery recovery angle nailed down, and you've already scaled it super hard, but you want to open up the you know menopause or women angle. 00:26:52.559 --> 00:27:00.240 Like you can take that idea to tribe and use it as a launch pad to get yourself in a new total addressable market because you can niche everyone down. 00:27:00.720 --> 00:27:01.279 Love that. 00:27:01.359 --> 00:27:04.720 And by the way, I just want to expand on that because you're so correct. 00:27:04.880 --> 00:27:09.119 That is the thing we hear from brands that is always the coolest, most validating. 00:27:09.279 --> 00:27:18.400 I love hearing this is yeah, we found totally different niches, um, audiences than we had anticipated. 00:27:18.559 --> 00:27:25.119 Or, you know, we now have a new archetype of UGC creator that we never would have thought performed. 00:27:25.599 --> 00:27:25.759 Right. 00:27:26.240 --> 00:27:40.000 But it's because, you know, we were able to see performance, we casted a wider net, we let the free market almost do what it will, that free market being great videos and you know, uh the but this is what happens when it doesn't cost you. 00:27:40.640 --> 00:27:42.160 This is what happens when you're not paying up front. 00:27:42.319 --> 00:27:55.680 It's like you're willing to take a few more punts of different arcs, different personas, different angles, because you're not paying up front for them where you're like, well, it's not really our persona, it's not an you know, and it's not a sports recovery, middle-age, you know, uh 25-year-old bloke, right? 00:27:55.759 --> 00:28:00.319 It's like, I don't really know if this, you know, 45 plus woman's gonna sell for the brand. 00:28:00.480 --> 00:28:05.680 But if you don't have to pay up front and you can just put it into a campaign and it turns out to be a hit, then you're off. 00:28:06.160 --> 00:28:06.880 And you know what? 00:28:06.960 --> 00:28:11.759 It's funny, that's always the thing that our team, I know they they smile at the most. 00:28:11.839 --> 00:28:19.359 It's always a silent grin if they're speaking with a brand, and that brand says, yeah, we do UGC, UGC works, you know, we have some creators, we pay them on retainer. 00:28:19.680 --> 00:28:31.440 It's always a little bit of a grin because what that means is, okay, this brand is a believer of UGC, but oh my gosh, what they're about to experience when they step into Tribe. 00:28:31.599 --> 00:28:37.200 Like, listen, if I'm even taking off my Tribe hat, I'm just telling anybody, like, do it on your own. 00:28:37.359 --> 00:28:37.920 I don't even care. 00:28:38.079 --> 00:28:43.359 I mean, Tribe is the best way to do it, but like, I I want to emo almost like totally separate my bias from this. 00:28:43.519 --> 00:28:45.440 I cannot put in two words. 00:28:45.599 --> 00:29:03.200 If you are a brand and you are working with creators for UGC off of a retainer basis, and you are even half satisfied with the results, oh my god, you are not scratching the surface of success that you will be experiencing. 00:29:03.359 --> 00:29:08.880 If instead you're working with creators who are saying, hi, let me eat what I kill. 00:29:09.039 --> 00:29:12.079 Let me do not give me any guarantee right out of the gate. 00:29:12.319 --> 00:29:15.759 Let me show that I can kill and let me participate in the upside. 00:29:16.079 --> 00:29:23.359 The quality difference that will then translate into direct sales, it will be ungodly. 00:29:23.440 --> 00:29:27.440 I mean, it will, it's truly like unfathomable when when people see this. 00:29:27.599 --> 00:29:30.079 So, again, that's why it's always our team's favorite thing. 00:29:30.160 --> 00:29:32.960 When they speak with a brand, they say, Yeah, UGC, it's it's great. 00:29:33.119 --> 00:29:34.480 We work with some creators on retainer. 00:29:34.720 --> 00:29:37.119 It's always like, wow, they're about to get hooked. 00:29:37.440 --> 00:29:37.759 Here we go. 00:29:38.720 --> 00:29:50.960 It takes them out of that brand box because it's like they get so caught up, especially like mature brands that are already they've got product market fit, they're already scaling on meta, they have such a rigid view at times of like creative guidelines, what they believe, where they need to go. 00:29:51.119 -->

00:30:01.839 When you open up something like Tribe and there's is it's no risk, it's like I can go down this angle because ultimately, you know, if if it I only pay if it works, right? 00:30:02.160 --> 00:30:14.240 But then you're also, on the other hand, you're working with these creators that are like they're professionals, like this is like they they literally only get paid when they win, so there's no half-arse in it, they're just coming straight out of the gate. 00:30:14.400 --> 00:30:27.599 And I think once you get a good gaze of that world and you get an understanding of it, and we've been exposed to it with TikTok shop, and you know, that's why I was super keen to speak to you about Tribe when this came on our radar, was because it's like this is just a no-brainer. 00:30:28.160 --> 00:30:34.960 It's like the the the offer is so simple, you almost feel stupid to not take it right as an opportunity. 00:30:35.119 --> 00:30:38.319 It's like a whole mosey, you know,$100 million offers. 00:30:38.480 --> 00:30:43.039 It's like make it so stupid, make it so simple and so obvious that you're stupid not to take it. 00:30:43.440 --> 00:30:44.079 Exactly. 00:30:44.240 --> 00:30:49.279 Yeah, I mean, and listen, I I'd be lying if I said that's not part of the value prop to try, right? 00:30:49.359 --> 00:30:55.920 Like, I I mean, yes, it's it's absolutely like with these creators or UGC for any company, right? 00:30:56.079 --> 00:31:05.759 Yeah, it's totally one of the undeniable things is like, hey, performance UGC is great because like you lose nothing by by trying it out, right? 00:31:05.920 --> 00:31:07.519 Try it out, see if it works for you. 00:31:07.759 --> 00:31:11.839 Yeah, and it'll it'll open up doors into other angles that you've not even thought of. 00:31:12.000 --> 00:31:15.279 So I want to touch just briefly on the UK. 00:31:15.440 --> 00:31:18.960 So obviously, you guys are massive in the US, you're growing at a rate. 00:31:19.119 --> 00:31:21.759 Like to say you're only five to six months old is wild. 00:31:21.920 --> 00:31:27.920 And that just means there's you know, there's as you mature the features and stuff that you bring out, I'm gonna make the platforming even easier. 00:31:28.000 --> 00:31:28.960 That's just what happens. 00:31:29.119 --> 00:31:30.480 But where are you at in the UK? 00:31:30.640 --> 00:31:32.160 Have you got many, many creators? 00:31:32.240 --> 00:31:34.880 Is that on your roadmap of things to conquer? 00:31:34.960 --> 00:31:36.160 Like, where do you sit? 00:31:36.640 --> 00:31:44.319 So it is on the roadmap um to conquer, which is I don't know if that's that's offensive language given the history of the the U. 00:31:44.720 --> 00:31:45.359 No, kidding. 00:31:45.519 --> 00:31:54.160 Um but uh yes, uh no, no, it's totally on the the roadmap and to the point where we're actually hiring ahead of the UK. 00:31:54.319 --> 00:31:55.759 We're really excited about that. 00:31:55.920 --> 00:32:01.119 Um we're actually

if someone listening to this believes that they're that person, reach out to me, please. 00:32:01.440 --> 00:32:02.960 LinkedIn, Max, whatever. 00:32:03.200 --> 00:32:05.599 Um, so we're hiring ahead of UK. 00:32:05.759 --> 00:32:18.240 We currently have like so UK is I obviously looked it up before this call, it's a top four creator market uh after the US, Canada, and Australia, than is the UK in terms of our creator base. 00:32:18.480 --> 00:32:27.359 Like if a brand wanted just creators in the UK, which is always funny because the only thing that would matter there is the accent, because these are not influencers, as you know. 00:32:27.519 --> 00:32:29.920 But if they said totally just the accent. 00:32:30.640 --> 00:32:30.960 Totally. 00:32:31.119 --> 00:32:44.160 If they said, like, hey, I only want um creators who have the accent, so it's more you know, native and and and clear that they are speaking from a place of authority with our product that's based out of here, totally. 00:32:44.240 --> 00:32:45.200 You can get that. 00:32:45.359 --> 00:32:55.680 Um, I mean, yeah, there's already thousands uh of brands that are operating in in the UK um doing very well, succeeding very well. 00:32:55.839 --> 00:32:58.319 Uh, this is also Europe is a very similar idea. 00:32:58.400 --> 00:33:01.440 So, yeah, the opportunity is totally great there. 00:33:01.599 --> 00:33:08.960 And you know, creators can get paid in 45 countries uh in all the currencies, like GBP is absolutely one of them. 00:33:09.119 --> 00:33:11.119 Um, I know it's probably something you were gonna ask. 00:33:11.200 --> 00:33:14.079 So, yes, like totally something that can happen. 00:33:14.880 --> 00:33:15.680 Okay, great. 00:33:16.000 --> 00:33:18.240 I'm glad uh I'm being to it. 00:33:18.640 --> 00:33:20.160 Yes, uh, that was the goal. 00:33:20.319 --> 00:33:21.359 But yeah, no, totally. 00:33:21.440 --> 00:33:24.880 That is that's a part of it, and UK brands are experiencing amazing success. 00:33:25.039 --> 00:33:28.640 Um to the point where we're hiring ahead of the region. 00:33:28.880 --> 00:33:29.599 Yeah, for sure. 00:33:29.759 --> 00:33:32.400 I think if anyone's watching this, um, we'll put these on LinkedIn as well. 00:33:32.480 --> 00:33:35.680 Like, definitely reach out to Dylan if you are that person in the UK. 00:33:35.920 --> 00:33:44.559 Um, and I'm already seeing UK brands have success on on Tribe and you know, well ones that we manage as as well as uh ones that I know of. 00:33:44.799 --> 00:33:51.680 Um and I think it'll definitely be, I mean, it's a it's a no-brainer, you know, to to get on the regardless whether you're UK or US. 00:33:51.759 --> 00:33:54.880 And I think also the thing is in the UK, US creators work here as well. 00:33:55.119 --> 00:33:56.160 The UK loves the US. 00:33:56.400 --> 00:33:59.759 That's just you know, the the uh the accent isn't a big deal. 00:33:59.920 --> 00:34:02.559 I think UK accent doesn't work as well in the US. 00:34:02.640

--> 00:34:05.039 I think US accent does work well in the UK. 00:34:05.279 --> 00:34:07.440 Um so what's uh very interesting. 00:34:07.839 --> 00:34:11.360 Yeah, just uh to finish off, like what's in the roadmap? 00:34:11.440 --> 00:34:15.519 So, like what have we got that you are allowed to say at this point? 00:34:15.599 --> 00:34:19.440 This will probably come out next within the next seven days. 00:34:19.519 --> 00:34:24.000 So, what what can you share with us that's pending for people that are loving Tribe already? 00:34:24.320 --> 00:34:26.159 There is so much pending. 00:34:26.320 --> 00:34:31.679 I mean, our product roadmap is something I'm I'm so excited by, so energized by. 00:34:31.840 --> 00:34:42.480 Like, you know, I'm I'm obviously not a CTO, I'm more of a uh glorified talker and you know, a lot with the our internal team and and you know, the outbound team and our go-to-market. 00:34:42.960 --> 00:34:47.119 But I will say this because I'm very close to what we're doing on product. 00:34:47.280 --> 00:34:48.639 It's so exciting. 00:34:48.800 --> 00:34:56.000 I hate that I can only preview like little things here because we're always very mindful of you know competition and everything else. 00:34:56.159 --> 00:34:57.119 How could we not be? 00:34:57.280 --> 00:35:01.360 But I'll say this the TikTok shop functionality is coming out next week. 00:35:01.679 --> 00:35:05.199 This in the so by the time this comes out, there's a chance it's come out. 00:35:05.360 --> 00:35:08.239 The TikTok shop functionality is going to be crazy. 00:35:08.400 --> 00:35:09.679 Imagine you're a brand. 00:35:09.840 --> 00:35:18.159 As you're sifting through creators, you will literally be able to see and filter by first which creators are already selling for you on Tribe. 00:35:18.239 --> 00:35:19.760 I mean, sorry, on TikTok, right? 00:35:19.840 --> 00:35:20.000 Yeah. 00:35:20.159 --> 00:35:22.559 So imagine I'm a brand who's also in TikTok shop. 00:35:22.719 --> 00:35:26.800 Going through Tribe, I'm gonna say, wow, okay, look at all these creators. 00:35:26.960 --> 00:35:33.440 This creator has done X and GMV across X many videos for our brand already on TikTok. 00:35:33.599 --> 00:35:36.480 So then imagine you go, wow, they have a proven track card, let's bring them in. 00:35:36.639 --> 00:35:59.519 Then what you're able to do is the second that the brand and the creator agree to be uh in the program together, that creator can also then opt in to say, hey brand, sure, if you want to use my videos I've already made on TikTok for Meta, and you know, we're honoring it per the rules of this program, maybe it's 10% of GMV, let's do it. 00:35:59.679 --> 00:36:01.519 Let's get things going. 00:36:01.679 --> 00:36:03.599 Let's let's make something happen here. 00:36:03.760 --> 00:36:07.679 So then that brand can automatically pull in those videos. 00:36:07.840 --> 00:36:19.840 So, in a very similar vein, when it comes to the TikTok shop features, a brand is going

to be able to have a social listening um tab functionality uh that is within their dashboard. 00:36:20.000 --> 00:36:27.280 They can click that and then they'll be able to see all of the different mentions across TikTok of their product. 00:36:27.599 --> 00:36:35.440 Maybe those are creators that they're already working with, but maybe it's creators they say, hey, uh, would love to work with you on Tribe. 00:36:35.599 --> 00:36:37.119 Here's an automatic DM. 00:36:37.280 --> 00:36:38.400 Come join us, you know. 00:36:38.480 --> 00:36:42.400 And if the creator says yes, they're in the program, and then you can pull in those videos. 00:36:42.559 --> 00:36:45.440 So integrating a crazy feature. 00:36:45.760 --> 00:36:52.320 That is a crazy feature, especially the the mentions part is is like, yeah, that's really good. 00:36:52.400 --> 00:37:00.320 To be able to see who is posting content for you that's actually gaining traction and just one click install them into tribe is like a massive time save. 00:37:00.400 --> 00:37:04.719 Like the amount of time you spend actually finding those people at the minute is is extraordinary. 00:37:04.800 --> 00:37:13.679 So to be able to find them and then just one click them through, and then another one click and they're in your ad account, it's like a bit of a no-brainer again to get that done. 00:37:14.000 --> 00:37:15.199 It's gonna be crazy. 00:37:15.280 --> 00:37:16.960 I'm I'm so over the moon. 00:37:17.039 --> 00:37:19.039 I can take zero credit for it. 00:37:19.199 --> 00:37:28.400 Um, our credit has to go to uh Kyle, who is our very like anonymous behind-the-scenes CTO who likes to stay as out of the spotlight as possible. 00:37:28.559 --> 00:37:30.480 Um, but he's he's the CTO. 00:37:30.639 --> 00:37:32.320 He's incredible, incredible, incredible. 00:37:32.480 --> 00:37:36.960 But yeah, I mean, listen, that's just one little glimpse into things we have coming up. 00:37:37.119 --> 00:37:42.960 We have so many features coming up that we are so jazzed about, we're so over the moon about. 00:37:43.119 --> 00:37:44.800 It's we're just really excited. 00:37:44.880 --> 00:37:58.079 I mean, I will say this is the most fun I've ever had building something, and it's solely because of the anecdotes that I'm hearing from creators, the anecdotes that I'm hearing from brands uh about how effective this has been, how game-changing this has been, what's this unlocked for them? 00:37:58.320 --> 00:38:01.679 That's that above revenue any day of the week. 00:38:01.840 --> 00:38:04.559 Like that is the true energizers, these anecdotes. 00:38:04.800 --> 00:38:05.039 100%. 00:38:05.440 --> 00:38:05.760 I agree. 00:38:05.840 --> 00:38:25.840 And I think if you're a brand out there at the minute that's struggling with uh you know fixed cost as a percentage of revenue, the amount that you're spending on creators or creatives without any form of guarantee, if you're struggling with creative volume, creative diversity, or if you've tapped out of your time, for me, Tribe is the place where you need to head. 00:38:26.159 --> 00:38:29.360 If you would like a partner to do that with, reach out to us. 00:38:29.519 --> 00:38:33.199 We'd definitely we'd we'd definitely be happy to help, or at least talk to you about it. 00:38:33.440 --> 00:38:36.400 But even without us, you have to go and get on Tribe. 00:38:36.480 --> 00:38:39.280 This is going to fix all those topics that we just spoke about. 00:38:39.760 --> 00:38:41.760 My dear friend here, Will Tickle. 00:38:42.000 --> 00:38:44.960 Uh, I'm telling you guys right now, amazing. 00:38:45.119 --> 00:38:59.840 And if you are a brand who's considering tribe, like again, as I said earlier, you either have to have an amazingly talented agency, an amazingly talented internal team, or oftentimes, not sometimes, not edge cases, oftentimes, brands that are performing, they have both. 00:39:00.000 --> 00:39:05.840 They have a team internally and an agency, and they're working in tandem, and the results are absolutely berserk. 00:39:05.920 --> 00:39:08.639 And Will's agency uh totally has our endorsement. 00:39:08.719 --> 00:39:10.960 Um, I appreciate that, though. 00:39:11.119 --> 00:39:13.280 And I appreciate you coming on, giving us a rundown. 00:39:13.360 --> 00:39:19.199 This will be great for our internal brands, it'll be great for the people that watch, and it'll be good to get your footprint in the UK. 00:39:19.360 --> 00:39:21.039 So I appreciate your time, brother. 00:39:21.360 --> 00:39:22.159 Thank you, man. 00:39:22.239 --> 00:39:23.519 It's been a joy.