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Guides
Founder and agency essays on feed-as-avatar discovery, outreach, ASO plus creators, and measurement.
- App Marketing for Founders Who Can't Do MarketingYou do not have to become a marketer. You approve a spec: a live listing that can close, one avatar sentence, a feed-qualified list, emails, a contract, and a…
- ASO Plus Creators TogetherFix the store first. Then pay someone your user already watches to send people there. A creator video that says "download it" is an ad for a listing you…
- Avatar Algorithm GuideAn avatar algorithm is a named discovery mechanism: define a customer, scroll TikTok and Instagram as that person on a real device, and take the creators the…
- Boutique Influencer Agency Workflow for Mobile AppsI run an app client at a 3-15 person shop like this: refuse a fuzzy kickoff, overlap-check the roster, scroll one avatar on one session, watch a video per…
- Brand Safety Checklist for TikTok CreatorsIn-feed is not brand-safe. After I have names and before I email, I watch one recent video all the way through, skim the last dozen posts, read comments on…
- Creator Discovery for AgenciesI find creators for an agency client by writing one avatar per brand, scrolling TikTok and Instagram as that customer, overlap-checking anyone already on the…
- How to Find TikTok Creators for an AppI find TikTok creators for an app by writing who the customer is, then scrolling a fresh TikTok as that person, then taking whoever keeps showing up. I want…
- How to Launch an Influencer CampaignI launch an influencer campaign by writing who it is for, then scrolling as that person on a fresh account, then emailing, then calling. Then I lock a Minimum…
- How We Find Creators by Scrolling a Real TikTok AvatarI find creators by scrolling. There is no substitute for it if you want the people going around in your niche this week.
- Influencer Campaign Budget for AppsTwo envelopes. Software (the list, the inbox, the paper) and talent (what you pay the creator). Mixing them is how a $299 plan looks expensive and a $700 post…
- Measuring Creator-Driven InstallsI measure creator-driven installs with a unique code as the floor, App Store or Play downloads against a written baseline as the cash number, and platform…
- Measuring Creator UA Without Vanity ViewsViews are not user acquisition. A view is a platform's decision that a frame was on screen long enough to count. It is not a product-page visit and it is not…
- Outreach That Doesn't Get IgnoredCreators ignore you because you look like everyone else who bought a list. The fix is a list that came from a feed, plus a first sentence that could only have…
- TikTok Shop Creator DiscoveryTikTok Shop discovery is finding people who can tag a SKU. App-install discovery is finding people who can send a person to a store listing. They share a For…
- Where to Launch an Influencer CampaignA marketplace is the right tool if you want people to apply to a brief. A database is the right tool if you need emails and filters at scale. A UA agency is…