“I think the companies that will win long term are the companies that have the best relationships with creators, because word gets out really fast. If you're a brand that treats creators badly, doesn't pay on time, or just blocks them, creators won't want to work with you, or you won't get the best terms or the best quality creators.”

…and then you let them get off and then you have to chase them down. It's like, you want to be very strategic with your time and their time. So I try to like meet them, introduce myself, get them onboarded and get them going so that they know like, hey, you can start making a video right now.

So a big lesson here is treat them, treat them like humans. Care about them. Help them feel like they're part of this thing, not just feel like you're going to make money. Just shut up. Don't worry about it. You're going to make money.

What does the early team look like to start this initiative? Is it just a hector that is running this solo or is there a larger team that you'd start with?

Honestly, it's pretty lean. So our marketing team as a whole is pretty flat. Obviously, we're growing a bit faster now at Whisper. I think we've passed like 120 full-time employees now, which is pretty crazy. Because I joined, I think we were like four at the time. I remember I messaged Tane the…

So when this media buyer, is this kind of like a performance marketing person that just lives in Facebook's ad system?