The most insane paid ads program in Silicon Valley, behind Wispr Flow's $0 to $2B run 1/ "10 really good creators can get you to $50M a year" -> The model: brands recruit creators to film their ads and pay them a percent of the ad spend 2/ A year ago Wispr Flow stopped organic UGC completely and put everything into paid -> 500 to 700 new UGC ads a month now, aiming for 1,000 3/ They took the paid ads playbook of killer ecom brands -> SF finally figured out what the best DTC brands have been doing for years 4/ Their view: organic only works with real talent on the team, while paid works for anyone who can ship enough different ads -> You don't need a genius to win on paid, you need lots of ads that each look and sound different and a system that keeps them coming 5/ Ecom brands pay creators a cut of each sale. SaaS brands pay a cut of the ad spend, since a software sale can take weeks to close 6/ Wispr pays 7% of ad spend, uncapped, paid out every 7 days 7/ New creators get a guaranteed minimum, which is how Wispr signed good ones before it had a track record -> $1,000 for 20 to 25 videos a month. A creator who earns $500 in commissions gets the other $500, and once they earn more than $1,000 on their own the guarantee stops 8/ Each creator works on one customer segment -> A customer no ad was speaking to, a format nobody could shoot, a country with nothing running. One creator per gap 9/ No two videos are allowed to look alike -> Meta's Andromeda clusters videos that are 50 to 60% similar and suppresses them, so 1,000 talking heads get treated as one ad 10/ They recruit on Instagram with keyword search -> Search "UGC creator", "tech", "SaaS", mine the followers and comments of every good creator, send 100 to 200 DMs in a week 11/ 50 creators accepted out of 5,000+ applications -> $220k paid out so far, top creator makes $12k a month 12/ Creators get $100 for referring someone at their level or above -> No beginners on the team 13/ They scaled 5 creators, then 10, then 20, then 40, and stopped at 40 to 60 -> The whole climb from 5 to 50 took four months 14/ Creators are run like a sales team -> 30-minute onboarding each, a weekly call with the media buyer, 1:1s, creator coaches 15/ Creators see the ad account -> Every Thursday the media buyer walks them through what's working, which customers to target next and what to test 16/ One media buyer runs all of it: 50 creators, 700 ads a month 17/ The same creator ads run on Meta, AppLovin and TikTok 18/ The group stays small on purpose -> $100k paid to 20 creators looks better to creators than $200k paid to 1,000 19/ Creators see which ad is winning and start making their own version of it. Wispr stops this and pushes them to film something new instead -> Meta treats the copy as the same ad as the original, so the copy never gets shown 20/ Why other creator programs fail: brands accept everyone who applies, nobody coaches the creators, and creators join without understanding they only get paid when their ads perform 21/ Meta charges more every year for the same amount of reach, and that cost is out of Wispr's hands. The one thing they control is how good and how different their ads are, so that's where the money goes -> Last quarter Meta showed 14% more ads than the quarter before and still raised the price of each one by 12% 22/ The guy who built it joined Wispr Flow at 19, before the product existed, with a 2.5 GPA -> 25 months later: $280M Series B at a $2B valuation