Bala Tanish

@Clipency
I'm more crack head than you.

[Bala Tanish @_tanishbala]

canvas page 1: gym girl, same app in every reel
page 2: college guy, same app on his study desk
page 3: busy mom, same app on the fridge

none of them look like ads. all of them are

[Bala Tanish @_tanishbala]

founder: "our target customer is everyone"

also founder: hires 1 creator

bro that's one person talking to one audience

[Bala Tanish @_tanishbala]

edit round 9 of the launch video:
"can we make the logo a bit bigger"

launch is in 3 weeks. zero clips planned. zero creators.

but sure, the logo

[Bala Tanish @_tanishbala]

distribution series, day 12

your clips shouldn't live on your account

they go on clipping accounts and theme pages
where your buyer already scrolls every day

that's how one video ends up everywhere

[Bala Tanish @_tanishbala]

one ugc creator: a review

forty ugc creators: a vibe shift

"everyone on my fyp is using this" is the most powerful sentence in marketing

[Bala Tanish @_tanishbala]

launched, then went quiet for 6 weeks to "focus on product"

came back and the competitor with thousands of clips is now "the" app

skill issue

[Bala Tanish @_tanishbala]

every ai launch video:

"what if your inbox... just handled itself"
*slow zoom on laptop*

ten of them launched today. the one people see 20 times wins

[Bala Tanish @_tanishbala]

distribution series, day 11

duolingo didn't win short-form with one viral ad
it turned the owl into a character
and kept showing up, in the platform's own language

consistency > polish

[Bala Tanish @_tanishbala]

canvas ugc from the outside:
"huh, another person using that app"

canvas ugc from the inside:
dozens of pages, daily posts, one product, months of consistency

[Bala Tanish @_tanishbala]

launch post likes came from:

your cofounder
your mum
your investor
two interns and a bot

customers: still don't know you exist

[Bala Tanish @_tanishbala]

@md_kasif_uddin Limits

[Bala Tanish @_tanishbala]

@vikasjkn 1% no doubt and reinvest all the money in other projects.

[Bala Tanish @_tanishbala]

distribution series, day 9

why canvas ugc works:
native (looks like the feed)
daily (back again tomorrow)
many (lots of pages per product)

ads can't do all three

[Bala Tanish @_tanishbala]

the best ugc doesn't look like ugc

it looks like someone's tuesday

now picture 40 different tuesdays, all featuring your product

[Bala Tanish @_tanishbala]

founder checking how the launch went:

own post: lots of likes from friends
places a stranger saw it: none

"we crushed it"

[Bala Tanish @_tanishbala]

launch day: refreshing the upvote count every 4 minutes

your actual customers: watching a cat play piano on reels

go put your product where the cat is

[Bala Tanish @_tanishbala]

distribution series, day 8

canvas ugc:
a page that looks like a normal person
every reel features one product
link in bio

one page is a test. dozens is distribution

[Bala Tanish @_tanishbala]

ugc brief for 40 creators:

one product
forty different lives
use it how you'd actually use it

you get 40 versions of "this is for me"

[Bala Tanish @_tanishbala]

your launch video vs the algorithm:

1 post
vs a guy reviewing gas station sushi

you need more than one shot bro

[Bala Tanish @_tanishbala]

the launch video in the founder's head: a movement

the launch video in reality: 3 days on the feed, then archived next to the pitch deck