Ryan is the Co-Founder of Tru Earth

Purpose driven direct to  consumer brand builder.

Ryan has:

✅ Helped Grow Tru Earth to more than 160,000 active subscribing customers
✅ Together with Tru Earth's Changemakers, eliminated more than 165,000,000 plastic-containers from landfills..
✅ Donated more than 33,887,227 loads of laundry detergent to those in need.
✅ Grown multiple premium subscription boxes to multi-million dollar businesses.
✅ Written content has been read by more than 100,000,000 readers.

Connect: 
Facebook https://m.facebook.com/theryemckenzie/
Twitter: @RyeMcKenzie

About Tru Earth
Tru Earth® based in Vancouver, Canada is a leading eco-friendly household product company committed to eliminating plastic from landfills and oceans. At its core, you’ll discover that Tru Earth, is actually a movement (#TruEarthMovement™). The Tru Earth team joins more than a quarter million equally committed people in more than 50 countries to combat the 645 billion plastic household product containers dumped in landfills and oceans globally each year. 

Our customers are #TruChangeMakers™, disrupting the multi-billion-dollar household product industry, reducing carbon emissions by up to 94% and caring for the health of the planet and their families. 

Tru Earth’s suite of products and planned launches come with our pledge to provide #TruChangeMakers with laundry, bathroom and kitchen products they need to make a substantial impact on the health of our world. To do ourpart, we promise to match all first-time subscriptions by donating to families in need across the globe. Because at Tru Earth, we know many small hinges can swing very, very big doors.

Ryan Mckenzie

Every founder on this app is losing their minds over AI tools right now. ClaudeBot this. Moltbook that.

Half of it is slop. The other half you’ll never really use.

But every new drop makes you feel like you’re falling behind. The pace of AI right now is a shiny object machine. And it’s pulling operators away from the stuff that’s been working all along.

I run an eight-figure business. This is my entire AI stack: 

>Open ChatGPT in dictate mode
>Talk through 50 half-baked ideas
>Tell it to organize my brain
>Grab competitor copy, dump it in
>Ask what persona they’re targeting
>Hop on a call
>Let Granola take notes
>Pull action items 

That’s it. 

Free plan. No autonomous agents. No tools I don’t trust accessing all my stuff. 

Don’t let the timeline make you feel behind.

Everyone wants the sophisticated play. 

The sophisticated play is getting good at boring.

undefined undefined

Co-Founder Tru Earth | Saving the planet, one strip at a time.

Before Tru Earth I was running this outdoor adventure brand, and with it came a revenue glass ceiling I didn’t even realize was there.

I thought anything over a million dollars a year was incredible. Like, why would you need more than that?

Then I met Matthew Bertulli at a mastermind. Told him my goals. That it was gonna be a slide of the desk business. Just a nice little thing.

All he said: “Think bigger.”

Two words. And something clicked.

Most of what holds you back is your own self limiting beliefs about what’s reasonable. And you don’t even want to shed those beliefs sometimes.

Because your life is comfortable and you’re afraid that if you change those beliefs, something you really like about your life might change too.

Seven years later and I still think about that conversation.

CEO @ Lomi & Pela Case - Follow me as I talk about building my brands.

Everyone's calling Ads in Chat GPT the next Facebook Ads.

It's not.

The people using ChatGPT today are the same people who used to search on Google. Same audience. Different platform. 

The pie didn't get bigger. The searches migrated.

So if your Google Ads performance has been declining for 2 years and you can't figure out why: your audience is still out there, they just moved. And now there’s a way to follow them.

The data angle is real. Facebook had behavioral tracking. Google had intent. ChatGPT has both. 

People literally tell it their problems in plain English. Every conversation is a targeting signal.

If OpenAI builds their ad product even halfway well, the targeting should be strong. Early conversion data already looks solid.

Everyone is talking about this like a gold rush, but it’s a recovery play.

Most of what you’re seeing is demand that already left Google. Now there’s a channel to go get it back. 

If you're spending on paid search and watching returns erode, pay attention. This doesn’t “change everything.” But it does explain what already changed.

6 behaviors I see in founders who stay healthy while scaling:

1. They focus on fewer things 
Running 30 initiatives = zero progress 
Focus is doing less, better

2. They chase asymmetric opportunities 
One big swing beats 20 small tweaks
Incremental wins rarely change a business

3. They optimize for signal, not activity 
Busy feels productive 
Outcomes are what matter

4. They update their thinking at each stage 
What works at $1M breaks at $10M 
Every revenue stage needs new mental models

5. They hold contradictory ideas at once 
Scaling is complex 
Black-and-white thinking doesn’t survive it

6. They build teams that make decisions 
Approval loops kill momentum 
Great teams have agency

The pattern: healthy founders remove complexity

My ADHD brain has 40 tabs open at all times.

Here’s what I do to manage:

- One task at a time. Not “mostly one.” Literally one.
- Physical Pomodoro timer on the desk. Something I can see counting down.
- Dedicated workspace. If you work where you relax, your brain fights you all day.
- Clear the desk every morning. A cluttered desk is a chaotic brain.
- Every notification off. Shopify, Stripe, email, Slack. All of it.
- Phone on permanent sleep mode. Five people can reach me. Everyone else goes to voicemail.
- No email or Slack during a focused block. They can wait.
- No open tabs. I used to have dozens running at all times. MinBrowser fixed that.
- Facebook ads? Go straight to Ads Manager URL. Never through the feed. I've lost hundreds of hours to that scroll.
- Freedom app to block sites during Pomodoro sessions. Even when you get tempted, you can't access them.
- Physical notebook for random ideas. Write them down, close the loop, come back later. Otherwise your brain opens a hundred tabs internally and none of them close.
- Take breaks. Parkinson’s Law is real: work fills the time you give it. If you sit at your desk for 8 hours straight, the last 4 are garbage.

Your brain isn’t broken. 

It just needs a system that works with it instead of against it.

This is first world advice.

If you can’t pay your bills, “build a machine that produces value” won’t help you eat.

You need revenue. Fast.

Maslow’s hierarchy applies to business too.

At the bottom: survive. Solve a problem someone will pay for right now.

Once you’re stable: yes. Build the machine. Think in systems.

Applying $10M thinking to a $10K problem gets you neither.

No alternative text description for this image

Building a durable company means stacking real pillars underneath it: DTC, third-party marketplaces, retail, international. 

Four years is enough time to get somewhere. Rarely enough time to build something.

When you’re growing that fast, you’re holding on by the skin of your teeth. The train goes wherever it wants. You’re just hoping not to fly off the caboose.

Every region needs localized packaging, localized payment gateways, localized language.

You can build fast. Just know the difference between building something fast and building something that lasts.

Two things changed the trajectory of my career.

1. Hitting rock bottom.

- Built a ringtone subscription business. It collapsed.
- Had just bought a house, a condo, and signed an expensive lease.
- Owed the government a pile in taxes.
- Put the tax money into a “regulated” forex opportunity.
- Forex collapsed too.
- Bailiff showed up to seize my SUV.
- I was driving around screaming from stress.

2. Choosing commitment.

- Standing in the shower one morning. Full messaging framework for Tru Earth just clicked.
- The product seemed too cheap to scale. But at that moment, the entire positioning downloaded.
- Voice-noted the whole thing before I dried off.
- That messaging carried Tru Earth for years.

If you can, choose #2.

But if you’ve already hit #1, the clarity that comes from survival mode is real.

The bottleneck isn’t taste, intelligence or creative systems.

Most people online are so vanilla. They don’t expose their interests or say anything controversial. 

They just share business stuff.

Look at Hormozi. Grows his hair, grows his beard, always wears a tank top, works out like a motherf*cker. Says a lot of controversial stuff. I bet you half of it he doesn’t even mean. But people align with it.

Because when everything starts looking the same, nobody’s attracted to you because they don’t feel like they have anything in common with you outside of “I'm this hard working, grinding” guy.

My kids already say everything’s AI this, AI that.

We're heading back to a place where people follow and listen to people who are clearly real. You’ll get verified by being authentic.

Founders sand off every edge that would make someone actually give a sh*t about them.

You've got maybe 1000 days before AI levels this whole playing field.

A friend of mine runs a supplement brand doing solid numbers in the US.

About six months ago he started noticing something unusual in his analytics. Consistent traffic from Canada. Not paid. Organic. People were finding him through social media and word of mouth across the border.

He was excited for about ten minutes.

Then reality set in. His US-based 3PL wouldn't ship north without brutal surcharges. The few orders he managed to fulfill took two to three weeks and arrived with surprise customs fees that destroyed the customer experience on delivery.

So he watched the traffic. Every week. Canadian visitors showing up, bouncing at checkout, leaving.

He described it as watching revenue walk out the door through a window he couldn't open.
We connected him with Breakthrough Fulfillment. 

They had him fully operational in Canada within two weeks. Freight forwarding to local warehouses, next-day delivery to Toronto, Vancouver, and other major cities. No surprise duty at the customer's door.

Within 90 days he had added a revenue stream he had been accidentally ignoring for over a year.

The part that stands out is how common this pattern is. Brands generating organic Canadian demand without realizing it, then losing those customers to a logistics problem they assume is too complicated to solve.

If you are doing real volume in the US, check your geographic analytics. If Canadian traffic is showing up and not converting, the demand already exists. The infrastructure is the only thing missing.

https://lnkd.in/eGUqzqCe+M+LinkedIn&utm_campaign=3pl+feb+wk2

If this sounds familiar, comment below or send me a DM. I will connect you with the team.

www.breakthrough.studio

Breakthrough Studio - Premier 3PL Services | Streamlined Logistics Solutions

Every upgrade feels like a flex for about two weeks.

The office, the car, the lease on a bigger warehouse.

Then it just becomes another bill. Another thing you have to feed every month whether the business is up or down.

The best thing I ever did was start asking "does this make my life easier or does this just make me look like I'm winning?"

Most of the time it was the second one.

Social proof is NOT dead. Stop listening to your timeline.

That’s just bad advice from brands who don’t understand the difference between a 1.5 and a 4x ROAS.

I spend $50K+/month on static ads. And it comes down to one thing: 

Matching the right trust signal to the right stage of awareness.

This changes everything about how you allocate ad spend. 

The same testimonial converts at 4x in one ad and barely breaks even in another. Because nobody asked: does this buyer even need convincing yet?

I broke down exactly which signals belong where here:

Social Proof Isnt Dead Youre Just Using It Wrong 

Landing pages are basically first dates.

You can say all the right things, look great, check every box.

Then you make one claim that's slightly too big and the whole thing falls apart.

Believability is more important than impressiveness. Always has been.

Entrepreneurs don’t like to admit this:

The janitor probably has a better life than you do.

For a few months after I stepped away from the day to day at Tru Earth, I'd be at the gym in the morning and my brain would start screaming at me:

You gotta get to your desk. You gotta get to your desk. You gotta get to your desk.

And I'd be standing there mid-set going... What desk? I don't have a desk to get to anymore.

That voice wasn't rational. 
It was just years of training. 
Years of being always on. 
Years of every morning being about the next fire, the next hire problem, the next thing that needed me specifically to figure it out.

You don't realize how much that costs you psychologically until you stop paying it.

When you're in the middle of it, you think everybody operates like this. You think this is just what it takes. 

- Managing people who won't be in the same room anymore because they don't like each other.
- Solving problems with no clean answer.
- Carrying decisions home every single night and pretending you're present with your family when your head is still at the office.

And then there's the janitor.

The janitor:
- Shows up
- Checks every box on the list
- Walks out at 5 o'clock
- Doesn't think about it again until tomorrow

No mental load. 
No 2am problem solving. 
No Slack notifications at dinner.

A lot of entrepreneurs look down on that. 

I think that's wrong.

Not everybody should be an entrepreneur. Not everybody values the same things. And the person who doesn't take work home with them? They're arguably wealthier in the one thing every founder eventually realizes matters most...

Time. 

And the ability to actually be present inside of it.

If you’re building something right now and you feel this weight every single day, I’m not telling you to quit. I’m telling you to notice this.

Because the cost is real.

My kids are only young once. It's been really nice to just be there. Not thinking about tomorrow's fire. Just hanging out with them and soaking it in.

This is what life is all about.

Nobody tells you the weird part about stepping back from the business you built.

You go from "I'm the CMO of [brand]" to "I'm... working on some stuff."

Your identity was the company. Now you have to figure out who you are without it.

It's a better problem to have than most. But it's still a problem.

I’ve built businesses that did $100K months and ones that did $0 months.

The operator who walks out of the $0 month is someone you couldn’t have built on purpose. 

That only comes from surviving it.

Most operators are optimizing against themselves.

Your open rate went from 18% to 23%. You called it a win.

But 23% against brands your size, in your category, on your platform could be bottom quartile.

You don’t know. And that’s the real problem.

Omnisend’s Benchmark Calculator pulls real data from 150,000+ ecommerce brands and shows you where your email and SMS actually stands, not just whether the numbers are trending in the right direction.

Open rates. Click rates. Revenue per email. Benchmarked against brands running similar send volume and similar categories.

This is the difference between “our emails are improving” and “our emails are beating the top 20% of brands in our space.”

Q1 just ended. Before you commit to a Q2 plan, you should know where you actually stand.

If your benchmarks are coming up short, sending more isn’t usually the fix. Getting on a platform with the flows, segmentation, and automation infrastructure to actually convert is.

Omnisend’s US merchants average $79 in revenue for every $1 spent. The Benchmark Calculator is free.

If your current ESP can’t even show you how you stack up, that’s already your answer.

Run your numbers here: https://lnkd.in/dddMBgx8

Use code RYAN30 for 30% off your first 3 months.

Already on a paid plan elsewhere? Omnisend handles the migration for free. Automations, templates and flows. All done in 5 days.

And yes, I’m a proud Omnisend partner.

Open article: Recommended by Ryan McKenzie by omnisend.com

A friend of mine owns this little café I like to visit from time to time. 

And man, this guy’s got it figured out...

A couple real estate investments. His future is set. He runs the café because he wants to, not because he needs it to work perfectly.

And something clicked for me sitting there.

That’s the actual goal.

Not the flashy milestones. Not scaling to 9 figures for the sake of saying it. Not even the massive paydays.

The goal is having enough resources working for you that you can take risks and fail without everything coming apart.

I think most founders get into this game thinking about success. But they forget that things change.

Products lose steam. Business models stop working. Algorithms evolve.

It’s easy to feel untouchable when things are good. But what happens when it all stops?

That’s when you need to be okay starting over.

The café owner had it right. He built enough outside the business that he could operate without any desperation. No panic. No survival mode.

And it made me realize: I need enough resources outside of my main thing to keep going on my terms. Because everything ends eventually.

But if you’re prepared for that?

That’s freedom.

Founder @ Plutus Media • Helping Founders/CEOs build their SaaS/app on Tiktok with strategic DFY Tiktok organic marketing • Helped a SaaS platform add 2.1 million users in 90 days

I help consumer apps grow by focusing on real, organic distribution.Many apps don’t realize their user growth isn’t sustainable. They spend on ads and influencer deals without knowing what really works, so it often feels like a waste of money.At Plutus Media, we do something different.We create systems that attract and keep users by making content people genuinely want to watch.Our creator-led engine brings in organic traffic at scale. But that’s just part of the value. You also learn which content really connects with your audience. This data helps you improve your ads, make influencer deals more effective, and build a better product.At the center is our Creator System, a data-driven way to turn short videos into new users. We’ve taken out the guesswork, leaving you with a repeatable way to go viral.Here are some of our results:→ Over 22 million downloads from organic, creator-led strategies→ More than 200 apps scaled→ Over 1.4 billion views across platformsIf you work in product, marketing, or growth and are tired of paying for every install, let’s connect.Send me a message with the word "SCALE" to get started.

Alexandre O.

Last month, we had the pleasure of visiting İzmir and meeting our partners at HubX HQ.

Nergis Dönüm and the team showed us incredible hospitality - the kind that reminds you why building relationships in person still matters.

HubX is doing serious work across their app portfolio, and it was great to see the ambition behind the products up close.

Grateful for the time, the conversations, and the hospitality.
Looking forward to continuing to build together. 🚀

Alex Olim

👥 Scaling Consumer Apps with UGC // 🌍 +200 Clients // ✊🏽 +22 Million Downloads For Clients (to date)

The traditional app growth playbook is DEAD.

Let me tell you a story about a faith app that came to us with zero downloads.
Brand new product. 
No social presence. 
No creator strategy. 
Nothing.

We had to build it all from ground zero.

Here's what we did:

- Tested 6 content angles across multiple creators, organically. 
- Found two formats that resonated
- Replaced the creators who did not fit those formats
- Doubled down on what worked
- One format was driving downloads, the other was not
- scaled the winner to 600+ posts

The result after 30 days:
→ 16,000+ organic installs
→ 41M+ views
→ $0.50 CPI on Meta
→ #25 in the US App Store

This was a brand-new app with no existing audience or brand recognition.

Just the right strategy with the right volume.

Want the same system applied to your app? DM me.

app founder death spiral:
> build for 6 months
> launch feels incredible
> now you have to market it
> this is where 80% quit

here's what they miss:

> first 50 posts flop hard
> what am I even doing?
> doubt creeps in
> the app was the easy part
> marketing feels impossible
> quit or push through?

if you push through:
> realize it takes 100+ iterations to crack organic
> commit to daily posts
> study what actually works
> iterate based on proven formats
> month 1: first 1000 downloads
> starting to see patterns
> random tuesday post before bed
> wake up to 2M views
> 10,000 downloads overnight
> +$1k MRR while sleeping
> holy sh*t this is real
> 6 months later: $20k MRR

the gap between building and marketing is where breakthroughs hide

most founders bail at 20% up the hill because the dopamine died

they built something cool but won't iterate content long enough to find distribution

you can't remake the same video 10 times and call it trying

organic growth requires relentless iteration until patterns click

there's never been a better time to own your distribution

you can reach massive scale on your own two feet

don't quit right before it works

Scaling Consumer Apps with UGC //  +150 Clients //  +12 Million Downloads For Clients (to date)

Stop throwing spaghetti at the wall with TikTok.

If your app is relying on luck and trending sounds, you're burning budget.

Most founders think "viral" means random. It isn't. It's building a repeatable system that doesn't care if the TikTok gods smile on you today.

Here's a no-nonsense blueprint:

1. Create one content theme that nails your app's "aha" moment
2. Break this into 5-7 ideas you can repeatedly use for content
3. Post. Don't overthink it. 
4. When a video works, double down. Recreate it with small tweaks as much as possible
5. Line up a small team of creators to 10x your output
6. Build a weekly review. What failed? What worked? Copy the stuff that works, cut the rest

The biggest growth advantage in app marketing right now:

Creative velocity.

The top apps are not producing one or two videos.

They are producing Dozens. Hundreds.

Every week they’re testing:

• New hooks
• New angles
• New formats

Because performance marketing today is largely a creative discovery problem.

You can’t predict which concept will work.

One strong video can outperform dozens of average ones. But you only uncover that winner through consistent testing.

The fastest growing apps aren’t necessarily more creative.

They just run far more experiments.

—

If you want help building a high-volume UGC testing system for your app, book a call here: https://lnkd.in/dwvpseqG

If I had to get the first 100,000 installs for an app from scratch, this is the playbook I’d follow.

1. Define your IUP

Focus on moments.

• When do users feel the problem
• What frustrates them right now
• How do they talk about it

Your content should sound like the user’s inner monologue.

2. Create hook-first videos

The first 3-5 seconds decide the fate of the video.

Rules:

• No explaining upfront
• No app name in the hook
• No generic language like “this app”

If the hook fails, the video fails.

3. Use simple story frameworks

Most viral videos follow predictable structures:

• Intrigue → reveal → result
• Problem → agitation → solution
• Question → explanation → payoff

A good story increases watch time.

4. Show the product clearly

Virality without clarity drives zero installs.

You must:

• Show the app in use
• Make the transformation obvious
• Connect the product directly to the outcome

If someone finishes the video confused, they won’t download.

5. Earn the CTA

Winning CTAs don’t feel like CTAs.

• “The app is called X”
• “Search it on the App Store”
• “I’ve been using this every day”

The CTA bridges attention and installs.

6. Scale with volume

Multiple creators posting daily removes luck.

• Same idea → multiple hooks
• Same format → different creators
• Same problem → different angles

When something works, double down.

Organic growth only looks random from the outside.

Behind the scenes, the best teams run a repeatable system.

And that system compounds your first 100,000 installs.

—

If you're looking to scale installs through UGC and performance-driven creative, book a call here: https://lnkd.in/dwvpseqG

Stop wasting time chasing TikTok trends that don't move the needle.

There's one trend every app founder should be jumping on right now.

Raw, no-frills UGC.
The days of overproduced ad creatives are dead.

You know those reviews shot on a cracked iPhone, zero fancy lighting, just someone talking straight to the camera?

Those work.

I get it, you'd rather hire a creative agency and throw money at sleek edits. But that's not where TikTok's culture is heading.

Here's what I see with our clients, week after week:

- Rough UGC outperforms "premium" by a mile. Not sometimes. Every time.
- App installs shoot up when the ad looks like a genuine recommendation.
- People trust people, not brands with ring lights and art direction.

This isn't a trend you can ignore and still expect results. TikTok's users are allergic to polish and perfection - ads that feel like a conversation spread.

My advice if you're building or scaling an app:

- Stop overthinking production.
- Source real UGC from your users. Even if it's messy.
- Post it raw. Let people see the rough edges.
- Repeat. And watch your download numbers climb.

If you're still resisting, ask yourself why. Is it ego, or just habit?
The apps that win embrace the mess. Don't get left behind.

One of the biggest mistakes in app content marketing happens before filming starts.

Skipping content–market fit.

Most teams jump straight to making videos but virality starts with understanding who the content is for.

Before creating a single video, answer three questions.

➡️ Who is the real user?

Get specific.

Think in situations and behaviors, not demographics.

Not “students” but medical college students preparing their thesis.

Not “creators” but short-form video editors trying to speed up daily workflows.

Not “founders” but first-time SaaS founders trying to validate their product before fundraising.

The clearer the user, the easier the content.

➡️ What problem are they already talking about?

Look where users complain or ask questions:

• Reddit
• TikTok search
• App Store reviews

You’ll start to see patterns in how people describe the problem.

Those phrases should shape your content.

If your video sounds like the user’s internal monologue, it will resonate.

➡️ What are competitors missing?

Search your category on TikTok and study the top-performing videos.

• What angle is nobody covering?
• What frustration isn’t being addressed?
• What story hasn’t been told?

Look for the gaps your competitors ignore.

Those gaps usually produce the strongest content angles.

When your video describes the problem the same way users experience it, engagement increases.

That’s content–market fit.

That’s how you get your content to convert.

—

Want help identifying the right content angles for your app?

Book a call here: https://lnkd.in/dwvpseqG

Here's the truth most app founders never want to admit:

Most UGC is just noise.

It's easy to pump out "viral" videos, but most of them tank when it comes to actually moving the needle, with zero impact on real downloads.

Why?

Because views are only the first step.
Attention is everywhere.
Conversion is rare.

The viral UGC that works isn't random. There's a very specific blueprint at play, and it's nothing to do with made-up challenges or fake testimonials.

Here's what changes everything:

1. Show the moment of impact. A real person solving a real pain with your app, in the messiest, most honest way possible.

Example: Instead of a creator rattling off features, I want to see someone fixing their biggest headache in 10 seconds flat, screenshot receipts, awkward pauses and all.

2. Nail the first three seconds.
You have a window. It's measured in heartbeats. If your creator buries the lead, it's dead on arrival. First line should be a punch in the face.

3. Don't just show features, show transformation.
Nobody downloads for a list of features. They download for escape, for relief, for speed, for control. If your UGC doesn't show the before and after, you're wasting everyone's time.

I see founders obsess over reach and likes. The app graveyard is littered with "viral" campaigns that led nowhere.

Chase proof, not vanity.

If you want UGC that actually drives downloads, stop copying what you see on the For You page. Start focusing on moments users care about, not what marketers wish mattered.

App marketing isn't about more eyes, it's about more action.

recently, we've gotten *580M views* across 6 UGC campaigns

here's what we've learned:

- don't overthink your content, there's power in keeping it raw

- post on all platforms

- take concepts that work and put your own spin on them

- the best creators are referrals

- the best creators are expensive (worth it)

- when a video starts popping, double down FAST

- check your analytics daily and fix for watch time

- use viral angles to better position your product and build high demand features

- blast ad budget on high converting organic posts

- you likely need 100x the volume you think you need

Your creator brief is costing you $9,800 per month in wasted videos.

Not because your creators are bad. 

Because vague briefs produce unusable content.

Vague brief: "Make something fun about the app."
Structured brief: 5 parts that completely remove guesswork.

Here's the structure we use on creator briefs:

→ Format specification: "POV style, talking to camera, 15 seconds, vertical"
→ 3 exact hook options: Don't make them write the first 3 seconds
→ Problem-solution-proof flow: "Show this pain point, app solves it, here's the result"
→ 2-3 visual references: Screenshots or competitor examples
→ One clear CTA: Show the apps name and UI

This is how you scale one winning format across 40 creators without micromanaging each one. The brief is your leverage point.

Test it: send one structured brief to a creator, one vague brief to another. Compare what you get back.

PS: this is the only work that prevents burning $15K on videos you can't use.

STOP wasting thousands of $ on paid ads.

I've watched this pattern 1000 times. 

An app launches paid ads with 10 creatives. 

They burn $5K learning that 8 of them don't convert. 

That's $4K wasted on bad guesses.

Here's what to do instead:

- Hire 10 gen z creators
- Create and post 60 videos across TikTok and Reels 
- Track which formats drive app downloads
- Then take the 2 winners and scale them with paid

We've seen organic-first apps have their CPI drop from $8 to sub-$1 while their ad budget stays flat... That's 8x the return for the same ad spend 

Why this works:

→ Organic users self-select. They found you. That intent is real.
→ You learn what converts before you pay to amplify it.
→ Your winning organic content becomes your paid creative library.

Paid isn't the problem. Using paid as your testing layer is.

Your $10K ad budget goes so much further when you already know what works.

Test organic. Scale paid. Stop burning budget on guesses.

taplio

The Battle

Ryan Mckenzie

Alexandre O.

Followers

Posts

Engagements

Likes

Performance ScoreRyan Mckenzie's LinkedIn Performance

Performance ScoreAlexandre O.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Ryan Mckenzie

Alexandre O.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ryan Mckenzie's LinkedIn Performance

Performance ScoreAlexandre O.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Mckenzie's LinkedIn Performance