We discuss lots concerning the creator economic system right here on Decoder — the booming enterprise of people utilizing social platforms to construct audiences after which discovering methods to monetize these audiences, largely by subscriptions or promoting. There are loads of gamers in that sport: we’ve talked to the creators about how they earn a living, we’ve talked to CEOs and CMOs about how they’re spending their advert {dollars}, and we’ve talked to loads of executives from social platforms on how they see all of this rising.

One factor I’ve realized from all these conversations is that the creator economic system is a market identical to some other, with provide and demand, however that it’s additionally a market that’s completely starved of data. So right this moment I’m speaking to Lindsey Lee Lugrin, the co-founder and CEO of a new platform called Fuck You Pay Me, which is an all-time nice firm identify. FYPM is an app for creators to overview and examine model offers: what manufacturers are paying, what it’s prefer to work with them, and whether or not folks would work with them once more. It’s sort of like Yelp or Glassdoor for influencers.

Lindsey’s an fascinating founder — she has a grasp’s in finance and was an fairness analyst at an funding agency. However she was additionally a contract mannequin and influencer, and she or he’s used that community to construct FYPM’s consumer base. The corporate remains to be simply two folks, Lindsey and her co-founder Isha Mehra, however they simply secured their first pre-seed enterprise funding and so they’re seeking to rent and develop. So along with speaking concerning the creator economic system, Lindsey and I talked about rising her startup and the way she’s planning to scale — in spite of everything, proper now, she’s reviewing all of the consumer signups herself.

Right here’s Lindsey Lee Lugrin, CEO and co-founder of Fuck You Pay Me.

This transcript has been calmly edited for readability.

Lindsey Lee Lugrin, you’re the CEO and co-founder of an app referred to as Fuck You Pay Me, which is a pleasant identify. Welcome to Decoder.


All proper. What’s Fuck You Pay Me?

We name Fuck You Pay Me a Glassdoor for influencers. Proper now, which means if a model reaches out to you a few sponsored submit on any social media platform, you’ll be able to look them up on our web site and see how a lot they paid different creators for comparable sorts of sponsored posts.

Your complete creator economic system runs on branded content material promoting integration, and there’s a complete background economic system to it. If you happen to’re an influencer on an app like Instagram or TikTok or one thing and I’ve acquired a product I need to promote, I can attain out to you, I say, “Hey, will you feature my product?” after which the 2 events negotiate.

You’re making an attempt to create transparency across the charges for that integration. The aim of your web site is to create or expose the speed card for influencer advertising, proper?

Actually, the aim is to assist creators consider the chance value of partnering with a specific model. As a result of you’ll be able to all the time associate with a special model, or one other, higher possibility is all the time to spend money on your individual private model. So, it’s simply serving to them reply the questions: “Is this $400 they’re offering me for this one Instagram post actually worth my time? Are they going to take forever to pay me? Is it going to be a good experience? Are they going to make me redo it a hundred times before it happens?” As a result of that’s completely one thing that occurs on a regular basis.

So “Is it worth your time?” is a extremely good body, after which “Are they going to pay me?” is one other good body. So, inform me concerning the identify Fuck You Pay Me.

Effectively, I didn’t need there to be any misunderstanding of precisely who this was for. There are loads of web sites on the market who join manufacturers and influencers, and also you go to the web site and also you see, “Influencers, log in here; brands, log in here.” They’re all named the identical super-techie sort factor, and on the finish of the day everyone knows who these platforms are for. So, I named it Fuck You Pay Me as a result of it might be completely clear that this was for creators.

That’s nice. You have got been a creator your self. Give me a way of the way you ended up founding the app, and inform us about your co-founder as nicely.

I’ve had this concept for a few decade. I really created the primary PowerPoint for it three years in the past after I was in grad college. It’s actually humorous, it was very crypto-based, good contracts, as a result of it was extra targeted on the freelancer aspect. I began off as a contract mannequin, and had the identical issues as creators. You’re feeling such as you’re wanting right into a black field when contemplating taking up a brand new consumer or taking a job.

Wait, maintain on. Sorry, you stated mannequin. You had been a mannequin, that’s what you imply? Not the mannequin for the corporate was freelance. You had been a contract mannequin?


Okay, simply making it clear.

Sure. Really in 2015, I received the #CastMeMarc Instagram contest the place I used to be considered one of 11 folks chosen out of over 750,000 folks to be the face of Marc by Marc Jacobs, and I used to be on billboards all around the world, I used to be in magazines, I used to be on purchasing luggage. It was loopy. And I solely acquired paid $1,000.

Are you severe?

Sure, and to at the present time, that was my highest-paid gig. On paper I appeared tremendous profitable. I used to be bought as wall artwork in City Outfitters, I used to be in Italian Vogue, I did New York Style Week. I used to be in New York journal. The checklist goes on and on and on.

(Disclosure: Each New York Journal and The Verge are divisions of Vox Media. New York Journal was acquired by Vox Media in 2019.)

However the basic precept is, it’s actually exhausting to receives a commission and it’s actually exhausting to resolve if that is the chance it is best to take. Again within the day the thought was “Oh, this giant brand could make or break my career as a freelance X.” I say freelance X as a result of all of my photographer associates, make-up artists, all inventive freelancers have the identical drawback. We discuss this on a regular basis.

So there’s a backchannel of freelancers within the inventive group who’re speaking about charges, who’re speaking about what it’s prefer to work with varied firms and companies, and your pondering is, “I’m going to use crypto to make it better.”

That was the previous pondering.

That’s nice. I respect that.

Yeah, we’re making an attempt to determine the place precisely crypto comes into our present mannequin. I do suppose there’s a spot for it, however proper now, most of our customers and prospects want money. So that is an ongoing dialogue I’m having with my co-founder. There’s completely a spot for it, particularly with Ethereum smart contracts and all that stuff. We additionally don’t need the worth to be view-based, as a result of loads of the issues that go into model offers, which is what we’re targeted on now, you get greater charges for utilization rights, phrases, whitelisting, stuff like that. There’s lots that goes into it. It’s not nearly viewers dimension.

Your first MVP [minimum viable product], I used to be simply doing a little studying earlier than you got here on the present, your first model of this, you simply constructed utilizing a bunch of shopper SaaS merchandise like Airtable. How did that go, after which how did you find yourself with a co-founder?

I’ve had this concept for without end. In the beginning of the pandemic, I misplaced my job in advertising, and I misplaced all my cash, my relationship, and my home throughout the six months after I misplaced my job. I moved again in with my mother and father and I made a decision, screw it, I’m going to construct this web site I’ve all the time wished to exist, as a result of it in all probability may have prevented this from occurring within the first place. I began off by sending it to all of my associates who’re additionally bloggers and creators, and asking, “Hey, would you sign up for this website?” Ninety-nine % of the response was like, “Yes, absolutely. Finally. I’ve been waiting for this to exist.” That’s the way it began.

I hacked collectively the primary model utilizing Typeform and Airtable. The Typeform survey really took about 40 minutes to fill out, which is loopy.

That’s lots.

Yeah, and I used my advertising abilities to construct out the model web page, and thru that, we acquired pure consumer development, pure press, and I hacked my method into an precise hacker fellowship for engineers as a result of I used to be the one non-engineer they let in. At that hacker fellowship I met my co-founder, Isha Mehra. She’s fucking wonderful. She used to work at Fb as a knowledge scientist, however she stop as a result of she wished to do one thing extra to assist folks to make use of information for good. Mainly, she stop across the time the election was occurring, and she or he constructed software program to assist folks request mail-in ballots for the 2020 election. She raised cash for it, she employed 40 folks. She’s the OG.

So collectively in Taiwan — this fellowship was additionally in Taiwan — we rebuilt the entire web site. It nonetheless works equally to the way it labored earlier than: you join, you inform us who you’re so we will ensure you are who you say you’re and confirm your overview, and you must depart a overview. So the rule is you must contribute to be part of the group, after which after that, we approve you and you may see what everybody else has to say about completely different manufacturers.

Whenever you say we, it’s simply you and your co-founder?

Sure, sure. Proper now it’s simply me and my co-founder.

What number of approvals do you do a day?

Proper now, with minimal advertising, we get about 40 folks a day who strive to enroll, and it varies what number of we approve. Really, this subsequent yr is about streamlining our onboarding course of and making a platform that’s very sticky and that may scale. Proper now it’s nonetheless me manually testing everybody who tries to enroll and manually importing each overview.

That looks like lots. How lengthy does it take you to overview one individual?

What do you imply?

I’m assuming for most individuals, they finish their day with the choice, “I’m going to watch trash TV.” I’ve an image in my head the place on the finish of your day you’re like, “Well, time to look at approvals.” You’ve acquired a stack of 40. How lengthy does that take you?

Oh. Effectively, most of them haven’t stuffed out all of the components proper now, so it doesn’t take me very lengthy.

Effectively, that’s the fascinating a part of being a founder, proper? You’re doing all the roles down to creating positive folks stuffed out the shape accurately to join the platform. How do you count on that to scale? Is the issue that you just’re doing it alone and also you need to make that point shorter? Will including folks assist? Are you able to, I don’t know, do some AI factor?

Effectively, that is what we’re engaged on proper now. The first step is discovering good individuals who can assist us scale. We’re going to construct out our engineering crew and our product. Isha and I’ve loads of conversations about, is that this a product drawback or a advertising drawback? My view is I actually suppose that advertising isn’t an add-on, it’s one thing you design and construct inside your product from the bottom up. So, after I’m fascinated with this subsequent yr, I actually need to rent a content material assistant to assist us repurpose content material and sustain the viewers whereas we give attention to product.

Our first solution to scale, as a result of a giant cause this complete factor works is that it’s nameless internally, and our customers belief us as a result of they know going into it that solely different folks throughout the similar group are allowed inside. So we’re making an attempt to provide you with a system that permits some form of connection to your social accounts for immediate restricted entry that provides them a tease of the preview, after which they’ve to go away a overview earlier than they’re allowed to see all the things.

So, fascinated with simply placing collectively what I’ve realized by approving folks and disapproving folks, there’s a lot of little issues that faux folks do, and issues that legit folks do, and simply constructing that into the tech in a protected method, I assume.

Effectively, I requested about scale as a result of it leads me into the thrilling information that I need to discuss. You simply raised your first pre-seed spherical of funding.


Inform us about that.

Sure, we did. We simply raised $1.35 million, and we’re tremendous enthusiastic about it. We will rent folks and construct out our product.

You’ll be able to’t see Lindsey, however she’s grinning. Congratulations.

Thanks a lot.

You’re clearly very enthusiastic about it.


So, you bought your first little little bit of pre-seed cash. What are you going to spend it on? What’s the primary set of priorities for that money?

Product is the primary factor we’re targeted on this subsequent yr. And to me, which means constructing out our engineering crew, which features a full stack software program engineer, a UX/UI designer, and a content material director who can assist us repurpose our current viral content material, not solely onto Instagram however different platforms, and preserve our group rising and speaking to one another whereas we determine the right way to carry that group onto our platform. And I firmly consider that advertising is built-in into the very best sort of merchandise on the market. So we’ve got loads of discussions about the proper sort of individuals to construct this out and the right way to combine the 2 features. I realized lots by my expertise in fairness analysis, speaking to CEOs and selecting shares, and particularly throughout the shopper house on how viewing completely different components of the group individually sort of creates battle and never synergies. So I’m taking an built-in strategy to hiring and product as a complete. Does that make sense?

Yeah. Completely. I believe one of many actually fascinating issues about that’s you’re nonetheless wanting on the social platforms for consumer acquisition. So that you’re a service for creators, however you sort of have the identical challenges as creators the place you need to be diversified on platforms. I simply need to perceive that just a little bit. Why do you suppose your consumer acquisition nonetheless occurs on the platforms themselves?

Effectively, the platforms, they modify each quarter. No two model offers are the identical. We actually centered our product round model offers as a result of loads of these offers happen throughout a number of platforms. That’s one thing I believe our opponents are doing fallacious is that they’re specializing in common worth for Instagram posts or common worth for TikTok movies. And that doesn’t seize the entire nuances inside these model offers. It doesn’t seize your relative worth of celeb. And we need to create one thing that comes with all these nuances, as a result of that’s how creators suppose. Whenever you’re approached by a model, a model needs you for a cause. In the event that they wished an Instagram submit, they might simply take out an advert. In the event that they wished a TikTok video, they might take out an advert. However there’s a cause why they’re selecting you over the advertisements on the platform.

So actually that is about integrating all these nuances and making it make sense to our customers. So proper now our web site is only a primary overview web site. And it’s closed as a result of our group is aware of all these different nuances that may go in there.

So simply actual fast, so folks have an understanding. Inform me, if I’m an influencer, how does a model deal work, begin to end?

It actually relies upon. In case you are like me and also you’re a distinct segment, micro-influencer, usually the model will electronic mail you or DM you on no matter social platform you’re on and say, “Hey, we love your work. We’d love to collab,” and preserve the ball in your courtroom. You’ll be able to both settle for instantly for those who’re excited to get the deal, or you’ll be able to say, “My rates are X, Y, and Z for X, Y, and Z.” After which they both say sure, they negotiate, or they are saying, “No, we just wanted to pay for product.” You probably have a supervisor, you divert them to your supervisor. Or you’ll be able to undergo a PR firm, or you’ll be able to undergo considered one of these third-party platforms that connects manufacturers to influencers. There’s actually no guidelines.

And that’s a giant cause why we centered it across the model as a result of we’re accumulating information on which platform or which technique will get you the very best deal. To this point, individuals who have managers all the time have the very best final result for themselves. As a result of they know the right way to discuss numbers, the right way to discuss marketing-speak, and the right way to improve your charges.

I’ll let you know my favourite story about considered one of my associates who’s an influencer getting a supervisor. He actually didn’t have a supervisor. He simply requested his brother to begin replying to his emails saying, “I’ll do it for slightly more money.” And he doubled his income for the yr. He was like, “It felt rude for me to do it. So I just had my brother do it.” And it was identical to, “Yes, but I’ll do it for 20 percent more.” And since it felt skilled, the charges went up. There’s simply a facet of not desirous to be the unhealthy individual your self and simply offloading that to another person and making that just a little extra sterile and fewer private that I believe works rather well.

So there’s no guidelines there. If you happen to’re a smaller influencer the manufacturers attain out to you. There’s a flip aspect to it, proper, the place you begin pitching your self. When does that begin occurring for folks?

Whenever you begin pitching your self?

Yeah. If you happen to’re one of many greatest influencers on the platform, proper now you’ve acquired a military of brokers and publicists and managers and so they exit in search of offers from the most important firms. Does that solely occur for the most important of us or do the mid-tier influencers get these alternatives as nicely?

Effectively, outline “biggest folks” first. Are we speaking about viewers dimension?

You’re the skilled. You inform me. I’m pondering of probably the most well-known influencers within the sport. The D’Amelios have a present on Hulu, proper? It looks like they’re not ready for the offers to return to them anymore. They’ve acquired a military of people who find themselves proactively in search of methods to use their attain. Is that reserved for that class, or is there quite a few followers or attain or affect you’ll be able to have?

As a result of the flip for me personally can be, I wouldn’t need to construct a channel the place I’m continuously depending on different folks coming to me with cash, however I’ve constructed a product that I can virtually go and promote and create stability.

Yeah. Model offers are inherently unstable. Numerous the time these are one-off gigs. In order that performs into it. I believe when you get to the kind of scale you’re referring to, your decisions are drastically completely different. You generally is a lot pickier with manufacturers. And loads of the time you shouldn’t do a model deal, however then once more, all the things’s private. Additionally proper now we’ve got loads of model offers, no less than from our supervisor portal. The primary model of the positioning I created, I simply had myself in thoughts. I handle and negotiate my very own model offers. However now we’ve got a supervisor portal. So managers can join, signal the influencers up they work with, and depart evaluations and search evaluations and all that. However we’ve got lots of people who’re conventional celebrities, like a 50-year-old Meals Community star. His supervisor signed up and he solely has 15,000 followers on Instagram, however he’s an enormous celeb. His scenario is clearly fully completely different than somebody who’s ranging from the bottom up as a standard one who has 15,000 followers.

It’s a tough query. These are all of the questions we’re making an attempt to reply. It’s simply there’s a lot information and so they’re in so many alternative locations. So there’s not likely a degree as a result of everyone seems to be so completely different, and that’s why we’re specializing in serving to folks construct the context round another person’s expertise. Ultimately sooner or later I believe it’d be cool to permit folks to disclose extra details about themselves on the platform to their group and possibly construct in some form of affect throughout the platform. That may be cool. However we’re being very cautious about how we strategy that as a result of it’s simply very early.

The rationale I ask is as a result of the creator market — this complete social platform, model deal economic system — it’s actually early and nobody is aware of the way it works. And I believe there’s loads of strain. There’s lots of people on the market who’re very desirous to let you know they know the way it works. But it surely nonetheless appears inherently unstable to me and fairly dangerous, as a result of I couldn’t let you know how a lot something ought to value.

Precisely. And that’s why we’re by no means going to inform anybody how a lot they need to cost, as a result of inevitably you’ll be able to’t do this at scale. Everyone seems to be completely different. You’ll be able to’t precisely seize that in a method that’s for the good thing about the creator. Folks simply need data to make higher selections about themselves or their shoppers as a result of completely, when you get to a sure scale, like what you had been speaking about on the macro-influencer stage, it’s higher so that you can outsource that and have somebody managing offers for you.

One of many issues we all the time discuss with the platforms is how their content material insurance policies have an effect on what will get made. So YouTube, I believe, is most well-known for altering their insurance policies. They resolve, “We don’t want any more prank videos.” After which all of these YouTubers needed to develop into like household vloggers. After which YouTube was like, “This is getting creepy,” and so they turned that down. After which everybody moved on to one thing else. Do you see that very same sort of affect from the cash aspect the place manufacturers need completely different sorts of integrations, completely different sorts of issues that form what will get made?

Completely. And for probably the most half, these sorts of offers are those that get the damaging evaluations. Really, on that be aware, solely 11 % of our evaluations are damaging; 52 % are optimistic. The remainder are impartial. However inventive freedom is completely one thing that results in a optimistic overview as a result of on the finish of the day, it goes again to what I stated earlier. If you happen to’re a model and also you need somebody to create content material for you in a particular method, it is best to simply rent a pure content material creator, not somebody who’s additionally making an attempt to construct their very own private model on this house.

So, say I’m a micro-influencer on TikTok — which is my future, I’ve to be sincere.

Outline micro-influencer.

I don’t know. That’s only a phrase I need to use. So I’m a midsize influencer on TikTok. And I don’t know who’s going to return as much as me, possibly Shell Oil goes to roll as much as me and say, “I want a post.”


Why not? And I’m going to go onto Fuck You Pay Me and I’m going to lookup Shell Oil. And I’m going to see a bunch of evaluations which are like, they underpay. They pay late. They need greater than what you might get for those who simply did a marketing campaign with Banana Republic or no matter, some extra conventional influencer advertising company. And I’d say, “No, this isn’t worth my time.” Is that sort of the stream you’re taking a look at?

Yeah, completely. Proper now a giant cause folks come to our web site is to simply test on manufacturers. It’s the one factor on the market that exists the place they’ll test. Everybody’s curious, since you don’t know. You’re like, oh, they supplied me $1,000. To me, that’s lots. However to the model who makes $400 million a yr, that’s negligible. And so they simply need to know in the event that they’ve gotten screwed. However hopefully how our current customers will use it sooner or later is: They get approached by a model. They’re contemplating taking up a job. They go onto our web site and so they simply need to see different folks’s expertise. And you’ll filter by platform, by the model business, the nation — that makes a giant distinction. Additionally, the area of interest of the influencer. We discovered that meme pages and petfluencers have a tendency to actually undersell themselves, which is fascinating and likewise would possibly make sense contemplating there’s not a human likeness connected to it. Yeah. It’s fascinating.

One of many issues that you just talked about that I sort of need to dig on is, you stated it generally it’s higher to simply spend money on your self and your individual content material. You have got been a creator your self and we discuss to creators on the present on a regular basis, however it occurred to me that you just solely have so many hours in a day. And you must make investments these hours within the day in direction of no matter you suppose goes to get you probably the most worth. And a few of that point is simply spent, I don’t know, billing and invoicing and making an attempt to gather. However a few of it’s spent making advertisements, content material for different folks. A few of it’s spent making content material for your self. What’s the stability? How a lot does it should be value so that you can take a deal versus spend money on your individual development in your web page organically? As a result of that looks like the central rigidity right here.

Precisely. It’s a private resolution. Everyone seems to be completely different. Each model deal is completely different and that’s what our platform does. It helps folks put into context different folks’s experiences with manufacturers and see how related it’s to you and your private scenario, which modifications over time and modifications with the way you evolve.

So that you stated you had been an Excel whiz earlier than. I think about, I can envision an Excel spreadsheet that’s like, right here’s my fee per hour. Right here’s the worth in follower development or subscriber development or no matter if I make nice natural content material. And as varied numbers about my social accounts change and develop, you’ll be able to write an Excel formulation that spits out a greenback quantity for what it is best to cost.


You’ll be able to’t do it that method?


That’s simply how my mind works.

Yeah, yeah, no. That’s how lots of people in enterprise and tech’s brains work.

Thunderously dunked on, by myself present.

No, no, no. Sorry. That’s positive, however that’s not essentially how a creator’s mind works. And that’s why we are going to by no means attempt to inform anyone how a lot they need to cost. There are loads of platforms on the market that do this. That isn’t our enterprise. That isn’t why folks come right here. Folks come right here for data. Folks come right here to listen to different folks’s experiences inside their group. And so they come right here to judge or get extra context behind, “is this worth my time?”

So additionally this subsequent yr, it’s not nearly streamlining onboarding. It’s about serving to our customers put into context what these different folks’s evaluations imply. We need to construct out the model pages. Numerous that entails placing into plain English what their funds imply, in the event that they’re a public firm, if their model is a component of a bigger father or mother firm, how a lot cash they make. Are they a startup? Have they gotten funding? What are they prioritizing? How related is their model to your private model? As a result of for those who’re going to just accept an ambassadorship, which is a dedication to a specific model for an extended time frame, how a lot does that profit you versus them? So it’s an artwork and a science. And all the things else on the market captures extra the science half. And we seize the artwork half, I assume.

Yeah. That’s actually fascinating. And that’s due to your give attention to simply the creators, proper? You’re not making an attempt to construct some two-sided market the place you’re discovering offers for each side.

Completely. Completely. Proper now, we’re targeted on offering worth to our customers after which the right way to monetize will come later. By the Instagram web page, it’s a continuing suggestions loop. They inform us daily what they like, what they don’t like, what they need, what they’d be prepared to pay for. Being related to manufacturers isn’t one thing on the highest of their checklist. So we simply raised a pre-seed spherical and we’re hyperfocused on delivering worth to our customers. And I believe the clear monetization plan will come later. I’ve a few concepts. However proper now being related to manufacturers isn’t one thing they’re asking for.

The manufacturers will discover you on social media, that a lot appears clear. Whenever you had been out elevating this pre-seed spherical, had been traders targeted on monetization or was it, construct the product, make it good, get customers and we’ll determine it out later?

Those we accepted cash from had been, construct a product, make it good, and determine it out later.

Give me a touch. You stated you had some concepts. What’s the form of these concepts to monetize?

Yeah. So we’ve got a few concepts. One, the obvious concept, is to cost our customers a subscription or a tiered subscription to entry the info. I personally don’t need to do this. I want to preserve entry open for the individuals who want it probably the most and discover extra the analysis aspect, in combination in fact. All people needs to know concerning the creator economic system proper now. Determining the TAM of this business was an enormous problem I confronted and an enormous problem everybody is aware of. And loads of these model offers—

Wait. TAM is complete addressable market?

Sure. Sure.

It’s clear you’ve gotten solely been speaking to traders. I’m simply ensuring I do know what you’re speaking about.

Oh, sure. Yeah. Sorry. Complete addressable market. It’s the market dimension. And it’s a troublesome query to reply as a result of most of those model offers happen beneath the desk and so they happen beneath the desk for a cause. And we’re actually the one place that’s capturing the broad scope of the place these offers are occurring.

So what do you suppose the whole addressable market is?

That’s an excellent query. That’s a extremely good query. That’s really precisely what we’re making an attempt to determine proper now. And we’re at a brilliant early stage. Actually, I believe it’s within the trillions. Yeah. If I needed to give a quantity, that’s what I’d say. It’s large. Yeah. That’s the query we’re making an attempt to reply actually.

And also you suppose that’s the whole creator economic system, the sum of money flowing into creators and thru platforms not directly.

Not by platforms, by model offers.

The rationale I ask is as a result of we had Doug DeMuro on the present – he’s a extremely popular auto YouTuber – and I requested him, how do you earn a living? And I used to be anticipating the lengthy checklist of creator economic system income sources, model offers, merch, the entire thing. And he stated, “No, I just use YouTube Preferred.” And the platform takes a reduce and offers midroll promoting on his movies and that’s his complete cash.

I believe Instagram want to develop into a shopping center and simply take a reduce of all the things that you just purchase in Instagram — I don’t suppose it, I do know it, as I watch Instagram evolve. It’s turning into a purchasing app in a really direct method. That’s the different aspect of it. The platforms need to dealer the offers. They need to join the manufacturers to the influencers. They need to run the advertisements. They need to finally develop into the commerce vacation spot.

The place do you see the sort of offers that you’re targeted on enjoying in that bigger ecosystem? Does it develop into a bigger a part of that complete ecosystem? Do the platforms threaten the smaller model offers? How do you see that shaping out over time?

Effectively, you’ll be able to’t management what folks do. You’ll be able to solely attempt to persuade them that it’s their very own concept. So if, for each events, there’s a greater final result to happen exterior of a third-party platform, that’s what’s going to occur. I believe that there’s a place for platforms to seize model offers. I believe that happens extra on the macro stage, not the micro stage. And I believe with what we’re constructing, convincing micro-influencers to simply do the platform will likely be a tough promote, I assume. I believe there’s a combo of each as a result of there’s additionally several types of advertising, too. What you’re describing is actually affiliate gross sales. And that doesn’t seize your entire scope of brand name offers. In a long-term partnership, you’re attaching your face to a reputation. And that features much more phrases than simply how a lot it interprets into gross sales.

In order that’s within the form of basic advertising funnel, you’re speaking about model promoting, not direct conversion to gross sales, which is Google Adverts or no matter. You suppose that influencers are going to remain method on the high, at form of the model stage, not on the click-to-buy stage.

If you happen to’re a distinct segment micro-influencer, loads of the time these affiliate offers aren’t going to be the most important supply of your earnings due to the cap in your viewers dimension. So it might be higher so that you can spend money on your private model and constructing your viewers then taking up that partnership as a result of that takes loads of time. And that takes away time from you creating content material for your self.

So I’m simply studying your stats proper now. You have got 1,500 creators in your platform with greater than 2,000 evaluations of 1,300 manufacturers. That’s a reasonably wholesome dataset. What have you ever realized? What platforms pay probably the most cash to creators?

Effectively, proper now it’s Instagram. However that is likely to be very a lot a operate of all of our advertising being accomplished organically on Instagram. In all probability 80 % of our evaluations are for Instagram collaboration. It’s additionally a operate of Instagram being sort of a legacy mannequin for model offers. It began there and in my view, manufacturers go the place the eyeballs go.

You had been really profiled in The New York Times by our good friend Taylor Lorenz. Each time I’ve talked to Taylor, she’s stated, “Look, YouTube is still a gold standard for influencers. They all want successful YouTube channels. That’s where the most money is.” Evaluate YouTube to Instagram. You stated Instagram, I believe it’s fairly humorous to suppose that we’re at a degree the place we will describe Instagram as a legacy platform. However I believe that’s true. That’s probably the most built-out. It’s the toughest to crack into at this level. Evaluate it to YouTube and TikTok. How are you seeing the manufacturers shift their spend? And the way are you seeing the influencers react to it?

Yeah. Effectively, once more, most of our customers come from Instagram, so most of our model offers are from Instagram. After I hearken to loads of tech folks discuss concerning the rise of TikTok, loads of them are targeted on shortform video. They’re like, “This is what people want, blah, blah, blah.” And what I see is that creators go to TikTok as a result of they know that they’ll construct their audiences actually, actually quick. After which they inform their large TikTok audiences to observe them on Instagram as a result of that’s the place they’ll get their model offers.

So it’s sort of this cross-platform play. It’s like, the place do you develop? As a result of model offers are all the time to some side dependent in your viewers dimension and the place the offers are occurring.

What classes are probably the most profitable? I all the time think about that it’s like tech and vogue, however I really don’t know. That’s simply my guess.

Effectively, tech, when it comes to model offers, is among the most profitable. Actually, there’s a powerful correlation between industries — the extra males there are in an business, usually they receives a commission extra. However once more, that is an incomplete dataset. It’s very a lot a operate of the truth that most of our model deal data comes from Instagram, from micro-influencers who don’t know even to ask to cost cash or to cost extra for issues like utilization rights, exclusivity, whitelisting, stuff that conventional media folks regulate the value for. It’s a studying factor, however yeah.

Additionally loads of tech influencers — that is one other factor, I’m going to go off on a tangent — loads of enterprise and tech influencers are enterprise and tech influencers as a result of they’ve one other job. They’re a CEO or they’re a VC or one thing loopy. And so they don’t essentially want the cash. So that they cost a premium to place their identify on the road with this model. You already know what I’m saying?

It’s not value it for them as a result of they’ve acquired a day job or no matter.

Precisely. Precisely.

And also you stated, if extra males are in an business, usually they receives a commission extra. Are you able to discuss extra about that?

I’ll make clear that. Each inequity you’ll be able to think about that occurs within the conventional enterprise world is completely amplified on this world due to the dearth of transparency. It’s loopy.

So that you talked about it with gender. Do you see it with race as nicely?

Sure. Race, gender, sexual orientation. We need to gather incapacity, however there’s some time period we’re undecided with. It’s important to be a well being care firm to gather that information or one thing. We’re nonetheless making an attempt to type that out. However yeah, the pattern to this point, there’s no guidelines, there’s no transparency. The platforms are, inherently, they’ve bias baked into their platforms. And loads of these model offers are based mostly on viewers dimension. And if the platform goes to dock you for not being a standard white heterosexual male, that…

It filters all the best way down.

Precisely. Yeah. And we’re completely accumulating all that information and we’re not going to cover it from our creators.

That’s fascinating. I’m very desirous to see the outcomes of that as you develop and the way you utilize that data as a result of I believe that’d be a giant assist for everyone.

When folks join Fuck You Pay Me, have they got to let you know, “Hey, I’m an influencer on Instagram. Hey, this is my TikTok page.” Do you go vet that they’ve the viewers dimension that they’re claiming they do?

Sure, completely. That’s loads of what I do. It’s like no person will get by, except we test.

Is there a threshold? If I’ve simply began, can I present up and join your platform or do I must have a profitable web page with model offers?

You want to have the ability to contribute, so you must have a model to overview.

And do you’ve gotten any content material moderation tips? Can I swear at firms? Can I anonymize who they’re? How does that work?

Yeah. When you’re accepted, you’ll be able to say regardless of the hell you need. And that’s simply because that is for creators, however at this stage, it’s nonetheless me manually importing each single overview. So sooner or later, we need to give folks particular permissions. In the event that they’re a brilliant trusted consumer, they’ll simply go for it and it is going to be uploaded. After which assist create one thing that permits members of the group to report particular evaluations if they appear fishy and no matter, however the brand new creators proper now, they’ll’t get in. And that’s one thing we’re hyperfocused on bettering our course of for.

So have you learnt who everyone is? You’re checking their handles. So if I’m posting a overview and a few model, Nordstrom, is mad at me, can they arrive yell at you and have that individual eliminated? I imply, that is just like the Yelp drawback, proper?

Can Nordstrom come yell at me?

I don’t know. Some model, in the event that they discover out they’ve been reviewed negatively in your web site, can they arrive and discover out who the individual leaving damaging evaluations are?

Nordstrom can’t join.


So it must be somebody throughout the group who’s already been accepted who’s secretly working for Nordstrom. We all know who checks out each model web page. We might shortly get a listing. After which it in all probability wouldn’t be that troublesome to determine who that individual was and kick them out. So, within the unlikely occasion that that occurred, I assume that would occur, however that’s why we preserve it a closed group, as a result of there’s much less incentive to skew optimistic in your overview or skew damaging. What’s the purpose of mendacity to your individual group about their expertise?

Yeah. I simply need to push on the anonymity factor. So that you join, you personally try the one who’s signing up, you vet that they’ve an actual deal with. After which once they begin leaving evaluations, you’ve gotten the power to seek out out, that’s cross-linked again to your approval, proper? So, you already know it’s an actual individual.


I ask as a result of what’s actually fascinating is that you just’re constructing a social platform to maintain model offers on social platforms in test. Have you considered the vary of social platform points that we’re all actually acquainted with now? Like yep, persons are going to misinform you. Has anyone lied to you and tried to get in but?

Yeah. Tons of individuals. And we don’t allow them to in.

Give me an instance. Inform me a narrative.

We’ve loads of manufacturers who attempt to get in by reviewing their very own model. And once they join it is going to be like so-and-so at model.com after which the overview will likely be for that very same model. And the overview will likely be tremendous good and credit score some social media supervisor. They’re like, “This person was so great…”

We don’t allow them to in as a result of as quickly as we begin doing that, folks don’t belief what’s on our web site. It’s important to choose a aspect and we picked the aspect of creators. That is for them. We’re exploring methods to work with different third events who join manufacturers and creators. However we should stay unbiased to ensure that this to work in the long run.

Has anyone that you just’ve let in simply left fraudulent evaluations? Particularly, the comparability I’m making is to a platform like Yelp, which simply has a identified set of issues that they’ve needed to resolve for years. Have you considered how you’ll resolve these issues or choose up their finest practices? One in all their issues is, possibly it’s not the restaurant or the model leaving themselves a optimistic overview however it’s some rival leaving a damaging overview, which is way tougher to identify.

Effectively, proper now it’s a overview web site, however we actually view this as a full-on data software. We preserve the group closed to manage for a lot of these points. But in addition, essentially we’re completely different than Yelp or Glassdoor as a result of we’re not attracting folks right here with the promise of jobs. We’re not going to earn a living by permitting manufacturers to manage it or handle their status amongst the folks they rent. That’s not our enterprise. Our enterprise is offering data to this future workforce that’s integral to your entire shopper business and that’s who we’re dedicated to.

Do you suppose that you just’ll see charges rise over time? One of many issues about pay transparency usually is whenever you’re extra clear about charges, you see the charges go up over time. Folks have a greater negotiating place. Have you ever seen that occur in any small method?

Yeah, completely. We’ve tons of suggestions. Numerous the time, folks don’t even know to ask for cash. They’re simply excited, particularly the smaller influencers with smaller audiences, they simply need to know, “Hey, I can ask for $1,000 and it’s not a big deal.” So we had one consumer inform us that this has been a lifeline by the pandemic. He’s a single dad. He blogs about being a single dad, and this has completely modified all the things. And it’s not identical to, “Oh, a brand has reached out to me.” A few of the information we gather on these model evaluations we gather is, how was your expertise? What had been the deliverables? What are your combination stats? After which internally, everyone has a follower bracket, however it’s additionally any recommendation you’ve gotten for anybody contemplating working with this model. Folks actually need to assist one another. They need to assist one another get jobs. They need to assist one another earn more money.

It looks like the form of dataset the place it’s actually helpful to a curated set of customers. However after some time, for those who scale the best way that you just’re hoping to scale, manufacturers are actually going to need to peek into that.

Yeah, I don’t care. I don’t care what they need. This isn’t for them, on the finish of the day.

It looks like after getting attracted sufficient folks and also you scale the best way you’re hoping to scale, finally you’re going to have this large set of information and insights. And there’s simply going to be an unlimited quantity of curiosity from manufacturers who need to see it or have entry to it. It looks like one enterprise might be charging manufacturers a bunch of cash for varied insights or premium variations of this product.

On their very own model?

Yeah. I don’t know, I carry on developing with manufacturers to speak to you about, and so they’re all the time simply the worst decisions. So, if I ran Emirates Airways, I simply need to know what persons are saying about me. They’ve some huge cash, they might simply pay you and you might ship them off a PDF report of what persons are saying about Emirates. Is {that a} factor that you’d take into account?

No. I wouldn’t be a part of or be sincere with a web site as a creator, if I knew that this might probably get again to the folks I labored with as a result of everyone talks. I believe in combination, on a broader business scale, that form of factor is protected, however not at a person stage. To me, that’s scary. I’ve spent years constructing my status and private model inside this group. That’s a giant cause why folks be a part of. They belief that their information is in good arms. That is additionally a cause why we’re exploring strategic partnerships with companies who do work with manufacturers and influencers in making an attempt to provide you with a protected method to assist manufacturers higher their influencer advertising networks.

It looks like for those who’re not going to cost the manufacturers, you would possibly inevitably should cost the creators.

Yeah. However that is about the way forward for work too. In two years, one thing like 60 % of the US workforce will likely be freelancers or small companies. They are going to want enterprise instruments to make higher enterprise selections. After which past that, when you concentrate on creators and the sorts of creators who’re massive now, what practically all of them have in frequent: they had been in a position to stand up to lengthy durations of time with spotty earnings or no earnings to construct their model and their viewers. And the individuals who aren’t ready to do this, actually depend on model offers by this center time of development to complement their earnings.

In order that’s actually who we’re for. And loads of the issues that go into which are issues that simply tie folks to conventional employment, like medical health insurance, wealth administration, tax providers, all that stuff is honest sport for monetization sooner or later. If we can assist folks depart their conventional jobs and make higher selections about how they need to be spending their time as a creator, I believe the alternatives are infinite. After which additionally, if we seize a gathering place the place probably the most influential folks on the earth inside a distinct segment are there, prefer it’s their gathering place, I believe that’s extraordinarily precious. We’re simply ready for our customers to inform us what they need.

As you concentrate on rising and scaling and attending to that dimension, we see with social networks throughout the board, in some unspecified time in the future, the dimensions overwhelms their capacity to reasonable or management the group. Have you ever deliberate for, I’m going to have to begin hiring moderators.

Mark Zuckerberg has to say issues like, “We’re not the arbiters of truth.” After which everybody yells at him. Do you’ve gotten a content material moderation coverage that everybody has to comply with? Have you considered how you’d implement it?

Yeah. I believe I touched on this earlier. We actually need to give members of our group that permission. We would like the group to have the ability to reasonable themselves. If somebody is on our platform clearly performing a idiot, they’ll report that individual and determine it out. After which in some unspecified time in the future, they may have permission to take stuff down. So we’re nonetheless pre-seed and nonetheless making an attempt to assemble all the info, however we do discuss that lots, how to do this. However we wish it to be completely different. It’s like, we’re not an advertising-based mannequin. We don’t let everyone in. So fascinated with moderating, what goes on inside, is totally completely different. Does that make sense?

It does. I’m simply curious, it’s the problem for each community-based platform who finally will get so massive that there are some cranks alongside for the experience, and you must have some coverage to both reduce their significance or eliminate them fully.

It doesn’t look like you’ve gotten a large enough group to want to fret about it but. I’m simply curious when you’ve got a thought in thoughts for when you’ll have to begin constructing that functionality or hiring these sorts of moderation professionals.

Yeah. Once more, this subsequent yr is about making a product that’s sticky and may scale. And I believe we’ll have the reply to your query in in all probability six to eight months. We’re tremendous early.

In some ways it’s sort of an important drawback to have. You sort of need to have an issue the place you’ve gotten so many individuals you must reasonable them, however then it’s a really difficult drawback.

And because of this we kick so many individuals out proper now. We’ve solely let in 2,500 folks as of right this moment and we’ve got over 4,000 on our wait checklist. It’s as a result of we don’t know what to do with them, as a result of they haven’t adopted the principles. So possibly in the future we will create some form of protected, restricted entry that has all these options. However till we determine precisely what you’re asking, that’s not going to occur.

You have got been a creator. You have got lived that life. It’s difficult. We see loads of youngsters who need to be YouTubers and Instagram and TikTok stars. I don’t suppose they know that they’re signing as much as be one-person entrepreneurs, CEOs of a small enterprise, proper, with all of the attendant— and each creator I talked to mentions this, however you’ve accomplished that work.

You are actually a startup CEO, even hustling for cash and traders. You’re making an attempt to develop. It’s important to come on reveals like this and reply annoying questions from me. Which one’s tougher?

Which is tougher?

Is it startup CEO or is it influencer?

They’re each exhausting.

As a result of that is what all the youngsters need to be. All the youngsters need to develop as much as be CEOs. All of them need to do startups or all of them need to be YouTubers. And I’m all the time like, nicely, each is each. They’re the identical factor. They require loads of the identical abilities. However now that you just’ve had each experiences otherwise you’re in the course of each experiences, which one do you suppose is more difficult?

They’re each difficult. I believe I’m untraditional as a CEO as a result of I’m the full-time content material advertising crew proper now, too. So that they’re each difficult, and loads of the challenges come from folks all the time desirous to separate completely different components of the group. We’ve product, who does X. We’ve advertising, who does Y; we’ve got this and this and strategic partnerships to do Z or no matter. However loads of these overlap.

It’s sort of just like the human mind. I don’t know for those who do loads of studying on how the thoughts works in psychology, however lots of people attempt to examine the mind to organizations. I attempt to examine the group to the mind, I assume, as a result of there’s loads of overlap. I don’t suppose I’m answering the query. They’re each exhausting. They’re each very exhausting. I can’t choose one.

You’ve acquired a graduate diploma in finance. You have got been a mannequin. Do you suppose this one is utilizing all of that skillset and all that have? Or do you suppose for those who caught it out and tried to be the full-time influencer, you might have introduced these abilities to bear over there?

I believe possibly the CEO function is more difficult as a result of I’ve to maintain doing the influencer job and I’ve to herald extra folks and I’ve to contemplate extra folks apart from myself in actually all the things I do and the model does. It’s not simply my resolution anymore. It’s my associate. It’s a bunch factor.

All proper. What’s subsequent for Fuck You Pay Me?

The subsequent factor for us is hiring, constructing a product that may scale, accumulating consumer suggestions, and determining how precisely to monetize in a method that gives worth to our customers, after which we increase our sequence A.

There we go. All proper, Lindsey, thanks a lot for approaching Decoder. This was an important dialog.



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