Gil Eyal

Before that, I was working at a company called Mobli.

It was a photo and video sharing platform before Instagram.

And the strategy that I had was let me get a lot of celebrities on this thing and they'll create content and then their audience is going to come, which sounds like it makes a lot of sense, but it didn't work the way that I wanted it to work, even though I was able to get- So why went to Instagram?

Well, here's what happened.

So we got celebrity investors like

Leonardo DiCaprio, Tobey Maguire, Serena Williams.

How much did they put in?

Sorry, what?

How much did they put in?

A lot of money.

Like millions?

Millions of dollars.

And we had, in addition to them, we also had about 200 deals with different celebrities, but they weren't driving the kind of traffic that we wanted.

As a marketer at heart, I realized I wasn't reaching the right demographic for this product.

I was trying to sell the 14, 15-year-old teenagers with...

celebrities that appeal to a very, very, very wide variety of an audience.

And I realized I would never advertise in a magazine without asking who reads this magazine.

I would never advertise on a TV show without knowing who watches it.

Why would I work with a big celebrity without knowing who their audience is?

So I decided to build this tool that can break down the audiences based on demographics, psychographic data.