Tom Digan

That was compelling to us.

We understood that the consumer was...

Very interested in engaging with short form video.

Meta hadn't quite copied that with their Reels product yet, but it was obvious that that's where the consumer was going with their attention.

And yet the brands weren't there spending yet.

We partnered with coaches, these world-class coaches who are all creators.

None of them knew TikTok yet.

They were all Instagram native.

In fact, I don't think any of them at this moment were even on TikTok.

And we were excited to go figure this out.

And it was hilarious because Greg, I don't know if you've seen his Instagram.

It's not particularly cool.

He's not a creator.

But he was like, I'm going to go and become the TikTok guy.

And I'm like, all right, Mr. TikTok over here.

I was like, you got to go hire somebody.

I'm like, I'll figure it out.

So he goes all mad scientist on trying to just understand every aspect of TikTok to the point where fast forward two years later and...

The big dog engineers from China are in our office because Greg would be calling and being like, the algorithm is broken.

And they'd be like, no, it's not.