creating anomalies
Switzerland
Joined February 2026
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I grew Motion’s X account from 3.5K to 10K followers in a month.
If I had to do it again, I’d start by finding more ways to show the same product.
We’ve introduced Motion as:
“Claude for motion graphics” → 146K views
“Motion in Claude” → 1.9M views
“Claude for marketing” → 90K views
“The Apple for launch videos” → 3.7M views
Same underlying product. Different reasons for someone to care.
Here are the rules I’d use again:
Give each post one specific use case.
A designer making motion graphics and a founder making a launch video can use the same product. But they need to see different examples before it feels relevant to them.
I’d choose who the post is for before writing the opening or picking the demo.
Make the video earn the hook.
“The Apple for launch videos” sets a pretty high expectation. The video has to make that comparison feel reasonable.
I’d pick the strongest output first, then write an opening the demo can actually back up.
Give the product more than one launch.
Our first angle got 146K views. “Motion in Claude” got 1.9M.
I wouldn’t treat the response to one announcement as the final verdict on the product. I’d test another use case, another example, or another way of explaining it.
Keep the promise specific when a post works.
If someone follows after seeing a launch video, I’d give them more useful launch-video examples: different styles, what went into making them, and what they can try themselves.
That gives them a reason to stay after the post that brought them in.
The next thing I want to understand is how many of those new followers actually try Motion and make something with it.
YC funded btw
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growth has seasons too. here's how to actually use them as a founder:
q1:
new budgets, new year energy. tiktok creator deals peak in january and b2b pipeline is the strongest it gets all year
→ launch here BIG!
q2
the quiet one. april and may are the slowest months for influencer marketing, so rates are lower and feeds are less crowded
→ test your ugc and find what works
q3
everyone starts planning for the holidays. a rushed creator deal costs 50 to 100% more
→ lock your creators in now
q4
cpms hit $17.70 on cyber monday, 138% above the yearly average. almost a third of all creator collabs happen here
→ only go big if you have the budget, otherwise ride what you built
always know your time to execute different parts of GTM.
she's right about spikes
most brands do one creator, one post, then nothing
you get a spike, it dies in 48 hours, and you call influencers a waste of money lmao
what works is the same product showing up again and again
different creators, different platforms, the best videos turned into ads
the aftermath is THE most important part
For all the new app founders:
An AI wrapper with 3 months of revenue spikes thanks to massive influencer marketing won’t get you a good exit
This playbook was big and effective in 2025 when buyers were still impressed with UGC strategies, but is far gone now
Buyers are looking to larger companies with strong products and good retention
So the best you can do is using the cash-cow, 3 months old app generating revenue to fund your next company launch instead of selling it for cheap
launching on x is cool but the aftermath is what actually counts
someone sees your launch on x, likes it, keeps scrolling. then they open insta and you're there again with a creator using your product. then it shows up on their tiktok, then as an ad
by the third or fourth time they're not seeing a random brand anymore. they already know you, and that's when people actually click and buy
that's the multiple we're trying to create for every launch
we have the tech and ai creators to make it happen across x, linkedin, instagram and tiktok.
last year i rented a crib in the swiss mountains
i'm swiss but i live in the city. so i stocked up on good food, water, coffee and just locked myself in
genuinely insane how much work i got done
it's easy to get distracted when u live in a big city but up there I was just with myself and pure silence
i felt like I was in a flow state where i get things done wayyy more efficiently and nothing felt hard anymore.
how i find creators for startup launches now
i used to scroll x and linkedin for hours, open profiles one by one and paste everything into a sheet...
now i give an ai browser like @polarbrowser the niche and what a good creator looks like for that client.
it goes through the profiles, checks if they actually post about that space and adds them to the database
added 80 TIER 1 creators yesterday like this
The only thing that I have to do is manually pick the ones that actually make sense for the campaign
same thing happens with agencies
case studies with millions of views and nothing about revenue
if someone pitches you a viral case study, ask what it did for signups or sales. views alone don't pay anyone lmao
People will find out one day that indie hackers:
- Fake MRR screenshots
- Pump each other up in engagement pods
- Manufacture drama to farm engagement
- Pretend to have paying customers when they only have free users
- Count lifetime deals as recurring revenue
- Hide churn while flexing new signups
- Launch products nobody actually uses
- Fake testimonials and customer success stories
- Build in public but hide the numbers that matter
- Copy successful SaaS ideas and pretend they invented them
- Sell courses about building startups instead of building successful startups
- Celebrate $10K MRR while quietly spending $15K a month
- Announce fake waitlists to create hype
- Buy upvotes on Product Hunt
- Cross-promote each other’s launches to manufacture traction
- Call every side project a startup
- Spend more time posting about building than actually building
- Sell the dream of passive income while working around the clock to maintain it
Did I miss something ?
anthropic said it themselves in the s-1
one of their biggest growth opportunities is the gap between what claude can do and how many people actually use it
anthropic still has a distribution problem
if they have one, your startup definitely does lol
My quick takeaways on the Anthropic S-1:
1. This is a historical moment
2. $6.6M in revenue per employee!! Hard to even comprehend how good that is but Anthropic is AI native as it gets so makes sense.
3. I always thought OpenAI would drop their S-1 first
4. Customers spend about 9x more after a year. Net Revenue Retention is approximately 900% as of Sep 30, 2026. Good SaaS companies brag about 120%.
5. Cowork is growing faster than Claude Code did. Goes to show you the demand for consumer products. Duo will probably rip.
6. 3 years ago this company did $41M in revenue. In the first six months of 2026, it did $16.3 billion. I don't think anyone has a mental model for that curve yet, I sure don’t.
7. Nearly half of revenue comes through cloud marketplaces. About 48% comes from customers buying through them. Big companies buy where their budget already lives, and the lesson for founders selling to enterprises is to get listed where your buyers already spend.
8. Their run rate formula is published: the last 28 days of usage times 13, plus subscriptions times 12, which i guess is the new ARR math for founders?
9. It looks like They're merging Cowork into Claude dot au which tells you the chat box era is ending and the "go do the work for me" era is here.
10. Thousands of Anthropic employees are about to become liquid at once, so expect the biggest wave of new AI startups and angel checks San Francisco has ever seen. Reminds me when Facebook went public but this is way bigger.
Let’s go!
11. Buried in the filing, Anthropic says the gap between what Claude can do and how widely it's used is one of its biggest growth opportunities, so the company itself is telling you the models are ahead of the market and someone has to close that gap for dentists, landlords, and plumbers.
12. Whatever happens, exciting times to be building in AI.
most launches are the biggest fail ever because they're always made to get a bunch of views, but they're never optimized for actually bringing in sales or conversions.
there's a reason for that, and it's been in marketing books for decades.
cialdini calls it social proof. when people aren't sure about buying something, they look at what people like them are doing.
a polished launch video is the brand talking about itself. people watch it, but it doesn't make them trust you.
that's why ugc works. a normal person on their phone showing how the product helped them is basically a friend recommending it.
influencers work the same way, but only if their audience already trusts them on that topic. if they don't, you're just paying for views....
byron sharp's point is that people buy the brand that comes to mind first, not the best one. one launch won't get you there. posting real people and real results over and over will..
every founder says distribution is the hard part
then they bring me in 2 weeks before launch
first thing i do is read the replies and dms they already got. the positioning is in there
then i start replying under the accounts their buyers follow, way before launch day
creators get briefed on the problem
and launch day isn't the end. most of the reach comes after
100 grok bots for startup marketing
launches, ugc, distribution, ads. tag @bot to add any of them
we once spent a lot of money on a launch
big influencers, a sick video, copy we rewrote 20 times
got a ton of views and barely any signups
a few weeks later i posted something random in 5 min and it made more money than that whole launch
what i figured out:
people on x don't care about your product, they care about what it does for them
so the posts that convert have 3 things:
- a real number in the hook
- the exact problem it solves for them
- a quick demo of it actually working
nobody buys an iphone because of apple's launch post.
they buy it after watching someone show them what it can do
i copied @ryangrowthh's grok bot content system for my own x
6 bots now run my content pipeline. here's the setup 👇
