Controlling Branding and Creative Freedom on TikTok

This chapter explores the delicate balance between maintaining brand control and allowing influencers to express their creativity on TikTok. It highlights the use of briefs, expectations, and content control through scripts to ensure brand alignment and select trustworthy content creators.

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Episode notes

With over 50 million installs and a growing number of paying subscribers, PhotoRoom is scaling quickly across multiple markets across the globe. In our conversation, Olivier shares his insights on growth strategies in gaming and utilities, the challenges of scaling across markets, and the importance of experimentation and community-building.

We discuss how subscription-based utility apps like PhotoRoom defer from gaming apps that rely on one-time in-app purchases and user acquisition.

We also explore the challenges of scaling a business across multiple markets and how PhotoRoom is applying agile testing and learnings from one market to another.

Olivier also shares how PhotoRoom leverages TikTok content creators for user acquisition and emphasizes the importance of giving team members strong ownership and trust, making experimentation easy, and understanding the culture and needs of different markets.

Tuen in to learn more about PhotoRoom’s journey to grow its global footprint.

Episode Topics at a Glance

What is PhotoRoom
Market targeting and business strategies when growing an app internationally
TV apps vs. Photo editing and utility apps
PhotoRoom’s challenges ahead
Leveraging TikTok content for user acquisition
Growth tips for utility apps
Balancing ownership in a team

More about Olivier

Currently VP Growth at PhotoRoom, the leading AI photo-editing app for resellers, small businesses, and marketplaces, Olivier has been leading revenue and user base growth since 2020. Recently, PhotoRoom has reached 50 million installs, has millions of active users and several hundred thousand paying subscribers.

Prior to joining PhotoRoom, Olivier was heading Molotov marketing operations, a TV streaming app used by millions of french households and recently acquired by Fubo and he led the monetization strategy of Wooga, the Berlin-based mobile gaming studio.

Olivier’s Links