2 builders who never spoke to each other

Sponsor creators outside your obvious niche

One publication started with creators adjacent to its subject, personal finance and property, judged that too narrow, and went on to good results from a cooking channel and a video maker whose entire topic was coffee. The audience overlap is rarely where the topic overlap is. Run the paid campaigns, the creator-made video and the influencer placements together rather than picking one, which is how one consumer app reached two million dollars a year.

The method

1. 01

   When sponsoring influencers, test creators well outside your stated topic instead of only the obvious niche accounts.

2. 02

   Grow a consumer app on paid acquisition plus creator-made video plus influencers together, rather than picking one of the three.

What it returned

• $2M

  Playbook shared for an AI app doing $2M a year, scaled through paid ads, user-generated content and influencers.

• Morning Brew first targeted only business-adjacent creators such as personal finance and real estate, judged that too narrow, and went on to get good results from a cooking channel and a YouTuber whose subject was coffee.

Sources

• The Secrets Behind Morning Brew's Growth to 2.5 Million Newsletter SubscribersJenny Rothenberg · sparkloop.app · 8. Jenny's Hot Growth Channel for 2021? · undated
• 📱 How a $2M/Year Job App Grew Using Unconventional Marketing Tactics? - Trends.vcDru Riley · trends.vc · 🤓 Fav Finds · 2025-10-22