HowTheyGotUsersHowTheyGotUsers

Make a Creator the Face of the Brand

Make a Creator the Face of the Brand is a partnerships & affiliates tactic for getting your first users: Go beyond one-off posts by deeply integrating a creator, onboarding them like a teammate, or even giving equity so they become the public face of the product.

It's a strong fit for B2B SaaS, Consumer / mobile apps, E-commerce / DTC, and Newsletters / media teams, and works especially well for consumer apps, DTC, B2B SaaS. As a partnerships & affiliates play, plan for high effort and expect results to build gradually over time, all grounded in 3 linked primary sources.

Partnerships & affiliatesHigh effortSlow

Why does partnerships & affiliates work for this?

A creator who's treated as an extension of the team produces more authentic, sustained advocacy, and equity or reciprocal collabs turn distribution into something you don't have to keep paying cash for.

The exact steps (4)

The full step-by-step this founder ran, what they posted, where, and in what order, plus the watch-outs, is part of the library.

Unlock the steps · $29 oncePlus all 3,000+ tactics and the new ones we add weekly.

Sources

Works for
B2B SaaSConsumer / mobile appsE-commerce / DTCNewsletters / media

Frequently asked

What kind of products does the "Make a Creator the Face of the Brand" tactic work for?
It is a good fit for B2B SaaS, Consumer / mobile apps, E-commerce / DTC, and Newsletters / media — pick it when your product looks like one of those, since the play is shaped around how those users find new tools.
How is the "Make a Creator the Face of the Brand" tactic verified?
It is drawn from 3 primary sources — real founder write-ups and interviews, not generic advice. They are linked in the Sources section above so you can read the original accounts yourself.
How much effort is it and how fast are results?
It is high effort, and results tend to be slow.
Where can I see the exact step-by-step?
The full step-by-step a founder ran, documented via Inside the rise of Gamma and $10M/Year Founder on building a $1M SaaS, is in the paid library.

Related tactics

Partnerships & affiliatesHigh effort· Slow

Affiliate Partners

Partnering with affiliates to promote the platform

Read the steps →
Partnerships & affiliatesMedium effort· Medium

Build the Official Plugin a SaaS's Users Are Begging For

Find a SaaS missing an integration its customers want (e.g. a WordPress plugin), partner with that company to build the official version, and tap their existing user base.

Read the steps →
Partnerships & affiliatesMedium effort· Slow

Do Their Homework: Hand Partners the Content, Not Just the Link

Remove the friction of promoting you by producing the briefs, keyword research, article outlines, and content concepts your partners would otherwise have to create themselves.

Read the steps →
Partnerships & affiliatesMedium effort· Slow

Product-for-Posts Ambassador Crew

A volume ambassador program where everyday fans (not big-name influencers) get free product on a recurring basis plus a personal discount code, in exchange for steadily posting about your brand to their own followers.

Read the steps →
Partnerships & affiliatesHigh effort· Fast

Recruit Creators as Promoters or Co-Founders

Treat distribution as the bottleneck and partner with content creators who already own your audience, paying them in commission, cash, or equity depending on how central they are.

Read the steps →
Partnerships & affiliatesMedium effort· Medium

Recruit Affiliates to Post Authentic Demo Reels

Partner with creators and affiliates who use the product and post their own experience as Reels, some of which went viral with over a million views each.

Read the steps →

Get all 3,000+ tactics in one place

Filter by your product and channel, follow the exact steps, and get the new tactics we add every week. One payment, yours for good.

Unlock for $29 onceBrowse by channel