How social media and celebrity singers helped this Aussie content creation brand

Aussie content marketing business goes global thanks to a mix of product strategy, social connections and one significant celebrity

What do you do when you know you have a great product, but lack the resources or brand appeal needed to tell the world about it? Maybe get Alicia Keys to do it for you.

This was the good fortune that befell brothers, Alex and Anthony Zaccaria, and colleague, Nick Humphreys, in 2017. The trio had recently launched Linktree, a free service which enables content creators to build a customisable page to house the links they want to share with social followers.

 “What this does is enable them to have a shareable link and their own little place on the Internet in under 30 seconds which is quick, simple and optimised,” says Alex Zaccaria. “We built it relatively quickly, with the first MVP created in about six hours.

“We gave it to a few clients and straight away we had 10 to 20 accounts and new users signing up each day, so we pretty quickly realised a lot of people had this problem.”

Initial clients included the Splendour in the Grass music festival and the City of Melbourne, and the service was soon posted on the US-based Product Hunt site. From there it was picked up by Alicia Keys’ digital agency.

“We reached out and said if they signed up the rest of their roster we’d come and do custom profiles and build out features and give it all to them for free,” Zaccaria says. “And off the back of that they signed up Eminem and The Killers and Pearl Jam.”

Soon after, the team noticed marketing influencers and social coaches on YouTube were also talking about Linktree.

“We held back on producing any of our own content and pushing our brand out too much, and continued to drive organic reach and growth through this community of users who were just discovering it for themselves,” Zaccaria says.

Today, Linktree has just over 4 million users and is adding 10,000 to 12,000 sign ups each day, spending almost no money on media.

“We only started spending on outbound marketing in October, and that was really only spent on brand protection for SEO and AdWords and search,” Zaccaria says.

The company makes money by converting a small proportion of users of the free service to a Pro version. Zaccaria says the goal is to never downgrade the functionality of the free version, but rather to continue adding to the Pro version to make it more appealing.

The next phase of development will add features such as machine learning on top of the tool’s existing analytics capabilities to give users insights regarding the performance of options such as colour backgrounds or key words.

Zaccaria sees great potential to continue to grow the uptake of Linktree across different verticals. But he remains certain a large advertising spend is not in the company’s future.

“What it really comes down to is building a great product,” he says. “When you build a great product and you listen to your users and you solve a problem in a way that is affordable for them in a frictionless way, then they will become advocates and share it for you.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in