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

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in