How we built Invoice Fly's entire influencer and UGC infrastructure from scratch, reaching $1.5M MRR and 30M+ views through systematic creator onboarding and format testing.
Invoice Fly had strong product-market fit in the contractor and freelancer niche but zero influencer marketing infrastructure. They needed an agency to build the entire growth engine - the team, the systems, the processes - and then hand it off to run internally. The goal: go from 0 to 200+ videos per month in under 2 months.
The invoicing and small business tools category is dominated by established players like QuickBooks and FreshBooks. Invoice Fly needed to reach independent contractors, electricians, plumbers, landscapers, and freelancers - a demographic that spends significant time on TikTok but is rarely targeted effectively through UGC campaigns.
We built a high-velocity recruitment pipeline that identified, vetted, and onboarded 90+ creators in under 8 weeks. This required building automated outreach sequences, standardized onboarding flows, and scalable content brief systems from day one. Every system was designed to be transferable - Invoice Fly's internal team would eventually run the entire operation themselves.
We targeted creators who were actual contractors, freelancers, and small business owners. This was not generic UGC - we found electricians showing their daily work, landscapers documenting jobs, and freelance designers sharing behind-the-scenes content. The app was integrated naturally into their existing content about running a small business.
We tested dozens of content formats to find what resonated with the contractor audience. The winning formats included "day in the life" videos where creators showed using Invoice Fly at the end of a job, "money I made this week" content where the invoice was the natural proof, and "business tip" formats where invoicing was positioned as a professional upgrade. Read more about systematic testing in our A/B testing framework.
Speed of onboarding is a competitive advantage. The ability to go from zero creators to 90+ in under two months was the difference between capturing the market window and losing it. Building scalable recruitment systems from day one - rather than manually recruiting one creator at a time - is what made this speed possible.
Build to transfer, not to depend. Every system we built for Invoice Fly was documented, process-mapped, and designed for handoff. This is a core principle of how we work at The Viral App. Our goal is to make ourselves unnecessary - to build the machine and then hand over the keys.
Niche creators outperform generic ones. A contractor with 5,000 followers who actually uses Invoice Fly in their daily work will outperform a 500,000-follower lifestyle creator every time. Authenticity in niche markets is the strongest conversion driver. For more on this topic, read our guide on micro vs. macro influencers.
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