“Since my app was in a very niche category there were not a lot of big influencers to partner with so I decided that I would ask small creators to partner with me... I would DM creators asking them to partner i found that most of the creators that I DM'd said yes... later I decided to put those influencer videos into paid ads just to see what would happen and to my surprise it added a lot of extra revenue and helped us scale much faster.”

Cold-DM Micro-Creators With 1K-10K Views Then Recycle The Winners Into Paid Ads

With no large creators in wrestling, Ethan cold-DM'd small creators (1K-10K views) from his FYP and most said yes. He laddered up to 20K+ view creators, then repurposed the winning influencer UGC into paid ads — which became his real scaling lever. Tiny niches reward DM grind because there's no competition for the creators.