Cal AI is now famously doing $400K+ MRR. They’re running a mix channel acquisition strategy (ads + influencers + other).

I went to check their influencer marketing strategies. They’re running targeted influencer marketing with crafted videos aiming for ≈$5 CPM:

On a Twitter Space that Zach & Blake hosted on Monday, they mentioned that their optimal target was a $5 CPM (views).

Once you can estimate a profitable CPA, and a conversion rate per 1k views, having a CPM target helps you retroactively figure out a solid influencer strategy.

With regular micro/large influencer marketing, it’s pretty straightforward to estimate the average views you’ll get, since it’ll be close to the median views of their account.

Cal AI has a key network of influencers within their specific fitness, wellness, and self-improvement niche. They pay for main profile videos such as:

Another example of their crafted videos hitting 2M views is this one:

In addition to fixed payments to influencers, they offer a referral code system to further incentivize creators. You can check out their influencer videos by visiting @getcalai and the repost table.

Let’s take a look at their competitors, who are lagging behind:

Calo Scan AI (@caloscanai) is doing $50K MRR. They had one organic format that used to work, 5M views over 187 videos:

Appediet, which ranks #85, does around 40K monthly downloads. 6.5M views over their two accounts @appediet.official & @appediet. Nothing special.

FitnessPal Calorie Counter, the giant that came in the AI calorie scanning space, does $12M in revenue and 800K app downloads. Also does targeted influencer marketing (on top of whatever other channel they run).