Together, they grow the Insider base, keep the ad algorithm warm, and let us occasionally surge with a big initiative or sweepstakes. Below: what each layer is, how much it costs, what we expect from it, and why it exists.
An always-on flight that quietly recruits new free Insiders day after day. It doesn't need a sweepstakes prize or a moment — the value proposition is the Insider content itself. Recruiting intel, behind-the-scenes — all free.
Weekly review, regular responsive creative refresh. Frequency capped at 3/person/week to prevent saturation. Lower daily budget than a phase push, but the math compounds: at 40 sign-ups/day, that's ~1,200 new Insiders per month.
Existing Insider account-holders, refreshed near real-time. Stops us paying the ad platform for people who are already members.
A single CTA — $9.99/month, or $79.99/year (33% off, "save $40"). 14-day free trial gates the ask.
HVU's content cadence is game/event-driven on a weekly rhythm. Users need at least one full content cycle to build the habit that converts trial-to-paid.
Assumes ~30% of paid subscribers take the annual option, rest stay monthly with 6–10 month average retention. Will calibrate once we have real churn data.
Two sweepstakes have run, and the second was 2× more efficient than the first:
The improvement came from a stronger prize (Saquon Barkley), no billing disruptions this time, and right-sized audience funding from Day 1.
Cadence is roughly monthly; specific moments and prizes confirmed 2–3 weeks ahead of each push.
Layers 1 + 3 grow the free Insider base. Always-on ads pull in 30–50 new accounts a day; sweepstakes surges deliver 1,500–2,500 sign-ups per push. The free Insider pool is the asset we monetize.
Paid ads (Layer 2) are one channel of many for moving free Insiders to paid Insider+ — and for acquiring new trial signups direct. Other channels carry meaningful weight: