Mastering the Art of Going Viral: Insights from Cluely’s Roy Lee
Roy Lee from Cluely stresses the importance of viral marketing for startup founders.
Focus on Distribution in Supercharged Markets
At Disrupt 2025, Lee emphasized, “If you’re not entrenched in deep tech, it’s crucial to shift your focus to effective distribution strategies.”
Viral Marketing Isn’t for Everyone
Lee candidly noted that not all founders possess the innate qualities required for viral success. “If you have solid engineering skills, you might struggle to create engaging content — and that’s okay. For many, going viral might just not be feasible.”
Cluely: A Case Study in Controversial Success
This April, Cluely’s AI assistant gained traction through a bold, albeit false, claim that its undetectable features could “help you cheat on anything.” Despite being debunked by various proctoring services, the company swiftly attracted $15 million from Andreessen Horowitz, rising to prominence in the competitive AI assistant landscape.
Controversy as a Strategy
Lee shared his knack for generating attention, often through controversy. “I excel at presenting myself in provocative ways,” he revealed onstage, “which tends to ignite strong reactions from people.”
The New Currency: Attention Over Reputation
For Lee, the rules of social media have changed significantly. “In today’s world, reputation is fading,” he stated. “While some might cling to traditional standards, influencers like Sam Altman and Elon Musk dominate the conversation.”
Embracing Extreme Authenticity
“It’s crucial to adapt to a shifting landscape where authenticity and personal engagement matter,” he added, recognizing the evolving dynamics of audience interaction.
The Jury’s Out on Revenue Numbers
Although Lee was hesitant to disclose Cluely’s financial metrics, he shared, “I’ve learned to keep revenue figures private; if you’re thriving, few discuss it, but if you’re struggling, it’s all anyone talks about. I’ll say we’re performing better than I anticipated, though we’re not the fastest-growing company out there.”
Here are five FAQs regarding Cluely’s Roy Lee and the ragebait strategy for startup marketing:
FAQ 1: What is the ragebait strategy in startup marketing?
Answer: The ragebait strategy involves creating provocative content that elicits strong emotional reactions—especially anger or outrage—from the audience. By tapping into controversial topics or polarizing opinions, startups can generate buzz, increase engagement, and drive traffic to their platforms.
FAQ 2: How can startups effectively implement the ragebait strategy?
Answer: Startups can implement this strategy by identifying trending issues or debates relevant to their target audience. They should craft engaging content—like articles, social media posts, or videos—that presents a bold stance or challenges popular beliefs, encouraging discussions and shares.
FAQ 3: Are there risks associated with the ragebait strategy?
Answer: Yes, there are potential risks. While it can drive immediate engagement, using ragebait can alienate some audience members or damage a startup’s reputation. It’s crucial to balance provocation with authenticity and ensure that the content aligns with the brand’s values.
FAQ 4: How does the ragebait strategy differ from traditional marketing tactics?
Answer: Traditional marketing often focuses on positive messaging and building long-term relationships with consumers, whereas the ragebait strategy prioritizes quick, electrifying reactions that lead to immediate visibility and engagement. This divergence means startups using ragebait must be prepared for both positive and negative feedback.
FAQ 5: Can the ragebait strategy be used sustainably in marketing?
Answer: While the ragebait strategy can yield quick results, relying solely on it isn’t sustainable. It’s important for startups to balance ragebait tactics with genuine, value-driven content that fosters loyalty and trust. Creating a diversified marketing approach will help sustain engagement over time.
No comment yet, add your voice below!