This week, I met an early-stage software entrepreneur who’s grown his revenue from $400k last year to about $2.5m and intends to close the year at about $4m. That’s about 6x so far this year and around 10x at year’s end. What’s the secret to this hyper growth?

The most important thing is a great software product. They’ve iterated over the last two years and finally found something that resonates with customers. The big unlock was social media marketing. They’ve been using a strategy that involves paying an army of smaller creators for content, then repurposing it as paid ads across social media platforms.

The idea is to get as many shots on goal as possible so you can find the handful of videos that have viral potential. Once you find those home-run videos, you run them as ads with a ton of money behind them. Of course, you have to run the numbers to know your customer acquisition cost, payback period, etc.

I really like this strategy, and I think it’s worth studying for entrepreneurs who are selling products or goods to individual consumers online.