Tech startups like Perplexity, You.com, and Liner are leveraging college students as brand ambassadors to gain traction against established players like Google. By utilizing campaigns that include on-campus events, giveaways, and guerrilla marketing tactics, these startups have successfully garnered significant user engagement. For instance, Perplexity recently reported a dramatic increase in engagement, primarily among students who are using internet knowledge tools for research and studying. This strategy highlights the importance of capturing the attention of younger demographics as the market becomes increasingly competitive with advanced search technologies.
Building a viral app all but requires buy-in from teens, tweens, and twenty-somethings. By now, most of them have heard of ChatGPT.
'They're a substantial part of our user base,' Feingold said, 'and also they come back to the product a lot. It's so tied to what they are using the internet for...'
Perplexity's downloads have been helped by guerilla marketing tactics that specifically target students, mixing free offers with events.
In the past year, startups like Perplexity, You.com, and Liner... have recruited hundreds of students to promote and endorse their services.
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