Brand partnerships · AI tools & developer products
Your tool doesn't need another review.It needs someone who'll actually use it.
Most creators read your one-pager and guess. I spent ten years running operations at Careem, Bolt and Wise, and I still ship AI systems for clients every week. Your product goes through real work before it goes on camera— which is also why I'll tell you if it isn't ready.
Not an influencer.
An operator.
The difference shows up in the first thirty seconds of a video, and it shows up in your signup numbers a week later.
Ops leadership across four continents. I have been the buyer your tool is trying to reach, sitting in the meeting where it gets rejected.
One automation programme at Bolt, courier cost from 21% to 14% of GMV. I know what “it works” has to look like on a P&L, not a demo.
I build on this stack commercially through Soch, not just on camera. Client systems run on it every week.
Built and launched a browser hand-tracking game with no coding background. If I can't get your tool working, neither can the audience you're aiming at.
What that means for you: no hand-holding on what your product is, because I already use tools like it daily. A demo that reads as experience rather than recital. And someone who understands exactly what over-promising costs a brand, because I've been on the buying side of it.
Four formats.
Pick by what the product needs.
Not by what's trending. A tool with one obvious wow moment wants a reel; a tool that takes eight minutes to understand will die in one.
Your tool inside a real task, cut to 9:16. The kind people send to a colleague rather than scroll past. Instagram-native, cross-posted to LinkedIn where the operators are.
Long-form. Your tool doing an actual job start to finish, including the part where it doesn't work first time. This is where a product that needs eight minutes gets eight minutes.
A LinkedIn post and a Substack piece on where your tool fits, what it replaces, and who it isn't for. Read by operators making buying decisions rather than viewers killing time.
A workshop or webinar with your product in the room and a real audience building on it. They leave having used it, which is a different thing from having seen it.
Who you're
actually reaching.
Not a consumer audience, and not a large one by influencer standards. It's operators, founders and ops people with budget and a low tolerance for hype — which is the trade: fewer eyes, better ones.
Documented reach, verifiable today: 1M+ cross-platform impressions and 160K members reached on the Bolt wrongful-termination story, which ran in Äripäev, Delfi, Sifted. Tool coverage to date: Claude, ChatGPT, ChatGPT Agent Mode, Gemini, n8n, Zapier, Make, ElevenLabs.
What I won't do
- Post about a tool I haven't used on real work first
- Read your script — you get my voice, or something nobody watches
- Hide the partnership. Every paid piece is labelled, in the caption, every time
- Promise view counts. I'll show you what past pieces did; I won't guarantee the next one
- Claim a product does something it doesn't, however the brief is worded
None of this is posturing. An audience that believes me is the entire asset you're renting. The moment I spend it on something I don't rate, it stops being worth buying — and you'd be the one who paid for the last good one.
A number,
not a range.
How pricing works
Rates depend on the format and on usage rights, so a published price list would be a fiction you'd have to negotiate against anyway. Send the product and the timeline and you get a real figure within 48 hours.
The rough shape: written work is the entry point, reels sit in the middle, long-form video and live sessions are the top end. Organic posting is priced one way; perpetual usage on your own paid channels is priced separately, because it's a different thing you're buying.
Bundles across formats are cheaper than the sum of the parts, and a campaign that runs over a quarter beats four one-offs on every metric I've tracked.
The awkward questions.
You see it, and you get one round of factual corrections — if I've described what the product does wrongly, that's my mistake and I'll fix it. What you don't get is edit rights over the opinion or the framing. That line is the whole reason the audience believes any of it, and softening it is how sponsored content stops working for everyone.
No, and be careful with anyone who does. I'll show you what comparable pieces actually did, and I'll tell you honestly whether your product suits the format you're asking for. Guaranteed numbers usually mean paid distribution or bought engagement, and neither is what you're hiring me for.
I won't run two directly competing tools in the same month, and I'll tell you if a competitor has approached me while your campaign is live. I don't do blanket category exclusivity by default — if you want it, it's a separate conversation and it costs more, because it's genuinely restrictive.
It depends on format and usage rights, and I'd rather give you a real number than a range you have to guess inside. Send the product and the timeline and you'll get a figure within 48 hours. As a rough shape: written work is the cheapest, reels sit in the middle, long-form video and live sessions are the top end. Perpetual usage on your own paid channels is priced separately from an organic post.
Then I'll tell you before we sign anything, and there's no invoice. That's happened, and it's better for both of us than a lukewarm video that reads as lukewarm to everyone watching. I'd rather lose the fee than spend the audience's trust on something I don't rate.
Operators, founders and ops people in small-to-mid B2B companies, mostly in Europe, plus a working-in-AI audience that skews technical and sceptical. Not a consumer audience, and not a large one by influencer standards — it's a room where people have budget and are allergic to hype. The breakdown by platform is below.
Tell me about
the product.
I'll come back within 48 hours with a straight answer on whether it's a fit, which format suits it, and a number. Including if the honest answer is that my audience isn't yours.
The fast route
Thirty minutes on a call. Show me the product, tell me what the campaign is meant to do, and I'll tell you on the call whether I can do it.
Book a call →Prefer email? riz@withsoch.com