Citizen content system
Before founding Knight Vision, Julia ran marketing at Citizen. She built a content and distribution system that paired local creator relationships with a workflow for producing, testing, and shipping at scale.
In her newsletter, Julia breaks down the workflow behind 100M views a month at Citizen.
At Citizen
100M views/mo
At Citizen
3,000+ social assets/mo
At Citizen
100+ paid videos/mo
The problem
At Citizen, Julia watched how people shared screenshots from the app. The useful question was not whether a post reached a crowd. It was whether the timing and format brought in people who would actually use the product.
The call
Start with local voices and real user behavior.
At Citizen, Julia signed exclusive creator deals across all 50 states, including Street People of Los Angeles. She also tested larger accounts sharing app screenshots people already posted, then checked signup quality against post timing.
How Julia built it at Citizen
Julia watched conversations on X and noticed users sharing specific Citizen screenshots. That behavior gave her a format worth testing, rather than a content brief invented in a room.
Julia signed exclusive creator deals across all 50 states. Street People of Los Angeles was one of them.
She tested coordinated posts from larger accounts and matched signup quality to post timing. The test looked beyond reach to the people coming into the app.
Julia says the screenshot-posting approach worked for about a year and a half. While it worked, she tested other channels, including viral emails, and built the workflow before hiring to scale it.
Julia's field notes
“At Citizen, I stalked X daily to see what users were talking about. When I noticed people sharing specific screenshots from the app, I tested having bigger accounts post the same stuff at the same time.”
TL;DR
Watch what people share, prove the signal, then build around it.
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