Roy Lee’s Insight on Controversial Marketing Tactics for Startup Success
Cluely's Roy Lee on the ragebait strategy for startup marketing
How to Go Viral: Insights from Cluely’s Roy Lee
At the Disrupt 2025 event, Roy Lee of Cluely delivered a crucial message to startup founders: they need to focus more on how to achieve viral marketing. For Lee, this isn’t just a suggestion; it’s a necessity for most companies outside the deep tech arena.
The Importance of Distribution
Lee stressed the significance of distribution strategies. “If you’re not in deep tech, then you need to low-key deep focus on distribution,” he mentioned, underscoring that navigating the competitive landscape requires a dedicated approach. For startups, especially those that lack groundbreaking technological innovation, figuring out how to reach a larger audience is vital for success.
Recognizing the Challenges of Going Viral
However, Lee was candid about the reality of going viral. He pointed out that not everyone is cut out for the type of content creation necessary for viral marketing. “If you’re any good at engineering, you’re probably not funny and you’re probably not going to be a content creator because you don’t have it in your blood. Realistically, most of these people have no chance of going viral.”
This stark statement shed light on the common misconception that any product can go viral with the right marketing strategy. The truth is, achieving virality often requires an innate understanding of social dynamics, humor, and timing—qualities not everyone possesses.
Cluely’s Viral Moment
Cluely’s AI assistant experienced a moment of virality in April when it claimed its features could “help you cheat on anything.” Although this assertion was swiftly debunked—proctoring services confirmed they could detect the AI’s use—it sparked widespread interest. Within months, Cluely raised $15 million from Andreessen Horowitz, enhancing its visibility in the crowded field of AI assistants.
For Lee, this viral incident is indicative of his unique approach to marketing and branding. “I think I’m particularly good at framing myself in a way that’s controversial,” he noted during his talk. His willingness to provoke reactions, even negative ones, has helped him capture energy and attention around his product and company.
The Role of Controversy in Social Media
In Lee’s view, controversy is a powerful tool in today’s social media environment. He articulated a broader theory about how attention serves as the new currency. “Reputation is sort of a thing of the past,” he remarked. “You can try to be the New York Times and guard your ironclad reputation, but realistically you’ve got Sam Altman on the timeline talking about hot guys and you’ve got Elon Musk going batshit crazy.”
This perspective challenges traditional notions of branding and reputation management. In an age dominated by social media, going viral often involves taking risks and embracing discomfort.
Emphasizing Authenticity and Personal Branding
Lee stressed that the shifting landscape demands authenticity and personal branding. “You have to be extreme, you have to be authentic, and you have to be personal,” he advised the crowd. It’s not enough to have a solid product; you also need to create a genuine connection with your audience. This allows for a more relatable brand that resonates with consumers.
Questions About Revenue and Growth
When asked about Cluely’s current revenue and user numbers, Lee was evasive, steering clear of specifics. “What I’ve learned is that you should never share revenue numbers because if you’re doing well, nobody will talk about how well you’re doing. And if you’re doing poorly, people will only talk about how poorly you’re doing,” he explained.
Lee summarized their current situation by saying, “I’ll say we’re doing better than I expected, but it’s not the fastest growing company of all time.” This candidness illustrates the complexities and pressures that accompany growth in the tech space.
Conclusion: The Future of Viral Marketing
The lessons from Roy Lee’s talk serve as a guide for startup founders. In today’s dynamic market, thinking about how to attract attention and engage audiences is critical. Going viral isn’t just about clever marketing tactics; it requires an understanding of human behavior, the social landscape, and a willingness to take risks.
As the tech industry evolves, so too must its marketing strategies. Staying ahead means embracing controversy, focusing on distribution, and remaining authentic. Those willing to adopt this mindset may find themselves among the ranks of today’s most visible brands, while others could fade into obscurity.
The path to virality may be challenging, but with the right approach, it is undoubtedly achievable.
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