Let the Crowd Choose Your Next Hit

Today’s guest, Ben Anderson, is the Director of Product Growth Marketing at Angel Studios—a studio that’s rethinking how content gets made. If you’ve watched The Chosen or plan to catch The Last Rodeo, you’ve already seen their work.

Ben joined me to unpack how they’re using crowdsourcing not just to fund content, but to decide what gets made in the first place. It's one of the more compelling, practical cases of community-led marketing I’ve seen.

Watch the video interview:

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Here are our three main takeaways from the conversation:

1. Democratize Your Content Roadmap
Instead of a boardroom deciding what gets greenlit, Angel Studios puts that power into the hands of their 1.1 million members. Every potential project is submitted to the Angel Guild—where members vote based on a simple framework: Does it amplify light? And would you be disappointed if it didn’t get made?

It’s not just feel-good philosophy. This process weeds out weak ideas before they eat up budget. Ben referenced the Sean Ellis test as inspiration: if 40% of your users would be "very disappointed" without a feature (or film), you’re onto something.

2. Make Feedback a Two-Way Street
The studio doesn’t just ask for votes—they give guild members direct access to creators. Filmmakers reply to feedback, post updates, and share behind-the-scenes content during production. It's a direct line from audience to artist.

This kind of collaboration builds ownership, not just viewership. When someone feels like they helped bring a film to life, they’re not just watching—they’re advocating.

3. Go Beyond Content—Build an Ecosystem
Angel Studios doesn’t stop at screenplays. They're turning shows into books, merch lines, and even shoppable scenes. One project, Homestead, partners with e-commerce brands so that viewers can explore featured products while they watch. Another, Mercy Ships, is essentially a long-form branded story for a nonprofit—with far more depth and engagement than a 30-second ad could ever offer.

It’s a reminder: storytelling doesn’t end when the credits roll. If you’re thoughtful, your content can become the center of a much larger experience.

Actionable Steps
Here are a few things you can take away and try this week:

1. Run a Sean Ellis Test on your next big idea—ask users how disappointed they'd be if it didn’t launch.

2. Invite your audience behind the scenes. Even a simple email or private group can open up meaningful feedback loops.

3. Rethink what content means—is there a format or partnership that would deepen the experience for your audience?

If this conversation sparked something for you, be sure to subscribe for more practical insights on content, community, and business growth. You can connect with Ben Anderson on LinkedIn.

Until next time,

Ben Ard
Host of the Content Amplified podcast