I have made content for as long as I can remember. Doomers exists because of it.
It started with talking-head videos
My first real run was on TikTok: talking-head videos about automations, the tools and workflows I was using to get more done with less. Nothing fancy. A phone, an idea and a lot of reps.
About a year and a half ago I moved to X, because that is where the people building in tech actually talk. I grew to around 50,000 followers there, posting about AI, automation and what was working for the companies I was close to.
Doing it every day teaches you things you cannot learn from a dashboard. Which first lines stop the scroll. Which posts get saved and which only get liked.
Who in your audience actually acts on what you post. And above all, that people trust the accounts they chose to follow far more than anything a brand says about itself.
Ben and I met as creators
I met Ben Seto the same way, as two creators in the same corner of X. Ben spent seven years as a venture investor in early-stage AI, software and deep tech before he started posting seriously, and he writes to more than 150,000 followers.
Between us we had over 200,000 followers and were doing around 50 million impressions a month. We knew the other creators, how they worked and who their audiences were. Neither of us planned to start an agency.
Then Higgsfield asked
Higgsfield came to me as a creator. They had built something people wanted, and they needed to scale their creator program on X fast.
They are one of the most diligent and systematic teams I have worked with. They knew exactly what they wanted. What they did not have was a way to get the right creators, people whose audiences would care, moving on a launch at the speed they needed.
That was the part I could do. A creator knows creators. I knew who would be a fit, how to brief them so their post sounded like them, and how to make the first hours count.
The first launch we ran was Higgsfield, and it went better than any of us expected. Seedance 2.0 on Higgsfield was one of the first, and it passed 14.8M views.
When Higgsfield came back to X, Doomers became their lead agency there. We have run drop after drop with them since.
What Doomers became
Word travels fast between founders, and the client list grew: Tavus, Bolt, Odyssey, Glean and others. Some of the biggest launches we have run since:
- TypeSafe AI came out of stealth from an account of 1,500 followers to 40M views and $100 million in revenue in seven days, per Sequoia's Pat Grady. It raised at a $7.5 billion valuation 24 days later.
- Pine Computer was the most viewed launch of its week, at 24.3M views from about 1,200 followers.
- Tavus Griffin reached 21.1M views.
The method has not changed since Higgsfield. We pick creators one at a time for who they reach. Each one writes their own post from a brief.
Every paid post carries X's paid partnership label. And the network is now more than 50 million followers across the creators we work with.
What I believe about distribution
Trusted distribution comes from brand, and brand starts with people knowing who you are. You cannot buy that in an ad auction. You earn it, post by post, or you borrow it from the people your buyers already trust.
Trusted distribution is also what turns into a network effect. Every launch puts a name in front of the people who decide, and the next launch lands on an audience that already knows it. That is why searches for our clients' names stay higher after a launch, and why the second launch is easier than the first.
I learned that as a creator long before Doomers had a name. It is still the whole company.
Questions we get asked
Who founded Doomers?
Doomers was founded by Damian Player, its CEO, and Ben Seto, both creators on X. Damian built an audience of around 50,000 followers in tech after starting with automation videos on TikTok. Ben spent seven years as a venture investor in early-stage AI before writing to more than 150,000 followers on X.
How did Doomers start?
Higgsfield approached Damian as a creator because it needed to scale its creator program on X quickly. Damian and Ben brought in creators whose audiences fit, and the first launches, including Seedance 2.0 on Higgsfield, went well past what anyone expected. Doomers became Higgsfield's lead agency on X and grew from there.
What does Damian Player do?
Damian Player is the CEO and co-founder of Doomers, which runs launches on X for AI and tech companies through a network of creators. He also advises technology companies of all sizes on distribution strategy.