James Watt, who founded the brewery chain BrewDog in 2007 and was its CEO until last month, launched a new venture called Social Tip on Monday. The platform allows anyone to earn money by posting about brands on social media, Marketing Week confirmed.

Social Tip’s algorithm calculates payment based on a post’s views and engagement. Watt says this model represents “good old-fashioned word-of-mouth marketing for the digital age.” Brands like Huel, PureGym, and Watt’s former company BrewDog have already signed up.

The concept aims to address consumer skepticism of influencer marketing. “No one believes that celebrities or the biggest TikTokers and YouTubers just happen to be really into a brand,” says Watt. “That’s why the power of conventional influencer endorsement is limited and dwindling.”

Watt contrasts Social Tip with that approach, saying BrewDog’s most effective marketing came from “everyday people sharing their love for our products.” He believes empowering those authentic fans with financial incentives can “release the power of genuine brand love” more effectively.

According to Marketing Week, Watt co-founded Social Tip with former Zilch CTO Thomas Matecki and ex-Supper managing director Georgia Lee. While no chief marketing officer is on board, Watt confirms plans to appoint one as the company grows. BrewDog itself waited 11 years before hiring its first CMO in 2018.