Tie videos to job-market anger: 'I have a master's and can't find a job'

… more buy-in from your creators they'll stay more loyal to you they they won't work with your competitors etc do you have any examples you could show of like early strategy versus now for a campaign it would be interesting to see kind of like how the content evolves from like testing to scaling so when we first started UGC for like we use side shift to promote side shift on the creator side and get more supply so this was posted April 19th 2026

my co-founder Nick posted a video on TikTok by himself last April so a full year away it was him it wasn't a talking video but it was him going like this like this over a screen and it was saying I got a master's degree and I couldn't find a job essentially, but it wasn't talking head. And now a year later, we gave that to one of our campaign managers and they turned that into a talking head style video with like the same underlying principle that like the job market is cooked and I can't find a job and pretty much talked about how it's hurting the economy and it's

bad. And then at the end, but like, I'm making money with side shift. So like, this is like, this is like an evolution of a format over the course of a year where it's like early on we were trying one thing and you can like evolve like once you find one thing that's working like there's ways to like make sure it never dies can you play the video again it was like denied from a cashier's job i have a master's degree and then she's just like …

… use this. And what is that even measuring? It's measuring any engagement divided by the number of views. It's essentially likes, comments, saves and shares all divided by the number of views. Okay, so all of it's kind of like all of them combined, but I guess likes will it's been the biggest one so initially when nick posted this your co-founder posted this video style what was the initial strategy was it like let's focus on these three formats

um or was it kind of just like post anything and then see what works we saw that videos about the job market were doing extremely well at the time you know like there's a lot of stuff going on with trump and the president all this stuff and everyone was talking about the job market and so we were we're just trying to relate what's going on in the world to our platform and product that was like the initial strategy is like we see people getting very upset about certain things we can this is very very relatable job hunting is making me crash the out like that is you know like many

people in the world feel the same way which will make them comment the more comments like obviously that'll just increase engagement people respond like i experienced the same thing and so we just kept playing or Nick kept playing around with that idea. Once he cracked it himself, he gave it to all of our creators. Kid you not, six or seven videos out of like 15 after generated more than 150 to 300,000 views. What were the guidelines for that video? We had like, I have a master's degree. So that was like, you have to put that or like a PhD. I have a PhD with like a big piece of text. At the time it was at the bottom. It was at the bottom. And then it was just like,

it wasn't even, it was hook and demo. It wasn't even like a talking style video. That's all they to do and then they would go like this or something they would do like weird facial expressions and then this evolved into another style format we had which was like i graduated from yale and i can't even get an interview is this common across most of the successful ugc campaigns you see yeah 100 so it all starts like this but it can be a campaign …