Suno · B2C · AI music app
Hire one manager for every 10 creators to keep them posting
Every long-running successful program has many managers
Workedcreator-opsteam-process
What they did
Campaign managers keep creators posting on time with good CTAs, recruit new creators and fire weak ones quickly (low-ticket videos mean high churn). Ratio 1:10, up to 1:15; under 5 creators per manager wastes money. Content coaches (optional) work on delivery: pace, tone, eye contact at set moments. Founders hand off once CPMs hold under ~$4-5; the top 50 SideShift programs' founders only do payouts and month-end check-ins but step in when CPMs rise.
What happened
Every successful long-run UGC program has many campaign managers and heavy content iteration.
In their words
The Superwall Podcast · Drew Levin - I Studied 1,000,000 UGC Ads, This Is What Will Grow Your App“all successful UGC programs in the long run have two things in common they have a lot of campaign managers and they're iterating on content a lot”
“if you have less than five you're wasting money because they could be managing more”
“the top 50 programs the founders aren't that involved they do payouts and they do check-ins at the end of every month”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Suno: Lean into people hating your category to drive commentsCalled the easiest way to go viral; no numbers
- SideShift: Tie videos to job-market anger: 'I have a master's and can't find a job'Talking-head version got 9.6M views; 6-7 of ~15 early videos hit 150-300K
- Hand creators viral videos to copy; review every post for the first 3 daysCommon to every successful creator campaign he sees
- Turn the TikToks that already did well into adsCPMs well under $1; also lifts the account's later organic views
- GoWish: Grow an app mainly by running creator TikToks as adsHit #1 on the App Store, secondhand; cheapest acquisition
- Run creator posts as Meta partnership ads with targetingConverts better than TikTok's boosted creator ads in general
- Clue: Have creators post to four platforms; pay for views only on the best oneSpreading among brands; adds reach while hedging pay; no numbers
- Pay creators $800/month for 60 videos, plus view bonuses capped by viewsCPMs fall from $5-8 in month 1 to ~$0.80-0.90 at $100K+/month
- Cap a viral creator's monthly payPaid ~$4K instead of ~$75K for 180M views; creator left
- Pay creators only a share of ad spend or sales, nothing up frontOne creator made 35 videos before earning; hurts loyalty
- Brex: Run creator videos as TikTok ads to win B2B customers'Really good results', secondhand; very cheap CPMs
- Post daily 10-minute story videos with the call to action at minute nine'Somehow this is working'; no conversion numbers
- SideShift: Train your own creators with a 6-hour course on making app videosCreators earn ~$10-15K after 1-2 months; early quality complaints
- SideShift: Pay creators yourself when a brand fails to pay themExtreme creator loyalty and referrals; costs up to ~six figures/month
- Suno: Have creator managers also coach the creators#1 in the App Store music category, secondhand