Practitioner pattern · Canyon Pergande (Co-founder of SideShift, which sells the creator marketplace, campaign manager network and organic-to-paid ads product he recommends)
Hire storytellers new to UGC at low rates; skip anyone on 5+ campaigns
Guest says they are cheaper, more loyal and need less hand-holding
Unknowncreator-opsugc-creators
What they did
Look past view counts on past campaigns (they may have ridden easy text-on-screen formats). Prefer creators relatively new to UGC (a campaign or two, some success) who haven't seen high retainers, so they come in at low rates and become loyal, in-house creators. Quick filters: a face people want to watch, talking-style storytelling to camera, and how they behave in onboarding (responsive, ask good questions, show up to the onboarding call excited). Avoid creators on more than ~5 campaigns; they ghost within a week or two if results don't come. Some other campaigns across niches is good: they bring over hooks and formats. Zero campaigns is a mild flag unless they are new.
What happened
Canyon says self-sufficient, excited creators need far less hand-holding than high-view creators spread across many campaigns.
In their words
The Superwall Podcast · Canyon Pergande - How To Grow Your App 23x Faster Than The Competition“the highest-leverage creators that people can bring onto their team, in my opinion, are creators that are relatively new-ish to UGC.”
“I'm really looking for like talking-style, storytelling creators.”
“Generally for me, I think anything over five is like really hard.”
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