SideShift · B2B · UGC creator marketplace
Build a warm-up video format from real posts about job-hunt pain
Still used a year later; warms accounts well but converts poorly
Mixedorganic-short-videougc-creators
What they did
With no competitors to copy, Nick researched organic videos in the job market niche ('job market is so cooked'), e.g. a woman with a dual master's denied an entry-level zoo job, and turned it into a format plugging SideShift. Used as a warm-up format: no focus on CTA or conversions, optimize for views to signal to the algorithm the account is real and get the niche engaged. Controversial topics warm accounts best.
What happened
Still used a year later; doesn't convert super well but warms accounts and engages the niche.
- Effort
- used for over a year
In their words
The Superwall Podcast · Nick Lawton - #1 UGC EXPERT Reveals How To Market Consumer Apps“This was a format that I created last year, and funny story is I saw this from a girl who actually did get denied from an entry-level position at a zoo”
“it doesn't convert super well, but it's a great warm-up format, which is a different type of format. It warms up accounts super well and it starts to get the the niche quite engaged.”
Related topics
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More from SideShift
All 12 SideShift tactics- 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
- Have 5 creators post twice a day on new TikTok accounts; copy the first hit10K to 150K+ users in 3-4 months on ~$10K; 16-20M views in one campaign
- Train your own creators with a 6-hour course on making app videosCreators earn ~$10-15K after 1-2 months; early quality complaints
- Visit 25 college campuses in person to sign up the first usersFirst 10-20K users; strong word of mouth among college students
- Pay creators yourself when a brand fails to pay themExtreme creator loyalty and referrals; costs up to ~six figures/month
- Post about the tough job market and slip the app in at the endWinning format; videos at 84K to a few hundred thousand views
More from this episode
- Copy what already works for competitors on TikTok, but change it 10-20%Called the easiest route; exact copies on cold accounts often fail
- Pay each creator $600-800 for 30-60 videos plus $1-2 per 1,000 viewsCalled the most fruitful structure for creators seen on the platform
- Call it a fit when 5-6 videos in the campaign pass 10,000 viewsMany quit UGC too early by skipping this step
- SideShift: Manage all creators in one group chat and share what's workingKeeps creators bought in; one-on-one management called very hard
- SideShift: Once a video format wins, put 90% of creators on it and keep 10% testingWorks well for them; keeps a backup format ready if the winner saturates
- SideShift: Run organic videos with 5%+ engagement as Meta ads, starting at $100 a dayGreat results at $100/day, then scaled up; no numbers given
- Spend 20% on organic creator videos to test, 80% on ads for the winnersPattern seen at big brands; called the biggest organic-only vs organic+paid difference
- Run organic TikTok winners as Spark ads to push reach cheaplyCheaper CPMs, but no install button or conversion tracking