SideShift · B2B · UGC creator marketplace
Manage all creators in one group chat and share what's working
Keeps creators bought in; one-on-one management called very hard
Workedcreator-ops
What they did
Instead of managing creators one-on-one, put everyone in one big group chat. Break down winning videos there (watch time, which word or audio worked) and ask creators to apply the findings. Brands also post their dashboard/leaderboard in the chat so creators see who is doing well and which format works.
What happened
Creators become extremely bought in; one-on-one management is described as extremely difficult.
In their words
The Superwall Podcast · Nick Lawton - #1 UGC EXPERT Reveals How To Market Consumer Apps“The best way to manage everything is just by running it all in one massive group chat where everyone feels like a big family and you're sharing wins and learnings along the way.”
“Oftentimes brands will send their dashboards into the chat so all the creators can see like, "Okay, here's a leaderboard, here's who's doing really well, here's the format that's working,"”
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: 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
- SideShift: Build a warm-up video format from real posts about job-hunt painStill used a year later; warms accounts well but converts poorly
- Run organic TikTok winners as Spark ads to push reach cheaplyCheaper CPMs, but no install button or conversion tracking