SideShift · B2B · UGC creator marketplace
Once a video format wins, put 90% of creators on it and keep 10% testing
Works well for them; keeps a backup format ready if the winner saturates
Workedcreator-opsugc-creatorsexperimentation
What they did
When analytics show content-market fit, source more creators from the marketplace or revisit passed-over applicants, do a 5-10 minute call explaining how the campaign is going and why it is scaling, assign them and add them to the group chat. About 90% of the creator cohort posts the winning format; ~10% (usually 1-2 creators) keep testing new formats so a replacement is ready if the winner saturates. Creators on view bonuses put in extra effort once they see the format work.
What happened
Described as what works really well for them; hedges against format saturation.
In their words
The Superwall Podcast · Nick Lawton - #1 UGC EXPERT Reveals How To Market Consumer Apps“I'll usually talk to those people on a 5- to 10-minute call, tell them how the campaign's going, tell them why we're scaling up, then I will assign them to the campaign, add them to the group chat”
“I'm having 10% of the creator cohort finding new formats. Everyone does a little bit differently, but that's what we found to work really well.”
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: 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