SideShift · B2B · UGC creator marketplace
Pay creators yourself when a brand fails to pay them
Extreme creator loyalty and referrals; costs up to ~six figures/month
Workedcustomer-supportword-of-mouth
What they did
When a brand fails to pay a creator what they're owed, SideShift pays the creator itself, costing up to almost six figures a month.
What happened
Extreme creator loyalty; creators prefer being paid through SideShift and refer friends, who they teach to create.
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from SideShift
All 12 SideShift tactics- 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
- Visit 25 college campuses in person to sign up the first usersFirst 10-20K users; strong word of mouth among college students
- 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
- Run organic videos with 5%+ engagement as Meta ads, starting at $100 a dayGreat results at $100/day, then scaled up; no numbers given
- Manage all creators in one group chat and share what's workingKeeps creators bought in; one-on-one management called very hard
- Build a warm-up video format from real posts about job-hunt painStill used a year later; warms accounts well but converts poorly
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
- Hire one manager for every 10 creators to keep them postingEvery long-running successful program has many managers
- 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
- Suno: Have creator managers also coach the creators#1 in the App Store music category, secondhand