Jonny UGC

app founders when they do UGC right

the bottleneck of UGC campaigns is not the tech stack you use it's the talent and execution behind the content A+ creators & management > most cracked AI SaaS tech stack

pov: you stopped focusing on tiktok and started generating installs by posting on instagram

all app founders need to hear this

Our 300+ creator UGC campaign management and operations playbook: 1. Recruiting and Managing Creators - Source creators through TikTok, Instagram, vetted private communities, or SideShift - Prioritize content skills, reliability, and audience fit over follower count. - Use trial videos to evaluate creators before committing. - Continuously recruit to replace creators who quit, ghost, or underperform. 2. Building Your Internal UGC Team - Someone needs to own creator management and content strategy. - Key responsibilities: recruiting, onboarding, briefing, communication, QA, analytics, and payouts. - Small programs can operate with one dedicated manager. - As you scale, separate creator management from creative strategy. 3. Creating an Efficient Content Production System - Assign creators formats that match their strengths. - Don't force every creator to handle scripting, filming, editing, and product demos. - Use AI and SaaS for workflows, posting schedules, and content submissions. - Use dedicated formats and repeatable production processes to increase output. 4. Writing Better Creative Briefs and Managing Quality - Every brief should include the audience, pain point, hook, format, script, product integration, and reference videos. - Give inexperienced creators more direction and experienced creators more freedom. - Review hooks, pacing, delivery, editing, and product demonstrations before publishing. - Keep feedback fast so QA doesn't become a bottleneck. 5. Turning Views Into App Installs - Viral reach doesn't automatically translate into downloads. - Balance entertaining content with natural product integration. - Find hooks, narratives, and formats that consistently earn attention before focusing on conversions. - Test product demos, mentions, and CTAs within winning formats to increase conversions. - Track views, installs, and view-to-install conversion rates. 6. Managing Account Health - Properly set up and prepare new TikTok and Instagram accounts. - Build niche-relevant account activity before posting. - Monitor account restrictions, audience relevance, and posting consistency. - Diagnose whether low views come from weak content or account issues. 7. Scaling Through Volume and Experimentation - UGC is a volume game. More quality experiments create faster feedback loops. - Follow the framework: Volume → Feedback → Winners → Scale. - Most videos will underperform. Use those failures to refine hooks and formats. - Scale creator count only after identifying repeatable winning concepts. 8. Finding Repeatable Winning Formats - The goal is to identify 3–5 formats that consistently generate views and installs. - Replicate winning hooks and formats across multiple creators. - Continue testing variations to prevent creative fatigue. - Replace declining formats while doubling down on proven winners.

POV: Your app is going viral every day and turning organic views into paid users on autopilot... And all you had to do was post more UGC

Your UGC campaign isn't failing because you're probably not posting enough to find what works. The most successful UGC campaigns run 10+ accounts on TikTok and Instagram: - Test different hooks and formats - Post consistently across multiple accounts - Identify the videos driving views AND installs - Double down on winners across your creator team

Most of the founders I talk to hit a management wall when running their UGC campaign 50% of founders say they can't get their UGC campaign to convert I break down both and how you can completely turn around your UGC campaign in this article: