head of creators @playkitugc | building https://xitter.cf/t.co/8K4gQGp8vp
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Joined January 2012
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Bea Paz retweeted
ANNOUNCEMENT: over the next 10 weeks, i’m sharing the exact playbook we use to run tech ugc for your favorite brands
(cash app, grub hub, airlearn, cantina)
for free, all right here
here’s what i’ll be going over:
1. how to know if UGC can actually grow your app
2. how to build a business case for your first UGC test
3. what you need in place before you hire creators
4. how to plan your first 100 UGC videos
5. how to find the right creators
6. how to vet creators before you hire them
7. how to write a creator brief
8. what the first 30 days of a UGC program look like
9. how to tell if your UGC is actually driving growth
10. how to know when your UGC program is ready to scale
first "lesson" drops tomorrow. i hope you enjoy!
everyone seemed to be talking about running in-house ugc this week
so i'm putting together a FREE 10-step plan that tells you how to do it
credentials: i run ugc campaigns for teams like quizlet, substack + grubhub through @PlaykitUGC
begins right here next week. stay tuned
Bea Paz retweeted
How to build a UGC program in 30 days, starting from zero:
FULL PLAYBOOK: How to build a UGC program in 30 days (starting with 0 creators):
1. Compile everything you've ever tried, including what flopped. Facebook ads, Canva posts, the founder video with zero views. Once it's all in one place, a pain point or emotional angle usually keeps showing up.
2. Write down who you think your competitors are, then assume that list is wrong. It rarely holds up against real research, but keep it anyway, because the content still has to look like something your team would expect.
3. Then look past your niche to whoever shares your star feature. If swiping is the thing your app is built on, TikTok belongs on the list. Narrow to 2 or 3 star features max.
4. Get honest about the goal (views, downloads, visibility for a raise, freemium signups, etc.). I'd take 1,000 views and 1,000 downloads over a million views and nothing, but that's a real choice, and you can't optimize until you've made it.
5. Study what's going viral in UGC generally, not just your category. Manually, on a fresh account, until the feed trains to what your ICP is actually seeing.
6. Lock the formats before week one. I’d go with ten creators, 15 videos a week, roughly 70% talking video. That's 8 to 10 talking prompts and about 5 of everything else.
7. Write the playbook so a creator can read it top to bottom and see the video in their head. Include on-screen text, verbal hook, talking points, plus an inspo video or a sound to reference.
8. To find creators, post on TikTok yourself. Explain the app, the mission, and mention you're hiring. That's where the best ones come from, because they're reaching out to you. Stay away from marketplaces.
9. Everyone gets a paid trial week posting the formats you already flagged as working. That shows you whether they can recreate proven content, which is most of the job.
10. After the trial, keep them close. Share app updates, shoutouts when a video pops or attribution spikes.
That should get you to a great spot! Follow me if you want to learn more about this. I share tons just like it.
Bea Paz retweeted
july: our 2nd highest revenue month yet, the month our team was EVERYWHERE
here's what we got up to 🧵
Bea Paz retweeted
we pay ~60 creators a combined $30,000 every Friday to film videos from their bedrooms… and we need more creators
playkit works with some of the biggest consumer tech brands in the world (Cash App, Quizlet, Flo Health, and more)
our creators never have to pitch those brands, negotiate contracts, sit on client calls, chase invoices, or come up with campaigns from scratch
instead, we handle all of that. we send you a clear brief and tell you exactly what to make. you film the video and get paid every week.
our average creator earns ~$500/week, and our top performers make more than $10,000/month.
school starts in a few weeks. if you think you’re in the top 1% of UGC creators and want a flexible side income that can become much bigger than a typical campus job, apply at the link in my bio
Bea Paz retweeted
We recently had a brand come to us after wasting $10K on a single flopped influencer post.
Two weeks after activating UGC with 11 creators, they had 30,000,000 views on the campaign (and growing).
They aren’t really isolated, either. I’m hearing more and more brands say they’re tired of playing the influencer lottery of paying $10K for a single post and hoping it performs well.
The model, at least in terms of driving conversions, is flawed:
- You dump a TON of budget into a small set of deliverables
- You hope the algorithm agrees with your creator that specific day
- You sort-of-maybe try to track conversions after the fact
For the Nikes of the world, who are paying creators more for brand marketing than conversions, this is fine.
For smaller companies thinking about using creators to drive attributable conversions, it’s a lottery and money pit a lot of the time.
The much more prudent play is splitting the budget among more creators with smaller audiences who are fantastic at creating conversion-trackable user-generated content (we do this at @PlaykitUGC!). It’s lower-cost, lower-risk, and higher-reward.
I think large-scale UGC makes so much more sense for brands than the traditional influencer model. If you want to learn more on how it works, follow me!
Bea Paz retweeted
underrated UGC hack: stories count as activity signals too
posting to stories daily (IG + TikTok) keeps the algorithm seeing your account as warm and organic
Bea Paz retweeted
your new UGC account is probably getting shadowbanned. here's the fix:
post 1-2 videos in the campaign's niche first. no product, no branding.
new accounts get suppressed by default. this is how you build trust before you ever ask for anything.
Bea Paz retweeted
one of my campaign's videos just crossed 9.1M views
and you've probably seen the format on your feed
the strategy:
→ app name on screen + first words of caption
→ stack visual hooks (on-screen text + food prep in bg)
→ reply with product-focused videos to ride the virality
Bea Paz retweeted
we're hiring NYC-based tech ugc creators!
if you want to:
> join the top Tech UGC creator community
> get paid weekly
> receive opportunities to work with the BIGGEST brands in tech
> work with the best UGC Engineers and strategists to level up your content game
> join a young community-forward team
drop a comment below why you'd be a good fit, sending the application to a few standouts.
Bea Paz retweeted
we hit 1 billion views last week
all with a small 8 person full-time team & 150 of the best creators
18 months ago i was nervous to hit 1M on our first campaign
1 billion views later, a lot can happen if you show up with good energy and a great team every day
more to come!
Bea Paz retweeted
this video did 700,000+ on IG and 997 views on TT
why? because instagram loves a rage bait
on tiktok people want to feel connected. on instagram, they want to win against others
TLDR:
tt: emotionally vulnerable content
ig: opinionated, "hot take" content
Bea Paz retweeted
our top 5 videos drove 3.8M views last week
none of them look like ads, but all of them convert between 0.5-1% view to download using:
> emotional/relatable hooks
> product name dropped naturally in copy
> comment reply optimization
Bea Paz retweeted
My biggest worries about coding with AI:
1. Beginners not actually learning
2. Atrophy of skills
I’m seeing #1 happen and I don’t have a good answer yet.
Leveling up as an engineer requires grinding and it’s not always fun. If AI can solve most of the problems for you, when do you lean into the healthy friction? When do you embrace the suck? Coupled with fewer opportunities for pair programming, it’s definitely tougher for those starting their engineering career.
It’s not all bleak though. Those with high agency are figuring it out and learning extremely fast. I just worry about the industry as a whole outside these folks. We need better products and better education. I’m hoping to try and do my part here.
For #2, I’m definitely paranoid about this for myself. What will it feel like to build software in 5 years? Will I have forgotten someone of the skills I used to rely on? Maybe that won’t even matter because we will truly be operating at a higher level of abstraction. Even if that pans out, it’s always been important to deeply understand the systems/dependencies you’re building on.
I normally talk about the stuff I’m optimistic for but think it’s good to have a healthy skepticism here.
Bea Paz retweeted
Let's talk about Developer Experience 🛠️
• What makes dev-tools great
• Why docs still fail in 2024
• Balancing simplicity vs power features
➡️ TODAY at 10am ET
🎙️ @sabrinaesaquino @beappx @AntWilson @FrancescoCiull4 @adityaoberai @HaimantikaM
xitter.cf/i/spaces/1dRJZdewVWbKB
Bea Paz retweeted
building an audience for your dev tool startup: focus on problems, not products.
as a founder, start assembling your audience before shipping. devs are social and have specific info sources:
▸ blogs
▸ newsletters
▸ meetups
▸ conferences
▸ social media
to build your audience effectively, focus on:
▸ your audience's problems
▸ benefits of solving these problems
▸ why current solutions fall short
▸ pain points of unsolved issues
don't talk about:
▸ your product directly
▸ product features
▸ how your product works
prioritize quality, originality, and consistency in your content. aim to be so insightful that others share your posts and invite you to their podcasts.
you can provide real value long before you have a product to ship.
Bea Paz retweeted
Ever wondered how memes can boost your developer outreach?
We spoke with @AntWilson about how @Supabase uses memes to engage developers and grow their community.
Stick around for insights you can steal for your own strategy 🧵👇🏻
Bea Paz retweeted
building a dev community is like growing a garden.
it needs daily work:
- share useful content
- respond to questions quickly
- recognize your contributors
- create opportunities to work together
active communities bring new ideas, give feedback, and support your work.
how do you help your tech community grow?