
Nick Lawton
Co-founder & CEO of SideShift, the Gen Z UGC creator marketplace
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Aug 6, 2026
Nick Lawton - #1 UGC EXPERT Reveals How To Market Consumer Apps
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38:27

Nick LawtonGUEST
when you have your app built there's a couple things that you should do before launching your utc campaign i think the first and easiest is to go to tick tock to go to instagram go to any of these platforms search up any competitors you have in the space i think oftentimes people get so overwhelmed with having to try and create a brand new format When in reality, all you really need to do is just go and look at what competitors in your space are doing.

Nick LawtonGUEST
Now, you don't need to blatantly rip them off, but you should start thinking about some potential formats that could be remixed about 10 to 20 percent and then plug your product into those.

Nick LawtonGUEST
i would say just start to get an idea of that before you even launch your first ugc campaign and if you don't have two to four thousand dollars what you should do is you should still create these accounts yourself given that if you just launched an app you're probably a small team you might not have a lot of resources one of the best things you can do to just actually accelerate your business is by showing up every day with ugc you have an idea of you know the type of content you're going to want to create I would go ahead and I would launch a campaign.

Nick LawtonGUEST
When you launch said campaign, you're gonna wanna pay anywhere from 600 to $800 for 30 to 60 videos.

Nick LawtonGUEST
What we found works really well is a structure of that guaranteed base retainer, 600 to $800.
30 MINS LATER

Joseph ChoiHOST
Like what, how, how do you think the best leverage teams are using AI? Not, not in like ad creatives or, videos, but just like in workflows, like make stuff efficient.