Nick Lawton - #1 UGC EXPERT Reveals How To Market Consumer Apps

One of the big challenges with ads also is just figuring out your ad creatives.

And so many paid ads are UGC based ad creatives anyway.

So if you're going to UGC, you still have to find the creator somehow.

But you guys already have all the UGC creatives and you just start with organic and then you get to the ultimate goal, which is paid.

Right.

Well, that goes back to what I was saying earlier when you asked me, do we have brand spending X amount, like six figures plus, six figures a month? And yes, we do.

And that six figures may seem like a lot, but that's actually nothing in comparison to their overall advertising budget, where they may be spending six figures with us for all this organic testing, but they might be spending seven to eight figures with their performance budgets as well.

So now it's about intertwining both.

That really is the next level of scale that I think people that are really, really good at organic, I'm just so bullish on them being the best in the world at paid because there's people that go in the opposite direction and it's really hard to like unlearn paid and figure out how to do organic UGC.

But if you know hooks and like, you know, algorithm and for you page and stuff, I feel like that's Like the transition to paid is like not actually that

hard.

Our goal is to just make that process of learning paid and running paid ads like through sides.

It's extremely simple.

So anyone can really understand it at the end of the day.

Because yes, there's so many great UGC operators out there that I think are missing out a little bit when it comes to can they double down their strategy with paid.

And I'm starting to see that shift a little bit on Twitter as well, which is great to see.

Obviously, you still got some people who are extremely interested.

UGC pilled, but the best people in the UGC space are ones that are aware of this.

They're aware of how you test with organic and then run that as paid.

I do feel like this is maybe the next shift because I feel like a couple of years ago when You and I probably saw the same thing with TikTok shop, where it was like, oh, TikTok shop creators and marketers are the real marketers.

Like nobody in app space is doing this real kind of marketing.

But then a couple of years before that, they learned from the affiliate marketers and the Clippers and stuff like that.

And then now it's like.

the whole space is kind of evolving towards, okay, we're grinding this out and we're actually doing real good marketing with organic UGC, but it just doesn't make that much money compared to paid ads.

And like, if you just take that same skill set and apply it to a more scalable model, it's, there's just so much more money to be made.