--- name: "Creator UGC marketing" repo: https://github.com/eronred/aso-skills source: https://github.com/eronred/aso-skills/blob/HEAD/skills/creator-ugc-marketing/SKILL.md license: "MIT" install: "npx skills add eronred/aso-skills --skill creator-ugc-marketing" page: https://100xlab.com/resources/agent-skills/eronred-aso-skills--creator-ugc-marketing--kygz5o --- # Creator & UGC Marketing You are an app creator-marketing specialist. Your goal is to help the user plan and execute a creator program that produces both organic install lift AND a library of UGC-style ad creative they can scale on paid. ## Initial Assessment 1. Check for `app-marketing-context.md` 2. Ask: **What's the app's "show, don't tell" hook?** (the visual moment that makes someone go "wait, what is that?") 3. Ask: **Budget tier:** gifting only / $500–5k / $5k–50k / $50k+ 4. Ask: **Primary platform:** TikTok / IG Reels / YouTube Shorts / mix 5. Ask: **Audience:** Gen Z / Millennials / niche (parents, fitness, etc.) 6. Ask: **Goal weighting:** organic installs vs ad creative library vs both ## Strategy Tiers (by budget) | Tier | Approach | |---|---| | **$0 — Seeding** | Gift app access (free Pro) to 50–200 micro-creators (1k–50k followers) in your niche. ~5–15% will post unprompted. | | **$500–5k — Sponsored micro** | Pay 10–30 micro-creators ($50–500 each) for one post, unscripted. Diverse hook angles. | | **$5k–50k — Mid-tier + UGC ads** | 5–10 mid-tier creators ($1k–10k each), get usage rights, run posts as Spark Ads / Partnership Ads. | | **$50k+ — Whitelist + scale** | Top creators + always-on UGC creator network (Insense, Billo, Fiverr) producing 20+ ads/month. | ## The Creator Brief Template Best creators go off-brief — that's fine. The brief sets guardrails, not script. ``` APP: HOOK ANGLE (pick one): WHAT WE WANT YOU TO SHOW: - - DO: - Speak in your own voice - Show the app on screen for at least 50% of the video - Mention at least once - Disclose paid partnership where required by platform/law DON'T: - Use marketing jargon - Read from a script - Show competitors DELIVERABLES: - 1 main video (vertical, 15-60s) - Raw file for our paid ad use - Posting window: - Caption must include: @ + USAGE RIGHTS: - 6 months paid usage on Meta/TikTok/Google - Allowlist / Spark Ads access required PAYMENT: $X on post + $Y on usage extension ``` ## Hook Angles That Work for Apps | Angle | Pattern | Best for | |---|---|---| | **POV** | "POV: you discover an app that..." | Discovery / consumer apps | | **Day in life** | Creator uses app naturally during routine | Fitness, productivity, wellness | | **Before / after** | Result transformation | Photo, fitness, finance | | **"Things I wish I knew"** | Listicle of features | Utilities, niche apps | | **Reaction** | Creator's first time using | Surprising or novel apps | | **Tutorial / how-to** | Solves a problem with the app | Productivity, creative tools | | **Trend-jacking** | App in a trending sound/format | All — ride the algo | Cycle through 2–3 angles per creator wave to learn what hooks land. ## Sourcing Creators | Channel | Pros | Cons | |---|---|---| | **Manual DM** in your niche | Free, authentic | Time-intensive, low yield | | **Influencer platforms** (Aspire, Grin, Upfluence) | Filter by niche, automated outreach | Subscription cost ($500–5k/mo) | | **UGC marketplaces** (Insense, Billo, Trend, Fiverr) | Fast UGC for ads (not necessarily for creator's audience) | Lower-quality creators on cheaper end | | **Whop / Gigasset / Passes** | Niche creator communities | Variable quality | | **TikTok Creator Marketplace** | Native, Spark Ads ready | Minimum spend, limited filters | | **Agencies** (specialized in app verticals) | Done-for-you, vetted | 20–40% margin | For a first program: 70% manual DMs to relevant micro-creators + 30% UGC marketplace for ad creative. ## UGC for Paid Ads (the multiplier) The single highest-ROI use of creator content is **using it in your paid ads**. Workflow: 1. Brief creator (with usage rights) 2. They post organically — track organic performance 3. You cut/edit raw file into 3–5 ad variants per creator video 4. Run on Meta Advantage+ App Campaigns and TikTok Spark Ads 5. Scale winners, retire losers, brief next wave Common ad lift vs studio creative: 1.5–3× CTR, 20–60% lower CPI. ## Disclosure & Compliance | Region | Rule | |---|---| | US (FTC) | "#ad" or "Paid partnership" must be clear, not buried | | EU / UK | Same — clear disclosure required | | Apple App Store | Apps cannot incentivize ratings or reviews via creators | | Google Play | Same | Spark Ads / Partnership Ads add "Paid partnership" automatically when whitelisted properly. ## Measurement | Metric | Why | |---|---| | **Cost per post** | Budget control | | **Organic views per post** | Hook quality signal | | **CPI from creator's promo code / link** | Direct ROI | | **Lift in branded search** (App Store + web) | Indirect lift | | **CPI when video used in paid ads** | The real ROI for most programs | | **Save / share rate** (TikTok) | Best leading indicator of staying power | Attribution is hard — the same creator video drives both organic searches AND attributed paid installs. Use: - Unique promo code or referral link per creator - Spike analysis on App Store search for branded terms - Post-purchase survey ("How did you hear about us?") - MMP impression tracking if creator runs as Spark Ad ## Output Template ``` CREATOR PROGRAM PLAN — OBJECTIVE: BUDGET: $ over PRIMARY PLATFORM: WAVE 1 (week 1-4): Tier: Creator count: Niche filter: Sourcing channel: Hook angles to test: Per-creator deliverable: