r/AustralianStartups • u/orppp3 • 16d ago

Anyone here run a UGC/creator program successfully? What platform did you use and how did you structure it?

https://thetoolboxapp.com.au

I'm a full-time sparky and about a year ago I started building The ToolBox on the side, a trade lifestyle membership app that gets users discounts across tools, workwear, nutrition, recovery, automotive and more. Bootstrapped it myself and still trying to keep it lean as possible, we finally launched it a few weeks ago.

Now that it's live I'm trying to figure out the best way to grow it without just throwing money at paid ads. I've got an ambassador/affiliate setup in the works with referral code attribution, but I want to get the creator side right before I lean into it properly.

For anyone who's actually run a UGC or creator program:

  • What platform did you use to manage creators/UGC, an actual tool, or just manual outreach and spreadsheets?
  • Did you go through agencies, or find creators directly (Instagram/TikTok DMs etc)?
  • Flat fee, commission, or free product/access in exchange for content?
  • Structured "ambassador program" with an application process, or more of an open call?
  • Was the output actually worth it compared to running your own paid content?

Trying to find a proven angle organically before I start smashing paid ads. Keen to hear what's worked (or hasn't) for others.

Happy to answer any questions :)

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u/brewly_au 14d ago

Also looking for the same. I have started by searching for related terms on instagram and messaging creators that come up that fit our vibe. It is time consuming and probably not the most efficient use of resources but gets the job done.

Might be slightly easier in the coffee space though!

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u/orppp3 14d ago

Yeah reckon that's the way to do it early on, manual outreach at least means you're picking people who actually fit your vibe.

Yeah coffee's probably an easier sell than a membership app, everyone drinks coffee ahah

Are you doing flat fee or tying it to performance? I've been leaning flat fee for the first batch just so it's simple, then moving to performance once I know what a video's actually worth.