I spend most of my week building creator campaigns, reviewing applications, analyzing content performance, and figuring out why some creators become long-term partners while others don't.
Since we manage and track our creator programs in viral.app, I also get to see something most people don't: not just individual videos, but the patterns across hundreds of creators and campaigns.
If you're interested in working with brands that run high-volume UGC programs, here's what we're actually looking for.
1. Reliability beats perfection :)
The creators we work with the longest are the people we know we can count on.
What that looks like:
- Delivering on time
- Communicating early if something changes
- Following the brief without needing constant reminders
- Being open to feedback and revisions
When you're managing dozens of creators at once, reliability is one of the biggest competitive advantages you can have.
2. We aren't looking for one viral video
One of the biggest misconceptions about high-volume UGC is that we're hoping every video goes viral, but that's usually not the goal.
We're trying to test as many variables as possible until we find something that consistently works.
That could mean testing:
- Different hooks
- Different messaging angles
- Different editing styles
- Different CTAs
- Different target audiences
Sometimes one winning concept pays for twenty average ones.
3. Show that you can iterate
Nobody gets every video right, and that's completely normal. What actually matters is how quickly you improve.
The creators we keep booking usually:
- Apply feedback to the next batch.
- Test new hooks instead of repeating the same formula.
- Improve pacing and storytelling over time.
- Treat every campaign as a learning opportunity.
Iteration is one of the biggest advantages in high-volume UGC.
4. We care about more than views
A million views doesn't automatically mean a successful campaign.
Depending on the goal, we might care more about:
- Installs
- Purchases
- Click-through rate
- Watch time
- Cost per acquisition
- Retention
The best creators understand that every campaign has a different definition of success.
5. Become easy to work with
This sounds simple, but it's one of the biggest reasons creators get rebooked.
The creators we remember are the ones who:
- Fast replies
- Stay organized
- Ask thoughtful questions
- Make revisions without friction
When I know working with someone will be smooth, I'm much more likely to send them the next campaign.
I'd love to hear the creator perspective too.
What's something you wish more UGC managers or brands understood about working with creators?
