Justice Willis

21 | Lead Creator Ops @evougc

[Dawson Gibbs @evodawson]

@evougc x @PlaykitUGC

Sept. 16th. NYC.

It might get ugly….

Read next comment. cc @juliapintar

[Hunter J. @capitalcorsa]

"In-house UGC gets us a $2 CPM."

The trap: looking at CPM one-dimensionally instead of total cost.

And I get it. I've been the solo operator who wants to run lean.

If in-house UGC costs $2.00 CPM and partnering with an agency costs $2.75 CPM, the difference at 10MM views is only $7,500.

If running your entire in-house UGC program consumes 100 hrs. per month, your breakeven is $75 per hr.

Do you and your team create more than $75 per hr. of value elsewhere? The answer to this is almost always "yes." If you're a founder and operator writing scripts and issuing payments, the answer is definitely "yes." Often times the $2.00 CPM isn't cheaper. It just hides the cost.

Lower CPM ≠ lower total cost

[Alex Hormozi @AlexHormozi]

If your loved ones were kidnapped tomorrow and you had to double your business in 90 days...

...you'd double it in 30.

You've got a lot more in the tank than you think you do.

[Justice Willis @EVO_Justice]

ChatGPT-6 Astra is 100x better than Claude Fable 5.

If you disagree, Why?

[Justice Willis @EVO_Justice]

If your team is still doing this in 2026, you will not be a business in 2027...

The OLD UGC strategy of doing a "product review" is vaulted.

New strategy: talk like you're on FaceTime putting your friend on.

That's what makes viewers buy, not a review of all your best features.

[Brad UGC @EvoBradley]

The easiest way to increase your chances of going viral has nothing to do with writing a better script.

It’s your visual hook.

I’ve studied millions of UGC videos and personally reviewed well over 300,000 videos.

Most creators obsess over what they’re saying while completely ignoring what the viewer sees in the first 1.8 seconds.

That’s backwards.

Movement gives the viewer something to follow, creates curiosity, and buys your script more time to work.

(bonus points for using visual movements for 50%+ of your video to hold viewer retention)

This applies to everything:
> Organic UGC
> Influencer content
> Paid ads
> Personal content

Here’s what I’d do:
Invest $20 to $30 a week into a visual hook box.

> Fruit you can cut, peel, or eat
> Slime, fidget toys, Rubik’s cubes, squishies, or random office props

You don’t always need to buy something either.
> Tie your hair up
> Make coffee
> Apply makeup
> Pack a bag
> Walk while talking

A few rules:
1. Before posting, mute the video and watch the first 2 seconds. If the visual alone doesn’t hold your attention, redo it.

2. Track visual hooks like any other variable. Write down the exact action, prop, and framing used on every video that breaks 10K views.

3. When a visual hook works, double down immediately. Use it again with different scripts, topics, and products.

4. Be repetitive. Don’t stop using a proven visual hook because you’re bored of it. Keep repeating it until the data tells you to stop.

[Justice Willis @EVO_Justice]

Do you guys seriously still pay influencers for branded posts?

we’re making influencers

0-202k followers in a couple months for a fully branded page and you’re still bargaining with an influencer just to get 12 conversions from 100k views.

Crazy tbh

[Dawson Gibbs @evodawson]

Never forget this when running a UGC campaign:

Always prioritize building a following.

When building pages with your creator army, you want people following the creator because they care about the pain point, not just the product.

Take a travel app.

People don’t follow because they’re obsessed with the app. They follow because the creator gives them flight hacks, ways to save money, vacation tips, and secrets they can use on their next trip.

They’re following for the value and the secret, not the product.

That’s how you build an audience of high intent buyers.

More followers = a built-in audience ready to watch, engage, and help push every new piece of content beyond the creator’s existing audience.

Don’t just build views. Build the audience.

[Dawson Gibbs @evodawson]

Never forget this when running a UGC campaign:

Always prioritize building a following.

When building pages with your creator army, you want people following the creator because they care about the pain point, not just the product.

Take a travel app.

People don’t follow because they’re obsessed with the app. They follow because the creator gives them flight hacks, ways to save money, vacation tips, and secrets they can use on their next trip.

They’re following for the value and the secret, not the product.

That’s how you build an audience of high intent buyers.

More followers = a built-in audience ready to watch, engage, and help push every new piece of content beyond the creator’s existing audience.

Don’t just build views. Build the audience.

[Justice Willis @EVO_Justice]

Business owners running in-house UGC creator team,

send over the biggest bottleneck you have and I’ll solve it for you right now.

[Dawson Gibbs @evodawson]

Never do this when managing a UGC campaign.

If you’re managing 10+ creators at once, never have separate 1-on-1 DMs with every creator.

Instead, create one community chat with all of your creators.

Here’s why:

1. Creators can share wins

If someone gets a 10K, 100K, or 1M view video, they can share it with the group. Other creators can see what’s working and learn from it.

2. Your training goes further

If you give one creator feedback on their hook, lighting, angle, editing, or anything else, other creators who have the same issue can learn from that feedback too.

You’re solving multiple problems with one action.

3. It saves your bandwidth

Managing 20, 40, or 60 creators through individual conversations will eat up your time without necessarily producing better results.

A community chat allows you to communicate once and have everyone benefit.

4. Build a sense of community

Create leaderboards, ranks, milestones, and monthly rewards for top performers.

The goal is to make creators feel like they’re part of something bigger than just a campaign.

When creators build relationships with each other, celebrate each other’s wins, and compete together, they become more invested in the brand.

If you’re running a UGC campaign, don’t just manage creators.

Build a community around them.

[Justice Willis @EVO_Justice]

You will not be able to change my mind on this..

A team of 10 top tier UGC creators, can take your company from obscurity to $200k/MRR.

[Justice Willis @EVO_Justice]

@EvoBradley always larping

[Justice Willis @EVO_Justice]

@drewmarkets goat

[Justice Willis @EVO_Justice]

UGC CREATORS!

make content + get results = win a trip to Puerto Rico

Details in the images below!

[Justice Willis @EVO_Justice]

@AnshContentOps @evougc Founder-Led content. It's free, and if you can convince viewers to like YOU, they'll like your product.

[Justice Willis @EVO_Justice]

You only need 2 things to run a VIRAL UGC Creator Campaign.

Without these 2, you're going to waste your money on paying a creator for videos that get 13 views avg

INFO IN THREAD

[Justice Willis @EVO_Justice]

@Gaus450 Founder led content. If they like you, they like your product.

[Justice Willis @EVO_Justice]

1. A killer content strategy based on whats actually going viral in the market, not a product review.

For this you need a strategist that's whole job is to understand how to replicate virality.

Someone that's killing it right now is @EvoBradley

[Justice Willis @EVO_Justice]

AirPods have been vaulted. Tired of microwaving my brain.

Brought out good ol reliable from retirement, time for the great lock in 2.0