adworkly - ugc agency

#1 creator-led distribution partner for consumer brands

[adworkly - ugc agency @adworkly]

smaller feedback loops > bigger creator rosters

[adworkly - ugc agency @adworkly]

smaller feedback loops > bigger creator rosters

[Madhura @madhurahoval]

only way to make your roster self-improving: smaller feedback loops

needs to happen twice:

1. before creators post
>ask them to add multiple cuts
>is the app plugged in naturally?
>does it earn the first 3 seconds

2. after they post
>what died/what held, why?
>learnings go into briefs

this way you save $ AND your creators

[Madhura @madhurahoval]

highest performing 'demo' videos never look like demos.

wrap the product reveal in a prank, a bet, a dare, anything with tension, and you get shares and guesses for free that a straight walkthrough never earns.

[Madhura @madhurahoval]

if ur app has nothing demoable,

you really do have a product (content) problem

build one thing that screenshots stoopidly well: a score, mascot, a cool screen, weird little animations

look at the apps that have printed views+cracked distribution 👉

[Madhura @madhurahoval]

ngl, insane time to be building an edgy photo editor app rn.

[Madhura @madhurahoval]

products that innately solve for content always win

[Madhura @madhurahoval]

fix these before you touch distribution

costs $0 + saves you months!!

1. app not ranking on search
2. app name similar to a niche GIANT
3. no reviews on appstore
4. appstore screenshot messaging mismatch (or just ugly)
5. onboarding doesn't ask 'where did you hear about us?'
6. negligible ASO
7. dead branded socials
8. zero user feedback interviews done
9. no baseline retention numbers
10. app icon doesn't stand out
11. no clear pain point articulation
12. no A/B testing on paywall
13. app crashes or lags on first open (rip)

what’d i miss?

[Madhura @madhurahoval]

"organic ugc iS EaSY"

1. install the app, use it for atleast 3 days- every. day.

2. create a fresh account on tiktok + LIVE on tiktok

3. consume the content your target audience is consuming.

4. what content angles are your competitors going after?

5. create a notion, dump content angles, describe.

6. do a THOROUGH comment-convo analysis

7. brainstorm w claude

8. realllyy really understand what the people need/want - skip this, see the views plateau

9. source creators that look like the audience

10. 10. creators create acc + warm up for ~4 days

11. send content plan, ask creators to STICK to it - atleast for first 4 weeks

12. add a vetting layer before content pieces go live

13. be ON TOP OF whats live: track, iterate (kill/scale)

14. check what people are saying in comments

15. seed comments! these need to be non-chalant, authentic testimonials

16. reshoot whatever missed the brief - almost nothing goes live on the first take

17. switch out the angle before it decays, same hook dies in 2-3 weeks

18. overhire bec half wont stay

19. pay out on time or ur best creators are working for a competitor by next week

20. repurpose the winner as paid spark ads/partnership ads!

[Madhura @madhurahoval]

cheater buster's content that goes viral over and over again:

> fake stories
> skit videos of either partner getting caught
> toxic experiences of a cheating partner
> set-ups to catch them cheating red handed

posted on official and creator accounts both

this video: 62m views, 880k shares, 50k comments, 8.5m likes

hook - "POV: ranking baby names, except I'm naming all the guys she's been cheating on me with"

[Madhura @madhurahoval]

last 30 days looked like this

so, a how-to:

1. install the app, use it for atleast 3 days- every. day.
2. create a fresh account on tiktok, consume the content your target audience is consuming.
3. what content angles are your competitors going after?
4. create a notion, dump content angles, describe.
5. do a THOROUGH comment/convo analysis (use a tool like ugcinfra)
6. brainstorm w claude
7. realllyy really understand what they need/want - skip this, see the views plateau
8. source creators that look like the audience (overhire)
9. creators create acc + warm up for ~4 days
10. send content plan, add a vetting layer before content pieces go live
11. be on top of whats live: track, iterate (kill/scale)
12. check what people are saying in comments

603 videos, 32 accounts, 15.3M views in 30 days!!

[Madhura @madhurahoval]

if you think you can copy a campaign and win,

you're in for a BIG reality check.

if as-is copying worked, all apps would be success stories

instead, take frameworks/systems and adapt them to your app

fundamentals remain same, spcifics dont

[Madhura @madhurahoval]

cosmos is a great example of doing it right

been following their creator accs for ~6 months- never stopped posting:

> no. 1 in app store design category across 28 countries
> ~1M web visits/month
> zero paid spend. all organic

winning hook structures:

1. marketing girlie/design students > declines a GIANT in the niche > puts cosmos on a pedestal as the better alternative

👆(5m views on IG vs 222k on TT)

2. name-drop pinterest > pain point w it (filled w temu ads) > cosmos as the fix

👆(4m views on IG)

3. openai/anthropic buying pinterest > boycott billionaires > use cosmos

👆(11m views on IG)

creators use comment-gated CTAs and pulled viewers into DMs

[Madhura @madhurahoval]

lazy campaign execution 101

>hiring avg talent to save $
>zero training period
>skipping 1-week pilot
>1-day account warm-ups
>zero research on content direction
>no failed-video diagnosis
>no comment conversion systems
>no comment sentiment analysis
>skipping weekly creator syncs
>no creator leaderboards

[Madhura @madhurahoval]

do you stop doing seo just because you started ranking?

even though 3 months of ugc can give you great results,

thats not how it should be approached, imo

ugc should be a launchpad for
demand gen channel > TOFU UA > consistent distribution

goal should be be a scalable distribution system

[Madhura @madhurahoval]

cosmos is a great example of doing it right

been following their creator accs for ~6 months- never stopped posting:

> no. 1 in app store design category across 28 countries
> ~1M web visits/month
> zero paid spend. all organic

[Madhura @madhurahoval]

$100-500 posts > $10k celebrity collabs

micro-influencers have a closer parasocial relationship w their audience

they give a 2-3x higher eng% than the big names

[Madhura @madhurahoval]

musa: $30k est. rev, 60k installs, all from very relatable anxiety triggers

period trackers are not dead afterall

musa is a women's health/period tracking app

setup:
35+ tiktok accounts, same 3 hooks on repeat, 62.9M views in 30 days

winning formats:
> solidarity - "raise your hand if your march period never came" (2.6m)
> shock education - "why do little hairs grow on your nipples?" (2.7m)
> shocked one-liners - "wait you can bleed and still be pregnant??" (899k)

why it works: relatable reproductive health anxiety > explanation > app is answer

results: 62.9m views / 30 days, $30K revenue, 60K downloads

[Madhura @madhurahoval]

suno’s repeatable tt format

(contributor to 8x growth in 15 months ~doubling every 5-6 months)

format:
>100% controversial/drama-driven hooks
>some creators lipsync to suno-gen songs
>every video tags suno in caption
>some name-drop the app on screen

visual hook:
>staple: imsg chat ss
>variable: straws as chopsticks?/curling eyelashes/stanley cups/mukbangs/chores

drama hooks pull ALL kinds of comments + caption tag drives people straight to suno.

BEST PART?
the app itself is never once shown in any of these videos!

[Madhura @madhurahoval]

mondays at @adworkly:

performance check > full content revamp > iterate on winners > send new formats to test

high volume allows you to CLEARLY distinguish between whats working and what isnt

v imp, esp in the first 3 weeks

[Madhura @madhurahoval]

AirClub: $100K MRR / 20M avg monthly views (active organic campaign since more than 300 days)

original formats:

- Travel Tuesday trend content
- Deal reading (destination + price on screen)

still running w variations:

- Talking head videos explaining flight hacks
- Skits using a cheating narrative as the hook before pivoting to the deal