Frey

Building a system that turns content into installs
for consumer apps

[Frey @itsfrey_p]

@loganstakeley flex

[Frey @itsfrey_p]

@dawsbg @juliapintar This is so real 😭🤣

[Frey @itsfrey_p]

@niklogvinenko UGC is huge

[Oliver Manilow @ManilowOliver]

UGC posted on fresh accounts has been called a million different things, and not having a defined term has genuinely created a massive problem for the space

so to my fellow friends, creators, frenemies, and customers building in the space,

I want to finally end this debacle - "Canvas UGC" will be the final term

this will only prove to help us all propel the space forward

i was anti "canvas" for a while and didn't understand the concept of the blank canvas, but recently it finally clicked for me

blank canvas = brand new/blank account

this will be reflected in all future SideShift Product Updates

carry on

[Frey @itsfrey_p]

@lauradang0 Loving this

[Frey @itsfrey_p]

The funnel for app growth in 2026:

Organic content → hook discovery
Winning hooks → paid ads
Paid ads → scale

Most apps skip step 1 and wonder why step 2 is expensive.

[Frey @itsfrey_p]

Counterintuitive truth: the more you spend on ads the MORE creatives you need — not fewer.

Budget amplifies whatever signal your creative is sending. Make sure it's a good one.

[Frey @itsfrey_p]

The creator who posts to 500 followers and drives 50 installs is more valuable than the influencer who posts to 500K and drives 5.

Know the difference.

[Frey @itsfrey_p]

The biggest shift in app marketing right now: creative IS the targeting.

TikTok and Meta's algorithms find your audience based on creative signals.

Better creative = better audience matching.

[Frey @itsfrey_p]

The LATAM app market is growing faster than North America right now.

Bilingual content isn't just a nice-to-have, it's a competitive advantage that compounds over time.

[Frey @itsfrey_p]

What's the biggest lie you were told about growing an app?

[Frey @itsfrey_p]

Thumb stop rate is the most honest metric in content marketing.

Did you make someone stop scrolling?

Everything downstream — watch time, clicks, installs — depends on that one moment.

[Frey @itsfrey_p]

@UGCwithtaylorr Love the energy.

[Frey @itsfrey_p]

@eliana_jordan The solopreneurs who figure out this stack early are going to be untouchable.

[Frey @itsfrey_p]

The question every app founder should ask any UGC agency before hiring them:

'How do you measure success?' If they answer with views — run.

[Frey @itsfrey_p]

TikTok is replacing Google as a search engine for younger audiences.

Is your app showing up when people search for problems your product solves?

If not — that's your next content strategy.

[Frey @itsfrey_p]

El error más grande que cometen las apps gringas:

Asumir que su audiencia solo habla inglés.

El mercado hispanohablante está esperando que alguien les hable directamente.

[Frey @itsfrey_p]

Stop waiting for the perfect moment to launch.

The market doesn't care about your readiness.

It cares about your consistency. Show up imperfectly every day.

[Frey @itsfrey_p]

@vaaselene This is exactly how winning UGC works too.

[Frey @itsfrey_p]

@madsf88 @10x_apps Tools like this cut weeks of research.