My app isn't live yet, and I already have about 20 user generated content (UGC) creators ready to post about it.
That didn't happen by luck. It happened because I had a plan. Today I'm going to show you how to build a UGC creator program before you launch, step by step, including what worked and what I had to fix along the way.
First, where have I been?
You may have noticed it's been quiet around here. I had surgery, and I needed time to heal.
I'm back now. I feel strong, and I thank God for that. Thank you for waiting for me. Let's get to work.
What is a UGC creator program?
User generated content is short video made by real people instead of shiny, polished ads made by a brand.
Think of a girl sitting in her bedroom, talking into her phone about a confusing text she just got from a guy. It feels real, so people stop scrolling and watch.
A UGC creator program is a team of creators who make those videos for your brand over and over, on a set plan.
I'm building mine for VIXA, my dating clarity app for women. The app has been submitted to the App Store and is waiting on approval.
Why I started before launch
Most founders launch first and go looking for creators after. I did it the other way around.
A brand new social media account can't post on day 1 and go viral. It has to be "warmed up" first, which means using it like a normal person for about 2 weeks so the platform learns to trust it.
If I waited until launch day to find creators, I'd lose those 2 weeks at the exact moment they matter most. So my creators are warming up their accounts right now, and the day the app goes live, the videos go out.
I'm a mother of 3 building 3 companies. I don't have time to waste, and I'm guessing you don't either.
7 lessons for building a UGC creator program
1. Start before you are ready
You don't need a live product to recruit. You need a clear brand, a clear offer and a launch date on the calendar. Creators love getting in early. I call my group the founding wave, and that name alone gets people to reply.
2. Pay for results
My standard deal is simple: a small paid trial first, and after that, creators earn money for every 1,000 views their videos get.
A few creators asked me for a flat monthly fee instead. I held my line. When pay is tied to views, the creator and I want the same thing, which is videos people actually watch.
Keep 1 standard deal for everyone. It's fair, and it's easy to explain.
3. Creators do not like to read
My first guide was way too long, and nobody read it.
Now every creator gets a 2 page guide with big text and pictures, and my training videos run 2 to 3 minutes each. If your directions take more than 5 minutes to understand, they're too long.
4. Give them a home
My creators live in a private Discord group. (Discord is a free group chat app.) That's where they get the guide, ask questions and get to know each other.
I welcome every new creator with a short personal video. It takes me 2 minutes, and it shows her there's a real person behind this brand and that she matters here.
5. Hire a creator manager early
At first I tried to answer every single creator message myself. It ate my whole day.
So I hired a creator manager on Upwork, a website where you can hire freelancers from anywhere in the world. Her name is Sofia, she's from Brazil, and she's great.
Sofia checks in with the creators every day. Her job is to be warm, be quick and keep everyone moving. She's the best hire I've made for this program.
My tip: start with a paid trial and clear goals. You'll know fast whether the person is right.
6. Find the winning video first, then grow
My goal is 50 creators, but I'm not rushing to get there.
First I want to find the video style that works, the hook that makes women stop scrolling. Once I know what it is, I'll teach it to everyone and grow the team. If you grow before you know what works, you're just paying for more videos that don't work.
7. Expect people to leave
Some creators say yes and then go quiet. Some join and leave a week later. That's normal, so don't take it personally. Keep recruiting every week so your team never runs dry.
How I use AI to run my creator program
This is the part that surprises people. The team behind this whole program is small: me, Sofia and AI.
I use Claude, an AI assistant, with its Chrome browser extension. An extension is a small add-on for your web browser, and this one lets Claude work on websites for me the same way an assistant would.
I don't write code. I just tell it what I need in plain words. These are real commands I use:
- "Answer the new creator messages."
- "Remind the creators to send their account links."
- "Welcome the new creators and send them the guide."
- "Show me a list of every creator and what she still has to do."
- "Find more creators with strong views and invite them."
And this is what it takes off my plate.
Questions. Creators ask the same things again and again. How does pay work? When do I start? Claude answers using the rules I've already set.
Reminders. Creators are busy. A friendly nudge keeps them on track, and I don't have to remember to send it.
Guides. I talk through what I want, and Claude turns it into a short guide with big text and pictures.
Tracking. I have 1 live list of every creator, where she is and what comes next for her.
Decisions. When I'm not sure about something, I ask for an honest opinion. It once told me not to hire a numbers person yet, and that saved me money.
I follow 2 rules with AI:
- AI follows my rules. It doesn't make them. Pay, special deals and who joins the team are my calls.
- People still need people. Sofia brings the warmth and AI brings the speed. You need both.
So once again, AI is running my life like a champ. Want to set this up for your own business? Read how to create an AI agent with Claude.
What I would do differently
I promised you the mistakes too, so here are 2.
I changed the rules too many times. In the first few weeks I changed the pay plan and the steps more than once, and every change confused people. My advice is to set your rules and then lock them for 30 days.
I didn't have example videos ready. The first thing every creator asks is, "Can I see an example?" Have 2 or 3 sample videos finished before you invite anyone.
1 rule you cannot skip
If you pay a creator, she has to say so in her post. In the United States this is a rule from the Federal Trade Commission, the government office that protects shoppers. Put it in your guide in plain words. It protects her and it protects your brand.
Your next step
You don't need a big budget or a big team to do this. You need a plan and the nerve to start early.
Here's your homework. Write your offer in 3 sentences: who you are, what creators will do and how they get paid. If you can do that, you're ready to recruit your first 5.
Are you a creator who wants in on the founding wave? You can see the details at www.vixaapp.ai/creators.
I'll keep sharing the real numbers here once VIXA is live. Follow along on Instagram and TikTok at @vixaapp.ai and on LinkedIn.
I'm back, and I'm just getting started.
Lisa Haven
"The plans of the diligent lead to profit as surely as haste leads to poverty."
~ Proverbs 21:5