UGC is a great content format that can help build trust but is scaling UGC marketing worthwhile? Does it make a difference?
User-generated content is great because of its authenticity, low-cost and simplicity to go for a more persuasive approach than a polished brand ad. But the problem that most marketers don’t admit is that it’s hard to scale.
You start with a few creators and get decent content that you can utilise. It performs quite well and you’re seeing your engagement go up and the team is buzzing with the results. Then your CPM goes down and the silence follows.
The momentum fades, the creators go quiet and you’re back to square one. Most businesses treat UGC as a one-time deal and not as a complete marketing method. That is where scaling UGC marketing can make a difference with a planned-out strategy.
Start With Smarter Negotiation
The first mistake is paying one-off creator fees without thinking ahead. Here’s how to fix that:
Batch campaigns
Negotiate multiple pieces of content upfront instead of a single deliverable. It reduces cost-per-asset and keeps your calendar full.
Repurpose rights
Always include usage rights. UGC should be used as your ad asset, website, socials and pitch decks. In the end you are not just buying a single piece of content but a chance to maximise the content.
Creator tiers
Blend nano, micro and mid-tier creators. You don’t need 10 macro creators. You need 30 creators who know how to talk to their niche. The results speak louder than follower counts.
Scaling UGC Marketing with Tools Like a Pro
Scaling UGC needs a system as it is easy to fall behind when you manage your creators using your inbox and spreadsheet. You’ll burn out quickly and lose track of your content.
Instead, getting organised is key:
- Use tools like Modash, Grin or Influencity to manage your UGC pipelines, track performance and handle payments.
- Implement a shared brief template so every creator knows what you expect and how you want the content ready for you to use from the get-go.
- Tag assets by tone, niche, format and audience. That way, you’ll know which content works best and how to utilise it for maximum impact.
Maximise Content to its Fullest Potential
Every content asset has more life in it than you think. For example, a 30-second video can become:
- 3 TikToks
- 2 Instagram Reels
- 1 landing page testimonial
- 1 email
- 5 clips for ads
And that’s just scratching the surface. Good UGC should be stretched, shaped and repackaged across your funnel.
Scalable UGC marketing is about making one piece of content do the job of ten. If you’re not thinking like that, you’re just wasting money.
What Is It Going to Be? Scale or Stall?
UGC can be a goldmine but only if you treat it like a system, not a stunt.
✅ Be strategic with your creator partnerships
✅ Manage it like a media pipeline
✅ Repurpose every asset
✅ And track what drives revenue, not just likes
Here at Nifty, we help brands build scalable UGC marketing strategies that don’t just generate content but also generate results.
If you need to turn UGC into something that actually delivers ROI, let’s talk. We’ve done it before, and we’ll do it for you.
