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We had to do it.
Go watch it.
youtu.be/Q-p1qEdqoGw
Dawson Gibbs retweeted
A report that says “1,000,000 views” isn’t a strategy.
Here’s what we do with the data:
> Post at volume across creators all week
> Find the top 20% of videos
> Look for what keeps showing up in the winners
> Have every creator repeat that format
One winner is luck.
A repeatable format is a system.
We broke it down on the Ecom Cowboy podcast 👇
bit.ly/3UHE5D0
Dawson Gibbs retweeted
Most brands don’t lose creators because of pay.
They lose them somewhere in the middle.
Tomorrow on Beyond Views we’re breaking down the Creator Circle of Life:
> Sourcing + vetting
> Onboarding + the first 7 days
> Testing + finding winners
> Scaling, or swapping
> Keeping the great ones
🎁 Joined live last week? Show up tomorrow. We’re drawing a $108 winner, and you have to be live to claim it.
Thursday · 6 PM ET · Free 👇
bit.ly/3UHE5D0
You’re not the “queen” or “king” of UGC if you have ran 1 campaign and generated some views.
This tech world loves to praise mediocre people.
Dawson Gibbs retweeted
This is one of the biggest pain points of any great UGC Creator.
If you’re a great Creator, your highest leverage task is to create.
Not pitch.
Not negotiate.
Not chase payments.
Not write scripts.
Not monitor usage.
Create.
This is the focal point of @evougc as it relates to the Creator experience.
We hear you and we’re spending tons of time, energy, and capital to make your lives easier.
Dawson Gibbs retweeted
5 UGC formats we test for every new brand.
Steal them.
> “God bless the girl who…”: describe the outcome in words nobody expects, then let the product prove it on screen
> The fake-out confession: open with relationship-style drama, then reveal what’s really going on
> The before-you-turn-25 list: put a deadline in the hook so the right people stop and share
> The wish list giveaway: give most of the value away, then deliver the rest through a comment keyword
> The insider refund hack: build instant credibility and send people to a domain they’ll remember
You don’t need a new idea every week.
You need proven formats and enough volume to find your winner.
Full breakdown in the UGC Debrief 👇
evougc.com/ugc-debrief
Dawson Gibbs retweeted
Catch me and @evodawson buying these.
(Not kidding)
Toyota is relaunching the Scion brand, and its first product is the KEI-01, a tiny truck with a 660-cc engine. The KEI-01 is basically a rebadged Daihatsu Hijet Jumbo, but will be assembled in Princeton, Indiana. Initial sales will be via a fleet-focused trial program, but limited retail sales could come if there is strong enough demand.
105M views in Q1 for one client.
Looks great in a case study. Doesn't mean much on its own.
Views tell you how many people saw it, not how many bought.
If you want to know whether organic UGC drives revenue, look at shares and comments first.
Shares = trusted distribution
A share reaches friends from someone they already trust. A brand pitching you is an ad. A friend sending it with "this is literally you" is a recommendation.
So we build for shares. Captions like "Send this to 3 friends who deal with this" turn viewers into distributors.
Comments = the shortest path to a sale
On IG, we hook every comment up to a ManyChat automation. Someone comments a keyword, and the product link lands in their DMs instantly.
No link in bio. No "where can I buy this?"
Every step you cut between video and purchase is money you keep.
105M views is a nice number. What matters is what those views turned into.
That's what we build for at EVO
Dawson Gibbs retweeted
A LOT of brands are approaching UGC completely wrong.
Spending thousands on ONE influencer post, expecting good creators to work for commission only, hiring creators who can't actually sell a product, and overlooking the opportunity with organic UGC for ecom brands.
@BrandingwithBri and I were filming some new content for @evougc today, breaking down these mistakes and how brands can build a much stronger creator strategy.
Got into some really good conversations on this.
Stay tuned, we've got some good stuff coming.
Dawson Gibbs retweeted
Lying about your numbers is one of the fastest ways to permanently lose credibility.
EE 1: “October was our best month ever for new sales, brining in $500,000.”
EE 2: “Last month was our best month ever for new sales. Our best day landed at just over $10,000.”
“Best day” ($10,XXX)
* 31 days
= $341,000 or less
$341,000 ≠ $500,000
I see this at least 5X per day on X.
Early to mid-20s, occasionally 30s, cooking their reputations on Level 10 heat.
🚀
The best creators negotiate like business owners.
If a creator’s content drives real revenue for a brand, then they’ve earned the right to charge more.
But smart creators also understand the other side:
> The brand has a team to pay
> There are fees and costs behind every campaign
> The creator won’t take home 100% of the value they drove
Price on results. Understand the business. That’s how creators become long-term partners instead of one-off hires.
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Dawson Gibbs retweeted
For all my founders, here’s a content strategy you NEED to use:
Step 1: record founder led content.
This is free
For this strategy I recommend educational / (storytelling), founder-led content.
An issue you may hit: low views due to being middle/bottom of funnel
Here’s the hack:
Step 2: Have canvas UGC creators stitch your content
This gives the content a viral element
Use strong visual hooks/movement, strong text and spoken hooks
Now you have a viral bottom of funnel video
I recommend 2-3 creators to start (depending on budget)
Then ramp up and create a creator army
This is the strategy we ran for smb market, and helped generate them $1.2 Million
With only 40M views…
Distribution is the moat
Founder led content is free
Leverage creators to amplify
Green screen stitch format is still HOT btw (but you’re doing it wrong)
Here’s what you need to know:
#1: Your background video MUST be middle/bottom funnel (MOFU/BOFU)
It should convert around 0.8-1%+
If not, it’s not worth stitching
Don’t stitch a top of funnel video that converts 0.2% (generous # in most cases)
Pointless.
#2: Add the viral stitch hook
This adds a viral variable to a video that will typically get lower views due to being MOFU/BOFU
Bonus: add a text hook 🪝
You want a cheat code one?
Use: “he’s/she’s living in 2099”
For higher conversion rate: use your text hook for SEO and ICP call out.
Use niche words, pain points and/or end result, for your audience
Like we did here: “this girl just exposed the airlines… this is how to save THOUSANDS on tickets”
I disagree on this.
Steve Jobs was in the trenches 24/7 with his product teams understanding how to make the product better & marketing better.
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If you’re a creator and you’re still pitching to brands, youre ngmi
As a UGC Creator, why are you wasting your time pitching at all? Outdated and unnecessary.
If you’re accepted as a Creator at @evougc, we always have brand deals. No pitches required.
Dawson Gibbs retweeted
Your UGC video just hit 1M views.
But what if nobody actually cared enough to share it?
Something I spoke about on @evougc’s Beyond Views live webinar is how much brands overlook the engagement metrics that actually matter.
Two of my favorites:
> Shares: Someone found your content valuable enough to send to someone else.
> Comments: Your content got people talking, asking questions, and engaging with your brand.
I’ll take a video with 100K views and a crazy share rate over a video with 1M views and almost no engagement.
When shares, saves, and meaningful comments are coming in, THAT’S the content I want to break down and double down on.
Join in the free webinar this week: bit.ly/3UHE5D0
Most brands judge UGC by views but that’s the wrong metric to track.
On Beyond Views, we broke down the 2 metrics we love to see:
→ Shares: someone cared enough to send it to a friend
→ Comments: the video started a real conversation
When shares and saves outpace likes, that’s your winner. Double down on it.
Beyond Views is live every Thursday 👇
evougc.com/beyond-views
Dawson Gibbs retweeted
Brands put WAY too much weight on a UGC creator’s experience…
I’ve seen creators with years of experience consistently underperform, while creators we bring in with ZERO experience end up going viral.
I may get fired for leaking how you can make this happen, but here goes nothing…
It’s ALL in the training.
You should train creators on proven formats, hooks, delivery, and product integration. You need to review their content, give feedback, and work with them until they get it right.
You’re not just hiring creators and hoping they perform.
You should be building creators who know how to make content that performs.
And for brands, that’s a HUGE advantage.
Dawson Gibbs retweeted
Do not overlook the 2k viewed videos
Here’s how your growth will look:
Outliers -> Breakouts (10k+) -> Viral (100k+)
You need outliers first.
Use this 5 step process below to get your next viral hit.
Quit telling creators to “double down.” Legit the most vague advice in Canvas UGC.
Here’s the exact 5-step process I use to find winning variables and build toward repeatable breakouts:
For context, I’ve helped generate billions of views, millions in brand revenue and coached thousands of creators as CCO at evougc.com
🧵
Dawson Gibbs retweeted
Instagram just started cracking down on AI accounts.
Profiles posting AI content without disclosure are getting tagged as “AI generated profiles,” and their reach is tanking.
This matters if you’re an app or brand running faceless AI content to save money.
It worked for a while.
Cheap to make.
Easy to scale.
No creators to manage.
But the platforms are catching up, and so are the viewers.
Here’s what’s winning instead:
> Founder-led videos: people want to see who’s behind the product
> Real creators: real faces, real reactions, real trust
> The story behind the app: why it exists, who it’s for, what problem it solves
AI can help you write the script, edit the video or test the hook.
But the face on screen?
That still needs to be a person.
People trust people and that’s not changing.
