To UGC or UGC not?

This Week's Newsletter Includes:

✅ Answer to - Is UGC the right marketing channel for your app?
✅ Access to our internal tracking tool we’ve used to gain over 280m+ views

Not every app should jump on the UGC bandwagon. Here's the brutally honest framework to know if UGC is worth your time and budget👇

🚨 THE PROBLEM

90% of brands are wasting money on UGC campaigns that were never going to work.

Most marketing teams see a viral UGC video and think "we need that too!" But UGC isn't a magic solution—it's a specific tool that works under specific conditions.

✅ THE 3-POINT UGC READINESS TEST

1️⃣ GEN-Z TARGET AUDIENCE

UGC thrives when your creators ARE your customers.

✅ You're ready if:

• Your target demo is 18-25 years old

• Your audience is naturally social media fluent

• College-aged creators can authentically represent your brand

❌ Skip UGC if:

• You're targeting 35+ yr old professionals

• Your audience wouldn’t create content naturally

• There's a disconnect between creators and customers

Real Example: Cal AI succeeds because fitness-conscious Gen Z users who track calories can authentically show their tracking routines and results.

2️⃣ SOLVES A CLEAR PAIN POINT

Your app needs to be "scroll-stopping" relevant.

✅ You're ready if:

• Your app solves a problem people experience daily

• The solution feels "built for Gen Z"

• Users have an "aha moment" when they see it

❌ Skip UGC if:

• Your app requires lengthy explanations

• The value prop isn't immediately clear

• It's more of a "nice to have" than a "need to have"

Real Example: Fig works because it solves a very niche pain point that resonates deeply with the intended demographic → gen z’s with gut problems.

3️⃣ VIRAL UI OR CONCEPT

Visual intrigue beats feature lists every time.

✅ You're ready if:

• Your UI is instantly recognizable

• The concept is simple but clever

• People naturally want to screenshot/share it

❌ Skip UGC if:

• Your app has no viral interaction or UI

• The interface is complex or text-heavy

• You can't explain it in a 15-second video

Real Example: Queue app’s interface has a viral interaction that mimics the famous tinder swipe.

💡 ACTIONABLE TAKEAWAYS

🎯 The 15-Second Test If you can't explain your app's value in 15 seconds with just visuals, UGC probably isn't your channel.

💰 Viral UI or Concept Is the app an inherently viral idea or does it have a viral UI that would make people stop doom scrolling on TikTok?

📱 The Creator-Customer Mirror Your best UGC creators should feel like your ideal customers. If there's a demographic gap, pivot your strategy.

🚀 WHAT TO DO NEXT

Remember: UGC isn't about going viral—it's about finding creators who genuinely connect with your audience and can authentically showcase your solution.

Playkit has helped 40+ companies to get 1M+ downloads and 420M+ views, if you think UGC is the right channel for your App, don’t hesitate to hit us up:

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