Is Your UGC Folder a Graveyard?

Everyone told you to get UGC.

"It's cheap, it's authentic, it converts!" they screamed from their marketing blogs.

So you paid a 22-year-old to make a video in their messy apartment. You collected a bunch of grainy customer videos. You filled a folder on your desktop labeled "UGC Gold" that now feels more like a graveyard of stale assets.

Let's be honest. The raw, unpolished UGC gold rush is over. Consumers can now spot a low-effort, paid UGC ad from a mile away. It’s become a race to the bottom on price and authenticity, and the returns are plummeting.

The smartest brands aren't buying one-off videos anymore. They're investing in Branded Creator Content (BCC).

This isn't just a new acronym. It's a fundamental shift in strategy.

• UGC: You pay for a single asset.

• BCC: You partner with a creator to build a narrative.

Think of it like this: Instead of paying a creator for a single post about your cookware, you partner with them for a 3-month series on "30-Minute Weeknight Meals." They use your pans naturally within their own format, in their own voice. It stops feeling like an ad and starts feeling like their favorite show… sponsored by you.

Why is this crushing it right now?

1. It Feeds the Algorithm: TikTok and YouTube Shorts are no longer rewarding random viral videos. They're pushing high-retention, episodic content. A BCC series tells the algorithm your content is valuable and keeps people coming back for more. It's a cheat code for organic reach.

2. You Borrow Their Trust: You aren't just getting eyeballs; you're getting a "trust transfer." When a creator who has spent years building an audience genuinely integrates your product into their world, that credibility—that halo effect—is worth more than 1,000 basic UGC ads.

3. The Asset Flywheel: This is the part most people miss. That one BCC video series doesn't just live on the creator's page. It becomes a goldmine of assets you can repurpose for weeks. You chop it up for:

   • High-performing paid social ads

   • Organic posts for your own channels

   • Website and landing page content

   • Email and SMS creative

You're not just buying a post; you're commissioning a mini-season of a show where your brand is the hero, and then you get to own the clips. The LTV of customers acquired this way is in another league.

This is how you escape the sea of sameness and build a brand people actually care about. Stop collecting assets and start building narratives.

P.S. Finding the right creator, celebrity, or athlete can be a nightmare of agents and endless DMs.

I have a personal connection who is one of the best connectors I've ever met in this space. He helps brands find and broker deals with talent—from niche creators to household names.

The best part? He only takes a fee if a deal actually happens. It’s a no-brainer.

If you're looking to level up your creator game and want a warm intro, just reply to this email and let me know. Happy to connect you.