Cluely

1How Cluely ran its UGC program

• Cluely started UGC with fewer than 20 consistent creators. Cluely's program had fewer than 20 creators posting consistently and reached 100 million views at sub-$1 CPM in the first few weeks.

  The argument is that a few reliable creators beat scaling creator count early. A tiny share of creators, the top 1% or 0.1%, produces around 90% of views, so it is easier to make one creator better than to 10x creator count. By contrast, another company with 2,000 creators got only 500,000 views in a month. Quote: "You do not need a lot of creators."

  Superwall▶ 24:25

• Cluely kept rotating formats instead of sticking to one. The first working format was the Snapchat format. Once it worked, Cluely sent it to other creators, then killed it and expanded to new formats.

  UGC programs often fail by finding one format and staying with it even if it is not the most converting or viral option. Quote: "A lot of the reasons that a UGC program fails is because they are not experimenting enough."

  Superwall▶ 23:35