# State of UGC Address

Channel: Owen Nurminen
Video: https://www.youtube.com/watch?v=vWW0oN0tzWw
Duration: 10 min
Language: English
Words: 1961
Transcript page: https://viewrankai.com/tools/youtube-transcript/vWW0oN0tzWw

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[0:01] What's [snorts] up guys? Owen here. I just wanted to update you on the world of UGC and what's going to happen for the next three, six months. Um, so you guys can make good predictions for your own apps, projects, buildings, content, whatever you want to do. Um, we'll start at the top. So, uh, AI is huge. Everyone's like, what's going to happen with AI? Um, turns out that Vine is coming back and you're not going to be able to have AI generated content on Vine. The reason for this is uh Jack Dorsey is funding it and um Jack is very smart guy obviously. So in in Jack's

[0:32] opinion and in mine as well, consumers don't like AI. Um why would you? It's taking your jobs. It's destroying creativity. It's just pretty much destroying everything. It's a great tool for what it is, but vast majority of us, it's actually kind of a net negative. Um you know, losing your job, not good, right? So Vine is coming back as Divine. it's being rebranded. Uh short form videos, 6 seconds long, whatever. Um no AI. So Jack Dorsey's making that bet. I think it's safe to say that that's a very good bet that most people most people should follow along with. So other than that, I've personally been

[1:08] working on a campaign on a new social media platform. And this platform, I'm I'm not going to say the name of it yet, but um essentially it's the exact opposite. and it is banking on you uh AI to be the main content driver. Um we're having trouble. We're having consumer like when we're we're getting some views on some videos and people people are not going to the app to download it. Um I I just I don't think it's going to work. I think consumers really strongly dislike AI and I don't think they're going to contribute to people that are

[1:43] like only building with AI, right? Another thing, uh, I've had a lot of people recently be like, "Wow, there there's so many people moving to the app space." And in my opinion, that's a good that's a good bet. Um, like I personally have done that, been working in the app space for a while. We've seen a lot of big names move to the app space. Um, the reason for that is because UGC is extremely powerful. That's why people are building apps because of of UGC literally. Um, UGC is not going away. It might change or whatever, but it's by far the most powerful way to influence

[2:17] public opinion. Now, there's studies done that influencers have, you know, stronger [snorts] uh stronger trust than doctors and lawyers and pretty much every other profession, which is crazy. Um, but UGC, I think, is actually another level above that because people will see a random creator and be like, why is this person talking about some product? Um, and then they go to the comment section, all the comments are also supporting that person's opinion. They're they're going to be way more likely to buy. I forget the name of the term, but basically people trust comments more than they do like anything else. Like the amount of social proof that you can have in the

[2:54] comment section, you're going to drive way more traffic and sales. Um, so UGC is not going anywhere. It's going to be used for political campaigns. It's going to be used to shape the future of the world. That's kind of why I'm chiefly interested in it. I think it'll be really fun to do political campaigns eventually and run UGC campaigns. Um, so that's that's just another caveat. Other

[3:14] than that, some personal life updates. [sighs] I um I my app I haven't said the name of it publicly yet. Um, and I'm going to wait on doing that, but we're about to hit probably 20K revenue in like our first month and a half. Um, which you know to a lot of people like a lot of people do like way more than that. I've done personally way more revenue than that in a month, but doing it from an app and the app helps creators make better content. That's that's pretty much all I'm going to say. And it's also a first of its kind in the app store as well,

[3:50] which is we're we're pretty proud of that and we're making it better every day. Um, but we've grown that app through UGC only. No influencers, no ads. Um, only UGC. And if you're going to be running your own UGC campaigns, I tell everyone this. I tell every brand owner, everyone I work with, you need to

[4:09] work with literally the best creators. And you have to contact them or get them on your program by any means possible. Um, you know, similar to how the value of an influencer, like you should talk to their moms, talk to their aunts, their sisters, whatever. Anyone that has social media, get in contact with them so that you can actually work with them long term. Um, UGC is is now getting to that point where if you have access to the best creators, you pay them whatever it costs because their videos are as valuable as influencers and you can get many many more at bats. Plus, running their videos

[4:46] as ads is also cheaper. Your CPMs are better all around. You just it's it's so much better that it's it's kind of hard to believe. Um, another cool thing. So, Content Circle, if you know, if you I don't know if you guys know me, but I have a creator UGC community called Content Circle. It started as just creators and then uh some creators got really good and I was like, well, you guys should run agencies. So, they've been running agencies and we have a creator. I just want to shout out Colin Madden. Um probably going to do a podcast with them soon. But Colin was a creator uh Tik Tok

[5:15] one, Tik Tok creativity challenge, UGC creator making making Tik Tok ads. Uh Colin then went to more traditional UGC and then he started his own UGC agency and he got an app to number one in the app store. He got them like 50 million views in a month. Um and over 80,000 downloads in a day and so Colin was in content circle. He's crushing. Um you know really really proud of of Colin. So

[5:41] good job bro. Um that's more or less like the full update. um trying to think of anything else. And basically the spark notes are consumers hate AI. Uh content is going to be um you know UGC and content as a whole are going to be you know trending away from AI. They're going to be very popular on platforms like Divine might take over because there's not going to be any AI which is incredible. Um and yeah I mean if you're going to be hiring UGC creators make sure you get the absolute best ones that you physically can. If it costs a little bit more, that's great. You cannot overpay

[6:18] for talent. You know, I've personally been growing my app strictly through UGC. And, you know, fortunately, I have great connections, so I didn't have to essentially overpay uh because I just know what creators are really good and they they trust me. Um, but there there's also been creators where I've been like, you know what, this is the

[6:34] price to get them to work. Let's do it. And I I I get it done by any means necessary. So, those are all things that you should just keep in mind um when when thinking about the content space and UGC in general. You know, final thing I wanted to touch on is personal branding. I don't think personal branding is honestly important. I think I'm putting out this video because I care about this stuff and I want to talk about it. Um but growing a following, the idea of growing a following, I think it's essentially dead. You shouldn't be trying to grow a following on social media. I fully believe that. I think you

[7:09] should try to be make really really good content if you're going to do it that's engaging that people like that brings them value. Um become a you know position yourself or product productize yourself as as a important figure in in your space you know like I think I've done that with UGC um I think you can do that as well um in your space. So productize yourself, make incredibly values valuable stuff, don't try to grow your following, just try to get very good engagement on your posts, more or less. Um, [sighs] and the reason for that is if if you truly want to have a strong personal

[7:47] brand, I've been reading this book called um a philosopher in the valley, like story of Alex Karp, who's co-founder of Palunteer with Peter Teal. Um, Alex Karp has an incredible personal brand. Same with Peter Teal or Zuckerberg or any of these guys. And they didn't do it by posting every day, documenting their lives. In fact, that pro probably would have been antithetical to their success because they would be taking time away from building what's actually important or managing teams or whatever and spending that time making content, which is not

[8:21] the highest lever that they can pull. So, if you're someone that's trying to go for the absolute moon, you need to be pulling the levers that are most valuable to you. And now that you know I'm an app founder, our app's starting to rip. The most the best lever I can pull is not me sitting down and doing iPhone videos anymore. The le best lever that I can pull is having 10 or 20 or 30 creators doing it. You know, we're going to onboard over 50 creators this month to our UGC program for our app. Um, and that is actually the best thing that you can do. So,

[8:55] and the reason for that is because let's say I'm posting once a day. Great. Once a day. Let's say I'm managing 50 people. That's 50 posts a day. 50 post a day beats one. Like, you know, no ego involved. I like to think I'm a good creator, but there's no reason for me to do it. Um, on top of that, I've been pretty locked in on my routine. Speaking of Alex Karp, I've been doing his uh 4x4 Norwegian um V2 max training. It's been

[9:19] great. You basically do like 90% max heart rate for four minutes and then you do three minutes at like zone one kind of cool down. Um and you do four sets of that. It's like 28 minute long workout. Been doing it on the assault bike which is hell. Um just oh it's so rough. I'm not going to lie. Um but it's really fun like getting that sweat and that very high intensity. I don't think many people do that anymore. I realized I haven't really pushed my max HR like

[9:47] that since my last like ultramarathon. Um, but uh I think it's very important to do. So, trying to think of anything else that would be valuable that I've been thinking about. I think that's pretty much it. You know, don't post too much slop essentially. If you're going to post, make sure it's really good. Anyways, I'll talk to you

[10:07] guys later. Have a good one. Bye.

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