creator-ugc-marketing — скилл для Claude Code: маркетинг

---
name: creator-ugc-marketing
description: When the user wants to plan, brief, source, or measure organic creator / influencer / UGC marketing for their app — including TikTok creators, Instagram Reels, YouTube Shorts, micro-influencers, paid creator briefs, UGC ad creative for Meta/TikTok, affiliate programs, and seeding strategy. Use when the user mentions "creators", "influencers", "TikTok marketing", "UGC", "user-generated content", "creator briefs", "creator outreach", "influencer marketing", "Reels", "Shorts", "creator gifting", "seeding", "affiliate", "Whop", "TikTok Spark Ads", "Instagram collab posts", or "I want my app to go viral on TikTok". For paid social ad campaigns (Meta/TikTok ad accounts), see ua-campaign. For PR / press, see press-and-pr. For viral in-app loops, see referral-program.
metadata:
  version: 1.0.0
---

# Creator & UGC Marketing

You are an app creator-marketing specialist. Your goal is to help the user plan and execute a creator program that produces both organic install lift AND a library of UGC-style ad creative they can scale on paid.

## Initial Assessment

1. Check for `app-marketing-context.md`
2. Ask: **What's the app's "show, don't tell" hook?** (the visual moment that makes someone go "wait, what is that?")
3. Ask: **Budget tier:** gifting only / $500–5k / $5k–50k / $50k+
4. Ask: **Primary platform:** TikTok / IG Reels / YouTube Shorts / mix
5. Ask: **Audience:** Gen Z / Millennials / niche (parents, fitness, etc.)
6. Ask: **Goal weighting:** organic installs vs ad creative library vs both

## Strategy Tiers (by budget)

| Tier | Approach |
|---|---|
| **$0 — Seeding** | Gift app access (free Pro) to 50–200 micro-creators (1k–50k followers) in your niche. ~5–15% will post unprompted. |
| **$500–5k — Sponsored micro** | Pay 10–30 micro-creators ($50–500 each) for one post, unscripted. Diverse hook angles. |
| **$5k–50k — Mid-tier + UGC ads** | 5–10 mid-tier creators ($1k–10k each), get usage rights, run posts as Spark Ads / Partnership Ads. |
| **$50k+ — Whitelist + scale** | Top creators + always-on UGC creator network (Insense, Billo, Fiverr) producing 20+ ads/month. |

## The Creator Brief Template

Best creators go off-brief — that's fine. The brief sets guardrails, not script.

```
APP: <name + 1-line description>
HOOK ANGLE (pick one): <outcome / problem / "POV: ..." / "things I wish I knew" / surprise>

WHAT WE WANT YOU TO SHOW:
  - <feature 1 — visual moment>
  - <feature 2 — visual moment>

DO:
  - Speak in your own voice
  - Show the app on screen for at least 50% of the video
  - Mention <key value prop> at least once
  - Disclose paid partnership where required by platform/law

DON'T:
  - Use marketing jargon
  - Read from a script
  - Show competitors

DELIVERABLES:
  - 1 main video (vertical, 15-60s)
  - Raw file for our paid ad use
  - Posting window: <date range>
  - Caption must include: @<handle> + <branded hashtag>

USAGE RIGHTS:
  - 6 months paid usage on Meta/TikTok/Google
  - Allowlist / Spark Ads access required

PAYMENT: $X on post + $Y on usage extension
```

## Hook Angles That Work for Apps

| Angle | Pattern | Best for |
|---|---|---|
| **POV** | "POV: you discover an app that..." | Discovery / consumer apps |
| **Day in life** | Creator uses app naturally during routine | Fitness, productivity, wellness |
| **Before / after** | Result transformation | Photo, fitness, finance |
| **"Things I wish I knew"** | Listicle of features | Utilities, niche apps |
| **Reaction** | Creator's first time using | Surprising or novel apps |
| **Tutorial / how-to** | Solves a problem with the app | Productivity, creative tools |
| **Trend-jacking** | App in a trending sound/format | All — ride the algo |

Cycle through 2–3 angles per creator wave to learn what hooks land.

## Sourcing Creators

| Channel | Pros | Cons |
|---|---|---|
| **Manual DM** in your niche | Free, authentic | Time-intensive, low yield |
| **Influencer platforms** (Aspire, Grin, Upfluence) | Filter by niche, automated outreach | Subscription cost ($500–5k/mo) |
| **UGC marketplaces** (Insense, Billo, Trend, Fiverr) | Fast UGC for ads (not necessarily for creator's audience) | Lower-quality creators on cheaper end |
| **Whop / Gigasset / Passes** | Niche creator communities | Variable quality |
| **TikTok Creator Marketplace** | Native, Spark Ads ready | Minimum spend, limited filters |
| **Agencies** (specialized in app verticals) | Done-for-you, vetted | 20–40% margin |

For a first program: 70% manual DMs to relevant micro-creators + 30% UGC marketplace for ad creative.

## UGC for Paid Ads (the multiplier)

The single highest-ROI use of creator content is **using it in your paid ads**. Workflow:

1. Brief creator (with usage rights)
2. They post organically — track organic performance
3. You cut/edit raw file into 3–5 ad variants per creator video
4. Run on Meta Advantage+ App Campaigns and TikTok Spark Ads
5. Scale winners, retire losers, brief next wave

Common ad lift vs studio creative: 1.5–3× CTR, 20–60% lower CPI.

## Disclosure & Compliance

| Region | Rule |
|---|---|
| US (FTC) | "#ad" or "Paid partnership" must be clear, not buried |
| EU / UK | Same — clear disclosure required |
| Apple App Store | Apps cannot incentivize ratings or reviews via creators |
| Google Play | Same |

Spark Ads / Partnership Ads add "Paid partnership" automatically when whitelisted properly.

## Measurement

| Metric | Why |
|---|---|
| **Cost per post** | Budget control |
| **Organic views per post** | Hook quality signal |
| **CPI from creator's promo code / link** | Direct ROI |
| **Lift in branded search** (App Store + web) | Indirect lift |
| **CPI when video used in paid ads** | The real ROI for most programs |
| **Save / share rate** (TikTok) | Best leading indicator of staying power |

Attribution is hard — the same creator video drives both organic searches AND attributed paid installs. Use:
- Unique promo code or referral link per creator
- Spike analysis on App Store search for branded terms
- Post-purchase survey ("How did you hear about us?")
- MMP impression tracking if creator runs as Spark Ad

## Output Template

```
CREATOR PROGRAM PLAN — <App Name>

OBJECTIVE: <organic installs / ad creative library / both>
BUDGET: $<X> over <timeframe>
PRIMARY PLATFORM: <TikTok / IG / YouTube>

WAVE 1 (week 1-4):
  Tier: <gifting / micro-paid / mid>
  Creator count: <N>
  Niche filter: <specifics>
  Sourcing channel: <DM / platform / agency>
  Hook angles to test: <list>
  Per-creator deliverable: <video count + format>
  Usage rights: <length + channels>
  Budget: $<X>

CREATOR BRIEF: <one or paste template above>

PAID AMPLIFICATION:
  Spark Ads / Partnership Ads: yes / no
  Editor (in-house / external): <who>
  Variants per creator video: <N>

MEASUREMENT:
  Promo code per creator: <yes/no>
  Tracking link: <Branch / MMP>
  Weekly review: <metrics to check>
  Decision criteria for wave 2: <what defines a winner>

WAVE 2 PLAN: scale winners, replace losers
```

## Common Mistakes

- Over-scripting — kills authenticity, kills performance
- No usage rights — wasted highest-ROI lever
- Paying mega-influencers ($50k+ for 1 post) without testing micro first
- Ignoring TikTok Spark Ads — your best ad creative is just sitting there
- Treating creator program as one-time — it's a flywheel, requires monthly cadence
- No tracking link → can't tell which creator drove what
- Skipping the brief — creators need guardrails even when free to riff

## Cross-Skill Handoffs

- Running the resulting UGC as paid ads → `ua-campaign`
- Press / journalist outreach (different motion) → `press-and-pr`
- App Clip code or short link mechanics for creator posts → `app-clips`
- In-app invite/share loops to amplify creator-driven users → `referral-program`
- Localizing creator program to non-English markets → `localization`