hey {{first_name|there}},
25,000 creators. that's what you've pulled out of Instagram and TikTok since we opened the doors.
i checked the number this morning expecting to feel good about it for a second and move on. i've been sitting with it since. mostly because of how it got there: not one big client, not one lucky niche. thousands of separate prompts, from people looking for very specific kinds of people.
25,000 creators, sourced since launch.
25,000 creators, and not one of them found by scrolling a hashtag at midnight.
where the number comes from.
every creator in it is one that a search surfaced and a user kept. a real profile, the post that earned it a place on the list, and an email address wherever one existed to find.
the ones that didn't survive the filter aren't in there, which is the whole point. a list of 25,000 names would be worthless. a list of 25,000 people who actually make the content someone asked for is a different object entirely.
the asterisk.
this is not 25,000 booked collaborations, and i'd rather say that plainly than let the graphic imply otherwise.
a sourced creator is the beginning of the job. the vetting, the first message, the rate conversation, the brief, the reshoot when the first cut misses. all of that is still yours, and honestly it should be. that's the part where taste shows up.
what it tells me.
UGC marketing isn't slowing down. teams want more creators right now than at any point i've watched this space.
what they've never had is a sane way to find them. so the campaign quietly shrinks to fit the number of profiles somebody had the patience to open by hand. twelve creators instead of eighty, because eighty was a week of work nobody wanted to sign up for.
that's the ceiling i'm trying to knock out. 25,000 says it's coming down. thanks for doing the sourcing that proved it :)
Vic
founder, UGC Agent