Treat every clip as a test
You need data to understand what moves the needle. A video of a group class might convert better than a close-up of a coach. You won't know until you run it. Your goal is to use your existing UGC to build a library of high-performing creative assets. Each clip is a chance to gather data and optimize your conversion rates. Test them in your campaigns and measure which ones lead to the lowest cost per lead. If it performs well, move it to the top of your priority list for scaling.
Optimize the path to conversion
Once you identify which member videos work best, ensure the path to sign-up is optimized. Your creative should reflect the call to action clearly. If a video shows a member enjoying a specific yoga class, your landing page should be for that class. Don't let your creative efforts fall short by sending people to a generic sign-up page. Align your UGC with the specific interests of your potential members. This creates a cohesive experience that drives more signups and makes your marketing spend much more effective.
Scale your distribution with TIDE
To get your winning content in front of more people, look into a managed content network. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This lets you amplify your best-performing member videos at scale, giving you more opportunities to test and drive signups without increasing your spend.
Iterate based on performance data
Never stick to one strategy. Use the feedback from your audience to guide your future content collection. If your members keep posting videos of their morning routines, focus on that. Your data will tell you what your audience values most. As a head of growth, your job is to follow that data and build a repeatable model for member acquisition. Use your existing UGC as a foundation for this model and keep testing to find new ways to grow. Your success is tied to how quickly you can turn data into results.
Heads of growth should test and iterate with unused member content to find winning ads that lower customer acquisition costs.
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Follow-up questions
How do I measure UGC performance?
Track click-through rates and trial sign-up conversion. If a video has high engagement but no sign-ups, iterate on the CTA or the landing page.
What if I run out of content?
Incentivize your members to post more. A small reward for sharing a video of their workout is a cheap way to fill your content pipeline.
Should I use paid ads for UGC?
Yes, UGC often performs exceptionally well in paid social ads. It blends in with organic content, which often leads to higher engagement and lower costs.