Holly Frick

hi i'm holly! i spent 2025 running an in-house ugc campaign for a consumer app (150M+ views, 1.2M+ downloads) now i'm at @PlaykitUGC running ugc campaigns for a bunch of tech companies finally jumping into twitter and excited to share what i learn along the way :)

@ndmrau @PlaykitUGC even dads in their 40s

@hollyfrick_ @PlaykitUGC Even dads in their 40s ? Not right ?

if you're a guy sitting on the fence about ugc, this is your sign brands need male creators and the supply isn't there. the demand is real and it pays!! @PlaykitUGC is hiring btw :)

@carlynorthmedia feelssss

love it when my weird childhood obsessions somehow become useful… really got to channel my 13 year-old self this week while building out a strategy playbook for a fanfiction app

@carlynorthmedia not every brand needs to do founder led content...

drop your social media hot takes: i'll start... brands shouldn't try to appeal to everyone. when you try to speak to everyone, no one feels understood. speak to one niche so deeply that they feel like the product was made for them.

"just run ads" is not a strategy the highest-converting ads is organic content with spend behind them get the content right first, then boost the winners

@farhanchyyy @PlaykitUGC @PlayKit book a call and we can chat more! playkit.xyz/book-a-call?ut…

@hollyfrick_ @PlaykitUGC @PlayKit I would love to know more

hi i'm holly! i spent 2025 running an in-house ugc campaign for a consumer app (150M+ views, 1.2M+ downloads) now i'm at @PlaykitUGC running ugc campaigns for a bunch of tech companies finally jumping into twitter and excited to share what i learn along the way :)

@farhanchyyy @PlaykitUGC an app. you can easily grow it with me + @Playkit :)

@hollyfrick_ @PlaykitUGC hey I have a question which is more harder to build an app or to grow it

Prediction: By 2030, every serious consumer brand will have at least 1 UGC engineer on staff. Here’s more about the role so few people know about: Playkit coined the “UGC Engineer” job title in January 2026. By 2030, every serious consumer brand will have at least one on staff. This person runs entire organic UGC campaigns for consumer tech brands. They own everything from the initial competitive research through creator management, content approvals, and week-over-week performance iteration. Here's what one person in this role can drive (all @PlaykitUGC case studies!): - 68M views in 30 days with 10 creators. - 90K downloads across a 120-day campaign at a $1.33 cost per install. - 30M views in two weeks for a client that previously couldn't crack 5K views per post. What separates a great one from an average one: (1) TikTok-native at an instinctive level that takes years to develop. Someone who has lived on the platform long enough to know what feels real on a feed and what doesn't. (2) Can manage young creators through deadlines, iterations, and feedback loops. These are 18-year-old college students, which should tell you all you need to know. (3) Knows how to set expectations with leadership. Clients or leadership want to go viral in two days. It typically takes four weeks of consistent posting to start hitting benchmarks, and a great UGC Engineer keeps everyone bought in through that process. If your brand is running a consumer app and exploring UGC, drop a comment or send me a message. I’d love to tell you more about this.

nobody talks about this… but male UGC creators are one of the biggest gaps in the industry right now. brands need male voices for their content and the supply just isn’t there. you’re passing up income you didn’t even know existed. @PlaykitUGC is hiring btw 👀

proof that consistency pays off. the first few weeks can feel slow, then week 3 hits and the breakouts start. the creators who stay consistent are the ones who get there.

@carlynorthmedia love this

my top piece of advice to creators is always this... film like you're sending a video to a friend. the best ugc videos: > have emotion that feels raw, not scripted > don't have a polished script > exude a "real unfiltered" opinion on a product

@carlynorthmedia no literally

i love using my job to validate my 10hr/day tiktok screen time

my campaign video just crossed 4.2M views. the one difference? the visual hook. > she's doing her makeup in a weirdly captivating way the best visual hooks are when creators do something unexpected in the first second, before they say a word it stops the scroll before your hook even lands

@clurisseugc iterating content is the key to success

I was looking through my talking head videos and noticed people were dropping off before I got to some of the strongest parts. 🫣 I still think the content is great, so instead of abandoning those ideas, I’ve been thinking about how I can change the format. The same message could become a carousel, tweet, skit, listicle, or completely different style of video. You don’t have to reinvent the wheel every time you post. Sometimes a great idea just needs a different delivery. Creating feels much more sustainable when every post doesn’t have to start from zero. #ugc #ugccreator #ugccommunity

normal people watch tiktok to relax me: pausing every video to figure out why the hook works

@beappx 🐐

i built growth lab inside playkit earlier this year: a coaching system that keeps our roster performing above a baseline we set ourselves, which is why being a playkit creator means being part of the top 1% in tech ugc. every creator gets direct feedback and one clear number to hit, with actionable steps. this quarter, our median creator output up over 40%, and the number of creators below our floor cut by more than half.

inside scoop!!

That's the playbook. If you're running a consumer tech app and want to see what this looks like for your brand, send me a message or reply!

10. Post, track performance, and iterate week over week. This entire cycle runs continuously so you're testing, learning what resonates, and feeding those insights back into the next round of content.

I just took an app UGC campaign from 0 to 36,039,865 views in 28 days using this 10-step process anybody can replicate (save this) 🧵