Sofi Salazar

Ambition and education were never competing priorities, I built them in parallel. Now I’m seen for what I bring to the table, not the year on my birth certificate. Young professionals ARE the future of marketing. My DM’s are open if you need a fire UGC campaign!

I was dismissed as incapable, incompetent, and under qualified. That became my biggest motivation. The result: > Director of Marketing Ops > Top performing UGC creator for Speak, a language learning app > & most recently, a UGC Engineer @ Playkit

I homeschooled myself through high school, because I knew I was built for more. That decision became my entry point into marketing, where being young meant constantly having to earn what others were simply given: respect. 🧵

ugc is so funny because wdym we have a team of experts putting so much effort to make these videos look effortless 😂😂

@alexishedley_ @PlaykitUGC this is goals!! restful & productive!!

here's your reminder that you can build, work hard, and still take days off my july recap: > hired and trained our 4th ft ugc engineer (built a training system so i'm not the bottleneck anymore) > built & shipped my first app > 70 million+ view month @playkitugc > started actually prioritizing socials but i also... > went to 12 baseball games > took 2 family vacations across 3 states, so much quality time with friends + family > did so much dancing (fun fact: i'm a professional cheerleader) a year ago i wouldn't have taken a single day off. learning that has made me a better manager, operator, friend, and human!!!

every “viral UGC video” you’ve seen had 4 versions that flopped first. the winning hook isn’t random, it’s elimination. i don’t guess what resonates, i test until the data tells me. an inside scoop into why my job title is, ugc engineer! i create content engines 🎰

half the battle of ugc is convincing clients the ad that “looks unpolished” is the one that’ll actually convert. is this a hot take?

that’s why you hire playkit!

unpopular opinion: marketing on autopilot will never work

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 👀

@alexnilssonugc are you by chance a millennial 👀

what does it say about me that i prefer X on desktop vs mobile

@halstewugc love this!! 👏🏼

This 🙌 as a creator sure I care about views thats how I get paid. But for brands your “top” creators aren’t just the ones with the overall highest view counts

repeatable > viral ran a campaign where the top 3 posts followed the exact same format. not luck, or a fluke. a system. that's the difference between chasing one-off hits vs building something you can replicate. this is what I do best!

With my clients, I always like to put a face to the name, because trust starts with knowing who’s behind the work! Same applies for UGC, a real person clearly attached to the message always outperforms anonymous feeling content. Faces build trust. Trust builds retention.

3 things that make UGC convert vs. just get views: > The hook is a feeling, not a feature > The product shows up in the story, not the pitch > It looks like it was filmed by a friend, not a brand Miss any one of these and you get reach with no conversions.

society if tiktok shadowban didn’t exist

today really felt like a monday, anyone else?

WE’RE HIRING! become a creator at playkit — we’re the best in the biz!

@juliapintar the best in the biz!

i started out on x sharing what i knew about ugc i became known for tiktok/ig viral strategies for consumer apps that actually drive downloads as playkit grows, i'm less in the day to day running campaigns because we've trained an incredible team of ugc engineers who can do this even better than me so i'm passing the mic to our team who will keep sharing knowledge and behind the scenes of what top playkit campaigns look like give them a follow: @alexishedley_ @alexnilssonugc @leilahazenxyz @hollyfrick_ @carlynorthmedia @sofisalazarxyz