One lesson from scaling TikTok UGC for our B2C SaaS
A small group of creators can produce your first winning videos. But keeping the same pool for too long creates diminishing returns.
We used to put more weight on the creators who had performed best for us in the past. Their content was still good, but the incremental impact declined over time. The format became familiar, their audience overlap increased, and even strong creators stopped feeling new.
What worked better was expanding the number of good creators across different locations, accents, styles, and micro-audiences.