Writing
Notes from behind the camera.
What I've worked out about hooks, production, and the parts of this job nobody warns founders about.
3 min read
What UGC actually costs, and what moves the number
Market rates in 2026, why two quotes for the same video differ by 400%, and the line item most brands forget until the week they want to scale spend.
3 min
Creator, agency, or in-house: which one you need
The three ways brands get short-form video made, what each one is genuinely good at, and the volume at which the answer changes.
for brandshiring
3 min
How to brief a UGC creator, from the person reading it
Most UGC underperforms because of the brief, not the creator. What to specify, what to leave alone, and the five lines that save a revision round.
briefsfor brands
3 min
How to vet a UGC creator before you ship the product
What to look for in a portfolio, which numbers are irrelevant, and the four questions that tell you how a project will actually run.
hiringfor brands
3 min
What to do with a UGC video after it lands
Most brands post it once and move on. How to test hooks properly, what to do with a winner, and why the raw files are worth asking for.
paid socialfor brands