Hey everyone, I’ve been thinking about this a lot lately. We’ve been working with some amazing international creators through our bilingual hub, and I’ve noticed something interesting: the UGC that performs best isn’t always the polished, overly branded stuff. It’s the raw, authentic collaborations where creators genuinely engage with the product.
Here’s what I’ve been wrestling with: when you’re trying to grow engagement across borders—especially between Russian and international markets—how do you maintain that authentic creator voice while scaling? I’ve seen some campaigns where we brought in creators from different regions, and the ones that truly resonated were the ones where we let them do their thing instead of micromanaging the creative direction.
The co-creation approach has been game-changing for us. Instead of just handing a brief to a creator and hoping for the best, we’re actually sitting down (virtually, of course) and building the content together. It’s slower upfront, but the engagement numbers… they speak for themselves. Creators bring their audience’s insights, we bring the strategy, and somehow that collaboration produces content that just hits different.
I’m curious—are any of you experimenting with this kind of collaborative UGC model across markets? What’s actually working for you? And more importantly, how do you decide which creators are worth that deeper collaboration versus a standard brief?