The head of content at Wispr Flow broke down how they built their entire creator ads / UGC program from scratch. Here are the 15 steps plus how to replicate it using my tool @Snowball 1. Pay on performance, not upfront. Wispr pays 7% of ad spend. 2. Set your % based on your CAC — too high blows up your account, too low and creators stop caring. 3. Add a smart retainer. Guarantee a minimum (e.g. $1K for 25 videos) and top it up if commissions fall short. 4. Use that retainer to recruit early — it's the reason top creators will bet on you when you have no track record. 5. Start with 4–5 creators, not hundreds. Mercenary creators = thousands of identical talking-head videos. 6. Recruit for gaps in your ad library — new formats, new ICPs, new regions. 7. Find creators off-platform. Search Instagram for "UGC," "tech," "SaaS," then dig through followers and comments. Send 100–200 DMs a week. 8. Treat creators like a sales team. Coaches, weekly calls with your media buyer, open calendar access. 9. Run giveaways they actually value — cash, camera gear, mics, Meta Glasses. Better gear = better ads. 10. Fly your top creators in for a retreat. Face-to-face builds loyalty calls never will. 11. Scale slowly. 5 → 10 → 20 → 40. Wispr went from 5 to 50 in 4 months. 12. Cap around 40–60 and only add killers after that. Smaller groups feel exclusive. 13. Pay a $100 referral bonus for creators at or above their level. Good creators know good creators. 14. Ban copycats. When creators replicate the top performer, Meta clusters near-duplicates and suppresses reach on all of them. 15. Push new concepts constantly. The leaderboard winners got there by experimenting, not remaking someone else's hit. #wisprflow #claude #openai #marketing #ugc - @gannonbreslin