MAYBEREAL

A social entertainment app needed a consistent stream of native short-form content on TikTok — enough volume to learn quickly, without the cost and inconsistency of ad-hoc creator briefs.

Treat UGC as a system, not a series of one-off videos. Define a small set of repeatable formats, brief creators against those formats, and let performance data decide what gets produced next.

Creators were onboarded with lightweight briefs and clear hooks. Every batch of videos was tracked, top performers were broken down into reusable structures, and those structures were pushed back into the next production cycle — a loop of produce, measure, iterate, scale.