Lucas Petrova

Fund testing first, then scale what data proves, rather than spending evenly all year.

Understand what each pricing model actually includes before comparing rates.

Different payment models incentivize different creator behavior and brand outcomes.

Most UGC agencies lack the vetting rigor and relationship management that actually deliver results.

User-generated content outperforms studio production across every major platform and metric.

UGC builds proof your product works; influencer marketing builds awareness that you exist.

Set creator briefs up for genuine recommendations, not choreographed scripts.

One UGC asset can serve multiple channels when built with library structure from the start.

Algorithmic engagement beats follower counts for wellness app growth on TikTok.