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3 min read

Omar Waseem

Scaling Consumer Apps

How to source influencers and UGC creators to grow your app.

The biggest consumer apps don’t rely on paid ads alone. They grow by leveraging creators—people who already have the trust and attention of your target audience. We’ve worked with some of the fastest-growing consumer apps across healthtech, AI, and productivity—and one thing’s clear: influencer marketing works when it's built like a system.

Why influencer marketing matters for consumer apps

Influencers build trust faster than paid ads. They create native content that doesn’t feel like a sales pitch. And when you pair them with UGC creators, you get high-converting content at scale. If you’re a founder, growth lead, or marketer this guide shows you how to build your own creator engine.

Lets dive in

Why influencer marketing is a growth unlock for consumer apps

Picking the right types of influencers (by niche, size, and channel)

The workflow: how to track creators and manage outreach

How to use marketing assistants to source 100+ influencers per day

Onboarding + managing creators without dropping the ball

Why influencer marketing is a growth unlock for consumer apps

1. Why influencer marketing is a growth unlock

Consumer attention is fragmented. Ads are ignored. What still works? A friend saying, “Hey, I actually use this.” Influencers are the new distribution moat amongst the biggest consumer apps. They generate content, awareness, and even SEO juice when it’s done right. But only if you're consistent. The ones who win are the ones who turn creator sourcing into a daily pipeline.

1. Why influencer marketing is a growth unlock

Picking the right types of influencers (by niche, size, and channel)

2. Picking the right types of influencers

Not all influencers convert the same. You need to go beyond follower count. Here’s how we segment them:

Nano (1k–10k followers): High trust, great for niche credibility
Micro (10k–50k): Affordable, good engagement
Mid-Tier (50k–200k): Good mix of reach + influence
Macro (200k+): Broad exposure, great for top of funnel

Pick creators based on who your app is for, not who has the biggest audience. Example: An AI notetaking app would benefit from college student UGC creators since they cater to the demographic they're trying to reach.

2. Picking the right types of influencers

Not all influencers convert the same. You need to go beyond follower count. Here’s how we segment them:

Nano (1k–10k followers): High trust, great for niche credibility
Micro (10k–50k): Affordable, good engagement
Mid-Tier (50k–200k): Good mix of reach + influence
Macro (200k+): Broad exposure, great for top of funnel

2. Picking the right types of influencers

Not all influencers convert the same. You need to go beyond follower count. Here’s how we segment them:

Nano (1k–10k followers): High trust, great for niche credibility
Micro (10k–50k): Affordable, good engagement
Mid-Tier (50k–200k): Good mix of reach + influence
Macro (200k+): Broad exposure, great for top of funnel

2. Picking the right types of influencers

Not all influencers convert the same. You need to go beyond follower count. Here’s how we segment them:

Nano (1k–10k followers): High trust, great for niche credibility
Micro (10k–50k): Affordable, good engagement
Mid-Tier (50k–200k): Good mix of reach + influence
Macro (200k+): Broad exposure, great for top of funnel

The workflow: how to track creators and manage outreach

3. The workflow to track creator efforts

Every brand says “we want to work with creators.” Very few know how to systemize it.

Here’s a simplified workflow:

Use a Notion database template to track outreach, status, and links everyday.
Track/assess metrics like views, clicks, conversion during the screening phase (or just engagement if early stage)
Set weekly outreach + content targets (e.g. 50 messages/day, 10 collabs/week)
Follow up. Creators are busy—most deals happen in follow-up #2 or #3

3. The workflow to track creator efforts

Every brand says “we want to work with creators.” Very few know how to systemize it.

Here’s a simplified workflow:

Use a Notion database template to track outreach, status, and links everyday.
Track/assess metrics like views, clicks, conversion during the screening phase (or just engagement if early stage)
Set weekly outreach + content targets (e.g. 50 messages/day, 10 collabs/week)
Follow up. Creators are busy—most deals happen in follow-up #2 or #3

3. The workflow to track creator efforts

Every brand says “we want to work with creators.” Very few know how to systemize it.

Here’s a simplified workflow:

Use a Notion database template to track outreach, status, and links everyday.
Track/assess metrics like views, clicks, conversion during the screening phase (or just engagement if early stage)
Set weekly outreach + content targets (e.g. 50 messages/day, 10 collabs/week)
Follow up. Creators are busy—most deals happen in follow-up #2 or #3

3. The workflow to track creator efforts

Every brand says “we want to work with creators.” Very few know how to systemize it.

Here’s a simplified workflow:

Use a Notion database template to track outreach, status, and links everyday.
Track/assess metrics like views, clicks, conversion during the screening phase (or just engagement if early stage)
Set weekly outreach + content targets (e.g. 50 messages/day, 10 collabs/week)
Follow up. Creators are busy—most deals happen in follow-up #2 or #3

How to use marketing assistants to source 100+ influencers per day

You shouldn’t be sourcing creators manually every day. You should be focused on product, expansion, and doing the things only you can do. We built systems where marketing assistants can:

Find 100+ relevant creators per day
Pre-fill outreach templates
Track replies, follow-ups, and collabs
Flag high-performers for long-term partnerships

You just review top leads and approve the best ones to push forward. We have consumer apps that

You shouldn’t be sourcing creators manually every day. You should be focused on product, expansion, and doing the things only you can do. We built systems where marketing assistants can:

Find 100+ relevant creators per day
Pre-fill outreach templates
Track replies, follow-ups, and collabs
Flag high-performers for long-term partnerships

You just review top leads and approve the best ones to push forward. We have consumer apps that

You shouldn’t be sourcing creators manually every day. You should be focused on product, expansion, and doing the things only you can do. We built systems where marketing assistants can:

Find 100+ relevant creators per day
Pre-fill outreach templates
Track replies, follow-ups, and collabs
Flag high-performers for long-term partnerships

You just review top leads and approve the best ones to push forward. We have consumer apps that

You shouldn’t be sourcing creators manually every day. You should be focused on product, expansion, and doing the things only you can do. We built systems where marketing assistants can: