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
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.
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.
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
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
5. Onboarding and managing creators
Once they say yes, what’s next?
You need:
A clean onboarding doc with brand info + expectations
A Notion page or GDoc with affiliate links, talking points, past examples
A simple payment + tracking system (manual or affiliate platform)
Consistency > perfection. You’ll get better creators by building long-term trust.
We provide trained marketing assistants who can run this entire workflow for you—finding, messaging, and tracking 100+ influencers per day.
