The Twenty Minute VC (20VC) · Saturday, August 15, 2026

Scaling Creative Production: Creator Programs and UGC for Startups

Matt Swulinski discusses the challenge of producing 400-500 new creatives per month for paid channels. He suggests starting with a creator program, where a percentage of ad spend is given to individuals to create ads, and gradually scaling to agencies and in-house teams.

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The tape

3 quotes

“You have a creator program where like, at Victor, we have our own creator program where we give a percentage of ad spend to people to essentially create ads for us.”

Matt

“So again, ecom model, ecom has been doing this for over a decade. That's in their DNA. SAS had to grow up to this. And that was the instilling factor that I was bringing in.”

Matt

“But start small. Start with one or two creators. And then start to scale up.”

Matt

Heard on The Twenty Minute VC (20VC) — “20Growth: How to Build a $100M Growth Engine: Lessons from Wispr Flow and Superhuman | Why You Should Do Paid Ads Today and How To Do Them | How to Build the Best Referral Programs and How to Crush UGC with Matt Swulinski”, published Saturday, August 15, 2026. Heardvine summarizes and quotes with attribution and timestamps, and links to the original everywhere.

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