This Issue's TLDR...

• Your UGC sucks -- I'll help you make it better
• The massive Amazon update that no one is talking about
• Review velocity matters as much as review count

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I'm going to be real with you -- your UGC kinda sucks.

And it's probably because you're doing what I used to do.

You're probably using a UGC platform to identify creators, paying them a fee, and providing them with a creative brief (or even a full-on script!).

The result?

UGC that comes off robotic, bland, and...inauthentic.

And, here's the thing: Customers aren't dumb. They can smell a fake testimonial from a mile away.

Scripted UGC is just that...fake.

I know, I know. It checks a box for you on "User Generated Content" and maybe looks nice on the surface.

But, it builds a fraudulent ecosystem around your brand that screams, "We paid for this!"

And, on top of that, there's another issue.

Last August, the FTC made waves last with a ruling against fake reviews.

I don't have a crystal ball, but scripted UGC could easily be next.

So, how do you stay ahead of the curve and build authentic, trust-filled relationships with your audience?

Here's my formula...

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3 Ways to Get Real UGC in 2025

1️⃣ Find Influencers Hiding in Your Customer List

Ever heard of Gatsby? If not, add it to your toolbox ASAP.

Gatsby's secret sauce? It combs through your customer base to uncover influencers who have already posted about your brand. They are not just influencers; they are fans, first.

Here's why this is gold:

• These people bought your product without a nudge.
• They loved it enough to share it without a paycheck.
• They are genuine.

Want to supercharge this strategy? Sort your customers by lifetime value (LTV) and identify which ones are already low-key creators. That's where the magic happens.

2️⃣ Use MightyScout to Track Creators Already Talking About You

​MightyScout is another tool you need in your back pocket. It scours social platforms to find creators who’ve organically posted about your brand.

What's next?

• Step 1: Reach out to these creators.
• Step 2: Send them free products—no strings attached.
• Step 3: Bring them into an ambassador program for ongoing, authentic content.

Pro tip: Milk this low-hanging fruit before diving into any big seeding campaigns. Build a foundation with the people who already love you.

3️⃣ Scale Authenticity with "No Strings Attached" Seeding

Once you've tapped out your existing customer base, it's time to scale. And seeding is the way to do it.

Here's the catch: Seeding only works if you let go of expectations. Send your product to creators with zero pressure. If they like it, they'll post. If they don't? No harm done.

PRO TIP: Build a list of potentially relevant creators by searching "amzn.to" plus either your Brand name or your product type.

The result? The content you get is 100% real. No scripts. No forced enthusiasm. Just creators who actually vibe with your brand.

What NOT to Do (Unless You Want to Tank Your Brand)

Let's call out some bad habits:

1. AI-Generated Content: It's tempting, but it's not human. Your audience can tell. See my rants on LinkedIn about this.
2. Scripting UGC Ads: Giving creators a word-for-word script kills the vibe. It's not a testimonial; it's a performance.
3. Fake "Organic" Content: Filming in a studio with actors pretending to be fans? Just...don't. That's a one-way ticket to losing trust.

TL;DR

Authentic UGC isn't complicated. Stop overthinking it. Focus on:

1. Customers who double as influencers (Gatsby).
2. Creators already hyping you up (MightyScout).
3. New influencers who genuinely love your product (no-strings seeding).

Throwing cash at fake content isn't the move. Build trust. Stay authentic. Your brand will thank you.

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BEST from my Inbox

From Best@Amazon reader Mamoun...

There's a MASSIVE Amazon update in 2025 that nobody is talking about:

Amazon moved PEDs (Prime Exclusive Discounts) to a new dashboard called Price Discounts. But, without NOTICE, they changed the pricing requirements to run a PED.

Before 2025, outside of events, a PED had to lowest of:

• 10% off BB price
• 5% off reference price (List or was)
• Lowest price in L30D

Now it has to be lowest of:

• 5% off BB (slightly better)
• 5% off reference price (no change)
• 5% off L30D (yikes!!)

This has multiple BIG consequences:

• You can't run "evergreen" PEDs anymore
• You can’t run PEDs & Best Deal on your product or you end up in a downward spiral of your pricing

Errors are already starting to pop-up in the price discounts dashboard. In some niches (look at "knife set" as an example, 90% of 3P sellers are running PEDs) - this will have some very interesting second order impacts. All probably because Amazon is under scrutiny for the "fake" discounts/promotions shown on their website.

Thanks, Mamoun!

BEST from LinkedIn

Here's a secret:

It's no accident that the Amazon Vine program has an upper limit of 30 reviews.

Amazon has rigorously studied the sales lift associated with review count and the impact tails off after 30 reviews.

Believe me. Don't believe me. I don't care. I saw the data and you didn't.

Anyway, these Amazon studies really only looked at review count; not review velocity.

Which is why I love this study from Profitero that Mike Black shared.

In short (and unsurprisingly) -- you want to get to 50 reviews as quickly as possible.

Thanks, Mike.

BEST from X

This is one of the better "prediction porn" posts that I came across in January.

Some of these are already likely wrong, but that's the nature of predicting the future, I guess.
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Rishabh Jain @rishabhmjain 25 predictions for 2025: ecomm, ads and tech Ecomm:  1) TikTok shop GMV doubles but then slows down dramatically as the total available inventory does not grow fast enough relative to demand 2) Instagram releases a TikTok shop competitor that is way better than TikTok -… https://x.com/i/web/status/1874491729258406288 10:23 AM • Jan 1, 2025 2 Retweets 32 Likes Read 3 replies

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I love this, and have nothing more to add.

Michael Girdley @girdley A friend of mine has bought several businesses and has a genius move. He calls the seller the day after wiring over the money. Asks for a meeting. Then he says, "OK, please tell me everything I didn't learn during due diligence." And the sellers will spill the beans. — No… https://x.com/i/web/status/1880993620603568453 9:0 AM • Jan 19, 2025 107 Retweets 2413 Likes Read 104 replies

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