OM DENNE EPISODE
Dylan Harari, Co-founder and chief revenue officer of Trybe, joins Will to explain how brands can work with creators to produce performance-focused UGC without paying for every video upfront. With Trybe, creators can earn a pre-agreed share of the results their content drives—connecting creator rewards to brand performance.
They discuss how a steady supply of creator content can help brands keep ads fresh, test new angles, and scale without creative becoming a bottleneck. Dylan also shares what it takes to make the model work: brands need to commit time, find creators who fit their product, and invest in the ones who perform. They wrap up with advice on building a creator community and a look at Tribe’s planned TikTok Shop features.
What We Cover:
➤ What Trybe is and how it extends the creator-sales model beyond TikTok Shop
➤ How creators earn commissions based on the performance of their videos
➤ How performance-based UGC helps brands increase creative volume while reducing upfront costs
➤ How fresh creative can support ad scaling while managing CAC and ROAS
➤ How incentives encourage creators to produce more effective brand content
➤ Which brands are best suited for Trybe and why product fit and team capacity matter
➤ How to identify high-performing creators, build a core group, and develop tailored incentives
➤ How to discover creators by niche, location, and sales performance
➤ The time and hands-on effort required to manage a creator program
➤ Expanding into new creator types, audiences and markets
➤ Trybe's upcoming TikTok Shop integrations and social listening features
Timestamp:
0:00 Why performance-based creator content can scale
1:18 Welcome and catch-up
2:33 Dylan’s background and the creator economy
3:24 What Tribe is—and how it works
5:06 The cost of producing creative at scale
8:04 Why performance-based UGC can improve results
10:55 Incentives, creator earnings, and the “Tribe” model
13:30 Which brands are a good fit?
15:26 Reducing the cost and risk of creative
16:22 Categories, team support, and commitment
18:25 Is your product a fit for UGC?
20:27 What successful brands do differently
23:09 Finding and filtering creators
24:55 Managing submissions, chats, and analytics
26:10 Building a creator flywheel and finding new audiences
28:34 Why performance-based UGC can outperform retainers
31:08 Tribe’s UK plans and creator market
33:57 What’s coming to the platform
34:52 TikTok Shop features and social listening
38:04 Final advice for brands
39:10 Wrap-up
Links:
🔗 Get a free 60-page growth roadmap for your brand: https://app.iclosed.io/e/paradigmmedia/social-paradigm-group-discovery-call
🔗 Social Nucleus: https://socialnucleus.co/
🔗 Paradigm Media: https://www.paradigmmedia.uk/
🔗 Social Paradigm Group: https://socialparadigmgroup.com/
🔗 Get 100+ Free creative templates: https://socialparadigmgroup.com/creative-templates
🔗 Smart Fulfilment: If fulfilment is the bottleneck slowing your growth — SPG referrals get a £1,000 credit on their first invoice. → https://offer.smart-fulfilment.co.uk/
🔗 Dan Major CFO: If your revenue is growing but the cash isn't keeping up — this free 8-day course was built for that. → The DTC CFO Playbook: http://cfoplaybook.danmajor.co/
UDSKRIFT 🔗
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You know, the reason that ROAS breaks when you scale is that the best or ads burn out, right?
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That's the whole reason that so many companies are reaching a ceiling.
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But when you've got, say, 50 creators who are making dozens of videos for you every single month, you always have fresh winners ready, right?
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So it allows you to scale without Roas collapsing.
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