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The Superwall Podcast
The Superwall Podcast dives into the minds of the world’s most innovative app developers. Each episode, we sit down with the people behind today’s most successful apps to uncover what really drives growth, retention, and revenue in the mobile world. From product decisions and paywall strategies to hard-earned lessons and breakthrough experiments, we explore the stories, tactics, and insights that power top-tier apps. Whether you're building your first MVP or scaling to millions, this is your front-row seat to what it takes to thrive in the app economy.
The Superwall Podcast
Nick Lawton - #1 UGC EXPERT Reveals How To Market Consumer Apps
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
Nick Lawton sees which UGC campaigns print money. Some brands spend $700,000 a month through his platform, SideShift, and stay profitable.
In this episode of The Superwall Podcast, Nick breaks down his UGC playbook with host Joseph, from a $2,000 test budget to a six-figure growth engine.
- Why AI UGC racks up vanity views but rarely converts
- The 20/80 budget split top spenders use across creative and performance
- The 5% engagement rate that signals a video is ready for paid spend
- How to define content market fit instead of chasing raw views
- Remixing proven formats 10-20% to ride the algorithm without copying
- The $600 retainer plus CPM structure that keeps creators bought in
- The 90/10 split: scale your winner, keep testing new formats
- Starting paid ads at $100 a day and scaling on ROAS
Whether you're testing your first format or scaling to enterprise budgets, this is the UGC roadmap.
Follow Nick on X: @nicholasnlawton
Connect on LinkedIn: linkedin.com/in/nicklawton100
Start building & deploying paywalls in 10 minutes flat: https://superwall.com/
Join a community of world class consumer app founders and growth hackers: https://joinconsumerclub.com/
Superwall gives you full control over your mobile app paywalls — so you can build, test, and optimize native paywall experiences without needing to ship a new app update. Whether you're launching your first app or scaling to millions of users, Superwall helps you grow faster, smarter, and with less code.
Learn more and create a free account at superwall.com
Follow us on X: @Superwall
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