UGC Video: Boosting Your Top 5 Organic Posts Every Month

Kendall Dickieson, Head of Social and Influencer at Graza, breaks down how organic creator content and paid media work as a flywheel rather than competing priorities. She argues that native, creator-shot UGC video consistently outperforms traditional ad creative, pointing to a 12x ROAS from a single 20-second olive oil video made by a chef they originally hired for organic content, and acquisition costs that dropped roughly 50% once her team started passing creator assets to paid.

Her framework runs on two tracks: whitelisting through larger influencer accounts and running the same content through Graza's own handle, which she also feeds into email campaigns. She recommends taking your top five performing organic posts at the end of every month and putting paid budget behind them as a test. One of her former clients still has a top-of-funnel post she briefed three years ago pinned and actively boosted.

Watch to see exactly how Kendall structures the handoff between social and paid teams so nothing gets left on the table.