Mistake 1: Setting CPM Too Low
The number one reason campaigns underperform is a CPM rate that doesn't attract quality creators. If your CPM is below $3, you'll still get applications, but mostly from creators with small audiences and low engagement.
Fix: Research what similar campaigns are offering. When in doubt, start at $5 CPM and adjust based on application quality.
Mistake 2: Writing Vague Campaign Briefs
Telling creators to just make a video about your game isn't a brief. Creators need specifics. What features should they highlight? What tone should the video have? Are there any restrictions?
Fix: Include at least video length, key talking points, required links (game link and any promo codes), and examples of content you like.
Mistake 3: Not Providing Game Assets
Expecting creators to screenshot their own thumbnails and logos leads to inconsistent branding. Worse, it makes the creation process slower, which means fewer submissions.
Fix: Upload a Google Drive folder with high-res logos, key art, gameplay screenshots, and thumbnail templates.
Mistake 4: Setting Unrealistic Deadlines
A 3-day campaign deadline filters out your best creators. Top creators plan their content calendar weeks in advance.
Fix: Run campaigns for at least 14 days. 30 days is ideal for maximum reach.
Mistake 5: Ignoring Analytics After Launch
Many developers set up a campaign and forget about it. But the data tells a story. Which platforms are driving views, which creators are outperforming, and whether you're on pace to use your full budget.
Fix: Check your campaign dashboard at least every other day. If you notice a standout creator, consider increasing the max payout to let them keep going.
Summary
UGC marketing is powerful, but only if you set it up for success. Invest the time upfront with clear briefs, fair rates, quality assets, and reasonable timelines. The results will speak for themselves.