What Is Organic User-generated Content?

Hector Serrano says organic user-generated content is a group of creators who film a product and post the videos on their own TikTok or Instagram accounts, not on the brand channel. Someone might run an alternate account under a name like the brand plus their own, and get paid a cost per thousand views that steps down as the views get large. At Wispr Flow an intern named Tobin built that in early 2025, when few teams were doing it well. Tobin had studied finance, wanted to be a lawyer, and came in with only basic creator work. Tanay gave him a budget and told him to throw things at the wall. A few projects missed. The creator videos then did about 500 million views in two and a half months, at a very low cost per thousand.

Those views did not become the customers Wispr Flow wanted. The product is a hard sell to students, and the program was chasing vanity numbers in a moment when everyone was. Wispr Flow shut it down. He is not against the format. The videos have to do more than fill the top of the funnel, which is what Tobin later got right at Polymarket. Replacing him would have been hard, paid ads were already working, and the team killed the view-based program.