Everything about UGC, creators, and going viral.

On 1 August, 8x brought 150 builders together at Delta Campus in Berlin for a day of building, pitching, and celebrating three standout hackathon projects.

Varo's own Instagram account generated hundreds of thousands of views at nearly 400x its baseline — without a single disclosed ad. Here's the content pattern behind the wins, and where the UGC creator opportunity sits in a niche still dominated by paid spend.

Every tracked competitor in the adhesive wellness patch niche runs paid ads or brand-owned posts — yet the highest-reaching moments all came from creators. Here's the playbook hiding in plain sight.

Petplan's disclosed creator ads pulled millions of views at 71x a creator's baseline, while Agria runs 70% of its reach through UGC creators. Here's exactly what both brands did — and how to out-execute them at volume.

A single creator account drove hundreds of thousands of views at 291x its baseline for HYGR — without a single disclosed ad. Here's exactly what they did and why the rest of the natural deodorant field is leaving this lane wide open.

Goli's paid creator @donrecommends pulled millions of views — roughly 75x his own baseline — with a fully disclosed TikTok Shop ad. Here's the exact playbook behind the functional gum category's biggest breakouts, and why the UGC creator lane is still up for grabs.

Butternut Box pulled millions of views from a single TikTok creator — at 278x her baseline — while every tracked competitor leaned on paid ads or brand-owned posts. Here's the playbook behind the breakout.