How Nomadtable built a 60-creator UGC team generating 44M views a month

The reported results

Reported to have surpassed 1 million downloads with roughly $65,000 in monthly revenue and 44 million monthly organic views, run through a creator network of around 60 people, including the founder.

What reportedly happened

By founder account, the early months were spent with the founder creating content solo before any hiring happened, specifically to learn which formats actually worked before building a team around them.

Once formats were validated, the reported approach shifted to a daily-posting creator network across TikTok and Instagram, largely compensated on a performance basis (around $1-2 CPM).

One notable decision: the team is reported to have tested a clickbait-heavy hostel-content format that pulled millions of views but essentially no installs, and deliberately walked away from it rather than chasing the view count.

The format(s)

Solo-travel fear hook

Opens with something like "imagine being scared of solo traveling when this literally exists," then demonstrates how the app connects travelers.

Why it reportedly worked

The retention discipline is the real story here. Instead of optimizing for raw views, the reported approach targeted getting 75-80% of viewers past the first three seconds, a hook-quality metric, not a vanity one, because a hook that gets attention without delivering on its promise brings in the wrong audience entirely.

What to steal

Don't optimize for views in isolation. Track retention, engagement, installs, and conversion as one connected picture. A video with a third of the views but the right audience can outperform a viral hit that attracted people who were never going to convert.

If you want the operational side of running a creator roster at this scale, our 90-day framework for building a UGC creator engine covers the recruiting, scoring, and scaling process in more detail. And if you're wondering why most teams that try this in-house stall out, we broke that down here too.

For a related example, see how Jenni AI turned one hook into 230M+ views.

FAQ

Is this a UGC Scout case study?

No. This is a breakdown of a reported case study from another company, used to illustrate a growth pattern. The specific figures are reported publicly and have not been independently verified beyond that.

Can this approach work for a smaller app or team?

The underlying pattern (test with one creator first, find a repeatable format, build a management system before scaling volume) doesn't require Nomadtable's specific budget or team size. The core discipline is proving a format works before investing in scale, which is achievable at almost any budget level.