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Donatas Smailys Talks UGC – The Secret Weapon for E-Commerce Growth in 2025!

Social algorithms don’t reward follower counts—they reward authenticity. In this episode, Pete talks with Donatas Smailys, CEO & Co-founder of Billo, about why UGC beats polished ads, the rise of “ugly ads” that stand out, and treating creators as a real sales channel—with systems, not random actions.

We cover how to brief creators without killing authenticity, fast testing (Meta/TikTok partnership ads, seeding), using short-form video to complement reviews, and gearing up for Q4 when costs spike. We also dig into AI’s role (data-backed briefs, creative iteration) without fake avatars that erode trust. Practical, measurable UGC—built for conversions, not vanity.

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