# UGC Overview (/docs/ugc/overview)



The UGC pipeline turns creator content (Instagram + TikTok) into a fueled
ad creative pool. Two flavors:

* **UGC Creator Management** layer — self-serve. You discover creators,
  run briefs, manage payment.
* **Managed UGC (SideShift)** layer — Layers ops handles the whole
  program for you.

URL: `/project/{projectId}/ugc`.

## What this layer does [#what-this-layer-does]

1. **Discovers** creators via SIFT.
2. **Syncs** their posts into `platform_posts` (50 most recent per
   account, refreshed every 30 minutes via the global platform posts
   sync).
3. **Scores** posts for ad eligibility via the
   [organic scoring algorithm](/docs/concepts/organic-scoring)
   (rescored every 6 hours).
4. **Pipes** eligible UGC into the Meta + TikTok ads creative pools.
5. **Tracks** per-creator performance for royalties / bonuses.

## Sub-pages [#sub-pages]

* **Dashboard** — KPIs and creator leaderboard.
* **Creators** — manage your creator roster.
* **Posts** — review, approve, score creator posts.

## End-to-end flow [#end-to-end-flow]

```
Add creator (allowlist) →
  SIFT syncs their posts →
  posts scored each 6h →
  posts above 4.0 become ad-eligible →
  whitelisting flow grants amplification rights →
  Meta / TikTok optimizers select for ad sets →
  ads run, attributed to the originating creator
```

## Self-serve vs SideShift [#self-serve-vs-sideshift]

| Self-serve (UGC Creator Management)               | SideShift (Managed UGC)             |
| ------------------------------------------------- | ----------------------------------- |
| You run discovery, briefing, contracting, payment | Layers ops does all of it           |
| Best for: in-house UGC programs                   | Best for: brands without a UGC team |

Pricing varies by program — contact sales for quotes.

See [SideShift managed UGC](/docs/ugc/sideshift-managed).