Building a Creator Flywheel: Scaling Authentic Content Without Burning Budget
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Building a Creator Flywheel: Scaling Authentic Content Without Burning Budget
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About this listen
Traditional influencer marketing is hitting a ceiling — high costs, low trust, and content that doesn’t convert the way it used to. In this episode of The One Shopify Podcast, host Aashika J sits down with Maxwell Lewis, Head of Sales at Refunnel, to break down what’s actually working in 2025: the Creator Flywheel.
You’ll hear how DTC brands are shifting toward authentic, customer-led UGC that compounds over time. Maxwell unpacks the psychology behind voluntary content creation, the mistakes most brands make when scaling UGC, and how automation can turn everyday customers into your most powerful marketing engine.
We explore:
• Why UGC is now the backbone of high-conversion funnels
• How the Creator Flywheel works (and why it compounds)
• What motivates customers to create content naturally
• How to scale creator contributions without overspending
• Real examples of brands building communities — not campaigns
• A step-by-step starting point for founders and marketers
If you’re building a Shopify brand, app, or media-first growth engine, this episode gives you the playbook.