Go City Miami Social & Influencer Strategy

Intercept tourists in the trip-planning phase and convert them into pass purchasers through TikTok search placement, creator social proof, and targeted paid creative. The people we're reaching have already decided to visit Miami. We help them discover the pass while they're building their itinerary.

Start now Phase 1 Miami launch program 60-day payback window

Tier 1 UGC ad engine

5 dedicated UGC creators producing short-form video. Content feeds directly into paid ads TikTok Spark Ads and Meta feed. This is your creative fuel, not organic posting.

Setup5 creators × 2 videos/week = ~40 clips/month

Format15–30s hook videos, tourist POV, benefit-led

UsageTikTok Spark Ads + Meta feed, A/B hook testing

Monthly cost ~$2,250 cash

Tier 2 Ambassador pass network

Complimentary passes to micro-creators already planning a Miami trip. Zero cash outlay pass value only. Creates organic TikTok and Reels content that ranks in trip-planning searches.

Scale20–30 creators/month, itinerary-focused

Deliverable1 TikTok + 1 Reel + 3 Stories per creator

Target10K–100K followers, Miami trip content

Monthly cost Pass value only

Monthly budget Phase 1

Line item	Type	Monthly	Notes
Tier 1 UGC creators (5×)	Cash	$2,250	5 creators × $450/month
Tier 2 Ambassador passes	Pass value	~$3,000–4,500 retail	Actual margin cost ~$1,000–1,500
Paid ad spend (TikTok + Meta)	Cash	$1,500–3,000	Scale based on ROAS in month 1
Total cash investment		~$3,750–5,250/mo	Excludes pass cost of goods

What we measure

Primary metric

Pass sales

Promo codes + UTM links

Paid ads

ROAS 3×+

Revenue ÷ total ad spend

Paid ads

CPV <$0.03

Cost per video view

Organic

Search rank

"Miami itinerary" on TikTok

UGC creative briefs hook variants to A/B test

Savings"I spent $0 on Miami attractions with this pass here's everything I did"

Insider"The Miami pass nobody talks about but every tourist should buy"

Itinerary"48 hours in Miami: how we hit 12 attractions for $89 total"

FOMO"I almost paid full price for every Miami attraction until I found this"

UGC creator brief what the videos should look like

Each UGC creator receives this brief before filming. The goal is consistency in structure while keeping the delivery feeling natural and personal not scripted.

01 Video structure

0–3s Hook one punchy line. Speak directly to camera. No intro, no "hey guys." Start mid-sentence if needed. The first 2 seconds decide if they swipe.

3–18s Proof show, don't tell. Walk through attractions you visited using the pass. Real footage, real reactions. Name the places.

18–25s Value mention the savings. "This would have cost me $140 individually." Make the math feel obvious.

25–30s CTA "Link in bio" or "Go City Miami" on screen. No hard sell. One clear action.

02 Tone & style

Vibe Excited friend, not polished ad. Slightly imperfect is fine it builds trust. Think "I just found out about this" energy.

Pacing Fast cuts. No pauses longer than 1 second. Text overlays on key moments (attraction names, prices saved).

Captions Auto-captions on. Large, easy to read. Many viewers watch on mute.

Music Trending audio from TikTok's commercial library. Upbeat, not generic travel stock music.

03 What to film

Must-have Show the pass being scanned or used at an attraction. The physical moment of "it works" builds credibility.

Locations Prioritise visual locations: Wynwood Walls, Vizcaya, Zoo Miami, Frost Science Museum. Recognisable = shareable.

Reactions Genuine surprise or delight at attractions. Authentic emotion outperforms narration every time.

Avoid Stock-feeling b-roll, overly produced setups, brand logos other than Go City, and anything that looks like a traditional ad.

04 Deliverables & usage rights

Format Vertical 9:16, minimum 1080p. Submit raw file + final edited version. No watermarks, no TikTok logo.

Rights Go City receives full usage rights for paid promotion across TikTok Spark Ads and Meta. Creators may post organically too.

Volume 2 videos per week, per creator. Variety encouraged different hooks, locations, and angles each week.

Revisions One round of feedback per video. Go City may request a re-hook if the opening 3 seconds underperforms in testing.

UGC creator script example

Full video script hook variant: savings

Example: 30-second UGC video

30 sec Vertical 9:16 Talking head + b-roll

0–3s Hook

"I went to 6 Miami attractions in one day and paid less than $90 total here's exactly how."

📍 Talking head to camera. High energy. No greeting. Text overlay: "$90 for 6 Miami attractions?"

3–8s Setup

"So I found this pass called Go City you pay one price and get into a ton of attractions around Miami. I was kind of skeptical but let me show you what we actually did."

📍 Cut to phone showing the Go City app or pass. Quick shot. Keep it moving.

8–20s Proof

"First stop Wynwood Walls. Scanned the pass, walked right in. Then we hit the Frost Science Museum my kids lost their minds. After that, Zoo Miami. All included."

📍 Fast-cut b-roll of each attraction as you name it. Show the scan moment at least once. Text overlays: attraction name + individual ticket price crossed out. Reaction shots work great here.

20–27s Value

"If I'd paid individually that would've been like $140. With the Go City pass? $89. It's genuinely one of the best travel hacks I've used."

📍 Back to talking head. Slightly slower delivery here let the math land. Text overlay: "Saved $51 in one day"

27–30s CTA

"Link in my bio they have passes for different durations so you can pick what works for your trip."

📍 Point gesture toward camera or hold up phone. End card with Go City logo + "Link in bio." No hard sell keep it conversational.

How to find and recruit creators

Tier 1

Finding UGC creators

Billo Dedicated UGC marketplace. Post a brief, receive video applications within 48hrs. Filter by niche and rate.

Fiverr Search "UGC travel video creator." Sort by reviews. Request sample hooks before committing.

Insense Creator-brand matchmaking platform. Best for ongoing retainer-style relationships.

Reddit r/ugccreators post your brief with rate. Many creators actively seeking work at $400–500/month.

No minimum followers Smartphone + ring light Test with 2 videos first

Tier 2

Finding travel micro-influencers

TikTok Search "Miami itinerary," "Miami trip 2025." DM creators whose content already ranks in search results.

Instagram Hashtags #miamitravel #miamiitinerary. Prioritise creators with a high saves-to-likes ratio signals planning content.

Modash Influencer search tool. Filter by location, niche (travel), follower range 10K–100K, and engagement rate.

Heepsy Budget-friendly alternative to Modash. Good for bulk outreach to micro-influencer lists.

10K–100K followers Engagement rate >3% Itinerary-style content Already visiting Miami

90-day rollout

Month 1 Foundation

Build the infrastructure

›Recruit 5 UGC creators via Billo or Reddit

›Build ambassador application + intake form

›Set up UTM links + unique promo codes per creator

›Define 4 hook variants for paid testing

Month 2 Launch

Go live on both tiers

›First UGC batch → Spark Ads live

›First 15 ambassador passes deployed

›A/B test all 4 hook variants in parallel

›Track TikTok search placement weekly

Month 3 Optimize

Scale what works

›Double spend on top 2 performing hooks

›Ambassador program at full 25–30/month

›Report: CAC, ROAS, promo redemptions

›Recommendation: ready to scale to Phase 2?

If you scale Phase 2 Multi-city expansion NYC, SF, Chicago · Activate after Miami proof of concept

Affiliate creator community

A structured affiliate program via Impact.com giving creators a trackable commission link 8–12% per pass sale. Turns one-time ambassadors into permanent distribution partners. No ongoing cash cost.

Anchor creator series

1–2 mid-tier creators (100K–500K) per city, per quarter. Full-day itinerary using the pass YouTube vlog or TikTok series. Evergreen content that ranks in search for years. Budget: $1,500–3,000 per creator.

City-by-city playbooks

Localised briefs for each new market: top attractions, search keywords, seasonal hooks, city creator lists. Miami becomes the template. Each new city activates in 2–3 weeks using the same infrastructure.