SideShift has been around since 2023 as a platform where brands can hire, manage, and pay UGC creators, but the mobile app did not launch until 2024.

Even before the app existed, people working in the company were already posting on TikTok, accounts like Oliver Manilow and co‑founder Nick Lawton.

The real shift only happened in 2025, when their TikTok presence finally became more active with more posts and more hits.

Nearly every video focuses on monthly income.

Most of them aren’t organic.

“realizing that making 10k a month isn’t actually that hard…” → 971.8K views

After seeing AI Apply break out with job‑market despair copy, they ran the same angle, and that’s what finally gave them their first organic win.

“Just got denied from my 100th “entry level job” i have a master degree” -> 941.8K 

1.8K comments from people saying they were in the same situation.

“Yea i am about to finish my masters in quantum chemistry and have gotten 2 interviews in 3 months”

“Applied to 25 jobs, heard back from 2. Both don’t make nearly enough money LIVE LAUGH LOVE”

They never went back to that format again, which might explain why they’re still sitting at around 20K downloads.