Lara Stallbaum, Founder of Twirl: Connecting Brands With Over 4,000 UGC Creators

Tell us about Twirl

 

Twirl is a leading UGC (user-generated content) platform that enables brands to scale authentic, high-performing content effortlessly. We’ve built a powerful, tech-driven solution that connects companies with a network of over 4,000 creators, helping them generate content at scale.

In the last two years alone, we’ve worked with over 500 brands and facilitated the production of more than 35,000 assets. Our platform streamlines every step of the process, ensuring brands get the content they need quickly and efficiently.

 

 

How did you come up with the idea for the company?

 

The idea for Twirl came from running my previous fashion e-commerce company and my background in D2C, where UGC was the most effective type and most affordable of content for marketing. At the time, there was no scalable way to source and manage authentic content production efficiently.

I switched from DTC to B2B and built Twirl to solve my own problem. Today, Twirl stands out for its ability to produce relatable, affordable content at scale while maintaining high quality. Our platform seamlessly matches brands with creators, automates workflows, and delivers performance-driven content at speed.

 

 

What is your advice to aspiring entrepreneurs?

 

Solve real problems. Too many founders start with an idea and try to force it into a business. Instead, focus on pain points people already have and build something that makes their lives easier. If you’re solving a real problem, sales and growth will follow naturally.

Also, move fast and test early. Many founders get stuck trying to perfect their product before launching, but the market provides the best feedback. Get it out there, iterate quickly, and refine based on real insights.

 

What most excites you about Twirl?

 

What excites me most is how quickly UGC has grown and how essential it has become for modern marketing. When we started, UGC was still considered experimental. Now, it’s a core part of every marketer’s strategy, and Twirl has helped drive that shift. Just two years ago, we had to explain to brands what UGC even was. Now, marketers actively seek it out as a key marketing tool.

The UGC industry has exploded. More creators are turning to UGC as a way to make money, recognizing it as a growing industry—whether as a side hustle or a full-time career. Freelance platforms like Fiverr have even introduced dedicated UGC categories, proving that it’s now a standalone industry. Semrush data shows searches for “UGC” are booming. I’m just glad we started early enough to ride this wave and shape the industry from the start. Competition is real, but exciting. We’re confident we’re a step ahead and committed to remaining the thought leader in this space.

 

How has the company evolved over the last couple of years?

 

Twirl has grown significantly in size and technological capabilities. We now work with over 500 brands and have scaled our platform to support thousands of creators producing tens of thousands of content assets. With investment from Fuel, we’ve accelerated our tech development, making our platform even more efficient and data-driven. Our network, platform and services continuously improve, ensuring brands can scale UGC faster than ever.

 

What can we hope to see from Twirl in the future?

 

We’re just getting started. Our vision is to make Twirl the most powerful and efficient UGC platform available. That means expanding our creator network into new markets and industries, refining content matching, and introducing more automation to streamline production.

One area we’re focused on is AI-powered scripting optimization—helping brands generate ideas quickly, match with the right creators, and produce content fast enough to capitalize on trends overnight. As UGC continues to dominate marketing, Twirl will keep innovating to stay ahead of the curve and provide brands with solutions that are more authentic, affordable, and relatable than ever.