Mercado Libre Clips: UGC Video Discovery

Scaling product exploration and creator social proof

Mercado Libre Clips Project Cover

The Challenge

Mercado Libre aimed to enhance product discovery and user engagement by integrating user-generated content (UGC) videos. The challenge was to build and scale a short-form video platform from scratch, enabling creators to showcase products and drive sales while maintaining a seamless user experience within the e-commerce app.

My Role & Key Responsibilities

  • I led the end-to-end **Go-to-Market (GTM) strategy** and content operations for the platform.
  • I launched **creator incentive programs** to encourage content creation and ensure a steady supply of UGC.
  • I led the development of an **AI feature** that auto-generates creator scripts from product descriptions, significantly accelerating content creation.

The Solution

We built a **snack-content video discovery service** that was seamlessly embedded in the e-commerce app. This allowed users to engage with short-form videos for product exploration, leveraging creator social proof to drive purchasing decisions.

Results & Impact

  • The platform achieved **1B+ UGC clip views** in its first year.
  • It drove a **4x sales uplift** on featured items.
  • We delivered **3x item views** and accumulated **3M+ hours watched**.