Building brands today isn’t about bigger ad budgets - it’s about trust.In this episode of Messy Growth, I sit down with Olivia Dumnicka, Founder of SWAI, a UGC and nano-influencer agency helping brands like Booksy, Weleda OnePiece, Liferando, and others grow through creator-led marketing that actually converts.Before founding SWAI, Olivia worked across early-stage tech startups in London and Berlin, leading influencer and social strategies during high-growth phases. What she learned changed how she thinks about branding forever.We get into: • Why user-generated content is replacing traditional ads • Why most brands get influencer marketing completely wrong • How nano and micro creators outperform big influencers • The difference between content that looks good vs content that drives sales • Why TikTok is quietly becoming a search engine • How to build community-led growth without burning cash • The ugly truths about the creator economy no one talks about