Ecommerce Playbook: Numbers, Struggles & Growth Stop Wasting Your Q4 Budget on Holiday UGC
Oct 7, 2025
Adrienne Austin, Director of Creator Content at Common Thread Collective, shares her expertise on optimizing Q4 budgets for creator-generated content. She reveals why focusing solely on holiday content is a costly mistake and how evergreen strategies can lead to better results. Adrienne discusses effective creator briefs, timelines for sourcing, and the surprising power of still images over videos. She also highlights the importance of diverse creator perspectives for innovative ad concepts and practical product use cases, ensuring your campaigns thrive well beyond the holidays.
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Start Creator Sourcing Four Weeks Out
- Start sourcing creator content about four to five weeks before you need the final variations to allow for briefs, shipping, and edits.
- Adrienne's team builds a four-week pipeline per batch to ensure timely submissions and variations.
Holiday-Only Content Is A Budget Trap
- Sourcing creator content specifically for holiday offers wastes budget because holiday content has a very limited runtime.
- Adrienne warns that focusing on holiday-only briefs chokes your evergreen pipeline and leaves you without long-term ads after Q4.
Request Multiple Format Variations
- Request a mix of voiceover, direct-to-camera talking, and music-only variations from creators.
- Tell creators to provide a wide pool so you can test which format performs best across channels.