Ecommerce Playbook: Numbers, Struggles & Growth
The Missing Link in Your Ad Strategy: Creator Content That Works
Jan 21, 2025
Adrianne Austin, Senior Growth Strategist at Common Thread Collective, shares insights into elevating ad strategies using creator-driven content. They discuss why many ads fail and the necessity of proper creator briefs for success. Adrianne highlights the synergy between paid and organic teams and unveils a structure for creating eye-catching, performance-focused videos. Tips for finding authentic creators and scaling ad performance with data-driven strategies are also explored, making this a must-listen for brands eager to enhance their marketing impact.
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Quick takeaways
- Brands must improve collaboration between paid and organic teams to source consistent, high-quality user-generated content that drives ad performance.
- A well-structured briefing process for content creators is essential to produce engaging videos that resonate effectively with targeted audiences.
Deep dives
The Importance of Effective UGC Sourcing
Brands across the spectrum, from startups to established companies, face significant challenges in sourcing User-Generated Content (UGC). A critical issue arises from the disconnect between paid media teams and organic teams, which often results in inconsistent asset sourcing that fails to leverage potential performance insights. Typically, brands struggle to create native video ads that engage audiences, leading to mediocre outcomes when UGC is sourced without a clear strategy. It is crucial for brands to identify the types of content they need based on product priorities and inventory while also establishing a coherent plan to facilitate better collaboration between teams.
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