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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Content Sourcing Challenges
- Brands struggle to source native, feed-style video ads.
- Paid and organic teams often lack alignment on content strategy.
UGC Quality Issues
- Most user-generated content (UGC) is ineffective due to poor briefing.
- Creators excel at video creation, not ad creation, requiring specific guidance.
Effective Briefing Strategies
- Brief creators with specific hooks and angles like "If you're a hybrid athlete…".
- This targeted approach helps identify resonating audiences and offers clearer learnings.