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.

24:11

Creator website

Episode guests

Adrianne Austin

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Episode notes

Podcast summary created with Snipd AI

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.

Intro

2min

Navigating User-Generated Content Challenges

8min

Enhancing Revenue Through SMS and Engaging Video Ads

2min

Navigating Influencer Partnerships

10min

Enhancing Content Creation Through Team Collaboration

3min

Discover the key to transforming your ad strategy with creator-driven content that delivers real results. In this episode, Richard and Adrianne reveal how brands can integrate high-quality creator content into their campaigns to maximize performance and ROI.

We’ll break down:

Why most ads fall flat and how to fix them.
The importance of properly briefing creators for ad success.
How to align your paid and organic teams for seamless content creation.
A proven structure to create scroll-stopping, performance-driven videos.
Tips for sourcing authentic creators that resonate with your target audience.
The secret to scaling ad performance with data-driven creative strategies.

If you’re ready to bridge the gap in your ad strategy and unlock the full potential of creator-driven content, this is the missing link you’ve been searching for!

Show Notes:

Access Postscript: https://bit.ly/4h2v0Lb
Explore our Creator Content: https://commonthreadco.com/pages/contact
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of ecomm

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