In this episode, we explore how brands can win with user-generated content, AI tools, and TikTok Live to cut costs and boost sales.
Ian Sells, founder of Join Brands, shares why most creators don’t drive results, how AI helps pick the right ones, and what makes content engaging.
He also explains how brands can launch UGC campaigns fast, protect against fake influencers, and scale with authentic creator content.
Topics discussed in this episode:
- Why most brands struggle with creators and why only 10% drive 90% of sales.
- How AI helps brands pick the right creators and generate viral hooks.
- What makes a strong hook and why engagement beats scripted videos.
- Why TikTok Live is becoming a must-have sales channel for brands.
- How to match the right creators to the right platform for real results.
- What the Join Brands process looks like for launching UGC campaigns fast.
- Why UGC is powerful for Amazon sellers and how to repurpose it across channels.
- How creator vetting and certification protect brands from fake influencers.
- What kind of ROI brands can expect — including 700 videos driving 20M impressions.
- Why authentic creator content builds trust and outperforms AI-generated videos.
Links & Resources
Website: https://joinbrands.com/
LinkedIn: https://www.linkedin.com/in/iansells/
TikTok: https://www.tiktok.com/@joinbrands
Instagram: https://www.instagram.com/joinbrandsnow/
Get access to more free resources by visiting the show notes at
https://tinyurl.com/ytkyt5jk
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Ecommerce Coffee Break – The Ecom Marketing & Sales Podcast