If it feels like your team can barely keep up with the demands of UGC creative right now, you’re not imagining things. Also, SAME.
Simply the amount of mass product seeding required these days can BURY a team. And, that’s just the beginning of the funnel!
Add in all the other steps with creators: researching/guessing at the right 1s, sliding into DMs, following up, negotiating $$, briefing, reviewing posts, getting them live…(All for content that might not even perform, mind you.) It’s too much, yet the outcome is never enough!
But, I promise this isn’t a venting session:
1️⃣. Who has time for that?
2️⃣. No, really. Who? Make them help you with mass seeding.
What this IS, is a pre-BFCM pep talk:
🚰: You CAN handle the demand for moremoremore diverse creative at moremoremore volume…
🏭: If you have a SYSTEM that optimizes for CREATORS, not just creative…
🎁: And, you get it together NOW to be ready for peak season.
Today, I’m thrilled to be here to help with all of the above.
We’ll talk about what’s changed, and how to respond/scale without breaking your brain or spirit.
(But in the interest of time, I’ll skip ahead and let you know 1 of the most efficient ways to do all this: with the UGC and influencer marketing platform Insense. They’re offering 20% off 6-month plans if you book a free strategy call by October 2.)
Okay, off we trot.
THE MARKET MOVED. NOW IT’S OUR TURN.
We all know power has shifted from media buying → creative. What you might not realize is JUST HOW MUCH.
Creative is the #1 lever for ad performance across EVERYTHING.
Both organic AND paid. Andromeda-driven Facebook and Instagram, obviously. But also TikTok, Google, Snapchat, AppLovin, etc.
In a word, the algorithms are hungry for RANGE.
More creators, faces, formats, styles, and angles. The more diversity you feed it, the more shots you have at finding a winner, more efficiently.
If you’ve scaled your brand’s creative marketing in response to this paradigm shift, GREAT. It’s a start, but not enough.
You also need a corresponding system to run these creative ops at scale, as well as to get an idea of what’s popping & what’s flopping, so you can dial in on your best variants.
TLDR: Diversity + Volume x Infinity, with measurement.
Now, I know the saxophones are getting louder as we head toward Q4 and 20-60% higher CPMs on holiday inventory. 🎷
But don’t panic yet. There’s still time (and 20% off, if you want) to get this right.
EVERYONE OPTIMIZES FOR CREATIVE. IT’S TIME TO OPTIMIZE FOR CREATORS.
I trust you’re already isolating for hooks, edits, formats, and offers that perform best. But are you also lasering in on the human on camera? If you can’t tell whether a specific creator is making an ad pop, you can’t run it back.
So this is the 2nd piece you need, on top of pipeline volume: a system of measurement that focuses on your best UGC creators.
Insense connects to Meta Ads Manager and TikTok Shop, and maps performance data specifically to the creator, so you can see which partners are driving the best results. Then, you’re able to strategically double down + use Insense to go find creators that match your new findings. Since the collaboration all lives on Insense, there are no new negotiations, and no cross-platform communications. Downright relaxing.
This is why Insense accommodates smaller challenger brands AND massive enterprise clients like Quince and Il Makiage, who use it for everything from seeding, sourcing, contracts, payment, usage rights. etc. (Want 20% off to copy their approach? Smart.)
🚀 HOW TO SCALE UGC CREATIVE IN 4 STEPS 🚀
Step 1: Source diverse creators at volume
Platforms reward diversity in creators, locations, formats, channels.
Get hyper-specific: male nurses, freckled Gen Zers, moms with 1-year-olds and sleep deprivation (lol). See my note on localization in the next section, too.
Insense has a responsive marketplace of 115K+ influencers in 57+ countries who will swarm YOUR campaigns, instead of you chasing them. There’s also automated outreach to 7M+ other influencers.
Step 2: See which creators actually perform
Measure UGC creators with cold, hard numbers. The same way you do creative optimization. Skip the hunches or misleading creator “clout,” and you also avoid sunk costs & mitigate any bias.
Step 3: Rehire the winners
Sounds obvious, but not easy if you’re unclear if performance was due to a format, caption, OR a creator. Insense takes the guesswork out. Keep the winners and replace the duds.
Step 4: Build a roster that compounds
Wash, rinse, repeat. Instead of working with a ton of randos, curate a bench of MVPs who consistently deliver on diversity AND the performance that comes with it.
These steps aren’t optional, but how laborious each 1 is, is up to you. With Insense, things get well-oiled, quickly.
A NOTE ON SMART LOCALIZATION
If you’re an American who only sells in the U.S., localizing creators probably isn’t that difficult for you to judge on your own. You know which creators give NYC vs. LA vs. Dallas.
But, if you’re running ads in other countries, are you absolutely SURE creator accents and vibes match the regions you’re spending $$$ in?
British accents are NOT all the same.
New Zealand is NOT Australia.
Is that REALLY how Parisians talk about combination skin?!
With Insense’s global creator marketplace, you can have a hyperlocal creative source anywhere you spend $$$.
Selling to specific people requires speaking their specific language, literally and figuratively. Be bespoke, inclusive, merry, and bright.
WHICH BRINGS US BACK TO THE BFCM OF IT ALL…
Today’s the 1st day of fall. Or autumn, if you’re THAT person.
Normal people are excited about pumpkin spice everything, leaf peeping, and sweater weather. Marketers start hearing jingle alarm bells:
🔔: CPMs will climb 20-60% by November
🔔: Cyber Monday’s 68 days away
🔔: Black Friday’s 65!
You DON’T have much time, but you do have ENOUGH to get low-lift, high-performing creative spun up with Insense BEFORE BFCM.
Plus, 20% off 6-month plans, if you take the demo by October 2.
Time is of the essence. If you learn nothing else from me, NEVER, ever test anything for the 1st time during peak.
The sooner you start using Insense, the more:
🍂: You can test and train the algorithm while inventory’s cheaper.
🎃: Creator relationships you can build.
🌲: UGC momentum you can generate ahead of the holidays.
🦃: Protection you have against UGC risk.
Sound like a pre-holiday plan?
Snag your 20% off and start scaling UGC creative with Insense today.
And, please do reach out if you need a mom with a toddler and sleep deprivation. My audience is exceptional.