The Winning

UGC + Creator
ads blueprint
Contents
Introduction
03

The Evolution of the Creator Marketing Landscape

06

TikTok vs Meta - the post-pandemic shift

17

The Blueprint for Winning Paid Social Ads

19

Step 1 - Establish the intent, target audience, and customer personas

21

Step 2 - Source Diverse UGC at Scale with Content Creators

25

Step 3 - Pair the perfect CTA with winning ad creative

28

Step 4 - The only ad creative testing formula you need

30

Your ad creative testing timeline

34

Ad Creative Best Practices

36

1 - Diversify the creative — lead with video, close with images

37

2 - Meta vs. TikTok Creatives

47

3 - How to measure success with AIDA

50

Maximizing the Authentic Voices of Creators with Creator Ads

53

Creator Licensing on Instagram (Whitelisting)

56

Spark Ads on TikTok

58

Setting Up Your Creative Team for a Harmonious Synergy

64

How to achieve creative synergy

65

The connected circular ecosystem

66

Conclusion 77

02
Introduction
Your ads aren’t performing as well as you hoped? Don’t take it to heart -

we’ve all been there! You’re probably just making a few mistakes that are

effecting your ad performance.

So look: The 3 key ingredients to ads are copy, creative and targeting.

Master each ingredient and you’re set for a winning ad. Sounds easy right?

Well, it’s far f rom a piece of cake.

The impact of an ad creative can be bigger than you even imagine. Make

one that stands out, maybe even goes viral, and you can appeal to an

audience that you didn’t even think of.

The competition for visual supremacy is

fierce

It’s common knowledge now that we aren’t reading as much as we used

to and our attention span is at it’s lowest. Even the most captivating ad

copy isn’t enough to “hook” a potential customer. So do you know what

makes them stop-scolling these days?

Stunning visual creatives.

51% of marketers are

increasing their paid
social budget in 2022
03
Visualization is stimulating for consumers because
The human brain processes an image in 13ms
90% of the information that goes to the brain is visual
65% of humas are visual learners (images are more memorable than
text
Shiny Object Syndrome is a real thing!! (When you see something and
you’re completely distracted from everything else that you were doing).

On social media there’s a massive opportunity for direct-to-consumer

(DTC) and eCommerce brands - especially with the rise of trending
hashtags #TikTokmademebuyit #Amazonmusthaves and alike.

This is why we’ve seen brands selling consumer goods skyrocket their
sales by producing visually stimulating UGC ads. But you already knew
that. And so do your competitors.

That’s why the competition in the ad space for visual supremacy is fierce.

Source: Insense Source: Insense

04
Paid social remains the best channel to reach new audiences, re-engage
existing audiences, and drive online sales. For eСommerce brands, paid
social is a necessary tool for product promotions. However, obtaining a
solid return on ad spend (ROAS) on social media has never been easy,
and it only gets harder as competition increases.

Consumers find creator-generated content 9.8x

more impactful than influencer content when
making a purchasing decision

A successful paid social advertising campaign isn’t rocket science or

reinventing the wheel — you already know how the ad platforms work,
but now it’s time to level up your campaigns with expert tactics.

In this guide, we’re going to unpack some unconventional yet highly

effective strategies for creating a winning Ad formula and utilizing
advanced media buying strategies that will drive engagement, clicks,
and conversions. We’re also going to let you in on the secrets of how
successful brands optimized their team synergy to improve their ad
success and ad testing processes.

But first, let’s take a quick look at the social media landscape that you’ll be
operating in.

05
The Evolution of the
Creator Marketing
Landscape

06
There’s no denying that the user-generated content industry is lucrative.
The market grew from $1.7 billion in 2016 to $9.7 billion in 2020. In 2021, it
climbed to $13.8 billion, indicating a steady growth.

In 2022, the market is projected to expand to a whopping $16.4 billion

industry.

Creator + Influencer Marketing Global Market Size

Source: Influencer Marketing Hub

This growth is attributed to the increasing popularity of short video

formats on platforms like TikTok, Facebook, and Instagram, the effect of
the global pandemic on consumers, which catalyzed social media
consumption, and the optimization of data collection, which marketers
used for social media ads.

07
Creator-driven marketing campaigns are set to continue surging in
popularity among brands in the year ahead.

Brands are increasily shifting their marketing budgets to put more focus
on creator-generated content and creator ads. 66% reported that they
spent more in this area last year than ever before.

To accomodate this growth, 52% of creator marketing teams expanded.

However, because this is such a new area, it’s proving difficult for brands
to know which roles they need in these teams for the highest efficiency.

Later in the guide, we are going to talk indepth about how to optimize the
creator campaign management process with a small team, which roles
are needed in the team, and how to create synergy between all those
involved - especially media buyers.

While Instagram and Instagram Stories remain the most popular social
platforms for creator campaigns, TikTok has forced marketers to rethink
their approach for finding and engaging with consumers. About 96% of
brands and 88% of influencers reported regularly using Instagram Stories,
while 46% of brands and 42% of influencers said they regularly use TikTok.

Between swelling budgets, emerging platforms like TikTok and the

proliferation of social commerce, brands and creators will continue to
experiment and seek out best practices for the evolving creator marketing
landscape.

66% 52% 48%

shifted budgets to power
creator-driven marketing
expanded their creator
marketing teams to support
invested ~$100K annually on
creator marketing
campaigns this growing trend

08
Generating ROAS on TikTok
TikTok is growing rapidly in popularity with users.

According to Hootsuite, consumer spending on

TikTok increased by a whopping 77% in 2021.
Overall, users spent $2.3 billion dollars in the app,
compared to $1.3 billion the year before.

Moreover, data shows that TikTok is not just the social media platform for
younger generations — the diverse content attracts people of all ages.

25%
22.4%
21.7%
20.3%

11%

10-19 20-29 30-39 40-49 50+

Source: Statista

By the way — advertising on TikTok is not quite as easy as Facebook or

Instagram. The services uses a pre-paid model that can create some
logistical issues, and its targeting is far less sophisticated (no lookalikes or
retargeting) than other paid social channels.

09
Yet despite TikTok’s popularity among users and the effectiveness of its
ads, marketers are still reluctant about spending on the new social
network.

The reason is that the advertising content that works on TikTok is so

different from what they’re used to with more established social
platforms like Facebook and Instagram. It requires a fresh perspective on
ad creative that fits certain nuances of the platform — more on this later
in the guide.

Benefit Cosmetics partnered with TikTok creators

for the Benefit Brow Challenge to promote their
new Brow Microfilling Pen.

The 22 resulting TikTok videos, made by Gen Z and

Millennial creators, generated 1.4 million
impressions and over 3,500 hours of views.

Source: Hootsuite

As marketers consider where to invest their limited ad budgets, TikTok is

making big gains. Hootsuite reported that 24% of marketers considered
TikTok effective for reaching their business goals, compared to just 3% in
the previous year - that’s a 700% increase!!

But how does TikTok’s effectiveness compare to the advertising

juggernauts of Facebook and Instagram?

10
Facebook is still the most popular

Facebook is the OG social media platform and the largest one by nearly

every metric. Love it or hate it, the social giant is a must-have social media

channel for marketers.

Facebook is the most used platform worldwide, currently with almost 3

billion active users per month.

You simply have to be there.

Source: statista

Globally, 57% of social media users say they’ve learned more about life

f rom social media than being at university.

While information accuracy on social media continues to be a challenge

for all platforms, users report wanting to engage with learning

opportunities more on social media than in traditional school

environments. This is a great opportunity for brands to highlight

educational content in creative ways.

11
 Facebook’s frequent updates, algorithm changes and new features can be
tough to keep up with. But with 2.91 billion users, each spending an
average of 19.6 hours a month reading, watching, liking, scrolling and
commenting, it’s stuff you need to know.

Source: Hootsuite

A trend to watch out for in 2022 is live shopping. Live shopping is

Facebook’s answer to consumers who want a more interactive experience
and for brands that want to show off their products in action.

As we know, being authentic is the key to driving ROI on social media,

which is why “humanizing” your brand’s social account is always a good
thing. Maximizing the use of UGC in organic posts, ads, Facebook Stories
and live streaming (live shopping) is vital.

50%
of consumers want to discover new
products through Facebook Stories

12
User generated content (UGC) and Facebook ads might just be a match
made in heaven, and here’s why.

The main components of Facebook ads are the text and visual elements.
They work in tandem to attact the users attention while they are scrolling
and browsing their Facebook account.

No, relevancy is something that impacts the placement of ads. Facebook’s

algorithm is designed to show content to users depending on whether
they think it’s relevant for them.

The relevancy score is calculated by how much engagement the ad is

geting - shares, likes, comments and click throughs.

If the score it high, you ad will get more impressions at a lower cost -
simple. This is because Facebook has A LOT of ads running at once and it
wants to make sure users are seeing the most relevant content for them.

A high relevancy score is the biggest challenge with Facebook ads, and
that comes down to the images and text you’re implementing.

But to have the best ad, you need to have great content, and we all know
that it’s time-consuming and expensive to create great content.

Cue the power of social media, where more than 1.8 billion pieces of
content are shared every single day.

Great content is being produced by social media content creators all the
time, and it can be sources quickly and easily.

13
Not only does utilizing UGC bring you an abundance of content, it’s also
proven to be more trusted.

So let’s just take it back a step and recap. UGC

Saves you tim

Saves you mone
Is more trusted by consumer
Is engaging (which makes it a high contender for a high relevancy
score on Facebook)

To show it in action, let’s take a look at some examples of UGC on

Facebook.

Source: FB Ads Library Source: FB Ads Library Source: FB Ads Library

Pro tip - Use authentic content in video format that hooks the viewer in
the first few seconds. Provide meaningful, education content (this
could be a product demo, skincare hack, or similar) that’s what the
viewer wants to see and will be sure to drive conversions.

14
Instagram’s ad reach continues to grow

Instagram’s algorithm also got a touch-up at the start of 2022. We won’t

go into too much detail here but ultimately the algorithm rewards quality,
engaging content.

For example, across Reels, Stories and Feed, the algorithm will be showing
content first that is most relevant to the content that the user has shown
the most interest in. This could be content from pages their interested in
or content of a similar topic and style.

But let’s focus on how Instagram’s ad landscape compares to TikTok and

Facebook.

In 2022, ad campaigns on Instagram can reach 1.8 billion people - which is

over half of their 2 billion users.

In addition, Instagram Stories Ads will bring in $15.95 billion worldwide in

2022. This is over a quarter of the platform’s global net ad revenues. Ad
spending is said to be growing faster for Stories than for the Instagram
Feed.

Marketers would be wise to not distrupt their ad budget across Stories,

Reels, and Feed to maximize impressions and clicks.

Compared to Facebook, Instagram’s advertising reach is skyrocketing past

Facebook’s right now.

Could this be signaling a trend that audiences are engaging more

frequently on other channels and less on Facebook?

15
 Net Stories ad revenues worldwide
$20.03

$15.95

$11.43
$6.90
$4.32

2019 2020 2021 2022 2023

Source: eMarketer

Instagram’s popularity continues to grow and so does it’s ad reach.

If you’re looking to spend your ad budget on Instagram, it might be worth

also knowing that their ad reach has grown by over 60% over the past 2
years.

Also, statistics show that ad reach between men and women was almost
an even split - 49.3% women and 50.7% men. For marketers, this signals
that Instgram is the perfect place to run ads that are targeted at both
demographics.

Feed and Stories ads are still outperforming Reels in 2021. Of total
impressions served, eMarketer reported the following break down
Feed 47
Stories 42
Explore 9
Reels 1%

Our advice for marketers is to test out new ad formats and figure out what
works best for your brand. Some may find more success on Reels in 2022,
whereas others might see higher clicks through Feed, Stories, and Explore.

16
TikTok vs Meta - the post-
pandemic shift
Platforms surrounding influencer and creator marketing continue to
evolve over time. Methods that once worked are no longer effective for
brands that look to make authentic connections with consumers via social
media personalities.

User-generated content (UGC) is accounting for 39% of media hours vs.

61% for studio content.

Interestingly, twice as many consumers report difficulty finding

something to watch in traditional TV or recorded DVR than on UGC
platforms like TikTok, Instagram and Youtube.

The creator economy’s growth in the media landscape notes that

consumers are increasingly watching user-generated videos the way
previous generations would watch TV.

56%
Teens spend 56% of their time on UGC
while consumers aged 55+ spend 22% of
their time on it.

The pandemic certainly gave a boost to the user-generated content

marketplace, with consumers saying they are watching more content now
than ever before.

Beyond looking for entertainment, consumers see this content for other
reasons such as learning how to do something, or watch content about a
niche topic.

17
With UGC, brands have the chance to leverage the experiences of everday
consumers. Even though these consumers may not have large followings,
the content they produce is more authentic and has the proven potential
of creating deeper connections with followers and viewers.

Because of this, brands are developing creator partnerships because they

see the value in featuring content from creators to make themselves more
visible and recognizable.

As TikTok’s popularity continues to grow, other platforms are introducing

offerings designed to entice creators to produce content. In December
2021, Facebook introduced a professional mode for profiles in the U.S,
allowing creators new revenue opportunities and providing tools to help
grow their audience.

While other platforms try to compete with the success TikTok had during
the pandemic, TikTok continues to grow.

TikTok is the #1 app for driving consumer

spending. Overall, users spent $2.3 billion in the
app during 2021

Facebook and it’s sister app Instagram are trying to keep up with TikTok.
Meta CEO and founder Mark Zuckerberg called the video sharing app “one
of the most effective competitors we have ever faced”.

18
The Blueprint

for Winning Paid

Social Ads

19
Creating effective paid social ads requires a joint effort between multiple
departments and sometimes external entities. Therefore, there needs to
be a strong foundation of communication between each person involved.

The core of a successful ad campaign is build from ideas and feedback

that are shared between all parties involved to constantly improve and
evolve the ad creative process.

Social media platforms are a constantly moving space with new algorithm
adjustments being lauched several times each year. To keep up, your ad
strategy needs to be in a constant state of adaptation and so does your
team.

Ideas that once saw a huge ROI probably won’t work anymore, but simple
changes can make all the difference.

We’re going to explain each step of building an ad creative, then deep-

dive into the ad creative best practices and show you how to make this
process work by establishing team synergy.

“Note — What follows is a framework that takes

roughly 3 weeks to complete, depending on your
ad spend. Plan accordingly!”

So let’s start at the begining.

20
Step 1 - Establish the intent,
target audience and
customer personas
The goal is to develop a concept that will get people talking and thinking

about the product or service. Ideas also need to be presented in a way that

will break away f rom other competitors’ ideas.

A good creative provides the most bang for its buck, while giving added

value to the target audience. To achieve this, the first step of the process

requires originality.

Target audience + customer personas

When working on a stop-scolling ad, it’s important to ensure that it speaks

directly to its target audience. By keeping the target audience at the

foref ront of your mind it allows you to zero in on the optimal ad design,

messaging and platform.

To identify your target audience you need to

analyze your customer base (if you have one),

conduct market research and learn industry trends,

analyze competitors,

create personas,

define who your target audience isn’t,

and continuiously revise.

Your target audience can evolve, especially because sometimes ad

campaigns attract unexpected audiences. So you need to practice regular

analysis of your customer profiles to make sure you are producing ad

creatives to match the customer personas.

21
 Campaign intent
When planning each ad creative, you need to establish the campaign
intent.

Do you want to build brand awareness? Do you want to sell a product?

Does the ad take them to a product page on a website? Are you launching
a new product? Are you promoting a service? Are you providing a solution
to a problem?

You need to combine your understanding of the target audience with the
ad campaign intent and understand what will make them tick.

Combining the customer persona with the campaign intent forms the
foundation of your ad creative. All aspects of the creative asset,
messaging, ad placement and format all need to be centered around
those 2 main pillars.

Target audience +
consumer persona

Previous campaign
performance

Ad campaign intent Next

Plan the ad creative (write the creative

brief + source creative assets)

22
Once your team have gathered to discuss ideas, and the performance of
the previous campaigns have been analyzed, it’s time to write the creative
brief and source the creative assets.

The creative brief is

50% of the success
Without a good creative brief, you won’t have good content - it’s as simple
as that.

A creative brief needs to consist of these 7 keys points

Campaign typ
Content forma
Content type + messagin
What the creator should d
Key product feature
Script examples and reference
Do’s and Don’ts

The campaign type is whether you would like the creator to produce
content for an influencer partnership (posting on their page, the brand
page, or running creator ads), or if the creator should just produce content
(that can be used for paid social campaigns or any other use).

Then you need to specify the content format - this is crucial as you don’t
want to receive a horizonal video that should be vertical. So clarify
whether it should be; 9:16 vertical, 4:5 vertical, 1:1 square, or 16:9 horizontal.

23
 You need to the specify the content
type and messaging - what the creators
should do.

The content type means; selfie-

testimonial, product review, product
demo, how-to, unboxing, or custom.

Then write a detailed explaination about

what they should do (see the example
on the left).

You should be as detailed as possible in

this section because it makes for a
smooth UGC production and the best
quality of deliverables.
Source: Insense

The content creator needs to understand all the key product features of
what you what them to talk about and promote in their content.
Therefore, you need to provide them with a detailed product description.

Also a link to the product page is high beneficial, so the creator can
research and learn more about the product.

The next step is to provide script examples and references. In order to

fully understand your vision for the creative asset, examples of similar
content should be included so the creator can see where you got your
inspiration from and/or how you invisage the creative.

24
Writing clear do’s and don’ts helps to
creators to understand what you
specifically do not want them to do or
say within the content they produce,
and makes it clear to them what they
must include.

By making these do’s and don’t clear, it

reduces the need for back and forth
communications between the team
member managing the creators and the
creators themselves.

This helps to speed up the asset

generation process so that you can
focus on sourcing UGC at scale.
Source: Insense

Step 2 - Source diverse UGC at

scale with content creators

On Insense, we match brands with content creators to source high-quality

UGC at scale.

There are different types of content creators, but we work with micro-
creators because their audience is usually a close-knit community within a
specific niche which makes them extremely valuable for brands who are
targetting a specific audience (e.g dog owners).

25
 Micro-creators are also more affordable
for small-mid sized brands.

They also have a smaller audience,

typically between 10,000 and 100,000
followers - but this doesn’t mean that
your ad preformance will be reduced.

In fact, it means quite the opposite.

Micro-creators have small but highly
engaged audiences within their niche
which typically drives higher
conversions as their audience is so high
quality.

Additionally, they are experts at creating

content for their niche audience - that’s
Source: Insense
how they built their following after all!

On Insense, we match brands with content creators to source high-quality

UGC at scale.

There are different types of content creators, but we work with micro-
creators because their audience is usually a close-knit community within a
specific niche which makes them extremely valuable for brands who are
targetting a specific audience (e.g dog owners).

$100-120
average spend on 1 x UGC video creative

(+ increased ROAS with Creator Ads + organic reach)

26
Why use content creators instead of producing content in-
house or with a brand’s followers?

Sourcing UGC from content creators by yourself is an extremely time-

consuming process. It can take weeks to find suitable content creators, vet
them, all the back and forth in DMS, establishing a contract with them
and then organizing ads with them.

You have to repeat this process on every social media platform you want
to use. And then you have to keep repeating this process for every new
campaign, and everytime you want to find new creators to help you scale.

Working with your followers is a huge challenge in itself because you can’t
guarantee the quality of the content.

But imagine if you could do all of this in one central place, with vetted
creators, that has an integrated chat feature to keep all your creator
communication in one place? That’s where Insense comes in.

Insense enables you to work on:

Content

sourcing a constant flow of affordable UCG assets

Organic reach

can go viral (especially on TikTik), works alongside paid

Repurposing

the flow of UGC assets can be edited for different purposes

Creator Ads

organize creator ads in the chat to drive increase ROAS

27
Step 3 - Pair the perfect CTA

with a winning ad creative

A captivating video or image f rom a creator captures the attention of the

consumer, but once you have hooked them, how do you convince them to

make an action?

Ad copy should be short, to the point and convincing - this is where direct

response ad copywriters are very useful - to channel the consumer down

the purchase funnel.

Every CTA should be

Simple and clea

Visible on all ad creative

Cohesive with the end result (what they click through to do/ see)

Here’s an example.

Clear CTA

Convincing

statistics

Source: TikTok Inspiration Source: TikTok Inspiration

28
This is why the right type of messaging is so critical. Yes, your angle (how
you talk about your products) is important as well, but the CTA will be a
primary reason why people click, or don’t click.

Testing CTAs is crucial for your ad success. Don’t just rely on one and hope
for the best. You need to run a/b testing, edit the ad copy and learn for the
next time.

You should also test out including the creator within the CTA. Having
them say “click the link below to shop” can be the driving force to
convince the consumer to make a purchase. But this is something to try
and see if it works for your brand.

Source: TikTok Inspiration Source: Insense

We can’t stress enough how important testing is to maximize your ROAS.

Which leads us onto our next step - fully dedicated to ad creative testing.

29
Step 4 - The only ad creative
testing formula you need
The key concept here is that ad creatives are an iterative process— it’s not
like you can just come up with the perfect ad on the first try and have all
the sales roll in.

Think of your campaign like a flywheel—get it started early with a solid

strategy and continue to add momentum with a few tweaks and
adaptations. The three areas you can test are:

The Hoo
The Angl
The Creator

The creative is what you’re using to sell your product. Often this includes a
discount, a bundle, or a new product announcement, just to name a few.
We can’t stress enough how improtant it is to test, test and test. But
don’t worry—we’ll help you craft the perfect ad creative testing strategy in
the next step.

The Hook
Your hook needs to speak directly to your audience. Your audience are
filtered within the first few seconds of viewing your content. If it doesn’t
speak directly to your audience they will just swipe away.

Bad hooks almost always lead to poor perfoming ad creatives because

they fail to “hook” your viewer.

30
 Did you know?

Hooks are less than 5% of the Ad creative length -

yet they can impact the performance of an

average Ad creative by up to 25%

How to create a stong hook

Start with the problem that you are trying to solve: “Stop reapplying

your lipstick every hour

Ask a question about the problem: “Tired of applying your lipstick

every few hours?

Make a list: “3 ways this lipstick will save you time

Start with the product: “This lipstick went viral on TikTok

Solve the problem: “This lipstick literally doesn’t budge all day!”

You can try these different hooks by repurposing content but using

different text overlays or different voice overs to see which one drives the

most conversions.

You can also try asking the creator to say different hooks, so you can play

around with different versions.

31
 The Angle

The angle refers to the creative angle. For example, what problem does it
solve? How does it make someones life easier? How does it make
someone feel? What is the benefit?

A creative strategic map will help you to come up with various creative
angles to test. For example:

Pain Point USP Hook CTA Angle #1

Angle #2

Angle #3

And example of this could be

Pain Point: Wanting effective but affordable skincare/ wanting to get

rid of acne/ using too much makeup to cover acne and insecuritie
Benefit: This set is the only affordable skincare that works for my skin/
acne was horrible until I used this skincar
Hook: Stop wasting money on skincare that doesn’t work/ I stoped
using make up after trying this skincar
CTA: Swipe up for acne-free skin/ this is my secret to glowing skin/ you
can stop hiding your ski
Angle: affordable and effective/ no longer need makeup/ new skincare
routine

32
The Creator

You may think that the creator’s you’ve chosen are right for your brand,
but maybe they’re not engaging your audience.

Part of your testing should be to try out different creators to see which
type of profile works best for your audience, the results will be shown in
the ad performance.

You can probably tell which creators are connecting best with the
consumers by the comments they are leaving.

For example, if you are promoting a product for both men and women, try
using creators from each gender and test which one is working best.
Although the product may be for anyone, don’t waste your money if a
demographic aren’t making purchases.

Then scale what is working for your brand.

The proof is in the pudding

Pay attention to the performance metrics of each ad you are running. To

ensure that you’re receiving constant resports of ad performance you
need to find a solution that plugs your media buyer into your brand setup.

This feedback loop will provide data to inform your next move for testing.

Test and go broad. Let the creatives

find your audience. Then hone in on
what is working.

33
Your ad creative testing

timeline

Here’s what a four-week campaign might look like.

Week 1 - Ideate and launch ads

By now you should have a plan for generating a ton of diverse creative

assets and ideas for pairing them with various offers and angles. Get your

ads out into the ecosystem and begin gathering data on their

performance. Note what is working and what isn’t via top-of-the-funnel

metrics like CTR.

Week 2 - Test angles, ad copy and CTAs

Start testing different angles, CTAs, creators and ad copy. Again, pay

attention to the comments section! You can also use newsletter signups

here to gauge interest in your various offers if you can’t launch the

promotion quite yet.

Source: Insense

The Problem/ Hook The Solution The Product The CTA

34
 Week 3-4 - Finalize ads based on winning
combinations
Based on the results, identify your winning ad combinations and make a
plan to scale their distribution. In this way, you’ve taken an iterative
approach—testing different elements along the way—to ensure your ad
strategy is sound.

Iterate on best

performers

Ideate new ad

concepts Angles/CTA/ 

Creator testing

Iterate on
Combine winning

best-performers
ads, Creators, offers, 

as needed CTAs & angles

Source: AdMission

Scale the winners

Obviously, the point of all of this is to maximize ROAS. Once you’re sure
which ads are performing, you need to be ready to scale them with
increased ad budgets and expanded targeting.

35
Ad Creative Best
Practices

36
Oh yeah—now for the fun part!

Right now, you have more creative options open to you than ever before.
Images, slideshows, GIFs, long-form videos, short videos, highly polished
videos, UGC videos… There’s never been a better time for creative minds to
use a diverse set of mediums to deliver messages to their target
audiences.

“Ad creative is absolutely critical for success,

especially given some of the new targeting
limitations on account of iOS 14.5. This is the #1
area to focus on.”

Diversify the creative — lead

with video, close with images
We hate to sound so absolute, but if video isn’t the center of your ad
strategy, you’re in for an uphill battle. Engaging videos are crucial across
the board for all brands, products, and campaigns.

That’s not to say other mediums don’t play a role, but no creative asset is
more important than video, and there are several reasons for this.

37
Why video is crucial
First, video is the fastest and most efficient method of transferring
information to a cold audience. So if somebody has never heard of your
brand before or you’re launching a new product, video is what you want to
use to capture their attention, educate the viewers, and show off your
product’s benefits.

Second, advertising videos to cold audiences not only get you sales, but
they also build engaged audiences that you can retarget in the future—
remember, most consumers aren’t going to purchase on the first touch.

Third, video has never been more accessible for brands. Sure, you can go
out and produce a highly polished video in a studio, but you can also whip
out your phone and use the editing tools provided by TikTok and become
a viral sensation. Or, you can simply make a slideshow with still images,
music, and animated text. The point is that there’s no excuse for not
featuring video at the forefront of your paid social efforts.

How to make great video ads

Every brand is unique and has different needs when it comes to video
production, but for video ads on paid social, there is a framework that
drives audience engagement and action. It goes like this.

AID
A = Attentio
I = Interes
D = Desir
A = Action

38
This is possibly the most classic persuasion technique in existence. Every
single piece of content you make, but especially video, needs to follow this
basic format. No matter the length of your video, always make sure that
you’re covering all these points and make sure you go in order!

We’ll discuss AIDA in more detail at the end of this section.

Use a hook in the first 3 seconds

Arguably the most important aspect of a video ad, the first three seconds
determines whether the viewer will stick around or keep scrolling. You
need to grab them with what’s referred to as a hook, an attention grabber,
right away.

Here are a few examples of hooks:

State a common proble Pose a questio

Open with an interesting fac Tease a stor
Tell a joke Use surprise

Every video you make needs a hook, no matter if it’s on Facebook,

Instagram, TikTok, or whatever. No exceptions.

Source: TikTok Inspiration Source: TikTok Inspiration Source: TikTok Inspiration

39
Leverage UGC

Three years ago, cutting-edge brands began using user-generated

content in their advertising campaigns. Today, the secret is out and nearly
every brand is utilizing this tactic. Why?

Click to Watch Click to Watch Click to Watch

Source:
Source:
Source:

Facebook Ads Library Facebook Ads Library TikTok Inspiration

Because according to Social Media Today, 93% of consumers say UGC is

helpful when they are considering a purchase!

“Shopify reported that ads with UGC received 4x

higher click-through rates plus a 50% drop in cost-
per-click compared to other types of ads.”

40
It’s important for consumers to see ‘the real thing,’ as opposed to one of the

fake cheeseburgers f rom a McDonald’s ad that we all know is totally

inedible due to all the glue holding the lettuce on juuuuuust right. We

want to see your products in real-life scenarios and to hear them

reviewed by third parties.

While we do highly recommend engaging with content creators to source

this type of video, be sure to script your videos or use a creative brief to

ensure they still follow the proper f ramework for performance content

(hook, education, CTA). You’ll likely still want to work the content through

an editor to make sure it’s ad-ready with elements like subtitles, music,

captions, CTA buttons, etc.

Various Ad Types for Videos

By all means, be as creative as possible! You can even mix and match UGC

with product/lifestyle shots to create different ad types to get the desired

effect.

But if you’re having trouble getting started, consider some of these classic

video themes that have proven to resonate with consumers.

41
Before & After - Use your video to show how your product transforms the user. *Be
especially careful with this video format because Facebook’s ad policies prohibit its use
around personal health such as weight loss, exercise, etc or those with unreal results.

Hybrid - Cut your video to include still images for added effect. You can combine this
tactic with others on the list.

Mashup - Combine several different video clips to cover an area of topics. You can often
see this type of video using multiple testimonials.

Reaction - A crowd favorite, reaction videos work really well with well-known influencers
and content creators. If your product can elicit an exciting reaction, all the better!

Review - Generally more informative than a reaction video, a review will give skeptical
consumers hard evidence that your product lives up to your claims.

Screen Record - Some things are just better on mobile, and screen record videos allow
you to contextualize your ads to mobile. Plus, you can even use Zoom to record them.

Testimonial - Social proof makes a huge impact upon consumer decision-making so you
should definitely include some testimonials from your best customers. The more specific,
the better.

Text Overlay - Some videos are completely driven by the story that’s told in text. You can
see examples of these types of videos on TikTok and Instagram Reels regularly.

Unboxing - It’s like Christmas! For somebody else… However peculiar the trend might be,
unboxing videos can be particularly effective UGC, especially when combined with
reaction or testimonial videos.

How-to - Sometimes it’s better to show, not tell. How-to videos are a great way to show
how your product actually solves the problem that the audience has.

Us vs. Them - Feel free to use a little friendly competition between you and rival brands
while pointing out the various differences (hopefully in your favor!) between the two
products. Split screens work great here.

3 Reasons Why - Simple and effective, sometimes you can just list three reasons why
somebody should choose your product—point out how it will improve their lives.
Captions and text overlays work great for these types.

42
Various Ad Types for FB & IG

Using UGC Examples

Talking Heads/ Testimonia

Looks like a real customer sharing their experience,
which is social proof
Strong eye-contact makes tick
Interest in the story – what helped her hair grow
Click to Watch
Share the genuine feelings
Source: Facebook
Drives desire to try a product to get the same results
Ads Library
Captions for sound-off experience

Action Shots / Product Dem

Makes you watch till the end because you want to
see the result
You can check how a product works / what effect it
provides
A client can see a product in reality, which drives
social proof
Click to Watch

Source: Facebook

Ads Library

Product Shots/ Unboxin

Drives interest in what’s inside, so a client watches
till the end
Share the genuine feelings, so a client wants the
same experience
Show how a product looks and feels in reality

Click to Watch

Source: Facebook

Ads Library

43
 Product-focused Dem
Showcases a product in an engaging way
Demonstrate the ease of using a produc
Genuine feelings of testing a product

Click to Watch

Source: Facebook

Ads Library

Testimonial Mashup
Makes tick because of fast video change
Many customers proves a product effect

Click to Watch

Click to Watch

Source: Facebook

Ads Library

UGC mixed with Brand vide

Showcases products
Drives social proof

Click to Watch

Source: Facebook

Ads Library

44
Various Ad Types for TikTok

Using UGC Examples

How t
Engaging life story that makes a client watch till the
end
Clearly explains how an app works
Drives desire to test it too

Click to Watch

Source: TikTok

Inspiration

Unboxing experience

Do you want to click an ad and check the result on their

website after watching it?

Click to Watch

Source: TikTok

Inspiration

45
Don’t forget about still images
We’ve spent a lot of time talking about video, and for good reason, but it’s
not the only tool available to you to increase ROAS. Still, images can be
particularly effective when used in your retargeting funnel.

If you’ve already got somebody interested (remember AIDA?) in your

brand, but they didn’t convert, image ads are a great way to remind them
about the product they were originally interested in. This is especially true
for fashion and apparel brands—make sure to splice in plenty of lifestyle
and product still images into your ad campaigns.

Additionally, still, images allow you to access more ad inventory in the

marketplace, as some ad placements only allow images. This will help your
brand reach larger audiences and keep your costs down.

46
Meta vs. TikTok creatives
As we mentioned at the start of this guide, TikTok — a platform for
personalized short videos — has taken the world by storm over the last
year. While it’s advertising platform is nowhere near as sophisticated as
Facebook in terms of attribution or targeting, brands selling lower-priced
products are having a lot of success. UGC thrives on TikTok, which gives
you a great chance to test some influencer creator content.

But if you’re a social media user in your personal life, you’re likely aware of
an unusual phenomenon.

“TikToks can be repurposed for Facebook and

Instagram, but Facebook and Instagram videos
CANNOT be repurposed for TikTok.”

Doing so is a surefire way to make your brand look inauthentic, outdated,

and completely out of touch with the audience on TikTok. Therefore, it’s
incredibly important that you create your TikTok videos specifically for
that platform, which does have some interesting nuances.

It is absolutely crucial that you have two separate strategies—one for

Facebook and Instagram, and another for TikTok. Check out the table
below for a cheat sheet to ensuring your TikTok videos are properly
optimized for the platform.

47
Meta (FB + IG) vs. TikTok

creatives

FB & IG TikTok

Sound-off experience. Use captions in Sound-on Experience. TikTok is always

order for your video to still make sense a sound-on experience-sound is not an
even with sound-off. optional consideration.

Diverse formats and placements

Single video format. All ad creative on
1:1 Fb newsfeed
TikTok is a 9:16 full screen video.
4x5 IG newsfeed

1x1 IG carousel newsfeed

9x16 stories

16x9 Fb right column

No overlays. For Snap & IG: Because Has overlays. Keep the most important
these platforms don't have any overlays, visual near the center of the ad. Any
experiment with captions in any way important visuals should not be at the
you want. Keep in mind that they bottom left corner or far right on the
should be attention grabbing and stand screen because it will be overlayed with
out; therefore captions.
Don't use faded colour
Don't make text too small or hard to
read

You can use creatives on Facebook, IG Make TIKToks, not ads. Produce ad
and Snap. creative specifically for TikTok, aligning
it with the community and the native
TikTok experience. The videos are a
different style because of music,
transitions, effects and filters native to
the platform. Videos from other
platform do not perform work with
TiKTokers.

Video length - The best performing ads No exact timing but the general
are between 9-15 seconds long. recommendation is to keep videos
short, focused, and engaging: 6-15
seconds.

48
Check out these 2 examples of IG and TikTok ad creatives to see the
difference in style.

Click to Watch

Click to Watch Click to Watch

Source:
Source:

Facebook Ads Library TikTok Inspiration

49
How to measure

success with AIDA

We mentioned it earlier, but the AIDA formula does more than just help
you storyboard your ads; it also provide a measurement framework. Each
part of your ad—the video/image, the headline, the post copy—has a
different job to do. By assigning AIDA metrics to each component of your
ad, you can see what you need to change as you go through various
iterations on your way to the best possible ad.

Here is a quick guide to metrics for AIDA:

A I D A
Attention Interest Desire Action
Metrics
Metrics
Metrics
Metrics

3-second video Average Watch Outbound CTR ROAS

views Impressions Time CPA

Ad component
Ad component
Ad component
Ad component

Video or image Video Headline + Post Product or landing

Copy page fit

You can’t get somebody to take an action if you haven’t captured their
attention, so you really need to read these metrics in order.

50
Attention

Your 3-second video views should be nearly equal to your total views. If

they’re not, that means people are scrolling past your videos without a

second glance, let alone reading the headline or post copy.

Interest

If you are getting enough attention, the next step is to see if they’re

hanging around long enough to build interest. The longer somebody

watches your video, the more time you have to deliver your message.

If they’re enjoying the video, they will also start multi-tasking and read

your headlines and post copy.

Desire

There’s a big difference between passing interest in a product and an

actual desire to learn more about it — especially on social media. Desire, in

terms of AIDA, can be measured by looking at your Outbound CTR.

It varies by product category, market, and seasonality, but generally, you’re

going to want your CTR to be above 1%. If you’re below that, it’s time to

take a closer look at your headlines and post copy. Go back to your

personas and think of new angles that will resonate better with them.

Action

In eCommerce, an action is a purchase, or in some cases, a soft conversion

51
like an email signup. The metrics for action, ROAS, and CPA, are largely
driven by the product page or landing page experience, but ads do play a
role.

For instance, if you see that two ads that point to the same product page
are having disparate results, there is something superior about the setup
you’ve done in one of the ads.

By now, you should have all the tools to create and measure your paid
social ad creative. However, there are still a few things left to consider in
order to put your campaigns over the top.

52
Maximizing the
Authentic Voices of
Creators with Creator
Ads

53
If you’re running ad campaigns according to the sections above, you’re
likely looking forward to a winning campaign. If you want to push it
further, however, there are a couple of advanced tactics you can use to
reach new audiences and boost conversion rates even further.

Consumers are increasingly drawn to purchasing products that have the

endorsement of real people with real takes — content creators.

“In fact, 71% of consumers took shopping action

after seeing UGC from content creators in an ad. ”

But you can actually do better than just re-purposing UGC into an ad —
you can actually have creators publishing the ads from their accounts.

The method goes beyond just using the content from your content
creator partners and actually bring their accounts into your advertising
campaigns through Creator Licensing ( previously known as whitelisting)
or Facebook’s Branded Content Tool.

54
Each of these methods provides a way for you to have deeper
collaborations with your creative partners and potentially unlock a more
profitable ROAS.

Creator Licensing gives you access to run ads from their accounts, while
the Branded Content Tool allows them to identify you as their advertising
partner in their content.

Creator Licensing vs Branded Insense's Creator Licensing feature lets

you easily choose the creators

and content you want to use

Content Tool / Boosing for creator ads.

Creator Licensing
Leverage just content (no organic post) for a creator ad using

the creators identity at the ad level.

Think of it as the same as you launching a traditional ads campaign, but in

this case, you can choose any whitelisted creator handle to show ads from.

This sounds so simple, but this tactic can dramatically increase CTR and
ROAS on the very same ad creative. We’re particularly interested in this
tactic, which is why we’ve built Creator Licensing into our platform.

The second method is to take advantage of a relatively new TikTok feature

called Spark Ads.

Let’s take a look at both of these methods in-depth.

55
Creator Licensing on
Instagram (Whitelisting)
Want to know the secret to boost conversion rates on mature paid social
campaigns? Have the ads originate from your content creator’s accounts!
The process of gaining access to a creative partner's Ad Account is called
Creator Licensing, and there are several benefits for you.

5 Benefits of Creator Licensing

for Advertisers
Creator Licensing allows you to get a lot more results out of your
influencer content campaigns in a few key areas:

1. Ad Types - As opposed to being limited to simply Boosting their posts

for engagement, you now have the full power of Facebook Ads Manager at
your disposal. This means you can change the ad type from Single Image
to Video to Carousel, change the Campaign Objective, and generally use
their content in a more sophisticated manner.

2. Social Proof - There is a HUGE difference between running an ad

campaign with influencer content from your brand’s Instagram account
vs. the account of your influencer. By having the ad originate from a
creator’s account, you have some built-in social proof because the
message is coming from somebody else besides your branded account.
And of course, you can actually test and measure whether or not the
account origination affects your outcomes (CPA, ROAS, etc.) If you’re
working with multiple influencers on the same campaign, this will also
show which account is most conducive to sales.

56
 Brands Account Creators Account

3. Dark Posts - A “dark post” is content that comes from an influencer but
never appears in their organic feed. Basically, the post is designed to be an
ad from the start. This can be helpful for the brand if they want the post to
be more specific—such as promoting a sale or new product—that the
influencer wouldn’t normally post organically. Additionally, because it will
be supported 100% by ads, the brand has more control over who will see
the content. You can read more about dark posts here.

4. Audience Targeting - Again, instead of relying on the limited targeting

options that Boosting a post offers, brands now have access to more
sophisticated targeting. This can include access to the influencer’s own
audiences, depending on the level of access negotiated in the whitelisting
process.

5. Measurement - By utilizing campaign objectives like Conversions or

Catalog Sales, advertisers can get actual ROAS data on their influencer
campaigns, as opposed to surface-level engagement metrics only. This
makes a huge difference in your ability to evaluate the overall
effectiveness of your ad campaigns.

57
Spark Ads on TikTok
TikTok Spark Ads are a native ad format on TikTok that enables brands to
leverage organic posts that are already trending. It gives brands 2 choices
when publishing ads

​ sing their brand’s own TikTok account's content

U
​Using organic posts by other content creators on TikTok (with their
authorization)

Basically, TikTok continues to be a haven for content creators as Spark Ads

allow brands to leverage user-generated content (UGC) easily. Spark Ads
presents new opportunities for brands to level up their presence, start
conversations, and build stronger customer connections—all without
doing the ad creation themselves.

Non - Spark Ads Spark Ads

Source: TikTok Spark Ads

58
Look—it’s a strange time for Facebook right now, but the reality is many
brands will still run very profitable campaigns in Q4.

“If you’re willing to try something new, TikTok

offers the same opportunity that Instagram did
five years ago in terms of low CPMs—you should
definitely take a look at Spark Ads on TikTok”

How do Spark Ads work?

One of TikTok Spark Ads’ best
features is how brands get to
see the type of UGC that is
generating traffic and
engagement. It saves a lot of
time for testing and verification.
Before, you would need to go in
blindly as you publish an ad and
monitor its results. Based on the
results, you optimize your ads
and test again.

With Spark Ads, you get to

choose posts that are already Click to Watch
doing well. All you have to do is
Source:

to amplify its reach even more.

TikTok Inspiration

59
Why should brands leverage

TikTok Spark Ads?

Here’s why your brand should look into TikTok Spark Ads as the future of
social advertising:

1. Your brand will generate better performance results. Of course, this is

the first and number one benefit. It all goes back to how Spark Ads are
native and blend in easily with the TikTok vibe. So they also perform better
than other ad types. In fact, data from TikTok shows that when Spark ads
are used, there is a boost in video views, engagement, and conversion
metrics.


2. The impact on the market is for the long term. Did you know that
when an organic post gets turned into a Spark ad, the paid video views are
added on top of the organic video views? This makes the video even more
popular in reach and visibility. Plus, a Spark Ad drives users to the poster’s
profile instead of a landing page. This is a great opportunity to grow your
brand’s community and fanbase on TikTok, which is the kickoff point for
stronger relationships and succeeding touchpoints.


3. You’re taking advantage of content that’s already trending. This

means you’re already working with proven content. Boosting popular
content is a fast and great way to maximize the potential of your brand’s
reach. This will also be a great tool for marketers who are not yet familiar
with TikTok ads or startups who may not have the resources to produce
original material.

60
 Thrasio:

a Success Story

Solutions:

Partnered with ~100 TikTok

creators

~200 video assets at $75 each,

on average

Result

an average of 10,000 views

per vide

partnered with ~100 TikTok

creators for less that $8,00

a team of 3 looked after the

Source: Insense
creator management

~200 3M $8K
video assets with an average 3 million views for 25 spent on ~100 TikTok creator
price of $75 per creative products promoted collaborations in 2 months

61
TikTok Spark Ads Case Studies
While relatively new to the market, Spark Ads are already generating
results for advertisers. TikTok released a few case studies alongside the
Spark Ads announcement to demonstrate how the new tool can boost
brands.

Isle of Paradise

Beauty line Isle of Paradise

partnered with TikTok to create a
paid campaign strategy as a
pilot for Spark Ads. The beauty
brand used both branded and
creator-led content to increase
sales of the Glow Drops product
at Sephora.

Isle of Paradise generated 45

million video views, 500% ROI
and, 58% revenue lift per week
Click to Watch
over the prior nine weeks.
Source:

TikTok Inspiration

45m 500% 58%

video views ROI revenue lift per week over

the prior nine weeks

62
Aerie

Another example is the TikTok

post of Hannah Schlenker trying
on different Aerie outfits. This
post led to 700,000 searches for
the product on Aerie’s website
and a 200,000% increase in
Google searches.

Aerie continued to use paid ads

to drive more conversions. With
Spark Ads, Aerie can get
authorization from Hannah and
Click to Watch
this already trending post into
an ad. Source:

TikTok Inspiration

700k
searches for the product on Aerie’s website
200k%
increase in Google searches

63
Setting Up Your
Creative Team for a
Harmonious Synergy

64
How to achieve creative
synergy
Creative excellence is the synchronized execution of each process from all
members of the team. This starts from the creative angle all the way
through to how the content appears on screen to consumers.

The creative process is primarily fueled by idea exchange and evaluation

processes that occur when groups share insights, feedback and statistics
which inform the next idea.

Now, you don’t need a large group in a board room around a flip chart
discussing strategy. We’re here to tell you how small teams of 2-4 people
are creating successful, harmonious synergies that lead to winning
campaigns.

Brands like Wonderskin generated ~100 video assets with a team of 2!

Working hand-in-hand to deliver winning campaigns

The concept of synergies has been around for a while, but implementing
the strategy for maximum impact and selecting the right roles is still new
for many brands and agencies.

It’s also crucial and shouldn’t come down to guesswork.

As synergies become more vital than ever, it’s important to understand

the relationship between each team member and what each role consists
of to leverage these relationships effectively.

First, let’s take a look at how the team should be structured and how they
work together. Then we’ll go into depth about the roles.

65
 The connected circular ecosystem

Sends the footage

Creative Strategist from the creators

Creates the brief, writes Sources content creators

scripts, comes up with + gets the content

the creative concept from them

Data
Insense
feedback

Test ad iterations to find Receives the footage

winning ad creatives and edits it

Media Buyer Sends ad creatives Designer

The team structure should consist of 3 main pillars

Creative (Creative Strategist)
Design (Designer)
and performance (Media Buyer).

These 3 pillars must work closely together starting from the initial design
stage, sharing performance data, brainstorming creative ideas, evaluating
what’s working and what’s not, and what ad variations to repeat or
change.

66
The synergy between each team member is designed to help improve
future creatives to ultimiately increase ROI.

While different teams can have their own hypotheses about what types of
creatives would work best, the data is the key that guides decision
making. The media buyer is responsibile for sharing this data for the
creative strategist to analyze, enabling them to make informed, creative
decisions.

Without this data, you’ll be punching in the dark.

“While different teams can have their own

hypotheses about what types of creatives

would work best, the data is the key that

guides decision making.”

Aligning the priorities between the performance and brand teams ensures
that everyone is striving for the same collective goal. As an overview, here
is how the synergy should function

When data has been analyzed and the concept for the next creative
has been agreed upon, the creative strategist writes a brief, sources
content creators, and gets the content to send to the designer.



Recommendation - During this stage, a direct response ad copywriter

can be used for writing the ad copy, text overlays and CTAs. Getting a
DR copywriter onboard is useful to produce compelling messaging that
drives your target audience to make an action.

67
2. Once the content has been received from the content creators, it’s sent
to the designer to turn raw content into ready-to-use ad creatives that
align with your agreed strategy.

Note - you can source either raw or ready-to-use assets from content
creators. So if you’re not ready to bring a designer into the team, you can
ask the content creators to produce assets that are ready-to-use
immediately.

3. The media buyer amplifies the content through ads and/or creator ads
(advertising through the creators page). They then collect the
performance metrics and feed this information back to the creative
strategist to analyze.

Then the cycle starts again.

How does Insense fit into the mix?

Insense is the hub to create your creator brief, content creator sourcing,
communication, and you can use it for your creator ads.

The creative strategist can fill out the brief template directly on Insense
with prompts so that no information is missed out. Then they can use the
filter functions on the creator marketplace to find the perfect creators.
Using the chat feature, communication between brand and creator is a
total breeze.

Then the designer can download the assets directly from the chat with
the creators and work on the ad creative.

68
Media buyers can then use Insense to collaborate with the creators for
creator ads. This includes creator licensing (previously known as
whitelisting) and Sparks Ads.

Now, let’s take a closer look at each role to see the ins and outs of their
expertise and main duties.

The Creative Strategist

A creative strategist sits in the centre of design, innovation and creative,

mixed with business strategy and future planning. They are researchers,
business analysts, creative minds, facilitators, designers, storytellers and
data analysts. A constant back a forth between creative and logic.

In simple terms, they have insights into the wider business strategy and
statistics while excercising their creative gene.

Creative strategists have a bigger picture of the industry, audience, trends,

future goal, messaging and brand vision. Therefore, they have the ability to
connect the dots that others might not be able to see.

That’s their superpower!

69
What are they good at?
They are creative individuals who should be the know-it-alls of social, and
understand the fundamentals of DTC marketing.

They should have a deep understanding of how the consumer thinks, acts
and what their pain points are. If not, they should be trained in this by
researching the comments section of videos, and analyzing what other
top brands are doing for their ad creatives and researching why their
content is performing.

Who writes the campaign/creator briefings?

Creative strategists come up with the creative angles, write scripts for
content creators and create the briefs.

The brief for the content creators should include everything that is needed
to produce the asset to fill the objective established in the strategy. So the
creative strategist needs to translate their vision into a detailed brief for
the creators.

You get what you brief.

If a brief isn’t carefully filled out then the outcome won’t reflect the intent.
This role is the foundation to the success of a campaign as they know how
to answer the golden question of every campaign “what do you want
people to do/ think?”, which is then articulated by them into a creator
briefing.

Let’s move onto the other roles and how they fit together.

70
The Direct Response Ad Copywriter

Basically, they are responsible for direct response ad copywriting!

This type of copy writing is copy that demands immediate results. It

speaks directly to your audience’s persona in a convincing way that

provokes them to make an action immediately.

They are experts in understanding the right wording and messaging that’s

the most appealing to your target audience to generate immediate

responses.

Put simply, this type of copy is intended to compel readers to act right

after reading the content. So it’s all about getting results now.

Therefore, DR ads copywriters are useful to include in your team structure

to produce effective messaging that encourages more conversions for

your ad creatives.

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These copywriters also assist the creative strategist in writing the scripts
for the content creators. They can offer valuable advice about what the
creator should say in the hook to engage your audience from the get-go.

Although creators are experts in their craft, DR copywriters can offer

guidance about text overlays, the storyline and captions.

Why should you care about direct response copywriting?

A results-driven marketing campaign involves pursuasive communication

that provokes readers to click that CTA button. When you’re trying to drive
sales to your eCommerce website, you need to be delivering targeting
messaging that stimulates the consumers emotions to make them take
action.

Note - we want to add here that finding the right messaging is also a
process of trial and error as we mentioned earlier in the guide. One major
part of ad creative is the testing process where you need to test different
messages to see what evokes the most results and the DR ad copywriter
will be a vital team player here.

90% 166% 58%

Unbounce switched from Veeam changed “Request a of marketers reported
“Start your free 30 day trial” to quote” to “Request pricing” using A/B testing, and
“Start my free 30 day trial”, to which netted a 166.66% 35% said they plan to use
increase CTR by 90% increase in CTR. it in the future.

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The Media Buyer

Media buyers oversee the whole media buying process, which covers
bidding on ad spaces, negotiating rates with specific advertisers and
setting up ads in ad manager tools (i.e Facebook Ad Manager).

With an understanding of the marketing goals and traget audience

provided by the brand team, media buyers execute the actual purchase of
the advertisement space.

They must ensure they are puchasing the correct placement at the correct
times, for the cirrect duration, all within budget.

Media buying is important because because it goes way beyond the

process of buying a space for an ad. They actually build strong
relationships with media owners and ad spaces to source greater reach
for less investment.

This enables marketing teams to increase conversions and demonstate

right ROAS.

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What are the benefits of using a media buyer?
Media buyers usually are well networked individuals who can leverage
their connections to maximise ROI. They are well versed in negotiation
techniques and common industry standards, so can provide insights into
how much the average cost of leads and brand exposure should be.

Media buyers understand where your ad budget

should be spent and which placements tend to
get the most engagement.

They are constantly keeping ontop of trends and events that may
influence the availability of ad space, and they bring the best practices
that they’ve learned in previous campaigns - i.e. the best times to post on
different platforms.

Due to their experience, media buyers are able to quickly source the right
metrics that the creative strategist needs. As we mentioned before, this
is vital information that serves as the foundation for how to edit and
optimize the ad creative next time.

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The Content Creators

Content creators are individuals who create entertaining or educational

material (typically still images or video content) for specific channels i.e.
social media.

Content, in all it’s forms, is the information and experiences expressed

through a medium to communicate value to an end user. In this case, we
are talking about social media content creators who produce content to
promote a product, service, mobile app, or device.

From a business perspective, content is something that end users derive

value from. For example, where a creator is showing how this pet
grooming tool turned their home into a hair-free zone they instantly see
the benefit and want to make a purchase.

Source: Insense Source: Insense

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The way that content creators use their ideas to bring change to the
purchasing power of a user is commedable and a real skill. Good creators
don’t just provide a photo or video about a product and that’s it. No, they
find a way to keep the viewer entertained, smiling, laughing and fully
engaged.

By having good content creators in your team, your marketing efforts will
only go strength to strength. They are one of the most important parts of
the team and a vital asset to brands using creator-generated content.

As we mentioned before, with thorough testing you will have a clear

understanding about which content creators are working best for your
campaigns. You’ll be able to see this in the metrics provided by the media
buyer.

Insense make the process of sourcing content creators a breeze. With the
extensive filtering options in the creator marketplace you can find
hundreds of creators that fit your ideal profile.

For example, you can filter by location (of the audience and the creator
themselves), age, gender, niche, and more.

With the integrated chat function, the team can easily communicate with
the creators whenever they need to. Thus, facilitating a harmonious brand
and creator collaboration.

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Conclusion
We hope you enjoyed this guide, but more importantly, we hope you do
something with it. We wish you tons of success and all the ROAS you can
handle!

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Insense is a creator marketing platform helping brands
scale their authentic, UGC production and partner with
content creators through their creator marketplace.

With Insense you can

Write your creative brief and open it up to creators on
their vetted creator marketplac
Duplicate campaigns, and source high-quality UGC at
scal
Use the filters to find TikTok, Instagram and Facebook
creators for your audienc
Use the chat feature for each communication with
creator
Benefit from integrated Creator Licensing and Spark
Ads features

If you’re a DTC marketer or just looking to bring in new

customers, Insense can be your one-stop-shop to source
testimonials, unboxings, product demos, and other
content, while providing full digital copyrights, so you can
leverage it via paid ads to reach wider audiences.

Get started today, visit www.Insense.pro