Bonjour Millionaire,
In the Meta Andromeda era, we all know we need diverse, high-volume UGC and influencer creative - because the more variety Meta gets, the more winners it will find for you. Right? Right! Yet still, many brands DON’T diversify enough. 🙁
They focus on style alone. 🙁 They put all their eggs in 1 basket creator. :(:(
They turn on a few streams instead of building a high-volume, working pipeline. :(:(:( They don’t have the bandwidth to build or maintain the scale they need. :(:(:(:( I’ll stop with these. 🙂
And get to my point:
Today, we’re talking about how your team can keep creative diversity flowing WITHOUT drowning. To demonstrate, we’ll use our not-so-secret weapon: Insense.
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2 THINGS BRANDS GET WRONG ABOUT CREATIVE DIVERSITY |
1️⃣: 1 CREATOR = 1 SINGLE POINT OF FAILURE |
You probably have a creator you work with for UGC. Maybe they’re great. I hope they are! BUT. Major brands winning with Meta’s Andromeda are working with MULTIPLE creators, to pump out fresh footage, angles, and hooks like a production machine. |
Fugly gif and not really what I was going for but does look efficient |
Overindexing on a single UGC creator isn’t going to elevate the work. It’s a structural risk your brand can’t afford to take.
If the creative pipeline stalls, even for a week or 2, you’re up a creek, sans paddle. 🚣 Let’s NOT do that. (And before you say there’s no time to get a full stable of creators up and running, keep reading.) |
2️⃣: ANDROMEDA WINS ON DIVERSITY + VELOCITY, NOT PERFECTION |
The second thing I see brands miss is forgetting to listen to the changes over the past year with Meta Andromeda - changes that privilege volume and creative diversity.
TL;DR: Meta is a hungry hungry hippo ads delivery system that demands more variety - which means a lot more UGC - to succeed.
If you feed the system TRUE variety, constantly, you increase the options the algorithm has to test what works. That’s more surface area, and a higher likelihood of hitting a winner. Over and over and over again. |
TL;DR X 2: This explains why brands that win on Meta (and TikTok, Pinterest, Snap, AppLovin, YouTube, CTV) have a diverse, high-volume creative pipeline across multiple content types and sources. (Here’s a peek at a playbook if you’d like to copy.) 🙂
So: we need more than multiple creative streams. We need multiple streams for every TYPE of content. Every UGC creator will make something different, even if they all start with the same brief. FINAL, ULTIMATE TL;DR: More options = more winners. |
I know what you’re thinking: “Yes, but….” 🙁 Your team doesn’t have the bandwidth to bring on more creative power. 🙁 You’re already managing a lot of platforms and tools.
🙁 If you have to negotiate with another creator right now...
Stop right there. Because, this is easier than you think.
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HOW TO STREAMLINE & SCALE CREATIVE DIVERSITY |
The mistake is thinking that more creators means more contracts, more rate negotiations, more usage rights conversations, and more back-and-forth on revisions, in more places.
If this is true for you, it’s understandable that the (perceived!) cost of managing complexity has outweighed the creative upside. But personally… You couldn't pay me to have 1 UGC creator making 1 type of creative.
You couldn’t pay me to negotiate UGC rates and terms by myself, either.
Not when there are platforms like Insense, which was built to scale creative AND reduce complexity, simultaneously.
It’s a UGC and influencer marketing platform where you can tackle the algo’s rising demands for fresh creative in multiple ways - all in 1 place. On Insense, you can: 💁♀️: Find creators Through a marketplace of 80K+ vetted creators in 35+ countries OR with an AI-powered influencer outreach tool with a database of 7M+ influencers.
📝: Brief them
With interactive creative briefs for specifying hooks, angles, and CTAs. (A tip for more bang for your brief: ask for modular UGC, multiple versions of each component.) 🤳: Receive content
Review it. Give feedback. Mix-and-match different pieces of modular UGC. Test them. Make several ads, if you so choose. All with lifetime usage rights (<--Important! Don’t get me started!)
▶: Run it as Meta Partnership Ads Contracts, payment terms, and usage rights are pre-negotiated. So, when you find a winner, you’re set up to scale it. That’s P&L protection! And yes, you can publish from Insense. 🕰: Manage connection duration Get insights on performance you can use down the funnel.
Again, all within 1 platform! (P.S. Book a strategy session by May 8 and get $200 in credits to try it.)
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WHAT CREATIVE DIVERSITY LOOKS LIKE IN PRACTICE |
With this streamlined platform, creative production becomes a repeatable system without the crying - typical operational chaos. Instead, you get more options, more content, higher velocity, and higher performance, with roughly the same level of effort.
2 examples I enjoy as illustration:
1️⃣: SmileSet used Insense to get 12 UGC video ads live on Meta per month - double the # of their previous setup. Content came back quickly, their ROAS hit 5x+ and has stayed there. Their top-performing ads hit 5.8x. That would make me smile, too!
2️⃣: Or Quince, who wanted to promote its luggage with creators who really know the importance of a sturdy rollaboard that can survive a connecting flight in a regional airport.
Instead of everyday travelers, it used Insense to find PILOTS.
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With Insense’s interactive creative brief, Quince requested modular UGC: 2 scripts and 3 hooks from each creator to fuel its creative library. This allowed them to mix and match edits to get more ads, with more differentiation, out of the same amount of UGC.
Assets were tested, prepared for takeoff, and the social proof really landed. I’ll stop. 🙂
My point, dear reader: this is not luck! This is what happens when we treat creative production like a modular, repeatable system.
This is what happens when we feed the beast. (The beast is Meta.) |
YOUR BRAND’S WELL-OILED CREATIVE MACHINE ERA STARTS NOW… |
When it comes to UGC, more is more. When it comes to creators, content formats, and angles, we are in a “yes, and” situation. That means we must find new ways to be EFFICIENT…preferably without stressing ourselves out so much we throw our laptops from a moving train. I can’t speak on your other UGC partners, but I CAN tell you that Insense won’t stress your team out. Let’s not jinx it, but it might make work easier. 🙂
Plus, reminder! $200 in credits, if you book a UGC strategy session by May 8. Pump up your pipeline and find new winners. Andromeda’s waiting… |
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You’ve got this.
Yours, Ari |
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