Source Creators Through Three Channels
Use a UGC platform like Insense or Billo for fast volume, build a small bench of vetted creators for category fit, and tap your customer base for authentic native voices. The mix usually delivers stronger results than any single channel.
Brief for Format, Hook, and Proof
Every brief should specify three things: the format the platform rewards right now, three hook variants the creator should film, and the specific proof the creative must include. Vague briefs produce vague creative. Tight briefs produce testable variants.
Test in Sets of Five at the Same Budget
Launch creatives in sets of five at identical daily budgets. Run for at least 72 hours or until each ad serves 50 conversions. Decisions made earlier are noise. Winners promote into scaling campaigns. Losers go back into the brief loop with documented learnings.
Metrics That Signal a Real Winner
Look at first-frame retention, three-second view rate, click rate, and downstream conversion rate together. A creative that wins on click rate but loses on conversion rate is a hook problem. A creative that wins on retention but loses on click rate is a CTA problem.
Frequently Asked Questions
Most accounts spending six figures should test 20 to 40 creatives per month to feed scaling sets.
Yes, when permission is granted. Authentic-feeling reviews often outperform produced spots.
Most platforms charge £80 to £250 per video. Premium creators with proven category performance charge more and often justify it.
Often yes. Spark Ads on TikTok and partnership ads on Meta typically lift CTR and reduce CPMs.
Most creatives need 50 conversions on the ad set to stabilise learning.