AMA: Creative Strategy | Sarah Levinger & Lauren Schwartz

[0:00] Evan: Amazing. So welcome to the party everybody. So this is the ask me anything related to creative strategy and we're super, super excited to be here today with you all. Um, I've had the pleasure of knowing both Sarah and Lauren for a little bit of time now and they're two individuals that I I respect immensely when it comes to creative strategy. Both of them have such vast different and uh different backgrounds in terms of where they come from and all of that starts to shape their experiences as it relates to creative strategy. And to me that's one of the coolest things when it all starts coming together and everyone can kind of be involved to produce the best output.

[0:36] Evan: Um, but where I first wanted to kick off this entire uh entire session is is just on our end. Um, I'd really just love to start with an icebreaker. So keep things nice and casual more than anything. So with that means here is I've been telling anyone and everybody who's spoken to me is that we're coming up near the end of August and I feel like I've snapped my fingers and all of a sudden we're at the end of the summer. Um, which I feel like a time traveler but always isn't exciting. So I'm wondering Sarah and Lauren on your ends, do you have anything fun planned for the rest of the summer? Lauren, maybe let's kick off with you.

[1:11] Lauren: Um, for me, summer is over because my daughter went back to school two weeks ago. So like we're done. We're like in it. It's time. So, yeah, we're basically back to school and so yeah, uh no more summer plans for me unfortunately.

[1:29] Evan: Oh no. Okay. Thanks Lauren. I'm sorry. Sarah, how about yourself?

[1:34] Sarah: I'm sorry.

[1:35] Lauren: School is actually kind of a vacation if you're a parent, you're like, okay, school.

[1:38] Sarah: True. Yeah. Thank God. Here we go. Um, we don't have any plans specifically with our kids, but my husband and I are going to go to Disney World. And I'm like, I'm so excited. I don't know what like 32 year old gets excited for 32. I'm 33. Jeez, I don't even know how old I am. Um, 33 year old gets excited about Disney World, but you know, I just I don't think I've ever been without my kids. And I love them, but like they only want specific rides. And I kind of don't want to do the same ride like 50 times in a row. So, I'm stoked. I still haven't planned that yet, but it's coming.

[2:10] Evan: That's so much fun. That's so much fun. Is that going to be a a California trip or are we going to to Orlando?

[2:16] Sarah: I kind of want to go to California so I can go see Lauren.

[2:18] Lauren: Yes.

[2:19] Sarah: I know I'm trying to get her to come to California because then if she comes to California, I have a pass. So I'm like, let's go.

[2:24] Evan: Oh.

[2:26] Sarah: It would be so fun. We should do it.

[2:28] Evan: Okay, that means that means I have to come then. Oh my goodness. Okay, we have to make it happen.

[2:32] Sarah: A DTC Disney trip. I'm down. Let's do it. After this call, we're going to schedule it.

[2:38] Evan: Perfect. Perfect. Let's make it happen. Awesome. Well, thanks so much you two. Really, really appreciate it. And where I'd like to kick this off first is like ultimately, like I said, I respect these two immensely.

[2:47] Evan: And what that means is like we really have the privilege of partnering with them here at Motion.

[2:52] Evan: So on the motion side of things, I'm not sure if everybody has heard of us, but we like to think of ourselves as the creative strategist hub. And what that means is ultimately what we're looking to do between so many different teams, we want to create a common vocabulary that allows us to produce the best creative possible.

[3:08] Evan: So with that focus in mind, we've been super lucky to partner with some great brands, some great agencies along the way and everyone in between, like those you see here.

[3:16] Evan: As well as Sarah and Lauren who I've again through this through this motion experience, I've had the pleasure of meeting. Before we dive into everything related to the AMA though, I just wanted to cover a couple housekeeping things.

[3:28] Evan: So like you've seen in the chat, Miguel has thrown in a Slido link. So the Slido link is going to where is going to be where we handle all of our Q&A. I know there's a function within Zoom that allows you to do it, but let's keep it all there.

[3:40] Evan: And the great thing about Slido that you all would have noticed here is it has an up vote feature. So if there's anything you really like to see and you want it to be answered, smash that up vote. That's what's going to get us there and that's what's going to allow us to answer. Awesome.

[3:53] Evan: And then the final note for everybody is everyone can see and has heard the lovely lady at the beginning is that this session's being recorded. All three of us are going to have access to it. We are all going to share it with our respective networks. So don't even worry about if you want to share this with a colleague, someone else in your life, whoever it might be, we've got you covered. Amazing. So that now brings us to our AMA.

[4:16] Evan: Um, how this really came to be to give everybody context is that Sarah and Lauren have been partnering for a little while and talking a lot about creative strategy. And like I've mentioned a bunch already, we've had the pleasure of just kind of like hearing their thoughts and we really want to help bring this to life. So they've been driving this entire story of how this looks like and it's really all them and I look to them as the thought leaders. So where I think is a really good place to start is just let these people know who you are and the great experience that you do bring.

[4:45] Evan: So Sarah, talk to the people.

[4:48] Sarah: Thank you, Evan. So I actually come from a media buying background. I started as a media buyer about two, three years ago. And originally I was doing lead gen for quite a few years and then I just recently transferred over into recently, I mean it's been like a year and a half, two years. Um, transferred over into e-com space. That happened right before iOS 14, so I got to watch the entire wave of UGC come up. I got to be a part of that whole ecosystem. And now I'm primarily doing creative strategy and consumer behavior research for my business. So my background though, my roots, everything I love is just deep seated in media buying. I'm like obsessed with the entire industry. So it's been really fun to kind of see it morph and change and and be a part of where it's going next.

[5:30] Evan: Love it. Thanks Sarah.

[5:31] Evan: And Lauren.

[5:33] Lauren: Yeah, so I come from the creative side. So I've actually been a designer in the e-commerce space for 15 years. Um, I actually started doing uh landing pages and web development. So that's actually where I kind of got my initial start. And then I really transitioned over into obviously social, paid social and really just, you know, diving into the creative side of of paid social. So, I mean, really my business stems mostly from creative and making sure that obviously your guys's ads are working in a creative strategic way.

[6:10] Evan: Love it. Love it. And I think like ultimately with these two, the biggest thing for me is is those backgrounds, right? Because having a media buyer background and like that right brain that we're all familiar with, you have to bend into the left side and it's like, well, how do I start playing in that middle? And then Lauren on her side being from the left brain perspective, how do we start to build those chops to really learn about the media buying and the data side? So these two together is just like the perfect combination to just get to the creative strategy piece. And of course, we want to get to your questions, but where I want to start first and foremost is just by setting the stage for everybody so we all know why we're here. So the main thing that I wanted to ask you both first was just like, what is creative strategy and why is it such a hot button topic right now? And then Sarah, maybe you can kick us off with this one.

[6:57] Sarah: Yeah, so it's really interesting when we talk about creative strategy because a lot of people, I think get a little bit confused about what the difference is between a media buyer and a creative strategist. And I know we're going to answer that question too as we get into it. But creative strategy in general, we have two different spots that we're sitting. One, we are kind of the go between between creative and data. So we have the media buying and the actual paid advertising background, but we also are pretty creative people. We're kind of, I think I've used this term before if you've seen any of my posts, but we're kind of Dalmatian like. We can do both. We can do media buying and we can do the creative side, which includes production, graphic design, copywriting, any sort of like messaging on the creative side and the media buying itself. So creative strategy in particular is a little bit more on the production level. It's very operational, but the other piece of it is is highly communicative. It's all about language and translation. So as a creative strategist, it's my job to make sure that the creative teams that I'm working with understand where we're going. And I think that's kind of where the core of a creative strategist should lie is being able to translate where do we want to get to to everybody on the team because often times I've noticed that uh brands in particular will separate people. Our copywriter and our graphic designer are over here and our media buyer and the actual like paid advertising team are over here and we're going to keep them separate. My job is to bring them together and translate so that we all understand what the goals are and where we're headed.

[8:26] Evan: Love that. Love that. And then Lauren on your end, is there any other context that you want to add on to that one?

[8:32] Lauren: No, I mean, Sarah pretty much nailed it. I think it's just making sure that, you know, I think on the creative side, if you are the strategist, you need to understand how to talk to the media buyer and actually talk to the creative as well. I think that's kind of the big part with a creative strategist is that you have to understand how to take the data from the media buyer and then take that information and translate it to the designer so that they understand what exactly they need to execute on, how to make iterations, how to make the copy, you know, correct, how to like update things. So I think it's just making sure that that person in the middle is understanding data, but they're also understanding design, but then they're also understanding trends and everything that has to go along with it. So really like they're that person that should be your trend, your researcher, you know, communicating the different, you know, data plus creative. They just need to be that go between that is is both data and creative.

[9:05] Evan: Love it. Love it. Yeah, yeah, yeah. And then knowing that this creative strategist role lives between these two worlds, I guess Lauren, um, what is the difference like Sarah had alluded to earlier, what is the difference between a creative strategist and a media buyer?

[9:19] Lauren: So, again, I think, you know, the creative strategist has to be that bridge between both media buyer and and design. So the media buyer is obviously more focused on the data, the analytics, like what's actually going on in the ad account, how you're actually going to set up the ads in the ad account, whereas the designer is the one who's actually executing on the ads, creating the ads, but that strategist, that creative strategist has to understand how to take the data from the media buyer and then take that information and translate it to the designer so that they understand what exactly they need to execute on, how to make iterations, how to make the copy, you know, correct, how to like update things. So I think it's just making sure that that person in the middle is understanding data, but they're also understanding design, but then they're also understanding trends and everything that has to go along with it. So really like they're that person that should be your trend, your researcher, you know, communicating the different, you know, data plus creative. They just need to be that go between that is both data and creative.

[10:25] Evan: Love it. We need the poetry snaps. We need the poetry snaps like emojis. I wish those existed. I wish those existed. But this is honestly like the perfect jump off point to actually take it to the Q&A that we've gotten from the from the community here. So, as I look, everybody can see my screen where we're looking at the ranks or not even ranks, just the up votes that people have gotten. And Haley or Hale, apologies for the um mispronunciation if I messed up here. But basically, this is the perfect question to help us jump off. This will filter into everything else we see. So Sarah, if you could kick us off, what should be the uh what should the creative strategy process look like? And there's some examples here, but talk to us about yours.

[11:03] Sarah: Yeah, so the creative strategy process I've noticed is very different depending on the person who's actually in this particular role, which is not at all a bad thing. I think you definitely want to have a different process because it's got to be specific to the brand, whatever brand that you're working with. So my process is the system is the same, but the actual outputs are very different depending on the brands I'm working with. So I start from a research standpoint and I think Lauren does as well. We have kind of a different path that we take on both of them. Mine is much more consumer behavior psychology. So I want to find out exactly who these people are as a human on a daily basis, what's their lifestyle, not necessarily how old are they, how much money do they make, do they have kids, like do they have cats? That demographic information is semi useful, but it doesn't really tell me what motivates them to buy. So I usually start with comment aggregation and analysis. So what what I'm doing is called NLP, uh natural language processing. So I go through and pull a whole bunch of comments out and I'll usually take somewhere between 500 and 1,000 different comments. I used to do it all by hand. That was not a smart way to do it. Um, now I have an actual AI system that does it for me. Thanks to my brother because he's a data analyst and works for my fitness pal, so he was very nice and built it for me. Um, anyways, so now I have this this system that I just run all these comments through, but I'm looking for a couple different markers. Lifestyle events, anything that just happened this year. Did they just quit smoking? Did they just sell their house? Did they give up on their outdoor garden? Like what happened this year for them and what did that create? What kind of a need did that create? Then we're looking for emotional motivators. So anything that pertains to kind of like what's driving that emotion from them? Is it, you know, frustration, depression? Is it excitement? Is it elation? Is it happiness? What's driving the purchase itself? And then I'm looking for anybody that's influencing them. Are they shopping with their mom or their dad, are their kids, their co-workers? Who you shop with will change how much you buy, what you buy, what colors you buy, where you buy it. I mean, like the consumer research is super, super important for the rest of the strategy. So once I take that, then I'll create a profile of the consumers themselves and we can use that to generate the ads. So once I get to profile stage, then I'm using it as a way to translate to the team. So I'll work with the graphic designer, the copywriter, any of our media buyers, any of the actual creative team. And once we go into production, I'll say, okay, this is the character that we're actually forming for the ads themselves. I don't take it to my UGC creators or anybody from a script standpoint anymore. I don't usually give anybody like a please say this. I usually give them a character. Like we are looking to play a 35-year-old female who loves to garden, but she recently had this particular plant die and she just doesn't know where to go and she's really frustrated by that. So I'll give that to the team because it's easier for them to kind of personify themselves into a character than it is for them to say the script in a way that sounds natural. So, what happens in your 20s, you may be a different kind of buyer, but you may still struggle with the same internal insecurities that a 65-year-old does. And that makes it way easier for us to craft an entire strategy around what's the emotion that we're trying to hit so that people know we're talking to them. That's what the creative strategist is supposed to do.

[13:28] Evan: And then Lauren on your end, is there any other context that you want to add on to that one?

[13:32] Lauren: Yeah, I mean, I echo everything that Sarah says. Um, I do think it is something that I think on the creative side, if you are the strategist, you need to understand how to talk to the media buyer and actually talk to the creative as well. I think that's kind of the big part with a creative strategist is that you have to understand how to take the data from the media buyer and then take that information and translate it to the designer so that they understand what exactly they need to execute on, how to make iterations, how to make the copy, you know, correct, how to like update things. So I think it's just making sure that that person in the middle is understanding data, but they're also understanding design, but then they're also understanding trends and everything that has to go along with it. So really like they're that person that should be your trend, your researcher, you know, communicating the different, you know, data plus creative. They just need to be that go between that is both data and creative.

[14:05] Evan: Love it. Love it. And I did see as I move over to Slido everybody, I did see a question that come in that actually applies to this. I think I saw it from Jeff. And one of the things we saw is, how do you know if somebody is a creative strategist? And then Sarah, maybe you can take that one.

[14:41] Sarah: Yeah, this is really funny because this one comes up a lot. If I get any questions, it's always like, well, how do you know if someone you're hiring is a creative strategist and not just like they put it on their LinkedIn profile and now they are because that's what their LinkedIn profile says. Um, this is a very difficult question to answer unless you start seeing them in action. So one of the best ways to identify a creative strategist is basically just to see how they work between teams. So this industry is super small. There's there's very few of us in this room right now, but it's going to get bigger. And this is one of the things that I really want to drive home for you guys is if you are currently a media buyer or if you're currently a creative person and just a creative style role, you can become a creative strategist by learning the opposite side. So you don't have to get stuck into one role of just being I'm a a media buyer, how do I become a creative strategist? You're already halfway a creative strategist. You already know the majority of what you need to know. You just have one piece that needs to be learned. And I I'm the type of person that thinks that everything can be learned. I don't think it's left brain, right brain. You're only analytical or you're only creative. I think you just need to turn on that muscle and learn more about it and understand the processes of how it works. To Lauren's point, creative strategists really have to know a lot. We we really have to know a lot of information. And we have to have a lot of experience as well of creative strategy, graphic design, creative production, videography, copywriting, media buying, like you have to understand the basics of brand operations. So it is a very large role, but it's one that I think is going to be easier if you start with that basic of something and learn what you don't know. So to identify somebody in this role, the best place you can be is working alongside them. If you notice somebody especially in your organization who is really good at media buying, but they're also fantastic at like driving creative strategy, like giving you creative ideas, we should test this ad, we should do this angle, we should test this medium. They might be a really good candidate for this particular role. If you are trying to hire someone off of LinkedIn and you're trying to decipher whether they have this experience, the best place to go then is to anybody they're currently working with and ask what's their systems. A good creative strategist always has some sort of system for how they're building strategy. And it doesn't have to be big, it doesn't have to be like crazy amounts of different programs and apps and all kinds of things. But I need to see they have at least a little bit of a system for how they're coming up with their ideas. Hopefully that kind of answers it.

[17:13] Evan: Love it. And then Lauren on your end?

[17:15] Sarah: Yeah, so it's really interesting because I think a lot of people, I think get a little bit confused about what the difference is between a media buyer and a creative strategist. And I know we're going to answer that question too as we get into it. But creative strategy in general, we have two different spots that we're sitting. One, we are kind of the go between between creative and data. So we have the media buying and the actual paid advertising background, but we also are pretty creative people. We're kind of, I think I've used this term before if you've seen any of my posts, but we're kind of Dalmatian like. We can do both. We can do media buying and we can do the creative side, which includes production, graphic design, copywriting, any sort of like messaging on the creative side and the media buying itself. So creative strategy in particular is a little bit more on the production level. It's very operational, but the other piece of it is is highly communicative. It's all about language and translation. So as a creative strategist, it's my job to make sure that the creative teams that I'm working with understand where we're going. And I think that's kind of where the core of a creative strategist should lie is being able to translate where do we want to get to to everybody on the team because often times I've noticed that uh brands in particular will separate people. Our copywriter and our graphic designer are over here and our media buyer and the actual like paid advertising team are over here and we're going to keep them separate. My job is to bring them together and translate so that we all understand what the goals are and where we're headed.

[18:27] Evan: Love that. Love that. And then Lauren on your end, is there any other context that you want to add on to that one?

[18:32] Lauren: No, I mean, Sarah pretty much nailed it. I think it's just making sure that, you know, I think on the creative side, if you are the strategist, you need to understand how to talk to the media buyer and actually talk to the creative as well. I think that's kind of the big part with a creative strategist is that you have to understand how to take the data from the media buyer and then take that information and translate it to the designer so that they understand what exactly they need to execute on, how to make iterations, how to make the copy, you know, correct, how to like update things. So I think it's just making sure that that person in the middle is understanding data, but they're also understanding design, but then they're also understanding trends and everything that has to go along with it. So really like they're that person that should be your trend, your researcher, you know, communicating the different, you know, data plus creative. They just need to be that go between that is both data and creative.

[19:05] Evan: Love it. Love it. And I think like ultimately with these two, the biggest thing for me is is those backgrounds, right? Because having a media buyer background and like that right brain that we're all familiar with, you have to bend into the left side and it's like, well, how do I start playing in that middle? And then Lauren on her side being from the left brain perspective, how do we start to build those chops to really learn about the media buying and the data side? So these two together is just like the perfect combination to just get to the creative strategy piece. And of course, we want to get to your questions, but where I want to start first and foremost is just by setting the stage for everybody so we all know why we're here. So the main thing that I wanted to ask you both first was just like, what is creative strategy and why is it such a hot button topic right now? And then Sarah, maybe you can kick us off with this one.

[19:57] Sarah: Yeah, so it's really interesting when we talk about creative strategy because a lot of people, I think get a little bit confused about what the difference is between a media buyer and a creative strategist. And I know we're going to answer that question too as we get into it. But creative strategy in general, we have two different spots that we're sitting. One, we are kind of the go between between creative and data. So we have the media buying and the actual paid advertising background, but we also are pretty creative people. We're kind of, I think I've used this term before if you've seen any of my posts, but we're kind of Dalmatian like. We can do both. We can do media buying and we can do the creative side, which includes production, graphic design, copywriting, any sort of like messaging on the creative side and the media buying itself. So creative strategy in particular is a little bit more on the production level. It's very operational, but the other piece of it is is highly communicative. It's all about language and translation. So as a creative strategist, it's my job to make sure that the creative teams that I'm working with understand where we're going. And I think that's kind of where the core of a creative strategist should lie is being able to translate where do we want to get to to everybody on the team because often times I've noticed that uh brands in particular will separate people. Our copywriter and our graphic designer are over here and our media buyer and the actual like paid advertising team are over here and we're going to keep them separate. My job is to bring them together and translate so that we all understand what the goals are and where we're headed.

[21:27] Evan: Love that. Love that. And then Lauren on your end, is there any other context that you want to add on to that one?

[21:32] Lauren: Yeah, I mean, I echo everything that Sarah says. Um, I do think it is something that I think on the creative side, if you are the strategist, you need to understand how to talk to the media buyer and actually talk to the creative as well. I think that's kind of the big part with a creative strategist is that you have to understand how to take the data from the media buyer and then take that information and translate it to the designer so that they understand what exactly they need to execute on, how to make iterations, how to make the copy, you know, correct, how to like update things. So I think it's just making sure that that person in the middle is understanding data, but they're also understanding design, but then they're also understanding trends and everything that has to go along with it. So really like they're that person that should be your trend, your researcher, you know, communicating the different, you know, data plus creative. They just need to be that go between that is both data and creative.

[22:25] Evan: Love it. We need the poetry snaps. We need the poetry snaps like emojis. I wish those existed. I wish those existed. But this is honestly like the perfect jump off point to actually take it to the Q&A that we've gotten from the from the community here. So, as I look, everybody can see my screen where we're looking at the ranks or not even ranks, just the up votes that people have gotten. And Haley or Hale, apologies for the um mispronunciation if I messed up here. But basically, this is the perfect question to help us jump off. This will filter into everything else we see. So Sarah, if you could kick us off, what should be the uh what should the creative strategy process look like? And there's some examples here, but talk to us about yours.

[23:03] Sarah: Yeah, so the creative strategy process I've noticed is very different depending on the person who's actually in this particular role, which is not at all a bad thing. I think you definitely want to have a different process because it's got to be specific to the brand, whatever brand that you're working with. So my process is the system is the same, but the actual outputs are very different depending on the brands I'm working with. So I start from a research standpoint and I think Lauren does as well. We have kind of a different path that we take on both of them. Mine is much more consumer behavior psychology. So I want to find out exactly who these people are as a human on a daily basis, what's their lifestyle, not necessarily how old are they, how much money do they make, do they have kids, like do they have cats? That demographic information is semi useful, but it doesn't really tell me what motivates them to buy. So I usually start with comment aggregation and analysis. So what what I'm doing is called NLP, uh natural language processing. So I go through and pull a whole bunch of comments out and I'll usually take somewhere between 500 and 1,000 different comments. I used to do it all by hand. That was not a smart way to do it. Um, now I have an actual AI system that does it for me. Thanks to my brother because he's a data analyst and works for my fitness pal, so he was very nice and built it for me. Um, anyways, so now I have this this system that I just run all these comments through, but I'm looking for a couple different markers. Lifestyle events, anything that just happened this year. Did they just quit smoking? Did they just sell their house? Did they give up on their outdoor garden? Like what happened this year for them and what did that create? What kind of a need did that create? Then we're looking for emotional motivators. So anything that pertains to kind of like what's driving that emotion from them? Is it, you know, frustration, depression? Is it excitement? Is it elation? Is it happiness? What's driving the purchase itself? And then I'm looking for anybody that's influencing them. Are they shopping with their mom or their dad, are their kids, their co-workers? Who you shop with will change how much you buy, what you buy, what colors you buy, where you buy it. I mean, like the consumer research is super, super important for the rest of the strategy. So once I take that, then I'll create a profile of the consumers themselves and we can use that to generate the ads. So once I get to profile stage, then I'm using it as a way to translate to the team. So I'll work with the graphic designer, the copywriter, any of our media buyers, any of the actual creative team. And once we go into production, I'll say, okay, this is the character that we're actually forming for the ads themselves. I don't take it to my UGC creators or anybody from a script standpoint anymore. I don't usually give anybody like a please say this. I usually give them a character. Like we are looking to play a 35-year-old female who loves to garden, but she recently had this particular plant die and she just doesn't know where to go and she's really frustrated by that. So I'll give that to the team because it's easier for them to kind of personify themselves into a character than it is for them to say the script in a way that sounds natural. So, what happens in your 20s, you may be a different kind of buyer, but you may still struggle with the same internal insecurities that a 65-year-old does. And that makes it way easier for us to craft an entire strategy around what's the emotion that we're trying to hit so that people know we're talking to them. That's what the creative strategist is supposed to do.

[25:28] Evan: Love it. Love it. And then Lauren on your end, is there any other context that you want to add on to that one?

[25:32] Lauren: Yeah, I mean, it's kind of the same truthfully. I mean, like it's taking I mean, it really like it's hard because I think a lot of times even on the creative side, it's always like, well, let's just test this hook or let's just test this and it's like, okay, well testing a hook is great. I, you know, I'm all for testing hooks, but if you're testing a hook but then it doesn't really do anything, it's like, okay, well I'm only testing that specific hook and it's not really like driving a conversion, it's not really driving a sale. It's like I just tested a hook. Okay, great. So now what like now where do we go from here, you know? So it's like what part of that ad worked? Was it the copy? Was it the headline? Was it the hook? Like I have no idea. So I think just really understanding for the brand specifically, like what exactly we're trying to test and what exactly we're trying to like drive towards is really like the first thing that you need to figure out in the research. So, um, making iterations will be a lot easier because once you know your north star, then like, okay, then that's the point that I need to start testing towards.

[26:09] Sarah: Yeah, you're totally right. I think one of the biggest things that you can take away from this is like as a creative strategist, it's my job to know why it worked. Most of the time on creative or on media buying side, we don't know why. We just know it did. Yeah. So it's really important I think for a creative strategist to have a read on what's working and why. Super important.

[26:30] Evan: Love it. Love it. And I love that because like when we look at when you look at Hale or Haley's question here, like we're talking about how do we even think about where to start? So even before ideation, how do we just get caught up to speed on what's been going on? So that first check mark checkbox there, then we move to the ideation of what's actually do with the personas like you've chatted about. And then it ultimately moves into some of the like the briefing elements of interacting with different team members and such. Talk to us and help round us out on the um like once something goes live, what happens next? And then Sarah, jump back into your process for us.

[27:05] Sarah: Yeah, so the iteration process is really interesting because it again, it kind of depends on where the brand is going. And I saw in the chat someone actually brought this story up. Um, I worked with a brand that did hoppy teas and we did the entire research process for them and found that their particular audience really leaned towards the fact that they felt a little ostracized from the alcohol crowd because they couldn't drink alcohol anymore. So because we found this like very sensitive point for this particular customer crowd, we built ads off of that. And particularly one of the actual phrases that we used was you can have your hops and drink it too, right? You can still drink with the alcohol crowd, you just don't have to consume the alcohol, right? Because anybody that's given up alcohol and still drinks with their friends, like still goes out with their friends knows that it's very touchy sometimes when everyone has a drink in their hand and you don't. It's just it's a very sensitive thing. I'm not sure why alcohol is this way. It's just a societal thing. Anyways, so we ran this ad that said have your hops and drink it too. And it was fantastic because we were able to drop customer customer acquisition costs by 40% within the first week. And so from that particular ad because I knew the emotional set was correct, we knew that it worked. The next thing I needed to do was find the next five combinations of the iteration. Most people that I've worked with especially on the media buying side, do iterations based upon kind of a guess. They're not sure what worked in the ad. So they'll take the ad and kind of piece it apart and test all of the pieces separately. I don't love to do it that way because I find that it's very difficult to figure out, well, which piece worked. I mean, you split them all up, they work together in this ad, but once you split them up, then it's like just scattering the puzzle pieces and we don't know where they're going. If you know the emotions first and this is why both Lauren and I work off of a research first, like huge research base. If you know the emotion, then you're able to iterate on the emotion, which is way easier to get things in line and to start seeing new results as you go along.

[29:02] Evan: Love it. Love it. And then Lauren on your end, is there any other context that you want to add on to that one?

[29:07] Lauren: Yeah, I mean, it's kind of the same truthfully. I mean, like it's taking I mean, it really like it's hard because I think a lot of times even on the creative side, it's always like, well, let's just test this hook or let's just test this and it's like, okay, well testing a hook is great. I, you know, I'm all for testing hooks, but if you're testing a hook but then it doesn't really do anything, it's like, okay, well I'm only testing that specific hook and it's not really like driving a conversion, it's not really driving a sale. It's like I just tested a hook. Okay, great. So now what like now where do we go from here, you know? So it's like what part of that ad worked? Was it the copy? Was it the headline? Was it the hook? Like I have no idea. So I think just really understanding for the brand specifically, like what exactly we're trying to test and what exactly we're trying to like drive towards is really like the first thing that you need to figure out in the research. So, um, making iterations will be a lot easier because once you know your north star, then like, okay, then that's the point that I need to start testing towards.

[30:09] Sarah: Yeah, you're totally right. I think one of the biggest things that you can take away from this is like as a creative strategist, it's my job to know why it worked. Most of the time on creative or on media buying side, we don't know why. We just know it did. Yeah. So it's really important I think for a creative strategist to have a read on what's working and why. Super important.

[30:30] Evan: Love it. Love it. And I did see as I move over to Slido everybody, I did see a question that come in that actually applies to this. I think I saw it from Jeff. And one of the things we saw is, how do you know if somebody is a creative strategist? And then Sarah, maybe you can take that one.

[31:07] Evan: Love it. Love it. And I think like all of this context to help build those briefs because I also play in this creative strategy world too folks. So I feel good about it. Um, one of the one of the things, one of the things that's also important is just like making data informed decisions and whatever it might be along those ends. And a question that Carolyn here asks is, how do you get insights from media buyers and the ad accounts to the creative team or let's think about like content creators in a way that makes sense to them.

[31:48] Sarah: Um, sorry, let's kick it to Lauren. Yeah, let's kick it to Lauren on that one first.

[31:52] Evan: I just had a pause. Yeah, let's kick it to Lauren on that one first.

[31:56] Lauren: As as a creative strategist, I mean, again, like I I took on I took on kind of like a media buying role in a sense that like I needed to understand the actual ad account and the data. So I need to I needed to understand how to actually go into an ad account and understand like what do all like what does all this mean? You know, as someone who's a creative, looking at all this data, you're just kind of like, wait, what? And like there's like so much information goes into a Facebook ad account that it's just like it is a lot. Like it's a lot to like understand and a lot to digest. And so thankfully I actually had a really good teacher, Michelle, who was like, I mean, literally she just drove it home to me that like I needed to understand this. But now, I will, I will say motion plug here, that is like the tool like I'm not even kidding like I this tool I wish I had forever because it really is an amazing tool to create.

[32:54] Sarah: Oh my gosh, yes.

[32:56] Lauren: I mean, it really is like it's so like again, I think a lot of times like brands will have this generic customer persona, but really like diving into like where they are in their stage of life, what emotional triggers do they have? It really does affect so much of how you actually buy that it's really kind of translated the way that I start to build out customer personas as I'm looking at the creative and the reviews itself.

[33:28] Evan: Love it. Love it. And I think like all of this context to help build those briefs because I also play in this creative strategy world too folks. So I feel good about it. Um, one of the one of the things, one of the things that's also important is just like making data informed decisions and whatever it might be along those ends. And a question that Carolyn here asks is, how do you get insights from media buyers and the ad accounts to the creative team or let's think about like content creators in a way that makes sense to them.

[33:48] Lauren: Um, sorry, let's kick it to Lauren. Yeah, let's kick it to Lauren on that one first.

[33:52] Evan: I just had a pause. Yeah, let's kick it to Lauren on that one first.

[33:55] Lauren: As as a creative strategist, I mean, again, like I I took on I took on kind of like a media buying role in a sense that like I needed to understand the actual ad account and the data. So I need to I needed to understand how to actually go into an ad account and understand like what do all like what does all this mean? You know, as someone who's a creative, looking at all this data, you're just kind of like, wait, what? And like there's like so much information goes into a Facebook ad account that it's just like it is a lot. Like it's a lot to like understand and a lot to digest. And so thankfully I actually had a really good teacher, Michelle, who was like, I mean, literally she just drove it home to me that like I needed to understand this. But now, I will, I will say motion plug here, that is like the tool like I'm not even kidding like I this tool I wish I had forever because it really is an amazing tool to create.

[34:54] Sarah: Oh my gosh, yes.

[34:56] Lauren: I mean, it really is an amazing tool to create. I'm sorry. Um, yeah, anyways, it's like it was just like, let's not ostracize these women because they can't drink because they're nine months pregnant. And so like crafting the story around that was actually really easy because it was really just trying to get these women to feel a part of the talk and a part of the group by this by the fact that they can drink this alcohol and not have to feel like they don't they can't drink because they're pregnant. Like they always have to be the driver. So I think something like this is like crafting the story when you already know the pain point, I think is much easier to develop than when you don't have that like when you have like such a large story that you need to like talk about. I think it's much easier to do the pain points.

[35:42] Evan: Love it. Love it. And I think like all of this context to help build those briefs because I also play in this creative strategy world too folks. So I feel good about it. Um, one of the one of the things, one of the things that's also important is just like making data informed decisions and whatever it might be along those ends. And a question that Carolyn here asks is, how do you get insights from media buyers and the ad accounts to the creative team or let's think about like content creators in a way that makes sense to them.

[36:11] Sarah: Yes. So, obviously the one that I shared from the brand that had the hoppy teas, that was like a big, big one for us because they had a persona that ranged from about 25 all the way upwards of like 80s, 90s because it was literally anybody that had just gone sober recently. And it's not necessarily sober for, you know, health issues. It could be sober just because, I don't know, they just decided they didn't want to do that anymore or they just didn't really like the way alcohol made them feel. But there's several others that I can bring into like to attention. So one of the ones that was really strange for me was um, I worked with a company that basically makes a hydroponic stand. And theirs was interesting because they had a huge demographic range. It was like mid 20s all the way up into your 60s and 70s because it was literally anybody that gardens. And that is a huge range of people, especially nowadays because millennials are really into gardening, which is funny because man, I'm an old millennial, like close to Gen X. And I don't garden.

[37:07] Lauren: Same. I kill every plant, so I feel you.

[37:11] Sarah: Millennials are so creative. I'm like, you guys are way better than I am. I can't garden. But for this particular subgroup, it was nice because now I can take it and say, wow, we've got a huge market we can sell to. We're not like just limited to this tiny little market. Now we can actually go through and do messaging that hits all of the personas. So for that particular brand, we put together a package that leaned into care for your family by purchasing this farm stand and it hit extremely well because we said family in particular, right? We weren't saying care for your spouse or like care for your friends. That's a little too specific. Family could be literally anything. I mean, you can also include friends as your family. So if you were a single person at 25, you might still buy. If you're a 65-year-old who lives with just your husband now, you might still buy. So it's nice because we can get wider ranges with this good creative strategy that we have going. So, yeah, all of that research, all of the just making sure you understand the brand ecosystem and what they want to send out to the world and then make sure you understand what are we trying to get to this month? Because without that goal, you can't do a strategy at all.

[38:27] Evan: Love it. Love it. And then Lauren on your end, is there any other context that you want to add on to that one?

[38:32] Lauren: No, I mean, Sarah pretty much nailed it. I think it's just making sure that, you know, I think on the creative side, if you are the strategist, you need to understand how to talk to the media buyer and actually talk to the creative as well. I think that's kind of the big part with a creative strategist is that you have to understand how to take the data from the media buyer and then take that information and translate it to the designer so that they understand what exactly they need to execute on, how to make iterations, how to make the copy, you know, correct, how to like update things. So I think it's just making sure that that person in the middle is understanding data, but they're also understanding design, but then they're also understanding trends and everything that has to go along with it. So really like they're that person that should be your trend, your researcher, you know, communicating the different, you know, data plus creative. They just need to be that go between that is both data and creative.

[39:18] Evan: I love that. I love that. And I think like we've covered a ton of the research and how we get to a place of what do we want to do. But I think this is a really good place to switch gears and talk about it's time to put pen to paper in terms of briefing, right? So Lauren, based on your your background, like you're on you were on the creative side getting information from people. Now you're in that creative strategist seat. We have a question here on do you have any tips on how to to brief creators to best the uh well to produce the best quality possible, certain instructions, certain things to really maximize the output that we're seeing.

[39:51] Lauren: Yes. So again, understanding like, again, taking all that research, all that information and really just quantifying how do I take all of this and put it into a brief for either your creators or the design team. So on our side, the biggest thing is that as a creator, if you are giving a script to a creator, like Sarah said, don't script it. Give them just pull bullet points of like, this is the brand, these are the points we want to talk about. This is how we need to talk about the brand. And as a creator, like that's their job to create it. Like you've hired them for a reason and so you need to have them like they're the actors and so they need to understand what how to like portray these sorts of traits and qualities in an effective way so that you can get the content that you need. And like for me specifically, just working in designing with ads, fleshing out those like creators as well. This is like a totally different topic of like creative strategy, but just know this, it's like when you're fleshing out creators, really do your research on the actual creator. Do they understand how to shoot content? Do they understand how to shoot direct to consumer content? It is a very different world of how to actually shoot user generated content for a DTC space because they need to understand how to actually sell the product, but sell it in a way that's a storytelling thoughtful way so that people actually resonate with it. So that's just, you know, going off of that subject. But going back to this, like making sure that like your brief is clear on what exactly like the points are that you're trying to hit with all the research that you've done and then translating that so that you give the creator their information on what they need to talk about, then they can go shoot the content and then you can get the content back to actually edit the ads.

[41:39] Evan: Awesome. Awesome. And then Sarah, in your world, um do you have anything else you'd like to pepper on there?

[41:45] Sarah: Yeah, so everything that Lauren said, plus because she hits it so well every time. I'm like, okay, I have to have something interesting. Um, yes. So when you're doing briefs, the only thing I will add is to remember that your creative strategist knows your brand extremely well. Your UGC creators, your graphic designers, your copywriters probably don't know the ecosystem to this level. So the important part that I just want to drive home is make sure that you're explaining what the brand is. Like again, explain the planet. You have to explain what's going on so that your creators have a better sense of what they're supposed to be saying and yes, at this point, everybody needs to just get it out of their heads that you're writing a brief. You are now a script writer for Hollywood. That is your only job is to make sure your actor understands the character that they're supposed to be playing, not necessarily what they're supposed to say. The character that they're supposed to be playing because if you give it to them in this sense, they'll be able to place that character on, like just put on that acting role and give you a script that's going to be way better than anything that you could type out. Because again, it's really hard for humans to touch things and not leave like an imprint. So the script is going to sound like you or whoever wrote it. It's not going to sound like the person who's in front of the camera. So make sure that they understand what is the brand, what exactly do you solve and who they're supposed to be playing.

[43:08] Evan: Love it. Love it. And I think like all of this context to help build those briefs because I also play in this creative strategy world too folks. So I feel good about it. Um, one of the one of the things, one of the things that's also important is just like making data informed decisions and whatever it might be along those ends. And a question that Carolyn here asks is, how do you get insights from media buyers and the ad accounts to the creative team or let's think about like content creators in a way that makes sense to them.

[43:48] Lauren: Um, sorry, let's kick it to Lauren. Yeah, let's kick it to Lauren on that one first.

[43:52] Evan: I just had a pause. Yeah, let's kick it to Lauren on that one first.

[43:56] Lauren: As as a creative strategist, I mean, again, like I I took on I took on kind of like a media buying role in a sense that like I needed to understand the actual ad account and the data. So I need to I needed to understand how to actually go into an ad account and understand like what do all like what does all this mean? You know, as someone who's a creative, looking at all this data, you're just kind of like, wait, what? And like there's like so much information goes into a Facebook ad account that it's just like it is a lot. Like it's a lot to like understand and a lot to digest. And so thankfully I actually had a really good teacher, Michelle, who was like, I mean, literally she just drove it home to me that like I needed to understand this. But now, I will, I will say motion plug here, that is like the tool like I'm not even kidding like I this tool I wish I had forever because it really is an amazing tool to create.

[44:54] Sarah: Oh my gosh, yes.

[44:56] Lauren: I mean, it really is an amazing tool to create. I'm sorry. Um, yeah, anyways, it's like it was just like, let's not ostracize these women because they can't drink because they're nine months pregnant. And so like crafting the story around that was actually really easy because it was really just trying to get these women to feel a part of the talk and a part of the group by this by the fact that they can drink this alcohol and not have to feel like they don't they can't drink because they're pregnant. Like they always have to be the driver. So I think something like this is like crafting the story when you already know the pain point, I think is much easier to develop than when you don't have that like when you have like such a large story that you need to like talk about. I think it's much easier to do the pain points.

[35:42] Evan: Love it. Love it. And I think like all of this context to help build those briefs because I also play in this creative strategy world too folks. So I feel good about it. Um, one of the one of the things, one of the things that's also important is just like making data informed decisions and whatever it might be along those ends. And a question that Carolyn here asks is, how do you get insights from media buyers and the ad accounts to the creative team or let's think about like content creators in a way that makes sense to them.

[36:11] Sarah: Yes. So, obviously the one that I shared from the brand that had the hoppy teas, that was like a big, big one for us because they had a persona that ranged from about 25 all the way upwards of like 80s, 90s because it was literally anybody that had just gone sober recently. And it's not necessarily sober for, you know, health issues. It could be sober just because, I don't know, they just decided they didn't want to do that anymore or they just didn't really like the way alcohol made them feel. But there's several others that I can bring into like to attention. So one of the ones that was really strange for me was um, I worked with a company that basically makes a hydroponic stand. And theirs was interesting because they had a huge demographic range. It was like mid 20s all the way up into your 60s and 70s because it was literally anybody that gardens. And that is a huge range of people, especially nowadays because millennials are really into gardening, which is funny because man, I'm an old millennial, like close to Gen X. And I don't garden.

[37:07] Lauren: Same. I kill every plant, so I feel you.

[37:11] Sarah: Millennials are so creative. I'm like, you guys are way better than I am. I can't garden. But for this particular subgroup, it was nice because now I can take it and say, wow, we've got a huge market we can sell to. We're not like just limited to this tiny little market. Now we can actually go through and do messaging that hits all of the personas. So for that particular brand, we put together a package that leaned into care for your family by purchasing this farm stand and it hit extremely well because we said family in particular, right? We weren't saying care for your spouse or like care for your friends. That's a little too specific. Family could be literally anything. I mean, you can also include friends as your family. So if you were a single person at 25, you might still buy. If you're a 65-year-old who lives with just your husband now, you might still buy. So it's nice because we can get wider ranges with this good creative strategy that we have going. So, yeah, all of that research, all of the just making sure you understand the brand ecosystem and what they want to send out to the world and then make sure you understand what are we trying to get to this month? Because without that goal, you can't do a strategy at all.

[38:27] Evan: Love it. Love it. And then Lauren on your end, is there any other context that you want to add on to that one?

[38:32] Lauren: No, I mean, Sarah pretty much nailed it. I think it's just making sure that, you know, I think on the creative side, if you are the strategist, you need to understand how to talk to the media buyer and actually talk to the creative as well. I think that's kind of the big part with a creative strategist is that you have to understand how to take the data from the media buyer and then take that information and translate it to the designer so that they understand what exactly they need to execute on, how to make iterations, how to make the copy, you know, correct, how to like update things. So I think it's just making sure that that person in the middle is understanding data, but they're also understanding design, but then they're also understanding trends and everything that has to go along with it. So really like they're that person that should be your trend, your researcher, you know, communicating the different, you know, data plus creative. They just need to be that go between that is both data and creative.

[39:18] Evan: I love that. I love that. And I think like we've covered a ton of the research and how we get to a place of what do we want to do. But I think this is a really good place to switch gears and talk about it's time to put pen to paper in terms of briefing, right? So Lauren, based on your your background, like you're on you were on the creative side getting information from people. Now you're in that creative strategist seat. We have a question here on do you have any tips on how to to brief creators to best the uh well to produce the best quality possible, certain instructions, certain things to really maximize the output that we're seeing.

[39:51] Lauren: Yes. So again, understanding like, again, taking all that research, all that information and really just quantifying how do I take all of this and put it into a brief for either your creators or the design team. So on our side, the biggest thing is that as a creator, if you are giving a script to a creator, like Sarah said, don't script it. Give them just pull bullet points of like, this is the brand, these are the points we want to talk about. This is how we need to talk about the brand. And as a creator, like that's their job to create it. Like you've hired them for a reason and so you need to have them like they're the actors and so they need to understand what how to like portray these sorts of traits and qualities in an effective way so that you can get the content that you need. And like for me specifically, just working in designing with ads, fleshing out those like creators as well. This is like a totally different topic of like creative strategy, but just know this, it's like when you're fleshing out creators, really do your research on the actual creator. Do they understand how to shoot content? Do they understand how to shoot direct to consumer content? It is a very different world of how to actually shoot user generated content for a DTC space because they need to understand how to actually sell the product, but sell it in a way that's a storytelling thoughtful way so that people actually resonate with it. So that's just, you know, going off of that subject. But going back to this, like making sure that like your brief is clear on what exactly like the points are that you're trying to hit with all the research that you've done and then translating that so that you give the creator their information on what they need to talk about, then they can go shoot the content and then you can get the content back to actually edit the ads.

[41:39] Evan: Awesome. Awesome. And then Sarah, in your world, um do you have anything else you'd like to pepper on there?

[41:45] Sarah: Yeah, so everything that Lauren said, plus because she hits it so well every time. I'm like, okay, I have to have something interesting. Um, yes. So when you're doing briefs, the only thing I will add is to remember that your creative strategist knows your brand extremely well. Your UGC creators, your graphic designers, your copywriters probably don't know the ecosystem to this level. So the important part that I just want to drive home is make sure that you're explaining what the brand is. Like again, explain the planet. You have to explain what's going on so that your creators have a better sense of what they're supposed to be saying and yes, at this point, everybody needs to just get it out of their heads that you're writing a brief. You are now a script writer for Hollywood. That is your only job is to make sure your actor understands the character that they're supposed to be playing, not necessarily what they're supposed to say. The character that they're supposed to be playing because if you give it to them in this sense, they'll be able to place that character on, like just put on that acting role and give you a script that's going to be way better than anything that you could type out. Because again, it's really hard for humans to touch things and not leave like an imprint. So the script is going to sound like you or whoever wrote it. It's not going to sound like the person who's in front of the camera. So make sure that they understand what is the brand, what exactly do you solve and who they're supposed to be playing.

[43:08] Evan: Love it. Love it. And I think like all of this context to help build those briefs because I also play in this creative strategy world too folks. So I feel good about it. Um, one of the one of the things, one of the things that's also important is just like making data informed decisions and whatever it might be along those ends. And a question that Carolyn here asks is, how do you get insights from media buyers and the ad accounts to the creative team or let's think about like content creators in a way that makes sense to them.

[43:48] Lauren: Um, sorry, let's kick it to Lauren. Yeah, let's kick it to Lauren on that one first.

[43:52] Evan: I just had a pause. Yeah, let's kick it to Lauren on that one first.

[43:56] Lauren: As as a creative strategist, I mean, again, like I I took on I took on kind of like a media buying role in a sense that like I needed to understand the actual ad account and the data. So I need to I needed to understand how to actually go into an ad account and understand like what do all like what does all this mean? You know, as someone who's a creative, looking at all this data, you're just kind of like, wait, what? And like there's like so much information goes into a Facebook ad account that it's just like it is a lot. Like it's a lot to like understand and a lot to digest. And so thankfully I actually had a really good teacher, Michelle, who was like, I mean, literally she just drove it home to me that like I needed to understand this. But now, I will, I will say motion plug here, that is like the tool like I'm not even kidding like I this tool I wish I had forever because it really is an amazing tool to create.

[44:54] Sarah: Oh my gosh, yes.

[44:56] Lauren: I mean, it really is an amazing tool to create. I'm sorry. Um, yeah, anyways, it's like it was just like, let's not ostracize these women because they can't drink because they're nine months pregnant. And so like crafting the story around that was actually really easy because it was really just trying to get these women to feel a part of the talk and a part of the group by this by the fact that they can drink this alcohol and not have to feel like they don't they can't drink because they're pregnant. Like they always have to be the driver. So I think something like this is like crafting the story when you already know the pain point, I think is much easier to develop than when you don't have that like when you have like such a large story that you need to like talk about. I think it's much easier to do the pain points.

[35:42] Evan: Love it. Love it. And I think like all of this context to help build those briefs because I also play in this creative strategy world too folks. So I feel good about it. Um, one of the one of the things, one of the things that's also important is just like making data informed decisions and whatever it might be along those ends. And a question that Carolyn here asks is, how do you get insights from media buyers and the ad accounts to the creative team or let's think about like content creators in a way that makes sense to them.

[36:11] Sarah: Yes. So, obviously the one that I shared from the brand that had the hoppy teas, that was like a big, big one for us because they had a persona that ranged from about 25 all the way upwards of like 80s, 90s because it was literally anybody that had just gone sober recently. And it's not necessarily sober for, you know, health issues. It could be sober just because, I don't know, they just decided they didn't want to do that anymore or they just didn't really like the way alcohol made them feel. But there's several others that I can bring into like to attention. So one of the ones that was really strange for me was um, I worked with a company that basically makes a hydroponic stand. And theirs was interesting because they had a huge demographic range. It was like mid 20s all the way up into your 60s and 70s because it was literally anybody that gardens. And that is a huge range of people, especially nowadays because millennials are really into gardening, which is funny because man, I'm an old millennial, like close to Gen X. And I don't garden.

[37:07] Lauren: Same. I kill every plant, so I feel you.

[37:11] Sarah: Millennials are so creative. I'm like, you guys are way better than I am. I can't garden. But for this particular subgroup, it was nice because now I can take it and say, wow, we've got a huge market we can sell to. We're not like just limited to this tiny little market. Now we can actually go through and do messaging that hits all of the personas. So for that particular brand, we put together a package that leaned into care for your family by purchasing this farm stand and it hit extremely well because we said family in particular, right? We weren't saying care for your spouse or like care for your friends. That's a little too specific. Family could be literally anything. I mean, you can also include friends as your family. So if you were a single person at 25, you might still buy. If you're a 65-year-old who lives with just your husband now, you might still buy. So it's nice because we can get wider ranges with this good creative strategy that we have going. So, yeah, all of that research, all of the just making sure you understand the brand ecosystem and what they want to send out to the world and then make sure you understand what are we trying to get to this month? Because without that goal, you can't do a strategy at all.

[38:27] Evan: Love it. Love it. And then Lauren on your end, is there any other context that you want to add on to that one?

[38:32] Lauren: No, I mean, Sarah pretty much nailed it. I think it's just making sure that, you know, I think on the creative side, if you are the strategist, you need to understand how to talk to the media buyer and actually talk to the creative as well. I think that's kind of the big part with a creative strategist is that you have to understand how to take the data from the media buyer and then take that information and translate it to the designer so that they understand what exactly they need to execute on, how to make iterations, how to make the copy, you know, correct, how to like update things. So I think it's just making sure that that person in the middle is understanding data, but they're also understanding design, but then they're also understanding trends and everything that has to go along with it. So really like they're that person that should be your trend, your researcher, you know, communicating the different, you know, data plus creative. They just need to be that go between that is both data and creative.

[39:18] Evan: I love that. I love that. And I think like we've covered a ton of the research and how we get to a place of what do we want to do. But I think this is a really good place to switch gears and talk about it's time to put pen to paper in terms of briefing, right? So Lauren, based on your your background, like you're on you were on the creative side getting information from people. Now you're in that creative strategist seat. We have a question here on do you have any tips on how to to brief creators to best the uh well to produce the best quality possible, certain instructions, certain things to really maximize the output that we're seeing.

[39:51] Lauren: Yes. So again, understanding like, again, taking all that research, all that information and really just quantifying how do I take all of this and put it into a brief for either your creators or the design team. So on our side, the biggest thing is that as a creator, if you are giving a script to a creator, like Sarah said, don't script it. Give them just pull bullet points of like, this is the brand, these are the points we want to talk about. This is how we need to talk about the brand. And as a creator, like that's their job to create it. Like you've hired them for a reason and so you need to have them like they're the actors and so they need to understand what how to like portray these sorts of traits and qualities in an effective way so that you can get the content that you need. And like for me specifically, just working in designing with ads, fleshing out those like creators as well. This is like a totally different topic of like creative strategy, but just know this, it's like when you're fleshing out creators, really do your research on the actual creator. Do they understand how to shoot content? Do they understand how to shoot direct to consumer content? It is a very different world of how to actually shoot user generated content for a DTC space because they need to understand how to actually sell the product, but sell it in a way that's a storytelling thoughtful way so that people actually resonate with it. So that's just, you know, going off of that subject. But going back to this, like making sure that like your brief is clear on what exactly like the points are that you're trying to hit with all the research that you've done and then translating that so that you give the creator their information on what they need to talk about, then they can go shoot the content and then you can get the content back to actually edit the ads.

[41:39] Evan: Awesome. Awesome. And then Sarah, in your world, um do you have anything else you'd like to pepper on there?

[41:45] Sarah: Yeah, so everything that Lauren said, plus because she hits it so well every time. I'm like, okay, I have to have something interesting. Um, yes. So when you're doing briefs, the only thing I will add is to remember that your creative strategist knows your brand extremely well. Your UGC creators, your graphic designers, your copywriters probably don't know the ecosystem to this level. So the important part that I just want to drive home is make sure that you're explaining what the brand is. Like again, explain the planet. You have to explain what's going on so that your creators have a better sense of what they're supposed to be saying and yes, at this point, everybody needs to just get it out of their heads that you're writing a brief. You are now a script writer for Hollywood. That is your only job is to make sure your actor understands the character that they're supposed to be playing, not necessarily what they're supposed to say. The character that they're supposed to be playing because if you give it to them in this sense, they'll be able to place that character on, like just put on that acting role and give you a script that's going to be way better than anything that you could type out. Because again, it's really hard for humans to touch things and not leave like an imprint. So the script is going to sound like you or whoever wrote it. It's not going to sound like the person who's in front of the camera. So make sure that they understand what is the brand, what exactly do you solve and who they're supposed to be playing.

[43:08] Evan: Love it. Love it. And I think like all of this context to help build those briefs because I also play in this creative strategy world too folks. So I feel good about it. Um, one of the one of the things, one of the things that's also important is just like making data informed decisions and whatever it might be along those ends. And a question that Carolyn here asks is, how do you get insights from media buyers and the ad accounts to the creative team or let's think about like content creators in a way that makes sense to them.

[43:48] Lauren: Um, sorry, let's kick it to Lauren. Yeah, let's kick it to Lauren on that one first.

[43:52] Evan: I just had a pause. Yeah, let's kick it to Lauren on that one first.

[43:56] Lauren: As as a creative strategist, I mean, again, like I I took on I took on kind of like a media buying role in a sense that like I needed to understand the actual ad account and the data. So I need to I needed to understand how to actually go into an ad account and understand like what do all like what does all this mean? You know, as someone who's a creative, looking at all this data, you're just kind of like, wait, what? And like there's like so much information goes into a Facebook ad account that it's just like it is a lot. Like it's a lot to like understand and a lot to digest. And so thankfully I actually had a really good teacher, Michelle, who was like, I mean, literally she just drove it home to me that like I needed to understand this. But now, I will, I will say motion plug here, that is like the tool like I'm not even kidding like I this tool I wish I had forever because it really is an amazing tool to create.

[44:54] Sarah: Oh my gosh, yes.

[44:56] Lauren: I mean, it really is an amazing tool to create. I'm sorry. Um, yeah, anyways, it's like it was just like, let's not ostracize these women because they can't drink because they're nine months pregnant. And so like crafting the story around that was actually really easy because it was really just trying to get these women to feel a part of the talk and a part of the group by this by the fact that they can drink this alcohol and not have to feel like they don't they can't drink because they're pregnant. Like they always have to be the driver. So I think something like this is like crafting the story when you already know the pain point, I think is much easier to develop than when you don't have that like when you have like such a large story that you need to like talk about. I think it's much easier to do the pain points.

[45:34] Sarah: Yep. Yep. The brands that I work with that have Motion, I'm like, oh, thank God.

[45:40] Lauren: Yeah.

[45:40] Sarah: It's so much harder when they don't come to me with anything at all because I'm like, okay, now I have to translate, which is much harder for anybody that doesn't do media buying because I have to explain what a CPM is, what a CTC is, like I have to explain all these different acronyms and I'm like, okay, here we go. So yeah, 100%.

[45:57] Lauren: And it's true. Like I mean, and before like I used to have like a doc, like a Google slide of literally breaking down what exactly like what we needed to hit, like what were the CPMs, like what was the ROAS, like what like what are all the numbers that we need to talk about? Like, okay, so this is good, this is bad. Like and breaking all of that down, it was just such a it was such a pain. And it's just such an easier tool now to just like I said, give them the link, give them the stats and I'm like, great, this is what we need to work on. Like it really is like a great tool.

[46:29] Evan: Thanks you two. That really warms my heart. I always feel awkward. It's always a little awkward too because it's like, okay, but but thank you so much. No, that means that means a ton. And I think like continuing down this same trend of uh translating this information. Um, in any type of ad account across all social platforms, it's a little bit of a black box. You jump in there, there's a ton of things. You don't need to know everything. There's just certain metrics that probably matter more to creative strategists and creatives themselves. So as Abby asks here, what are the most important KPIs to look at when planning and how do they relate to the creatives?

[46:56] Evan: Uh, let's kick us off with Sarah as I don't leave everyone in the dark. Sorry about that.

[47:07] Sarah: Yeah, this is a really good question because it has changed quite a lot. I think if you were doing any sort of media buying pre iOS 14, you had a very different set of metrics that you were looking at. Post iOS 14, it's all across the board. I I've worked with a lot of media buyers now and everybody kind of has their own subgroup of things that they look at. I really like to look at just like three or four different metrics because it's Facebook's reporting is so messed up right now that we can't really tell whether it's accurate and that's the hardest part as a creative strategist is my job is to know how the even how the reporting softwares work. So Motion is a really good one to actually look at and see where the metrics are sitting. Obviously, if you're involved in like Triple Whale, Northbeam, like Google Analytics, if you have all of these in place, you'll be able to make better decisions going forward. Um, the metrics that I specifically look at, CPA is probably the top one that I look at because I want to see is it expensive or is it cheap for us to get this customer in the door? If it's expensive, that tells me this is not hitting psychologically well, especially since as a media buyer nowadays, usually I I lean towards broad. I'm just doing broad targeting, not for all of my accounts, but for quite a lot of them. So it just I prefer to have something to to start with and CPA is probably the best one. From there, I'll move over to things like thumb stop, click through rate, anything that pertains to how the actual ad is being engaged with. I don't really love looking at CPMs anymore. because they're I think they're inflated at this point. I don't know that Facebook's actually reporting them correctly. I also don't love to look at things like anything that pertains to how much it costs to get eyes on it. I'm not super worried about like the cost of eyes. I'm worried about the cost of conversions is what I'm worried about. So, Lauren can add on to this, but those are usually the ones that I look at.

[49:00] Lauren: No, that's I mean, literally that's what I look at now. So I think like with all of those, it's I mean, really that's like the best reporting I feel like that's out there right now. Um, because again, like Facebook is just so inflated and there's just so many things that I think is underreporting or just not reporting correctly. So it is really hard. I do, I media buyers, like I feel you. Like it's tough right now. Like it's a tough job. So I definitely like it's it's hard and so and clients sometimes have a they just don't understand everything that is going on within that ecosystem. And so, yeah, it's tough. But yeah, everything that Sarah does, I mean, that's literally my board.

[49:41] Sarah: I'm glad we're aligned.

[49:43] Lauren: Yeah.

[49:45] Evan: Yeah, yeah, yeah. And coming in with like the, coming in, coming in with like the, um, I don't want to say controversial takes, but just like these things that it's on everyone's mind and how do we plug it out. But one of the big pieces that I want to also add to this is because like I definitely lean more right brain heavy for everybody who's in the room. So like, um, I think a big thing when I start looking at metrics, it's where'd you spend your money and where'd you make your money? Like both Sarah and Lauren have said. But when we're starting to break down different creatives, that's where there's different metrics. So this is going to lead into a question, I promise. But basically, when we're talk looking at different things like investing heavy uh a ton of money into our videos and running those assets, we know we can look at like thumbnail retention, thumb stop ratios, our hold rates, the drop off rates, where to place our CTAs and everything in between. So there's a really strong set of metrics. But how have you both found and then maybe Sarah, you can kick us off of this, but how have you both found like those metrics really relate to like winning concepts? Are those strong leading indicators, would you say?

[50:46] Sarah: Yeah, I at this point, I have not seen anything that would say different. Um, specifically because you can compare the two. If we have a pretty good thumb stop rate and the CPA is low, that at least tells me that these are doing fairly well. If we have a really high click through rate but for some reason all the conversions are just freakishly low, we got a problem, right? So I like to see I have to compare, honestly. It's going to be required for you to be able to compare, which is again, motion plug. This is why motion is fantastic because I can I can actually take those and compare them, whereas in Facebook, it's actually really hard to set up custom reporting in Facebook. It drives me absolutely insane. It takes hours for me to figure out, okay, which one do I want to report to and how am I going to like situate all this. So yes, I if you can see the comparison between how different metrics compare to each other, then I can make an informed decision.

[51:38] Evan: Awesome.

[51:38] Lauren: I agree. And again, that's that's my motion plug as well because it's so easy to do and it's so easy to take those comparison numbers and actually like get the data that you need to get in such a clear form where you're like, okay, yep, this is working. Like this is I know that this ad is actually winning in all the areas that I've plugged in. So I definitely think that, yeah, it's

[52:07] Evan: It's a love hate relationship. It's a love hate relationship. It's the same way I feel about technology in all honesty, right? Like it lets me down all the time, but I need you. Like come back. It's my life. Like all that kind of stuff. Um, but I think this is also a great segue into like we've just to paint the picture for everybody, we've talked about the initial research, the ideation, how do we start building those briefs and passing that information back and forth, of course. But where that also leads us is a question that's right at the top here. It's we've now run it. We're in the ad account now. Once you've found a winning creative and it begins to fatigue, how/what do you choose to change within it to scale it for longer? Uh, let's kick us off with Lauren.

[52:50] Lauren: Um, again, I think it it kind of depends on what exact like I think it depends on what exactly you're testing and how you are planning to scale. So again, like I think this is such a a broad question in that, you know, it it comes back to everything that we kind of talked about. And if you are talking about scaling this month, for instance, like when like when our creative starts to fatigue, if we already know that, let's say it's the winning creative is this combo of text copy in the first three seconds and then this particular headline, we'll run that and then literally just change the video and see like, okay, well that at least like the the concept is still the same, but now we're just testing with like a new creative piece, the visual as far as like what what they're actually seeing. And like will that be able to scale? I mean, if you still if you have that winning formula of all these things that are happening with within that, and all you're changing is a video, then potentially you could take that winning creative and scale it and then just again, test with new with a new iteration as it starts to fatigue. So, um, I mean, that's usually how I do it when we start to test creatives that are starting to fatigue is just really take that winning combination and just start adding in like new elements to the concept in order to test it.

[54:18] Evan: And then Sarah, uh, anything to add on to that?

[54:21] Sarah: Yeah. Um, I I think this to Lauren's point, like you have to know why it fatigued, first of all. I think that's probably pretty important. And from a media buying standpoint, sometimes it's difficult to tell because it might be working, working, working and then all of a sudden one week just like down the drain for some reason. Um, but for the most part, if you already know what emotional sets you're hitting from your research, it's easier to tell, okay, like we're noticing that actually the frequency coming up in Facebook that it's just being shown too many times, so we'll test something else. It's also possible that it's not necessarily the creative that's not working, it could also just be the audience or the call to action is fatiguing and will make the creative fatigue. So this is the tough part about being a creative strategist is again, I want to make it seem like we know all the things. We don't. We don't know all the things. Like don't take this as a sign that your creative strategist is going to be able to tell you why everything's happening all the time. It's our job to have a read on all of it so that we can at least iterate and figure out where to go next. We are still human, we still have to take the data and interpret it and figure out where to go. And obviously this role is extremely helpful for doing that. But it's Facebook, this is paid advertising, stuff is going to happen. Like ads are going to fatigue. They just are. But iteration comes from knowing why it was working and why it fatigued. Super important.

[55:40] Evan: This is so cool. I I I love like the creative strategist like world where it's just like we treat people as humans, like to get all soft and sentimental, right? Like it's like at the end of the day, data tells a story and that story is related to people. So that's where it starts to go. So I'd actually like to transition this to a to instead of keep going through like the different stages and we'll get to as many questions as we can before we hit our time. I think we're at the 15 minute mark here. But there's some general advice questions that people have been asking in our chat. And like a couple things that have come through are related from the the creative side or the creative brain more than anything. So I'm going to lump a couple of them together. If you need me to split them out, please just let me know. But the first one is like, how would you advise a creative person who to become more data oriented? And it's like, what advice would you give someone who's in a creative role but wants to be a creative strategist? Those are a couple we've seen here. And then Lauren, if you can kick us off based on that experience, that'd be great.

[56:33] Lauren: Yeah, I mean, really, I think it's just getting into the ad account. Like the only way you're going to learn is to actually go inside of it, look at it, figure out like how everything works. I mean, again, like I don't like Facebook, but at the same time, you need to understand how it works. And truthfully, one of the biggest things that I did was I sat with my media buyers. I sat with them, I learned like, okay, what exactly are you doing? Like how how do these metrics track in a way that I can understand? And like really like you need to sit down and you need to explain it because at the end of the day, like the only way you're going to learn is to actually sit down and do it. And so I used to actually go into ad accounts, I would turn ads off, I would build ads, like I had like a really great team when, you know, I was working at an agency where the media buyers like actually sat down and were like, okay, great, like this creative person like actually wants to understand how this works. And the minute you understand how something works within Facebook, it's like it clicks and you're just like, oh, like it's a whole new world of what I'm actually doing and how I can talk to my consumer. And really like for me that was a changing point because once I understood where everything was going, like I was able to pivot and quickly be like, okay, let's do this, let's do that because your brain just starts to think of like, oh, you're adding it into this audience. Like I know what's in this audience. I know who I'm talking to here and then you start taking those creatives and just like putting them in and then it's like win after win and you know, like our team actually was like crushing it because like I just understood what exactly I was doing, which made it such like it just made it quicker and it just made us easier to like really talk to the people that we were talking to within the ad account. So I would say honestly just like sit down with your media buyer, grab a pen and paper and be like, teach me what you do because I need to understand like what is happening.

[58:28] Evan: And then Sarah, on the inverse side of things, so based on your experience, a media buyer who wants to lean heavier into that creative strategy side of things. What does that look like and advice that you would give?

[58:38] Sarah: It's really interesting because for the creatives, there's all kinds of things that you can go and and actually learn online without having to really do much. Like Dara Denny has one of the best YouTubes I've ever seen for learning media buying. Her stuff is like fantastic. She's just got a really good good content over there. So like if you want to learn media buying, go over to Dara Denny. Um, for the media buyers, it's really hard. I have not seen anybody and maybe Lauren, you and I should do more of this, like how to learn creative on our like channels because both both she and I have a YouTube channel, but like we haven't talked about it much before. Um, if you're a media buyer and you want to learn how to be more creative, again, you need to get paired with someone who's already doing it. It's so much easier I think to learn things when you can see it and do hands on practice. Um, if you're just like very new, starting out, like I'm just a media buyer, I haven't kind of, you know, dived, I haven't really done any research on how to get into this type of stuff. The easiest way to go is just to go into Canva because it's free. And Canva has a ton of like ad templates that you can use and just mess around with it. You don't even have to run them. I would take anybody that any brand that you really, really like. Olly is usually the one that I kind of go to first just because they're extremely good brand. They have really good creative. Uh, and they're pink. It's just like fun. They have really fun ads. Usually I'll take Olly, pull it into Canva and see if I can duplicate their creative because the only way you're going to like flex that muscle is to actually flex it. Like you have to be designing things on a daily basis really to get good at it. And really just to study. We got to be studying people who are doing a really good job with creative to be able to do what they do.

[1:00:15] Evan: Love it. Love it. This is great. And I think like we're coming up on the the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep uploading, like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, um, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded.Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting with most and stay on top of it. I actually like to have a backlog all like a Google Drive folder with a ton of creative in it that's like, crap, everything's fatiguing. Let's throw a whole bunch of new stuff in there that we know will work. So, yeah.

[1:02:07] Evan: Awesome. And then Lauren, on your end?

[1:02:09] Lauren: I would definitely just diversify your creatives. Like don't just have one particular thing. Like don't say branded only, UGC TikTok only. Like again, as Sarah's point, you have to have everything. You have to have branded, you have to have UGC, you have to have GIF carousel, like you have to have everything. Like I always like to think of like evergreen trend, evergreen trend. Trends are going to fatigue much faster than evergreen. So like always make sure you have a healthy amount of evergreen, always make sure you have a healthy amount of trend and branded. Like it's everything needs to be diversified in your account. If you only have one thing in your account, things are going to fatigue so much faster and you're constantly going to have to be spinning your wheels and updating all the time. So diversify.

[1:02:52] Evan: Gotcha. And I think like it's so it's great that we have to to layer these approaches because I think like not one thing tells the entire story. There's always the holistic piece that tells the story. So I'm curious now just how you go about like even prioritizing where you place more of that effort. So Lauren, when you talk about both of the styles that we're looping in there, how are you saying like, okay, let's do more of the the UGC style or TikTok as we call it versus like the stuff that looks great on the, not saying the other one doesn't look great, but on the branded side. So how are you prioritizing what that looks like? Is it split into weeks? Is it talk us through that?

[1:03:27] Lauren: I when I usually start off with an ad account, I like to give everything. Um, I like to do branded TikTok UGC. Um, I I like to give a handful of everything. Um, because I think at at that point, you need to understand like what is going to resonate with people first. And then as I start to build off of what's going on, like again, it's going to be the research, it's going to be the data. Like understanding the data is going to be the biggest part because again, like as things start to go into the account, you can start to test, you can start to iterate, but again, I always like to give again, I always look at it as like evergreen trend because I think that is like what is kind of happening right now and like how things are at least in the ad accounts I'm working on is that that's how we're starting to to pivot on things because we need to have things that are constantly going to be running in the account, but then we also need to be testing a lot of things and a lot of the trends right now are, you know, like those are going to fatigue faster. And so just making sure that we have a healthy amount of everything is, you know, is really what is really beneficial.

[1:04:31] Evan: Love it. Love it. This is great. And I think like we're coming up on the 10 minute mark here. So everybody who's listening in, um, I will say if there is a question that you want to get in here, please keep upvoting. Like please keep upvoting. So this is the way we're going to tackle it. We've gone through like the structure of start to finish. Um, and I will of course, closer to the end of this, like we're going to plug Sarah and Lauren's information again into our chat. So everyone, you can see what they're about, get to know them a little bit more, give them a follow, connect with them, all that kind of stuff. But to continue through these, uh, we'll see how many we can kind of bang through in a rapid fire way. But from James, when and where would you use branded creatives versus UGC style or TikTok style creatives? Sarah, can you kick us off?

[1:01:01] Sarah: Yes. This is an interesting one because everybody always wants to go branded. I don't necessarily think one is better than the other. I hear a lot of people say, never ever go branded. Like you don't have to create pretty ads. Yes, um, but sometimes the pretty ads do way better than the TikTok ones do. So I like to see a healthy account is what I call it. I want to see a healthy account, meaning I want to see a broad range of creatives in there until we find one that hits well. Once you find one that hits extremely well, don't go crazy and put a ton of UGC into the ad account or a ton of like pro stuff into the ad account because they will fatigue and then you'll have like 20 go offline in a day instead of just a set of five. So, it to answer this question, I would say try like stacks at the beginning, a set of five UGC, a set of five pro ones with the emotional set that you found from the research and figure out which one people are hitting