Use your creator Ads right
🚩 The Creator Content You Licensed Is Underperforming. The Creative Isn't The Problem.
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🚩 The Creator Content You Licensed Is Underperforming. The Creative Isn't The Problem.
When you license creator content and run it from your brand account, the algorithm reads it as brand content. The creative looks authentic. The distribution signal does not. Partnership ads run the identical content from the creator's handle with the brand as sponsor, and the algorithm reads that differently: lower CPMs, higher engagement, better placement.
Same content. Different handle. Materially different performance. Most accounts have never measured the gap because running from the brand handle requires zero coordination and partnership ads require three steps nobody wants to own.
Where Your Creator Budget Is Actually Going
Pull your active creator-produced ads and tag each one by distribution structure.
For most accounts, 70-90% of licensed creator content runs as brand ads even where partnership distribution would outperform. The performance cost is real. It just never gets measured because the brand-ad path has no friction and the partnership path has three.
Insense makes the raw content side cost-effective at scale: one brief, 20+ pieces of raw footage with lifetime usage rights, delivered in 14 days or less. The distribution structure is where most of that content gets underdeployed. You can book your free strategy call here.
The Setup Most Brands Abandon Halfway
Creator grants Business Manager access. Brand builds the partnership ad with dynamic identity switched on. Ad runs with the creator as publisher and brand as sponsor.
Most brands attempt this, hit a permission error, and revert to brand-ad distribution without diagnosing what broke. The sequence above is the one that works. CPM drops because the audience signal changes. Engagement climbs because the trust signal changes.
The Decision Rule That Prevents Over-Engineering This
Not every piece of creator content benefits equally from partnership distribution.
Run partnership ads for: testimonials, product demos, use-case content. The creator's handle adds the trust currency the content was built around.
Run brand ads for: product reveals, high-production hero spots, brand story content. Persuasion here depends on production quality, not creator credibility.
One distribution structure applied to all creator content leaves performance on the table regardless of which structure you default to.
The content was the asset. The distribution structure decides what the asset earns.
Together with AirOps
Stop running AI like it's 2023
Most growth teams using AI are still doing the same work, just faster. The prompts exist, but the system holding them together doesn't.
On June 11, growth leaders from Chime, Bitly, and Udemy are showing exactly how they moved past one-off prompts into agentic Playbooks that run, improve, and maintain themselves.
You'll walk away with:
- The exact path from one-off prompts to agentic Playbooks that run on autopilot
- How to build oversight into your workflow without slowing execution down
- What to say to leadership to get AI initiatives approved fast
Tyler Roehmholdt (Director of SEO Strategy, Bitly), Nicholas King (Sr. SEO and Digital Experience Manager, Udemy), and Bridget Nelson (AI Search Strategist, Chime) are walking through what they've built and what's moving the needle right now.
If you're still patching AI into your workflow manually, this is the session that changes that.
Can't make it live? Register anyway and get the recording in your inbox within 24 hours.
⚡ Founder-Led Media Is Becoming a Competitive Advantage in B2B
This post argues that B2B is following the same path B2C took years ago: attention is shifting from brands to personalities. Buyers increasingly trust people over company pages, making founder-led content a more effective distribution channel than traditional corporate marketing. The opportunity is turning company expertise into a media asset rather than treating content as a support function.
Why it works: People connect with perspectives, stories, and expertise more than logos. Founder-led content builds trust, creates audience affinity, and distributes ideas through channels buyers actively engage with, making demand generation more efficient.
Where it needs balance: Founder-led media is powerful but difficult to scale beyond a single personality. Not every founder is a strong communicator, and over-reliance on one voice can create brand dependency. The strongest approach combines founder visibility with broader company expertise and systems.
🎥 Reel of the Day
What Works:
Human Billboard Inversion - Instead of renting attention through signage, they convert a team member into the attraction itself, making promotion inherently entertaining.
Constraint-Led Creativity - The missing inflatable becomes the idea, proving limitations often generate more distinctive content than fully funded marketing assets.
Physical Absurdity Amplification - A grown employee awkwardly mimicking an inflatable creates immediate visual incongruity, triggering curiosity before viewers even understand the joke.
When something goes wrong, don't hide the mistake. Turn the limitation into the creative concept itself, because audiences remember clever solutions far more than polished executions.
💃Events
🔥 How the Creator Marketing Lead at Edelman Predicts Whether a Creator Will Drive Sales or Just Impressions
Tomorrow | Virtual Event | Free
Most brands only find out a creator was wrong for them after the budget is spent. Brooks Miller, EVP of Creator Marketing at Edelman, and Eric Ford, formerly Global Communications at L'Oréal, share the exact framework brand-side teams use to call that before the contract is signed.
✅ Reserve Your Free Spot
Can't make it live? Register anyway, you'll get the recordings within 24hours.
🔥 The AI System Chime Built That Runs Their Entire Search Workflow Without a Single Daily Prompt
Tomorrow | Virtual Event | Free
Most marketing teams are still manually running every AI task they have. Bridget Nelson built something different at Chime, and it runs without daily input. Tomorrow, she's on stage with Tyler Roehmholdt from Bitly, showing exactly what that system looks like inside a real org.
✅ Reserve Your Free Spot
Can't make it live? Register anyway, you'll get the recordings within 24hours.
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Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰