Run creator posts as Meta partnership ads with targeting

… ads manager to begin with. UGC is the fastest testing engine for positioning in general for both like your brand, like I was saying earlier, but also for paid, there's no better way to find winners and losers faster. So you have like an infinite like growth glitch where you have a bunch of videos, you're testing thousands of creatives the same way brands do that are only doing paid, but you're also getting organic upside. And then you're also

getting like the fact that these look so natural on the platforms already, and they're coming from an account that's not yours so like partnership ads and spark ads generally just do better than whitelisted ads on your branded account yeah i guess like if you're posting a video organically and it gets a bunch of views and then you put money behind it you know that the video resonated with real humans do you see that at all too like difference in user quality between like organic boosted versus just pure paid i i would say that organic probably has higher definitely has higher

quality users like there's kind of no question about it because they're so bought in like your organic is interesting because what you're actually asking is for a user to stop scrolling on TikTok, search you up on the app store, download your app, buy it, and then come back to TikTok and leave a comment about how interesting this is. So like that's a level of buying you don't get from paid with the anchor, et cetera. I asked my team before coming …

… lot of times they don't have enough followers to do so. Okay. and then that doesn't show up for tiktok you said that there's there's a difference in like the like meta cares about audiences everyone knows this but meta is like favors you know like follower count for example more than tiktok it's like let's say on tiktok you have a video of 10,000 views it'll push that video to people similar to the people who watch that video who watched it for

a while where instagram will say like look i'm going to show this to people more similar to people that follow you regardless of who's liking this video up front so the first like few thousand viewers will always be audience based right for organic but for paid is it the same thing or is that just for paid it's more similar like i'm talking about more about targeting so like when you when you start a campaign on tiktok i say optimize for reach or on instagram i would do targeting early on like i would try to hone in on like the people you want to hit we've seen we get

higher conversion rates on partnership i mean on partnership ads than we do uh spark generally and you're doing those with instagram influencers with bigger follower accounts no no no on ugc accounts oh and and bigger followers but even on the the small ugc accounts you're still getting like with less than like yes a few thousand followers you're still getting exactly like good conversion rates on those partnership ads better than spark generally another thing in general for ig versus tiktok are there like demographic differences because i feel like

there's a perception that TikTok skews younger and I know it does but you also mentioned that like b2b is starting to get into short form organic would you like just stay away from TikTok if you're targeting a larger like a older audience we we recommend that you have your creators cross post it's it's much more upside for little benefit so I'll drop like something here that a new payment structure that's going like super viral I think it's …