Brex · B2B · corporate cards
Run creator videos as TikTok ads to win B2B customers
'Really good results', secondhand; very cheap CPMs
What they did
What happened
In their words
Drew Levin - I Studied 1,000,000 UGC Ads, This Is What Will Grow Your App
… things in ugc some people are looking for direct revenue some people are looking for app installs some people are looking for k-factor network effects some people are just straight up looking for like reach and just like more eyeballs on their brand and if you want like eyeballs spark is just like the most obvious way to do it generally i don't think your audience is probably refers more about revenue and installs but you can select your
audience of like who's going to see this like for b2b ugc is on the come up um we brax has used side shift and has had really really good results and driven really cheap cpms acquiring customers use their credit cards and i think it's on the come up and i think spark is the reason why it's going to be huge because you can tart you can retarget your videos to the right audience as well like initially you posted an organic video it just went viral and you have no control but then if you spark it you can target it towards specific audiences exactly you can spark towards countries english like age groups like you can do whatever you want zooming out a little bit what is the
value of posting it organically first and then getting it to go viral and then sparking versus is just putting it into the 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 …
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More from this episode
- Lean into people hating your category to drive commentsCalled the easiest way to go viral; no numbers
- Tie videos to job-market anger: 'I have a master's and can't find a job'Talking-head version got 9.6M views; 6-7 of ~15 early videos hit 150-300K
- Hand creators viral videos to copy; review every post for the first 3 daysCommon to every successful creator campaign he sees
- Hire one manager for every 10 creators to keep them postingEvery long-running successful program has many managers
- Turn the TikToks that already did well into adsCPMs well under $1; also lifts the account's later organic views
- Grow an app mainly by running creator TikToks as adsHit #1 on the App Store, secondhand; cheapest acquisition
- Run creator posts as Meta partnership ads with targetingConverts better than TikTok's boosted creator ads in general
- Have creators post to four platforms; pay for views only on the best oneSpreading among brands; adds reach while hedging pay; no numbers
- Pay creators $800/month for 60 videos, plus view bonuses capped by viewsCPMs fall from $5-8 in month 1 to ~$0.80-0.90 at $100K+/month
- Cap a viral creator's monthly payPaid ~$4K instead of ~$75K for 180M views; creator left
- Pay creators only a share of ad spend or sales, nothing up frontOne creator made 35 videos before earning; hurts loyalty
- Post daily 10-minute story videos with the call to action at minute nine'Somehow this is working'; no conversion numbers
- Train your own creators with a 6-hour course on making app videosCreators earn ~$10-15K after 1-2 months; early quality complaints
- Pay creators yourself when a brand fails to pay themExtreme creator loyalty and referrals; costs up to ~six figures/month
- Have creator managers also coach the creators#1 in the App Store music category, secondhand
Tags: tiktok, b2b-ugc, spark-ads, retargeting