Spend 20% on organic creator videos to test, 80% on ads for the winners

Nick LawtonI think paid ads come into this pretty heavily, actually. I think there's some people in the UGC space that are just too organic-marketing-pilled, and like that is definitely like where we started and I think organic marketing is huge and it's amazing. But I think after working with some of these massive enterprises, what's become really apparent is that they use this channel as one obviously a great way to go viral organically,

Nick Lawtona great way to get copious amounts of volume out onto the internet, a great way to drive millions and millions of signups, downloads, whatever it may be. But what they're also doing is they're testing dozens of creatives every single day. These people have a massive performance budget. You have to remember that in a marketing budget, it's really like split into two. You have a creative organic budget, which is about 20%,

Nick Lawtonand then the absolute monolith of the budget is the performance budget, and that accounts for 80%. So, what these people are doing on their performance teams is they're constantly testing which creative is working for us, which seems to be resonating really well with our audience. Once they have those data points, obviously it becomes a little bit more of kind of a technical process in running a a monster paid ads campaign. But

Nick Lawtonif they go on SideShift, they see an engagement rate is above a certain percent, they know that that video works, they take that video and then they put paid ad spend behind that. And that is where I'm seeing some of the biggest differentiators between people running solely organic and people running organic and paid, which is why we're building this paid ads integration for all of our brands to now run all of their organic winners

Nick Lawtonas paid ads on Meta, on TikTok directly through the platform, right? So, they don't need to necessarily download the videos now, they can just run that all in one spot.