Practitioner pattern · Thomas Petit (Thomas Petit client that requires 2x immediate return on paid, Thomas Petit marketplace client with lopsided categories, VC-backed startup where Thomas first ran the whole budget)
Get ads from in-house designers, agencies, many creators and even the CEO's selfie videos
Creator-made content has been winning on paid social for 1-2 years
Workedugc-creatorspaid-social
What they did
Use several production sources at once: an in-house designer, multiple creators, agencies, and founders shooting selfie videos on an old phone (often the best performer at several companies). No single person's range can keep finding winners. Run broad targeting (country, 18+, iPhone) and let the variety of creatives find different audience pockets; never give all creative to one person or one creator.
What happened
Creator-made content has been winning on paid social; CEO selfie ads often work.
In their words
Sub Club by RevenueCat · What it Takes to Succeed with Paid User Acquisition — Thomas Petit, App Growth Consultant“I want to have a designer in-house, I want to call creators, I want to use agencies to produce ads, and I want you to try an ad. Like shoot a video selfie on your own and let's see if it works.”
“just put the country and I want people to be at least 18, all of the US and have an iPhone. And then the creative and the events that you're inputting are doing the targeting work.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
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