Practitioner pattern · Canyon Pergande (Co-founder of SideShift, which sells the creator marketplace, campaign manager network and organic-to-paid ads product he recommends)
Give creators reference videos and hooks, not scripts; approve every video before it posts
Guest says it avoids paying for videos that won't convert; no numbers
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What they did
Briefs are short, scannable pages: reference videos, hook ideas, where the CTA plugs in with CTA options, and messaging themes; no word-for-word scripts, which kill the creative freedom that produces new formats. In the early days, review every video before it goes live (lift the requirement only for proven, self-sufficient creators). Check basics: good lighting, pace, dead space cut, a strong hook, a story that makes sense, and a product integration that doesn't feel like a straight ad. Reviewers record Loom videos dissecting videos that need feedback, plus Looms comparing good vs bad videos side by side, to tell bad messaging apart from low-quality execution. In the discovery phase the founder or a strategist/coach should do this; once formats are proven, the role shifts to recruiting more creators.
What happened
Canyon says pre-publish review keeps teams from burning cash on videos that won't convert.
- Stage
- discovery phase (before content-market fit)
In their words
The Superwall Podcast · Canyon Pergande - How To Grow Your App 23x Faster Than The Competition“for the most part, you shouldn't be putting together entire scripts. Like it should be reference videos, it should be hook ideas, it should be, "Hey, this is kind of where the CTA plugs in, and different CTAs that you can use," and overall different like messaging themes.”
“I strongly believe in reviewing every single video before it goes live.”
“now I'm having just them put together Loom videos dissecting the videos that are actually require feedback.”
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