Practitioner pattern · Canyon Pergande (Co-founder of SideShift, which sells the creator marketplace, campaign manager network and organic-to-paid ads product he recommends)
Run as ads the creator videos with 5-10x normal views and 8%+ engagement
Guest says these videos naturally do better as ads; no numbers
Unknownpaid-socialugc-creators
What they did
Get usage rights to creator content and run organic videos as partnership ads / Spark Ads from your own ad account. Pick candidates where a video got 5-10x the creator's usual views, 8-10%+ engagement, and strong comment sentiment (people asking about or naming the product). Flops can still work as ads, so test beyond the top organic hits. Set rule-based spend, track ROAS, scale winners and kill losers. Creators can be paid a percentage of ad spend or revenue driven (or triggers on trials, sign-ups, installs) instead of only a retainer or CPM, which de-risks the deal for the brand.
What happened
Canyon says videos matching these signals naturally perform much better as paid ads; SideShift is building recommendations on this data.
In their words
The Superwall Podcast · Canyon Pergande - How To Grow Your App 23x Faster Than The Competition“if I have a creator that posts a video that gets 5 to 10x the normal number of views that they get, gets 8 to 10% or more engagement and has strong comment sentiment, meaning people asking about the product, people mentioning the product in the comments, those videos will naturally perform much better from a paid ad standpoint.”
“And even when you have videos that may not be performing well organically, there's a chance that they perform well on paid.”
“on an ad spend basis, you can pay them a percentage of ad spend or a percentage of revenue driven, or a combination of the two, and now you're de-risked even more”
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