Practitioner pattern · Drew Levin (SideShift)
Run creator posts as Meta partnership ads with targeting
Converts better than TikTok's boosted creator ads in general
Workedpaid-socialugc-creators
What they did
Partnership ads (creator gives a code, brand runs the post in Ads Manager) are Meta's Spark equivalent and work even on small UGC accounts with a few thousand followers. On Meta use targeting early; on TikTok Spark optimize for reach. Both beat whitelisted ads from the brand account. Have creators OAuth accounts so Spark codes are delivered automatically.
What happened
Higher conversion rates on partnership ads than Spark generally.
Related topics
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More from this episode
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- GoWish: Grow an app mainly by running creator TikToks as adsHit #1 on the App Store, secondhand; cheapest acquisition
- Clue: Have creators post to four platforms; pay for views only on the best oneSpreading among brands; adds reach while hedging pay; no numbers
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- Cap a viral creator's monthly payPaid ~$4K instead of ~$75K for 180M views; creator left
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