Stop Wasting Your Q4 Budget on Holiday UGC

[00:00:00] Adrianne: two weeks ago began. Sourcing for holiday. And one of the biggest mistakes that I've seen or I see brands Make when it comes to creator content during Q4 is source against holiday content.

[00:00:13] Adrianne: It is, in my opinion, one of the biggest wastes of that budget.

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[00:00:54] Speaker: Slash CTC.

[00:00:55] Richard Gaffin: Hey everyone. Welcome to the E-Commerce Playbook Podcast. I'm your host, Richard Gaffen, [00:01:00] director of Digital Product Strategy here at Common Thread Collective. And I'm joined once again. I think it's been probably a couple months since the last time we spoke,

[00:01:06] Adrianne: Yeah.

[00:01:07] Richard Gaffin: our director of creator content here at Common Thread Collective.

[00:01:11] Richard Gaffin: Luke is her brother. This is how I like to frame it rather than the other way around.

[00:01:15] Adrianne: Thank you. Thank.

[00:01:16] Richard Gaffin: Is joining us because this is obviously Q4 is upon us incredibly important time for everything, but particularly thinking about creator content, how you're sourcing creator content, how you're using UGC to build the right set of ads for this period in time.

[00:01:32] Richard Gaffin: So Adrian, why don't you talk to us just a little bit about maybe talk just a little bit about kind of what you and your team are doing right now, and then we'll kind of roll into how our listeners should be thinking about this.

[00:01:41] Adrianne: Yeah, absolutely. Thanks Richard for having me again. Stoked to be here and to be even more specific, Luke is my little brother.

[00:01:48] Richard Gaffin: Yeah, exactly.

[00:01:49] Adrianne: So, yeah.

[00:01:50] Richard Gaffin: Yep.

[00:01:51] Adrianne: Okay, cool. So, what my team and I are in the midst of at this time are sourcing creators for November and December for our clients, right? So, creative pipeline, [00:02:00] like about four weeks.

[00:02:00] Adrianne: So you write the brief, you ship the product, you get the video back, you make it into variations, like you're looking at, you know, four to five weeks per batch of videos that you get from any creator brief that you write. So we two weeks ago began. Sourcing for holiday. And one of the biggest mistakes that I've seen or I see brands Make when it comes to creator content during Q4 is source against holiday content.

[00:02:26] Adrianne: It is, in my opinion, one of the biggest wastes of that budget. Given the fact that the holiday content is temporary oftentimes it can only run for. You know, at most a few weeks, if you're running your offer over a few week period, or maybe even just for the weekend, and when your creator brief focuses on a specific offer or a specific sale or even a set of products that are only relevant to holiday you are not going to, ultimately, the juice is just not worth the squeeze.

[00:02:58] Richard Gaffin: Yeah.

[00:02:58] Adrianne: Right? And so. [00:03:00] Doing that and diverting their creator content pipeline to holiday products. They also meanwhile choke their evergreen pipeline. And then they come out of December with no evergreen ads and they're kind of scrounging around for like, okay, how do we get enough ads to fuel our January spend?

[00:03:16] Adrianne: And so ensuring that you have evergreen and. Holiday variations of that creator content going into Q4 is super important so that you're not having to turn off ads during Q4 when that's the last thing you wanna be doing. Or giving your buyers a set of ads that have such a limited runtime. And with creator content specifically, there's so many submission dependencies.

[00:03:39] Adrianne: Is it. did the creator film on time? Did they submit on time? Did they make the deadline? And so you're actually just kind of relying on that. And so if they submit a, a week early and it was offer based, then you're. Up the creek without a paddle. Right. So, yeah, what I.

[00:03:53] Adrianne: wanna walk through today is our exact strategy for sourcing holiday creators.

[00:03:57] Adrianne: A checklist of like what the [00:04:00] common themes are right now in creator content and making sure that your brief reflects that two examples of briefs that we wrote for a client, including an evergreen brief and a holiday brief for Q4, and the ways that those differ and the ways that we're ensuring we get met.

[00:04:13] Adrianne: Run time out of each. And then finally the brief output. So for this specific brief, the types of videos that we get back and how we turn those into variations for the ad account. Whether it's meta, Pinterest, TikTok, Snapchat, app 11, YouTube shorts, right? These are nine by 16 videos. They're meant to be cropped in meta to four by five to serve to feeds, but then they can also serve on All of those other paid social platforms and really be omnichannel assets.

[00:04:39] Adrianne: So. Let me walk you through what I have. I will.

[00:04:44] Richard Gaffin: let's jump into it. So yeah, Adrian will be sharing your screen. So for those watching, obviously. along. But we'll do our best to sort of describe what we're looking at, if there's any visual that's particularly relevant for our audio listeners too.

[00:04:56] Adrianne: Awesome. Thanks, Richard. All right, cool. Let's do it. So these are the [00:05:00] themes that we're seeing in top performers in 2025. They check all of these boxes in one way or another, so. Number one. Top performers of creator content are a mix of voiceover talking to camera and music, so variations on these matter.

[00:05:12] Adrianne: We're not necessarily seeing voiceover outperform music only videos we're not seeing, talking to camera, outperform voiceover videos. Our briefs request a variation or a, a wide pool of content so that we can feed ad accounts with all types of creator ads.

[00:05:27] Adrianne: Okay. And then number two is always adding headlines and captions to your creator reels. And I'll, I'll go through specifically What?

[00:05:34] Adrianne: we're requesting so that you have full kind of freedom in using the asset that they submit to you. Ideally, your video that you're sourcing for, it focuses on a single product and drives to the PDP, those.

[00:05:48] Adrianne: By far outperform ads that talk about multiple products or a collection or a bundle, and you're driving to a bundle. PDP it's the single product, straight to PDP videos that [00:06:00] perform best for creators. It gives them something streamlined to talk about. They're otherwise they tend to be all over the place and really, then, then you as the advertiser can also control the volume and the incremental revenue that gets put behind that single product when it's bundle focused or multiple product focused. You know, you have issues where maybe one of those sell out and then the ad has to get turned off, or maybe the bundle changes and then you're not able to run that anymore.

[00:06:26] Adrianne: And so the single product ensuring that you have obviously solid inventory behind that product and and give the creator very clear directions on how to speak to it allows for the highest converting kind of pathway using native to feed captions, fonts, colors, emojis, and not branded elements.

[00:06:45] Adrianne: These should look and feel very different from your branded videos. That's the entire point in having a pipeline of creator ads, right? So making sure that those are cap, you know, cap cut fonts or TikTok fonts or Instagram fonts and [00:07:00] not using branded fonts or captions or, or end cards even just don't think it's needed.

[00:07:05] Adrianne: And then, okay, so in terms of what you're asking the creator for always requesting unlimited access for a one time. Payment for a single reel. So you're asking them for a 32nd voiceover video asking them for unlimited access to use that video. And paying them one time for that video. And then after you test that video, if that creator's video performs well and you want to discuss Whitelisting usage on top of that, negotiate it separately. I see brands make mistakes where they negotiate these large contracts with creators and say, Hey, like we never worked with you before, but we want videos from you and we want a white list. And it's like, you don't know if that white listing investment is gonna be worth it. So ask them for a video, test the video, and then.

[00:07:46] Adrianne: Move forward from there. Once you see number one, the quality of their video, if they were able to follow the brief and you know, number two, if, if it feels worth adding whitelisting to their agreement moving forward. On [00:08:00] top of the voiceover reel, ask for one still from your creator in your brief.

[00:08:04] Adrianne: Then have your editing team turn that into at least three additional video variations. And then a couple of still ads with different ad types, inter clips and headlines, et cetera. So basically what you're doing is you're taking that one voiceover and then your editing team turns it into maybe one musical only variation with a different intro clip, maybe one.

[00:08:24] Adrianne: Variation with a different intro clip. The voiceover is swapped around, so it starts with a different line. All of those should have different headlines. And then same with the still images. You can take their iPhone still image, which is one of the most like underrated ad types. And I'll show you an example shortly here, but be requesting both of those not just the video content.

[00:08:45] Adrianne: Were you gonna ask a question, Richard?

[00:08:47] Richard Gaffin: well, I was gonna, we can jump into it when you. Show the example because I was just gonna ask

[00:08:50] Adrianne: Cool.

[00:08:51] Richard Gaffin: what the one still

[00:08:53] Adrianne: Yeah,

[00:08:53] Richard Gaffin: you know?

[00:08:54] Adrianne: yeah, totally.

[00:08:55] Richard Gaffin: we can, go ahead and dial later.

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[00:09:27] Adrianne: Okay, cool. And then always use these to test on all your potential paid social channels. So getting the most out of these assets, considering that they're typically your most expensive asset type, right? They cost more than branded stills or branded videos because you have to pay the creator.

[00:09:43] Adrianne: So use these on any channels you possibly can. We've seen these types of ads perform. Not just on Meta, but YouTube shorts, Pinterest, Snapchat, app loving. And you'll be surprised at how those could perform. So use them to fuel pipelines from multiple channels. Then finally use the learnings on these [00:10:00] ads to consistently update the brief with new hooks, headlines and angles.

[00:10:03] Adrianne: So, you know, every 30 days or so, hop into your ad account and check out what's working from recent creator content, and then update your brief with that most relevant with the most relevant and UpToDate learnings. That way your con, your content pipeline is constantly improving and creators are leaning into the angles that are actually working in the ad account.

[00:10:23] Richard Gaffin: So it seems like kind of like at least for maybe like the first four or five here, it is a little bit of a, like a keep it simple stupid thing of like,

[00:10:32] Adrianne: Yeah.

[00:10:33] Richard Gaffin: don't, don't get too complicated. Don't over brand it. Don't, I like requesting unlimited access for one-time payment rather than negotiating like a really like complicated contract.

[00:10:45] Richard Gaffin: It's just

[00:10:46] Adrianne: Mm-hmm.

[00:10:46] Richard Gaffin: making, because it's obviously like, like I think for a lot of people who work with creators, the process of submission and like going back and forth with them

[00:10:55] Adrianne: Mm-hmm.

[00:10:56] Richard Gaffin: of complex and difficult and wires get crossed, whatever. [00:11:00] So it feels like a lot of

[00:11:00] Adrianne: Yeah.

[00:11:01] Richard Gaffin: simplifying that, that process as well.

[00:11:03] Adrianne: Yeah, yeah. Absolutely.

[00:11:05] Richard Gaffin: So let's keep rolling and let's have a look at the brief

[00:11:09] Adrianne: Yeah. Yeah. Okay, cool. So, so I'm gonna use a real client example. So for on socks we're sourcing against two briefs for holiday. Core reason is we're not wanting to choke their evergreen pipeline. This brief on the left, the Ono No Show socks, 32nd Instagram real brief fills their content pipeline for that.

[00:11:29] Adrianne: Skew, which is a tops skew and it's an always on skew. Right? And then the additional holiday brief is requesting a new type of video from them for an a holiday offer that is going to run for like two months. So, you know, that warrants. Content for that specific offer. They have plenty of inventory and this free gift, it's gonna be on for a while.

[00:11:55] Adrianne: And the sourcing timeline worked in a way where, you know, because we [00:12:00] started sourcing last week, we will have the content ready by November. So, so these two briefs. Exist in the world and we're filling both pipelines as we speak. Right? And so if you have the deck that I'm referencing, these actually link out to the brief themselves if you wanted to make a copy and use this format.

[00:12:20] Adrianne: But really like just the download of these brief is they all follow a really similar structure. Order your product. Here's what we're looking for. Here's some examples. Here's the tar target audience. Here's a little bit about the product. here are the B roll clips to capture. Here's some clear dos and don'ts.

[00:12:38] Adrianne: And then finally, here's your sub submission checklist and some hook ideas. So the format is really straightforward. It's not a over complicated deck. I see a lot of, creator decks that gets sent around with imagery, videos that they're very involved in, like, beautiful. And I, I don't doubt that like a lot of thought went into the way that those are created, but kind of [00:13:00] this easy to follow Google Doc format with certain words, bolded emojis to break up the text and make it very readable is what works best for us.

[00:13:09] Adrianne: And, you know, your creator the more complicated your creator requests. Brief looks, I think the more often you're gonna get. No thank you. I, I can't, you know, I don't have capacity there for this or you know, like this, this is just really approachable and I think that's what makes it so successful.

[00:13:31] Richard Gaffin: Yeah, I, I was gonna say, once upon a time at a previous job, I had a coworker who was like this 90-year-old World War II vet, and it was kind of like we were, we were working on like a shop floor doing carpentry, stuff like that. And his number one rule for instructions was make it dummy proof. Basically like make it so like any old idiot can read it and it, it.

[00:13:50] Richard Gaffin: The idea is like, not that you're approaching this, like all content creators are dumb or something like that, or anybody's dumb,

[00:13:56] Adrianne: No.

[00:13:56] Richard Gaffin: just that you make it as simple as possible so that even a child [00:14:00] could understand. And that's like, that's the basic kind of table stakes for making it possible for people to produce what you wanted to produce, basically.

[00:14:06] Richard Gaffin: And I

[00:14:07] Adrianne: Yeah.

[00:14:07] Richard Gaffin: well.

[00:14:08] Adrianne: Yeah. exactly. You're so right. So basically what you're saying, Richard, is I could pass you this And you can make me a sock video, right?

[00:14:14] Richard Gaffin: even I could make you probably a decent sock video. It is. I I wouldn't put it past myself to screw this up anyway, but but I think

[00:14:21] Adrianne: No,

[00:14:21] Richard Gaffin: yeah, probably give me the best shot. We, we'll see. I, I was gonna, one thing I was gonna note too is the, the holiday offer piece, like, to your point earlier, is basically like you're getting the evergreen piece, but then

[00:14:32] Adrianne: yeah.

[00:14:33] Richard Gaffin: getting.

[00:14:34] Richard Gaffin: So you're also highlighting the offer as well, so it's not like you're

[00:14:36] Adrianne: Mm-hmm.

[00:14:37] Richard Gaffin: that,

[00:14:37] Adrianne: Mm-hmm.

[00:14:38] Richard Gaffin: as long as you're getting something that's usable long term from the exchange with the creator,

[00:14:43] Adrianne: Mm-hmm.

[00:14:43] Richard Gaffin: you're fine. Yeah.

[00:14:44] Adrianne: Yes. Exactly. Exactly. You said it better than I could have.

[00:14:48] Richard Gaffin: Great.

[00:14:48] Adrianne: Okay, so this, these three videos and one still was submitted, were submitted from the Ondo Evergreen Brief and, you know, last batch or a couple batches [00:15:00] ago. I use it as an example because the still on the far right is a top performing ad. It's number two in the ad account next to a branded.

[00:15:10] Adrianne: Branded still. So it's received a majority of the spend in the last 90 days and has an incredible amount of social proof and comments and is running above row as target. So we got, you know, we paid this. Creator for the video. And we paid him for one, still included in that. And then we turned it into three video variations and one still ad and the still ad is crushing.

[00:15:30] Adrianne: Now that's not always the case, but that's why I emphasized requesting both. And then what you can see here is.

[00:15:36] Adrianne: each of these ads were reformatted or the, his video was reformatted into different intro clips, different headlines and all have captions. Then the, the native to feed kind of Instagrams headline at the top.

[00:15:51] Richard Gaffin: Mm-hmm.

[00:15:52] Adrianne: only no shows I trust with my sneakers. The only no shows I trust with my sneakers, that that headline was used twice. So on one video, on one [00:16:00] still which often is, is great 'cause then you're not giving. You're not putting too many variations out into the world, right? You're like, okay, well the format is different.

[00:16:07] Adrianne: The video and still in and of themselves are different. So I'm gonna use the same headline on them so that if one wins, I know what the component is that actually is making it perform.

[00:16:16] Richard Gaffin: Alright.

[00:16:17] Adrianne: case, it's the still image that's making it perform.

[00:16:20] Richard Gaffin: Can, well, I was, I was just gonna say, can we watch, like,

[00:16:23] Adrianne: yeah.

[00:16:24] Richard Gaffin: know, the first five seconds of maybe two of them, so you can compare what,

[00:16:27] Adrianne: Yeah,

[00:16:27] Richard Gaffin: cuts look like.

[00:16:29] Adrianne: yeah. Absolutely.

[00:16:33] screenshare_hd: Socks that actually stay put day-to-day life is challenging enough. Finding the right sock shouldn't be that hard. Meet on with.

[00:16:40] Adrianne: Okay, so that one starts out with. him putting it on his foot and then goes straight into the sock drawer where he grabs Ono. And I think his voiceover starts with day-to-day life should day, day-to-day life is hard enough. Finding the rock should, finding the right socks shouldn't be I'm laughing as I say it 'cause it's just.

[00:16:57] Adrianne: So funny. We didn't, by the way, we don't write creator [00:17:00] scripts for them.

[00:17:00] Richard Gaffin: Yeah.

[00:17:01] Adrianne: We give them headline like starters and inspo on the brief, like I just referenced, but we don't write their scripts.

[00:17:06] Richard Gaffin: Hmm. All right. I'll see a second.

[00:17:08] screenshare_hd: Organic cotton, no-show socks

[00:17:10] Adrianne: And then this one starts with grabbing it from the drawer. And So

[00:17:13] Richard Gaffin: just to kind of paint a picture, it's like you, when you grab the on sock, it's also like they're sort of. It looks like they're kind of laid flat on almost like a piece of cardboard or something like that. So it

[00:17:22] Adrianne: mm-hmm.

[00:17:23] Richard Gaffin: that it's like easy to put them into the drawer, but then also the sock kind of looks like a, like Toms basically like a Tom,

[00:17:29] Adrianne: Yeah, I'm wearing them.

[00:17:30] Richard Gaffin: but as a sock.

[00:17:31] Richard Gaffin: Yeah,

[00:17:32] Adrianne: Yeah. I'm literally wearing them right now. I, actually wear them every day. I, I, it's gonna sound So crafted. I literally do wear these every day, and I, I love them. They don't slip at all. They have this like, really minimal silicone kind of border.

[00:17:50] Richard Gaffin: Mm-hmm.

[00:17:51] Adrianne: the top that just like keeps it right on your foot.

[00:17:53] Adrianne: They never ride down in sneakers. And they don't irritate my feet at all with the silicone which I was kind of shocked by too. [00:18:00] So, yeah, they, they're legit.

[00:18:02] Richard Gaffin: So of those

[00:18:02] Adrianne: You heard it here?

[00:18:04] Richard Gaffin: of those two we just watched, which one was the winner?

[00:18:07] Adrianne: Actually, I don't know off the, top of my head. I just know in this batch, this still was the winner.

[00:18:11] Richard Gaffin: was the winner.

[00:18:12] Adrianne: Mm-hmm. Yeah.

[00:18:13] Richard Gaffin: of brings me to my next question, which you already hinted at, which is, how much creative direction is being given to these creators? So obviously you say you don't write a script, and

[00:18:21] Adrianne: Yeah,

[00:18:21] Richard Gaffin: the, the question was specific to the still, because obviously you asked for one still.

[00:18:25] Richard Gaffin: Well,

[00:18:25] Adrianne: yeah.

[00:18:26] Richard Gaffin: still be? Did you give the sky the idea for this or

[00:18:28] Adrianne: no? no, we didn't. But now we're, now we're using it to give other people ideas. We're like, take a still like this, you know? So we're requesting more images like this now because. We have such a good solid learning. But the first batch that we sourced for this client, we didn't give them any still direction, and we got a myriad of stills and people holding the sock up to their face and like, you know, like this some people putting it, like showing, like putting it on some, some, some people like tugging at it against their foot and showing how it stays on the, the photos we got were [00:19:00] just all completely different.

[00:19:01] Richard Gaffin: Mm-hmm.

[00:19:02] Adrianne: this one, by far outperformed the videos in this batch

[00:19:07] Richard Gaffin: Well,

[00:19:07] Adrianne: but's really not always the case. So,

[00:19:10] Richard Gaffin: yeah. Yeah. I, I was gonna say, it's an interesting demonstration of something that Taylor and I have talked about, Luke and I have talked about on this podcast, which is the idea that like the way to get creative diversity is to outsource creative to a lot of different people.

[00:19:21] Adrianne: yes.

[00:19:22] Richard Gaffin: also like the idea that you're getting a ton of different people's minds on this sort of advertising problem here, which is how do you

[00:19:28] Adrianne: Mm-hmm.

[00:19:29] Richard Gaffin: How these socks work.

[00:19:30] Adrianne: Yep.

[00:19:31] Richard Gaffin: this guy thought up this idea just to, to kind of explain what this still looks like on it's his right and left or his feet are kind of together.

[00:19:38] Richard Gaffin: It looks like almost he's like sitting cross-legged or like in the lotus position or whatever, where his like feet are

[00:19:43] Adrianne: Yeah.

[00:19:43] Richard Gaffin: and he has a shoe on, on his left foot and then he has just the on sock on his right foot. So you can kind of see pretty clearly like what the fit is.

[00:19:51] Adrianne: Yes.

[00:19:51] Richard Gaffin: and again, it's like that's not something that you briefed out, like, this is the image we wanna see.

[00:19:56] Richard Gaffin: It's just something that he came up with and it turns out that it's like super, super successful. [00:20:00] So yeah, it's an interesting way to just like. A lot of brains on one problem come, comes up with, with the solution, I feel like.

[00:20:07] Adrianne: Yeah. And who better to come up with the idea than your actual customer, like.

[00:20:11] Adrianne: someone who's trying on the product, you know, like they might not have known of Ono before. We're not sourcing creators from existing customers, but in sending them the product and then, you know, we request a two week turnaround time from the day their product arrives at their door.

[00:20:25] Adrianne: So it gives them time to try it out and like, Yeah. this, this sort of problem solution angle was entirely his.

[00:20:32] Richard Gaffin: I love

[00:20:33] Adrianne: and to your point, Richard, like the majority of our, our most sophisticated and like highest caliber clients have multiple creative vendors. So, you know, in-house production, maybe an external production partner for branded ads in-house sourcing for creators and an external.

[00:20:53] Adrianne: Creator sourcing partner, like that's what's gonna get you true diversity versus just kind [00:21:00] of, you know, trying to be diverse with one single vendor.

[00:21:04] Richard Gaffin: Right. Yeah, that makes sense. One thing that I was, I was gonna say too is that this method like gets you outside of the problem of like. You on the marketing team being way too close to your product. And so like you have this idea of like, oh, here's the features and benefits. This is what people really care about.

[00:21:20] Richard Gaffin: But you don't really have the perspective of somebody who's just seen the product for the first

[00:21:24] Adrianne: Yeah.

[00:21:24] Richard Gaffin: And what you're doing is you're creating a situation where you're getting a bunch of creators to make ads for you that are seeing and experiencing the product as if they were customers for the first time, which is

[00:21:32] Adrianne: Right.

[00:21:33] Richard Gaffin: It makes, makes all the difference, but.

[00:21:34] Adrianne: yeah. it's, it's so fun. Like we have a, a supplement client that you know, typically you'll mix it, it's a powder. So typically customers, or even on the website, we communicate like, please mix this in with water or seltzer water, or. A smoothie, you know, something liquid, a creator just decided that she wanted to mix it in her yogurt in the morning and put granola on top.

[00:21:58] Adrianne: And I don't know, like we would've never told her [00:22:00] that.

[00:22:00] Richard Gaffin: Mm-hmm.

[00:22:01] Adrianne: that I've crushed like it, it did so well. It gave, it gave people another use case that like if they don't, if you know, they're picky in terms of the way they take their supplements and kind of wanna bath the taste a little bit, it gave them an immediate idea of like, oh, I could take this supplement that's potentially like.

[00:22:17] Adrianne: Not the best, you know, texture or whatever else, whatever their concerns were in, in buying it in the first place. For whatever reason that yogurt mixing B roll at the beginning got them thinking about a way that they could use it in their life.

[00:22:33] Richard Gaffin: Mm-hmm. Makes sense. Let's yeah. Okay. Let's maybe jump to the, to the next

[00:22:36] Adrianne: Cool.

[00:22:36] Richard Gaffin: something else you wanna hit on this.

[00:22:37] Adrianne: No, no, this. is it. So, yeah, so just to close out like I said, even with your Evergreen content that you're sourcing through Q4, it's important that some of those variations have holiday. Messaging on them, but don't have holiday offers on them. So you don't wanna say up to 50% off sitewide on your creator ads, because then those have to get turned off.

[00:22:57] Adrianne: But what you can do is create one or two [00:23:00] variations from each creator video that they submit and use a holiday headline. So in this case, for Ondo. Throughout Q4, every video that a creator submits, we'll be doing two evergreen headlines and then one holiday headline so that we have a rotation of all of those and, and to prepare our edit editing pipeline.

[00:23:21] Adrianne: For that we've al already written, brainstormed, and gotten these holiday headlines approved by the client so that, as soon as creators start submitting their November videos, which is like this week and next week, we can start adding these headlines to them. The gift they'll forget they're wearing, but love four pairs, one pack, no slip, holiday magic normal socks in their stocking.

[00:23:40] Adrianne: Didn't think so. This is your sign to gift ono's bestselling, no shows. There's about six here. All really strong and gifting focused or seasonal focused, but not calling out the sale or offer.

[00:23:53] Richard Gaffin: And so with these two just. You're sending them to the, the creators themselves to actually like, put in on the, to your point [00:24:00] about

[00:24:00] Adrianne: No,

[00:24:00] Richard Gaffin: native or this is for like

[00:24:02] Adrianne: no. This is once the creator submits their 32nd voiceover video, we take it and we make at least one variation that uses a holiday headline.

[00:24:11] Richard Gaffin: Gotcha. Right, so, so basically it feels like, in summary, if we like, just think about everything we just said about how, what we've talked about kind of interact with holiday specifically. Really what it is, is like create a bunch of great evergreen and then slap some holiday headlines on it,

[00:24:26] Adrianne: Yeah.

[00:24:26] Richard Gaffin: that's the extent to which you want holiday.

[00:24:29] Richard Gaffin: Even play a role in the creative,

[00:24:31] Adrianne: Yeah, that, that's really it. I mean, you utilize your branded ad production sources for sale ads. Those are cheaper. Much quicker turnaround. You can make 'em the same day if you need, like, it's, it's this type of asset that you should be really thinking, okay, how. What if this ad is performing and getting a ton of volume, what are all the ways I can avoid turning it off?

[00:24:53] Adrianne: Like making sure it stays on?

[00:24:55] Richard Gaffin: yeah, that makes sense. And I think it like plays into with this thing that we say every year, which is that your evergreen ads are gonna [00:25:00] be your best performers.

[00:25:01] Adrianne: Yeah.

[00:25:02] Richard Gaffin: anyway.

[00:25:03] Adrianne: No, Yeah, Always.

[00:25:04] Richard Gaffin: right. Don't fix it if it ain't broke, you know, that kind of thing,

[00:25:07] Adrianne: Yeah. Yeah.

[00:25:08] Richard Gaffin: but cool. Alright, well anything else that you wanna hit on this?

[00:25:11] Richard Gaffin: Anything else you think the folks should know?

[00:25:14] Adrianne: No, I don't think so.

[00:25:16] Richard Gaffin: No.

[00:25:16] Adrianne: yeah, I hope this was valuable. And if anyone else wants to chat on the side, I'm always here to help.

[00:25:21] Richard Gaffin: That's right. Yeah. So you can check us out, commentary co.com, hit the high risk button, let us know you're interested in creator content for this upcoming holiday season. And Adrian will take it over for you. And also maybe even make some videos because you are also a content creator extraordinaire yourself, which is part of the reason you have such great perspective into the side of the content creator.

[00:25:39] Richard Gaffin: So check it out folks. Yeah, and I think I think we'll leave it at that. Appreciate y'all listening and we'll talk to you next week. See you.

[00:25:46] Adrianne: See you next time.