Petra Cho

Six repeatable formats help UGC creators move shoppers from interest to purchase.

Match your platform's complexity to your team's current bottleneck, not just the feature set.

Start with your account's test capacity, not your creator wish list.

Completion rate and niche fit matter far more than follower count for TikTok campaign performance.

Category expertise predicts paid content performance better than follower counts ever will.

Paid test briefs reveal work habits that portfolios and follower counts can't.

How to structure a proposal that actually convinces finance to approve influencer spending.

UGC outperforms polished ads in Performance Max because it builds trust.

UGC and branded creative excel at different funnel stages, not universally.

Creators' identities boost ad performance while brands control targeting and budget.

How to write exclusivity clauses that actually stop competitors from hiring your creators.

Protecting your investment requires spelling out who owns the content and where it can run.

Brands spending billions on UGC deserve metrics tied to revenue, not vanity counts.

Choose based on your team's ability to judge and manage creators, not just price or speed.