AI that solves the brand
creator content problem
CLIENT: INTERNAL
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
AI that solves the brand
creator content problem
CLIENT: INTERNAL
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
AI that solves the brand
creator content problem
CLIENT: INTERNAL
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
CHALLENGE
CHALLENGE
CHALLENGE
Brands couldn't make enough creator ads.
Brands couldn't make enough creator ads.
Brands couldn't make enough creator ads.
Creator content outperformed other creative, but producing it at scale was slow. Brands published editorial content daily, yet only 0.36% of it was ever converted into paid ads. A 3x increase represented $900M in opportunity.
Creator content outperformed other creative, but producing it at scale was slow. Brands published editorial content daily, yet only 0.36% of it was ever converted into paid ads. A 3x increase represented $900M in opportunity.
Creator content outperformed other creative, but producing it at scale was slow. Brands published editorial content daily, yet only 0.36% of it was ever converted into paid ads. A 3x increase represented $900M in opportunity.
INSIGHT
INSIGHT
INSIGHT
What to promote was still guesswork
What to promote was still guesswork
What to promote was still guesswork
Brands had a wealth of organic content, from branded posts and UGC to affiliate content, but no signal for which would become high-performing creator ads.
Brands had a wealth of organic content, from branded posts and UGC to affiliate content, but no signal for which would become high-performing creator ads.
Brands had a wealth of organic content, from branded posts and UGC to affiliate content, but no signal for which would become high-performing creator ads.
SOLUTION
SOLUTION
SOLUTION
Teach AI what makes content worth promoting
Teach AI what makes content worth promoting
Teach AI what makes content worth promoting
An AI recommendation layer inside Partnership Ads Hub identified organic content with the strongest potential to perform as paid creator ads.
An AI recommendation layer inside Partnership Ads Hub identified organic content with the strongest potential to perform as paid creator ads.
An AI recommendation layer inside Partnership Ads Hub identified organic content with the strongest potential as paid creator ads.
HOW IT WORKS
HOW IT WORKS
HOW IT WORKS
Creator posts.
AI finds the signal.
Brand promotes.
Creator posts.
AI finds the signal.
Brand promotes.
Creator posts.
AI finds the signal.
Brand promotes.
SIGNALS
SIGNALS
SIGNALS
130+ signals predicted paid performance
130+ signals predicted paid performance
130+ signals predicted paid performance
The model analyzed 130+ signals across three dimensions to predict which content had the strongest paid-performance potential.
The model analyzed 130+ signals across three dimensions to predict which content had the strongest paid-performance potential.
The model analyzed 130+ signals across three dimensions to predict which content had the strongest paid-performance potential.
sound on
sound on
hook rate
hook rate
saves & shares
saves & shares
vertical ratio
vertical ratio
hold rate
hold rate
watch time
watch time
engagement velocity
engagement velocity
completion rates
completion rates
retention rate
retention rate
SIGNALS
SIGNALS
SIGNALS
Good creative had
to be taught
Good creative had
to be taught
Good creative had
to be taught
I worked with Product and Engineering to narrow 1,000+ candidate signals to the attributes most predictive of paid performance, applying creative judgment and best practices to teach the model what good looked like.
I worked with Product and Engineering to narrow 1,000+ candidate signals to the attributes most predictive of paid performance, applying creative judgment and best practices to teach the model what good looked like.
I worked with Product and Engineering to narrow 1,000+ candidate signals to the attributes most predictive of paid performance, applying creative judgment and best practices to teach the model what good looked like.
GO TO MARKET
GO TO MARKET
GO TO MARKET
Driving awareness and adoption
Driving awareness and adoption
Driving awareness and adoption
Developed three industry narratives that positioned the opportunity across different marketer needs.
Developed three industry narratives that positioned the opportunity across different marketer needs.
Developed three industry narratives that positioned the opportunity across different marketer needs.
REELS UNLOCKED
REELS UNLOCKED
Uncovering the power of AI for
ideation, storyboarding, and more.
Uncovering the power of AI for
ideation, storyboarding, and more.
Uncovering the power of AI for ideation, storyboarding, and more.
ORGANIC AMPLIFIER
ORGANIC AMPLIFIER
Reframing organic content as a force
multiplier for ad creative.
Reframing organic content as a force
multiplier for ad creative.
Reframing organic content as a force multiplier for ad creative.
THE SCROLL
THE SCROLL
Emerging creator trends, and the Meta tools and products to leverage them.
Emerging creator trends, and the Meta tools and products to leverage them.
A closer look at how native creative earns attention in-feed.
RESULTS
RESULTS
RESULTS
The recommender product
beat every launch target
The recommender product
beat every launch target
The recommender product
beat every launch target
···
···
···
+3.6%
+3.6%
+3.6%
BOOST RATE VS.
3% GOAL
BOOST RATE VS. 3% GOAL
BOOST RATE VS.
3% GOAL
··
··
··
+10%
+10%
+10%
ADOPTION in
28 DAYS
ADOPTION GOAL, 28 DAYS
ADOPTION in
28 DAYS
·
·
·
+15%
+15%
+15%
creator ads REVENUE,
top 15 advertisers
CREATOR ADS REV F/ TOP 15 ADVERTISERS
creator ads REVENUE,
top 15 advertisers
EXPANSION
EXPANSION
EXPANSION
A second recommender for organic brand content
A second recommender for organic brand content
A second recommender for organic brand content
In alpha, 80% of advertisers saw brand lift, but only 44% saw conversion. The next opportunity was a beta refining the model to better identify brand-produced organic content with conversion potential.
In alpha, 80% of advertisers saw brand lift, but only 44% saw conversion. The next opportunity was a beta refining the model to better identify brand-produced organic content with conversion potential.
In alpha, 80% of advertisers saw brand lift, but only 44% saw conversion. The next opportunity was a beta refining the model to better identify brand-produced organic content with conversion potential.