UGC WTF? How Media Buyers & Creators Actually Win Together
Every brand talks about UGC, but most don’t really know how to team up with creators and get results that matter.
Courtney Fritts has seen it all—she buys ads and creates content herself. She’s learned what actually gets brands and creators working together (and why it sometimes flops).
Here’s the truth: the best ad doesn’t always win. Sometimes a great video barely gets seen, while a simple one takes off. It’s not personal—the algorithm is in charge, not us.
What’s working now? Quick split-screen videos, bold and simple images, and being super clear about what the product is and why it’s great. No need to be fancy—just be real.
Don’t hand creators a script and expect magic. The best stuff happens when they use their own words and just get the point across. It feels real, not forced.
Courtney cares less about fancy resumes and more about, “Do I trust this person? Would I listen to them?” If a creator feels genuine, the ad works better, simple as that.
Biggest takeaway: set up a system, trust your creators, and remember that even great ads sometimes flop. Let people be real, and don’t take it personally when the algorithm does its thing.