Insights
Notes on creative, performance, and creator economy.
How we think about UGC, seeding, influencer campaigns, and building creative that converts.
Latest posts
UGC
How to brief a UGC creator for performance content
Most briefs are written for branded content and bolted onto UGC. Here's why that breaks performance — and what the brief should actually contain.
By Gem · 5 min read · 5 March 2026
Seeding
Mass seeding: why volume beats virality for product launches
Most launch campaigns chase one big creator. The math says you should chase fifty small ones. Here's why volume seeding outperforms virality for a launch window.
By Gem · 6 min read · 26 February 2026
Influencer
AANA compliance and influencer disclosures: a practical guide
Brand managers run into AANA disclosure questions every campaign and most of the answers online are vague. Here's the practical version of what you can and can't do, and how we handle it.
By Yan · 5 min read · 19 February 2026
Strategy
Why creative is the new media buying lever
For a decade, performance gains came from media buying. That ceiling is now hit. The next decade of DTC growth comes from creative diversity — and the brands that get it are already pulling away.
By Yan · 6 min read · 12 February 2026
UGC
Five hooks that consistently outperform on Meta
Hooks are 80% of an ad's performance. After running thousands of UGC variations across DTC accounts, here are the five formats that consistently outperform — and why each one works.
By Gem · 4 min read · 5 February 2026
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