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In this newsletter, youâll find:
đŹ Your creator ads are collecting questions nobody answers
đ Pinterest and YouTube are leading returns, while TikTok quietly lost its edge
đ Ad of the day
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đŹ Your creator ads are collecting questions nobody answers
A Partnership Ad runs from the creatorâs handle, so the comments land on the creatorâs post. During Black Friday week, that post fills up with buying questions: âDoes it ship before Christmas?â âIs this safe for sensitive skin?â âDoes the code work on bundles?â
The creator is busy with ten other brands. Your team canât see the thread. Each unanswered question sits in front of every future viewer of an ad youâre paying peak prices to run.
Coordinating replies across a dozen creators usually happens in scattered DMs. Insense brings agreements, approvals, and payments into one place, with campaign updates in Slack, Claude, or ChatGPT, so you can check every collaborationâs status in a single message instead of chasing replies.
Brands save 40+ hours on creator operations. You can book a free strategy call by October 30th and get $200 toward your first campaign.
Step 1: Agree on who answers before launch
Add a comment clause to every creator agreement:
The creator checks comments twice a day during the ad flight.
The creator replies to product questions using your approved answers.
Anything about orders, refunds, or complaints gets passed to your support team within 12 hours.
The twice-daily and 12-hour figures are my judgment. Pay a small add-on for it, since itâs real work during the busiest weeks.
Step 2: Hand over an answer sheet
Give each creator ten approved answers covering shipping cutoffs, sizing, ingredients or materials, returns, and how the discount works. Update the shipping answers as each holiday cutoff passes.
Step 3: Pin the most common answer
Ask the creator to pin a comment answering the top question, usually delivery timing in November. One pinned answer can save dozens of replies.
Step 4: Read comments as data
Every week, collect the questions from your top-spending creator ads. Repeated questions show what your ad and product page fail to explain.
If âdoes it come in other colors?â keeps appearing, the next creator brief should show the color range on screen.
Step 5: Set a hide policy
Agree in advance which comments the creator may hide: spam, abuse, and links to competitors. Honest negative comments should stay and get an answer, because a visible fix builds more trust than a clean thread.
What to track
Unanswered product questions per ad, checked weekly
Average reply time
Conversion rate on ads with active replies against ads without
Write the ten answers and add the comment clause to every creator agreement that covers November ad usage.
đ Pinterest and YouTube are leading returns, while TikTok quietly lost its edge
Last week delivered a meaningful rotation in which platforms are worth backing heading deeper into Q4; click costs fell broadly while returns diverged sharply, putting pressure on teams to move budget toward channels that are actually converting rather than those that were working two weeks ago.
The Breakdown:
CPC - Meta, TikTok, YouTube, Snapchat, and Pinterest all saw click costs fall while Google held flat, where CPCs dropped alongside improving ROAS; push budget harder before Q4 auction pressure absorbs the efficiency gain.
CAC - YouTube, Snapchat, Pinterest, and Microsoft all improved sharply while TikTok and Google worsened; YouTubeâs CAC recovery after last weekâs deterioration is worth acting on; test a 15â20% budget increase and check mid-week before committing further.
ROAS - Pinterest led at +21.95%, and YouTube posted +16.57% while TikTok and Google flatlined; both are posting double-digit returns at minimal budget share; open meaningful test budgets on both before Q4 auctions reprice the opportunity.
Meta holds 55.94% of spend with +3.98% ROAS and growing share, a third consecutive week of positive signals making it the lowest-risk Q4 scaling case on the board.
Pinterest at 0.48% posted +21.95% ROAS, and YouTube at 2.76% posted +16.57%, both severely underfunded. Move budget from TikTok, where ROAS turned negative, into Pinterest and YouTube this week before the window closes.
đ Ad of the Day
What Works:
Visual Metaphor Hooks - The strawberry-textured legs make âstrawberry skinâ instantly literal, creating a strong pattern interrupt while helping shoppers understand the problem before they process the product.
Problem Solution Lands - âNo more strawberry skinâ states the pain point directly, while the AHA scrub sits beside the visualized problem, creating a simple problem-to-solution hierarchy with low cognitive load.
Color Builds Memory - The red-on-yellow palette feels bold, warm, and highly scroll-stopping, while the product jar stays clearly visible enough to preserve branding recall and product recognition.
Turn the customerâs pain point into an exaggerated visual, then place the product beside it as the fix. That makes problem awareness and solution mapping almost instant.
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