This episode is basically a masterclass in how media buyers and UGC creators should actually work together, not just pretend to. Courtney walks through her unique vantage point as both a media buyer and a creator: she runs strategy and ad buying for brands from that spend from $3k/month all the way up to $1MM/month in spend, leads the Foxwell Founders "small spenders" cohort, and also produces UGC herself. This dual role lets her see where brands and creators constantly miss each other.

Key Takeaways:

They creative types that are currently working without overcomplicating things.
Why your best-performing ad doesn't have a great hook rate, but is still printing money.
Are you over paying creators for "usage rights" you don't actually need? What Courtney believes you should be paying creators for a piece of content.
The 1 thing media buyers wished UGC creators understood about spend and why some creatives never leave the learning phase.
How your creative brief might be the #1 thing killing authenticity and performance.
How performance results could change by evaluating your creators on these two criteria over their logos and case studies.
Why you shouldn't be asking creators to "go viral" and instead be building a system for consistent, high-quality, testable content.
The amount of performance you are likely leaving on the table by chasing trends, and other no-nos when working with creators.
Are you quietly over-indexing on marketing Twitter and case studies—and under-indexing on the nuance inside your own accounts?

This episode is sponsored by Northbeam, the marketing attribution platform that we love here at Scalability School. If you're ready to cut through the noise, stop guessing, and actually see which ads are driving your business, book a demo at northbeam.io/demo, and tell them Scalability School sent you. Join the club.

To connect with Courtney Fritts, you can email her at Courtney@axiommarketing.co

or in one of the Foxwell Digital Communities: www.hivehausugc.com or FoxwellFounders.com

To connect with Andrew Foxwell send an email Andrew@foxwelldigital.com

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at https://foxwellfounders.com/

UGC WTF With Courtney Fritts

Scalability School