20/10/2025
Hey, I’m Dan, Creative Manager at Zoomd. I’m the guy who takes your brief, writes the script, finds the right creators, and turns their raw footage into ads that actually perform.
And if there’s one thing I’ve learned over the past couple of years, it’s this: the days of polished, studio-shot ads ruling performance are over.
When a new brief hits my inbox, I don’t call a production company. I find creators-real people who know how to talk to their audience. I guide them, they record from home, and together we turn that raw content into something authentic and scroll-stopping.
And here’s the crazy part: those simple, creator-driven videos often outperform the big-budget ones.
Because today, people don’t want ads that look like ads.
They want to see cool content, something that sounds and feels like the stuff they already consume.
Why Creator-Generated Content Works
- It’s about story and hook, not just polish.
CGC isn’t about being “rough.” It’s about being real. The best-performing content grabs attention in the first few seconds, then keeps people watching. When I edit, I look for that one moment that makes someone stop scrolling. That’s where performance begins. Platforms like TikTok reward watch time, so if viewers stay, the algorithm amplifies. Quality in CGC isn’t about fancy cameras, it’s about relevance. - Mobile is everything.
Mobile-first isn’t just a trend, it’s the reality. In 2024, mobile made up more than half of global digital ad spend. And guess what? Creators naturally shoot vertical, short-form, and conversational content. It’s native by design. - Platforms reward engagement, not glamor.
Every platform I edit for boosts content that hooks and holds attention. If your CGC ad keeps people watching, it doesn’t just compete with studio ads, it beats them.
My Process: From Brief to Breakthrough
Every project starts with a brief. What the brand wants to say, what the audience actually cares about, and how to bridge that gap.
Then I write the script and find the right creator. Not just someone who looks good on camera, but someone who feels like they’d actually use the product. If the viewer’s “ad radar” doesn’t go off in the first few seconds, that’s a win.
There’s a big misconception that the hook is everything. It’s not. The hook just buys you a few seconds. It’s the story that keeps people watching.
I usually write through the lens of comedy or storytelling. Ads interrupt people; if I can make them smile, they’ll stay with me long enough to hear the message.
Marketers often want the brand visible right away-a logo, a mention, a product shot within the first five seconds. I get it. But that kills the flow. If I can earn attention for those first few seconds without showing the app, chances are I’ll keep the viewer for 15 or 30 seconds. That’s where real engagement happens.
Once the content comes in, editing is everything. Subtitles, pacing, sound, even whether to add a closing frame-every choice serves authenticity. The goal isn’t to make it look like an ad. It’s to make it feel like someone sharing a genuine experience.
The Real-World Challenges
Balancing authenticity and alignment.
Creators bring their own voice and personality, and that’s what makes CGC work. But not every voice fits every brand. My job is to guide them without killing what makes their content real.
Attribution and creative scaling.
With multiple creators and dozens of variations, it’s not always easy to know which creative drives conversions. That’s where data, tracking, and iteration become essential.
Brand safety and trust.
As CGC scales, you have to make sure it runs on trusted, vetted inventory. It’s not the most glamorous part of creative, but it’s what keeps campaigns safe and sustainable.
AI without losing the human touch.
AI helps me move faster-testing hooks, generating variations, trimming edits-but it can’t replace human creativity. Used right, it amplifies creators. Used wrong, it makes content feel soulless.
Where AI Fits In
I use AI tools daily, from quick edits and resizing to testing variations, but they’re not the hero. They’re the assistant, not the main star.
The real magic happens when human intuition meets data and smart automation. The tools help me move faster and produce faster, but the creator-the human touch-gives the content its heartbeat.
What’s Next
Creator-generated content isn’t a passing wave; it’s the new foundation of user acquisition. The brands winning in 2025 aren’t the ones with the biggest budgets. They’re the ones that understand authenticity and performance aren’t opposites. They feed each other.
The future of creative isn’t about making things look perfect.
It’s about making them feel true.
That’s the sweet spot we chase every day: where data meets creativity, and creators turn briefs into something people actually want to watch.
If you’re ready to make your ads feel more human—and perform like never before—get in touch with us today.
