Creating video ads at scale that actually convert is a major challenge for brands. Traditional production models aren’t built for the speed and volume required in performance marketing, making it difficult to produce enough ad variations while maintaining quality. Batch Creative, founded by Brett Wagner and Eli Schneider, helps brands solve this problem. In this conversation, Brett shares insights on scaling creative production, working with the right creators, and building ads for performance.
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The key is having a structured creative system that allows for scalability without losing the human element. Scaling isn’t just about increasing output; it’s about making sure every piece of content serves a purpose. Instead of making one-off ads, we work from proven creative structures that allow for customization while keeping performance insights at the center.
A major factor in maintaining creative effectiveness at scale is working with the right creators. In performance marketing, the most compelling ads often come from authentic creators who know how to engage their audience, rather than traditional studio productions. Finding the right talent, giving them creative direction, and integrating their content into a structured ad testing system ensures scalability without sacrificing authenticity.
Selecting the right creators isn’t just about follower count. The key is identifying individuals whose content style, tone, and engagement levels align with the brand’s message and target audience. A creator who naturally delivers compelling content in a way that resonates with their followers will often outperform one with a larger audience but weaker engagement.
We take a data-driven approach to creator selection, analyzing past performance across different industries to determine which voices resonate best. Once the right talent is identified, we integrate their content into structured workflows to test, optimize, and adapt their ads efficiently.
Creators perform best when they have a clear framework but enough creative freedom to make content that feels authentic. Over-scripting can take away their natural style, while too little direction can lead to off-brand messaging. The key is to provide structured creative collaboration—ensuring that hooks, key messaging, and CTAs are clear while leaving room for their unique delivery.
By developing multiple ad variations with each creator, testing different approaches, and iterating based on real performance data, we ensure that creator-led ads don’t just engage but are optimized for scale and results.
Creator-driven ads allow brands to scale efficiently without relying entirely on expensive, in-house production. The best-performing ads often look native to the platform—user-generated-style content typically outperforms overly polished corporate ads because it feels more organic and engaging.
Having a structured process for testing and adapting creator content ensures brands aren’t just running one-time influencer campaigns that don’t translate to performance marketing success. The key is to think beyond simple brand awareness and structure creator collaborations in a way that allows for continuous testing and iteration. This ensures long-term effectiveness rather than just one-off content.
Instead of working with creators for single campaigns, we focus on building long-term partnerships. This allows brands to get multiple content variations from each creator, test different messaging and hooks, and continuously refine their approach based on actual performance data. Creator content isn’t just a one-time asset—it’s a dynamic part of a brand’s ongoing ad strategy.
The first two seconds are everything. If you don’t capture attention immediately, the rest of the ad doesn’t matter—people will just scroll past it. That’s why the hook is the most important part of any ad. Whether it’s a bold statement, an intriguing question, or an unexpected visual, you need to stop the scroll instantly.
Beyond the hook, clarity is just as important. The audience should immediately understand what the product is, why it’s valuable, and what action they should take next. If that’s unclear, the ad won’t convert, no matter how engaging it is.
A strong call to action (CTA) is often overlooked. It’s not just about telling people to buy—it’s about making the action feel natural and compelling. The best CTAs don’t feel like an interruption; they feel like the obvious next step.
It depends on the platform and the audience, but in most cases, native-feeling content outperforms highly polished ads. People are used to scrolling past obvious ads, so the ones that blend seamlessly into their feed tend to perform better. That’s why direct-to-camera, user-generated-style videos often beat high-budget productions.
That doesn’t mean production value doesn’t matter—it does. But it needs to match audience expectations. If you’re advertising on TikTok, your ad should feel like TikTok content, not a corporate commercial. If you’re on YouTube, it should match the style and pacing of YouTube videos.
Brands that assume “higher production value = better performance” often get it wrong. The goal isn’t just to make a beautiful ad—it’s to make one that fits the platform, engages the audience, and drives action.
One of the biggest mistakes brands make is scrapping an ad entirely when it underperforms. More often than not, it’s small changes that make the biggest difference. Instead of replacing an entire ad, we focus on testing specific elements—the hook, the CTA, the visuals, the pacing.
For example, sometimes simply changing the first line of a script can turn an underperforming ad into a winner. Other times, tweaking the CTA or adjusting the energy of the delivery makes all the difference. The key is to test methodically—if you change too many things at once, you won’t know what actually improved performance.
At Batch Creative, we take a structured approach to testing. Instead of guessing what will work, we build creatives in a way that allows us to swap elements easily, analyze performance data, and optimize intelligently. That’s what makes performance marketing different from traditional advertising—it’s about constant iteration, not one-and-done production.
The key is having a structured creative system. Many brands assume that scaling means producing more ads at a faster pace, but without a repeatable framework, quality will suffer. Instead of making one-off ads, we work from proven creative structures that allow for customization without sacrificing effectiveness.
For example, we don’t just create a single version of an ad—we design it so key elements like hooks, CTAs, and visuals can be easily swapped and tested. This approach ensures that every variation maintains a consistent level of quality while also allowing for iterative improvements based on performance data.
Another important factor is establishing clear brand guidelines and messaging consistency. Even as we iterate, every ad must still align with the brand’s identity, voice, and overall creative direction. The challenge isn’t just scaling production—it’s scaling in a way that strengthens brand recall and maintains authenticity.
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