Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 298 48 mins

The Anatomy of Creatives That Drive The Click Through

About the guests

Lauren Schwartz

Kunle Campbell

Lauren Schwartz from California is a thought leader in creating profitable creative strategies for e-commerce brands. Design professional with over 15 years of experience. Over the last 8 years working in digital marketing. She has personally led the creative strategy for top brands such as Love Wellness, APL, Colourpop, Our Place, and Leaf Shave.

On today’s episode, Kunle is joined by Lauren Schwartz, Founder of The Loft 325, an agency focused on helping eCommerce and DTC brands build profitable creative strategies and create top-performing ad creatives. She is a California-based design professional with over 15 years of industry experience.


On this show we often highlight how the marketing tech and landscape is always changing and evolving. The same can be said for the actual content and creatives used in marketing. The pace of “the scroll” is getting even faster and our attention spans even shorter. Now the onus is on getting your message across in an instant or risk getting lost in the feed.


Another striking pattern emerging in social media marketing is replicating popular trends from one platform across all the others. The popularity of TikTok has sparked the transition to short form video content. We have also seen the rise of user-generated content (UGC). This means that marketers now have to create a compelling message in 15 seconds or less, and even have users generate the content for them. Welcome to the Brave New World of Ad Creatives.


In this episode, Kunle and Lauren talk about what it takes to build creatives that convert. You will get to hear about what is working well now, how to create native content across platforms, leveraging UGC and creating content that gets click throughs. This is a great episode for marketers and business owners alike!


Here is a summary of some of the most important points made,

    • User-generated content is converting best right now
    • Shooting in 9×16 is always better than shooting in squares
    • Reviews, testimonials, How-tos, unboxing are top ideas for UGC
    • 15 seconds is now an upper limit for ad creatives
    • Try to show the product in the first 3 seconds of the creative
    • DIY or hacks work well on Pinterest
    • Great product photography is still a win
    • Creative testing is crucial to improve CTR


Covered Topics:

On today’s interview Kunle and Lauren discuss,

  • What is converting right now
  • Creating Native Content Across Platforms
  • Leveraging User-Generated Content
  • Planning and Mapping Content
  • Working with Fast-paced Content
  • First 3 seconds of a Creative
  • Is Pinterest Dead?
  • Using Static Creatives for ads
  • Repurposing social content on Email and SMS


  • 10:40 – Meet Lauren:
    • Work with startups
    • Build creative strategies
    • Work across all major platforms
  • 11:40 – What type of content is working right now?
    • User-generated content (UGC) has been converting best
    • It is good to have a blend of produced content
  • 13:10 – Creating native content across platforms:
    • Batch production works well
    • Sprinkle content across platforms to test what works
    • Shooting in 9×16 is always better than shooting in squares
  • 15:35 – Working with UGC:
    • Getting reviews, testimonials
    • How-tos
    • Unboxing experiences
    • Provide outline of content needed for creatives
  • 17:25 – Mapping Messaging:
    • Focus on creating evergreen content
    • Founder stories
    • Having all content planned out to cross check before publishing
  • 20:50 – The effect of TikTok-style content:
    • 15 seconds is now an upper limit for creatives
    • Creates super engaging content
    • It is influencing the way content is created on other platforms
  • 22:40 – Leveraging TikTok creators for other platforms:
    • Great at telling stories quickly
    • Content that engages you immediately
    • Translate the learnings from TikTok to other platforms
  • 24:00 – The first 3 seconds of a creative:
    • Try to show the product in the first 3 seconds
    • Ask questions and use punchy headlines
  • 32:30 – Working with Fashion brands:
    • Fashion is very subjective
    • Carousels work well
  • 35:20 – Is Pinterest dead?
    • Still works well for skincare and home brands
    • The audience is mostly Women
    • DIY or hacks work well on Pinterest
    • Static creatives work well
  • 36:55 – Using Static creative on Facebook and Instagram:
    • Statics also convert well
    • They are often underestimated
    • “Great product photography is still a win”
  • 39:20 – Why the media buying world will become more creative-focused
  • 41:30 – Using fast-paced and slo-mo content
  • 43:00 – Improving Click-throughs:
    • Starts with creative testing
    • If CTR >1% then you need to rethink
  • 44:30 – Using social content on Email and SMS
    • Some elements can be repurposed
    • But they are a different beast from social media


  • User-generated content is converting best right now
  • A blend of UGC and High-production content is ideal
  • Shooting in 9×16 is always better than shooting in squares
  • 6-10 seconds is now sweet spot for ad creatives
  • DIY or hacks work well on Pinterest
  • Static creatives still work for FaceBook and Instagram Ads

Links & Resources

Tweetable Quotes:

“You need a blend of high-production and user-generated content.”

Facebook Group • Continue the Conversation

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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