How to scale partnership ads with creators in 2026

TL;DR

Partnership ads should represent a major portion of your ad spend to unlock higher performance, with a focus on finding the right creators and a clear diagnosis behind the content. Start by analyzing current ads vs customer reviews to map the authentic persona, then expand formats and storytelling while maintaining a strong brief.

Transcript

Okay, so every time I'm doing a sales call at my agency and I'm meeting with a client for the first time, one of the first questions that I ask them is, "Hey, what percentage of your ad spend is going to partnership ads?" And I'll spoil the story right away, right? I like to see anywhere from 30 to 50% of all ad spend going to this type of format. ... Read More

Key Insights

• Partnership ads should account for 30 to 50 percent of total ad spend to maximize impact and ensure sufficient creative volume.
• Many brands under invest in partnership ads, spending less than 25 percent or even under 5 percent, which correlates with poorer performance and limited reach.
• A formal diagnosis is a two sentence statement that explains the why behind the creative and serves as a road map for testing and production.
• Diagnosing brand awareness levels helps identify gaps such as lack of top of funnel content which can hinder overall performance and audience reach.
• Persona analysis is essential before the diagnosis; misalignment between ad personas and actual customers reduces effectiveness of campaigns.
• Creator strategy should align with personas and aspirational targets; larger creators are not always better, depending on niche and product.
• A mix of creator types, including smaller niche creators, can outperform big-name creators in many cases according to observed data.
• Personal storytelling and authentic delivery are increasingly important to avoid ads feeling like traditional marketing while still driving conversions.

Questions & Answers

Q: How to start diagnosing a brand's creative strategy for ads

Begin by analyzing the brand's live ads and cross referencing them with customer reviews to identify who the actual customers are and which personas they represent. This analysis reveals gaps between who the brand targets and who consumes the product, creating opportunities for a creator driven strategy. Next, build a concise diagnosis that explains the connective tissue behind the ads and use it to guide the creative roadmap, including which formats and messaging to test.

Q: Why are personas important in creator strategy

Personas anchor creator selection, messaging, and content style. They help ensure the creator content resonates with the audience, rather than just being attractive or trendy. By comparing ads with real customer feedback, you can identify which personas are underrepresented and then bring in creators who embody those personas, improving relevance and engagement across formats.

Q: What is a brand diagnosis and how is it used

A brand diagnosis is one to two sentences that explain why a particular creative direction will work for a brand. It acts as the core hypothesis guiding what to test, which formats to produce, and how to allocate resources across creators. A solid diagnosis prevents random testing and focuses on measurable outcomes tied to audience insight.

Q: How to choose between big and small creators

The best choice depends on the niche and audience. Some brands benefit from larger creators for credibility and reach, while others perform better with micro or niche creators who deliver authentic, relatable content. The decision should be driven by alignment with personas, content quality, and proven performance across formats, not just follower count.

Q: What formats are proving effective in 2026 for creator ads

Effective formats include authority style ads, personal history storytelling, educational breakdowns, investigative journalism style content, and transformation or comparison creatives. These formats support clear messaging, demonstrate expertise, and allow for authentic storytelling while remaining conversion focused. Running a mix helps validate which formats scale best for a brand.

Q: How to ensure ads do not feel like traditional marketing

Focus on storytelling, genuine delivery, and relatable scenarios that reflect real customer experiences. Work with creators who can be vulnerable and honest, and ensure the messaging aligns with the brand’s diagnosis so that the content feels informative rather than promotional. Elevate authenticity while maintaining a clear value proposition.

Q: What role does creative volume play in partnership ads

Higher creative volume allows testing of multiple formats, personas, and creator styles to identify what resonates with the target audience. It also ensures the ad account has sustainable momentum and reduces the risk of creative fatigue. A disciplined process with a clear diagnosis helps manage volume effectively.

Q: How to use audience feedback in the creative process

Integrate customer reviews and direct audience feedback into the brief development and iteration cycle. Use this feedback to refine personas, adjust messaging pillars, and identify new content gaps. Regularly revisiting the diagnosis with fresh data ensures the creative roadmap stays aligned with evolving customer preferences.

Summary & Key Takeaways

• The video explains a three step process for diagnosing a brand's creative strategy before producing new ads, starting with persona analysis and a synthesis of ad data and reviews to uncover gaps and opportunities.

• It emphasizes that a diagnosis explains the connective tissue behind the creative and guides formats, creators, and messaging to align with customer personas and awareness levels.

• Creative strategy now favors diverse formats and genuine storytelling over traditional problem solution ads, with a focus on persona driven creator selection and higher creative volume.