Consumers are tired of ads that feel like a hard sale.
The best ads now entertain, educate, and feature trusted voices, which is why Influencer Marketing is so popular.
Creator Paid Ads are bridging the gap between traditional paid advertising and organic influencer content. They combine the relatability of creator content with the precision of paid media, resulting in ads that don’t feel like ads, and that’s exactly why consumers engage.
Creator Paid Ads use creator-style video content designed specifically for paid media amplification; this content feels native to the feed, speaks to personal interests, and reflects consumers’ identities.
Unlike traditional branded assets, Creator Paid Ads are platform-first, fast-moving, and emotionally resonant.
And the data proves it. Creator-led branded content drives:
That’s what happens when you stop interrupting audiences and start entertaining them.
When Adobe wanted to empower young creatives to unleash their potential, we knew the ideal strategy would be Creator Paid Ads. In partnership with the Google Creative Works team, we worked with Adobe to activate nine top UK creators across two product concepts (Photoshop and Express), producing 54 platform-first creator ads.
By testing these against their business-as-usual (BAU) ads through Display & Video 360 experiments, Adobe saw lift at every stage of the funnel and smashed all performance benchmarks:
Source: Digital Voices’ proprietary data.
HelloFresh faced a familiar challenge: standing out in a crowded US market with content that converts. The ultimate goal was to drive conversions under their target CPA while keeping Creator Paid Ad content fresh and engaging.
We built a bespoke Creator Paid Ads strategy, using tailored audiences including: interest groups aligned with HelloFresh, and high-intent users who had already added to cart. This resulted in sales 260% above platform forecasts and views 445% above forecasts.
The great news for brands is that creator content is more affordable than traditional ad production for the likes of television ads and billboards, letting brands test multiple creative styles and formats quickly. More testing means more learning, and ultimately better performance.
Once you know what works, you can start scaling. Double down on the creators producing top-performing content and expand through lookalike audiences for greater impact.
Each platform offers a unique opportunity to activate Creator Paid Ads effectively:
Boosted ads amplify organic creator posts to extend reach, but Creator Paid Ads are engineered for performance from day one. They’re custom-built for paid delivery, optimized for attention, and crafted for measurable results.
Both work hand-in-hand: boosted content builds familiarity as it comes from the creator's account, while Creator Paid Ads drive scale and efficiency across the funnel.
To make your campaigns stand out:
Want to explore how Creator Paid Ads can drive performance for your brand? Reach out to us at hello@digitialvoices.com.
