Why they work
People trust people more than brands. When an ad appears from a creator's account, with their name, followers and comments attached, it carries more of that trust. Meta's partnership ads and TikTok's Spark Ads are built for exactly this, and often deliver better engagement and lower costs than the same video from a brand page.
Setting them up properly
Each creator grants permission through the platform, and the terms are covered in their written agreement: which content can be promoted, for how long and with what labelling. Ads carry the platforms' branded content labels so they remain clearly identifiable as advertising.
Testing against brand ads
I run partnership and Spark Ads side by side with the same videos from your brand account, so you can see the difference in your own numbers. Winners are scaled within your Meta ads or TikTok campaigns.
Where the content comes from
The videos come from your creator roster or from organic creator posts that are already performing, as covered in TikTok marketing.