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In this newsletter, you’ll find:
🎥 Your best creator videos are stuck in Ads Manager
🛍️ Shopify expands catalog testing, international shipping and AI shopping capabilities
👨💻 Tweet of the day
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🎥 Your best creator videos are stuck in Ads Manager
You paid for a creator video, ran it as an ad, and found a winner. It now lives in one place: your ad account.
Meanwhile, the product page it advertises still shows studio photos, and your BFCM emails use the same hero images as last year.
Repurposing is easier when you settle the rights question up front. Content made through Insense comes with lifetime usage rights, and each creator delivers 20+ raw clips, enough to cut a fast ad version and a slower product-page version from the same shoot. You can then rehire the creators whose videos performed and keep a monthly flow of fresh footage. You can book a free strategy call by November 6th and get $200 toward your first campaign.
Map where the video could work
Product page: a short clip near the price, where shoppers decide.
Email: a thumbnail with a play button linking to the video, since most inboxes don’t play video.
Post-purchase: a how-to clip after the order ships, which can reduce support questions.
Abandoned cart: a 10-second clip of the product in use, for shoppers who hesitated.
Check the rights first
Most creator agreements cover ad usage on specific platforms. Using the same video on your website or in email may need separate permission. Before you repurpose anything:
Read the usage clause for each winning video.
Ask for owned-channel rights in writing if they’re missing.
Agree on a duration, such as 12 months.
For future bookings, include owned-channel rights in the original agreement. In my judgment, adding them up front usually costs less than negotiating later.
Test it on one product
Add your best creator clip to one high-traffic product page and leave a similar product page unchanged. Compare conversion rate over two weeks. If the clip helps, roll it out to your top ten products before Black Friday.
Pick the right clip for each place
Ad cuts are built to stop the scroll. Product pages need proof: the product in use, close-ups, and the result. Ask creators to deliver a second, slower cut showing the product in detail, which works better on a product page.
Credit the creator
Show the creator’s name or handle next to the clip. It reads as real customer proof, and creators tend to appreciate the extra exposure.
What to track
Conversion rate on pages with creator video
Click rate on emails with a video thumbnail
Support tickets for products with a how-to clip
Today
List your three best-performing creator ads and check whether their agreements allow website and email use.
Together with AirOps
Getting cited by AI is not the finish line. Getting chosen is.
Most teams now track citations like a rankings report. But a citation is a mention, and a mention does not build a pipeline.
Buyers use AI to research, shortlist, and decide, so the brands that win give them a reason to pick them.
Three recent AirOps Growth Leader webinars point to the same shift.
Kevin Indig’s data shows that ranking #1 for your key fan-out queries earns 58% of citations, four times more than rank #10.
Ross Simmonds found that Google’s AI surfaces lean on Reddit and YouTube, while the assistants favor off-site product and comparison pages.
Eli Schwartz argues that every asset still needs a conversion path.
You’ll leave with practical tips on which pages to prioritize and how to give AI-referred buyers a clear next step.
Read the full takeaways to see where your content and off-site effort should go next
🛍️ Shopify expands catalog testing, international shipping and AI shopping capabilities
Shopify has introduced new updates across product catalogs, international shipping, checkout, and AI-powered shopping, giving merchants more control over store operations while simplifying product discovery and customer purchases.
The Breakdown:
Shopify Adds Catalog Scheduling and A/B Testing - Merchants can now schedule market-specific prices, product availability, and catalog changes through Rollouts, test different catalog offers, and coordinate updates across themes, catalogs, and checkout.
International Shipping Gets Simplified Pricing - Shopify Managed Markets now sets Standard and Express shipping rates automatically, incorporating part of the shipping cost into product prices. Eligible prepaid FedEx and DHL Express labels are protected from later carrier adjustments.
Checkout Gets a New Payment Layout - Stores offering four or fewer payment methods now display them as compact tiles instead of a list. Shopify also blocks malicious links and warns customers before opening suspicious destinations.
AI Shopping Agents Can Find Physical Stores - Shopify’s Universal Commerce Protocol (UCP) now supports physical store discovery, allowing AI agents to search by city or distance and identify locations carrying specific products.
Shopify’s updates give merchants more flexibility to manage promotions, international sales, and customer experiences across online and physical stores. The addition of physical store discovery for AI agents could also create new opportunities for local inventory visibility as AI-assisted shopping becomes more common.
🗝️ Tweet of the Day
🥳 Events
🔥 How to Make TV Earn Its Place in Your Growth Mix
October 29 | The Glasshouse, NYC | Free In-Person Event
Forward shows how leading brands connect TV reach to measurable business outcomes, decide when to move beyond paid social, and evaluate new discovery channels. Hear directly from Reddit CEO Steve Huffman, Cody Plofker, and operators building growth strategies at scale.
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