Notes
Field notes on creator marketing.
Short essays on UGC, paid social, and the craft of building brands with creators. Written by the team, published when we have something worth saying.
June 30, 2026
7 min read
TikTok Spark Ads vs Meta Whitelisting: which UGC ad format actually performs?
A practical comparison of TikTok Spark Ads and Meta Partnership (whitelisted) Ads for brands running creator content as paid social. Setup, attribution, performance, and when to use each.
Read noteJune 28, 2026
3 min read
Why we started Overstory
A note on senior craft, small teams, and building a creator agency that behaves like a studio.
Read noteJune 19, 2026
4 min read
UGC is not a content type
The phrase has been flattened into a format. Treating it that way is why most brands' UGC underperforms.
Read noteJune 9, 2026
5 min read
The quiet math of creator marketing
Why a smaller roster of well-chosen creators almost always outperforms a bigger one — and what to measure instead of reach.
Read note