The Art & Science of Scalable Video Ads: Insights from Batch Creative’s Brett Wagner

The key is having a structured creative system that allows for scalability without losing the human element. Scaling isn’t just about increasing output; it’s about making sure every piece of content serves a purpose. Instead of making one-off ads, we work from proven creative structures that allow for customization while keeping performance insights at the center.

A major factor in maintaining creative effectiveness at scale is working with the right creators. In performance marketing, the most compelling ads often come from authentic creators who know how to engage their audience, rather than traditional studio productions. Finding the right talent, giving them creative direction, and integrating their content into a structured ad testing system ensures scalability without sacrificing authenticity.

Selecting the right creators isn’t just about follower count. The key is identifying individuals whose content style, tone, and engagement levels align with the brand’s message and target audience. A creator who naturally delivers compelling content in a way that resonates with their followers will often outperform one with a larger audience but weaker engagement.

We take a data-driven approach to creator selection, analyzing past performance across different industries to determine which voices resonate best. Once the right talent is identified, we integrate their content into structured workflows to test, optimize, and adapt their ads efficiently.

Creators perform best when they have a clear framework but enough creative freedom to make content that feels authentic. Over-scripting can take away their natural style, while too little direction can lead to off-brand messaging. The key is to provide structured creative collaboration—ensuring that hooks, key messaging, and CTAs are clear while leaving room for their unique delivery.

By developing multiple ad variations with each creator, testing different approaches, and iterating based on real performance data, we ensure that creator-led ads don’t just engage but are optimized for scale and results.

Creator-driven ads allow brands to scale efficiently without relying entirely on expensive, in-house production. The best-performing ads often look native to the platform—user-generated-style content typically outperforms overly polished corporate ads because it feels more organic and engaging.

Having a structured process for testing and adapting creator content ensures brands aren’t just running one-time influencer campaigns that don’t translate to performance marketing success. The key is to think beyond simple brand awareness and structure creator collaborations in a way that allows for continuous testing and iteration. This ensures long-term effectiveness rather than just one-off content.

Instead of working with creators for single campaigns, we focus on building long-term partnerships. This allows brands to get multiple content variations from each creator, test different messaging and hooks, and continuously refine their approach based on actual performance data. Creator content isn’t just a one-time asset—it’s a dynamic part of a brand’s ongoing ad strategy.

The first two seconds are everything. If you don’t capture attention immediately, the rest of the ad doesn’t matter—people will just scroll past it. That’s why the hook is the most important part of any ad. Whether it’s a bold statement, an intriguing question, or an unexpected visual, you need to stop the scroll instantly.

Beyond the hook, clarity is just as important. The audience should immediately understand what the product is, why it’s valuable, and what action they should take next. If that’s unclear, the ad won’t convert, no matter how engaging it is.

A strong call to action (CTA) is often overlooked. It’s not just about telling people to buy—it’s about making the action feel natural and compelling. The best CTAs don’t feel like an interruption; they feel like the obvious next step.

It depends on the platform and the audience, but in most cases, native-feeling content outperforms highly polished ads. People are used to scrolling past obvious ads, so the ones that blend seamlessly into their feed tend to perform better. That’s why direct-to-camera, user-generated-style videos often beat high-budget productions.

That doesn’t mean production value doesn’t matter—it does. But it needs to match audience expectations. If you’re advertising on TikTok, your ad should feel like TikTok content, not a corporate commercial. If you’re on YouTube, it should match the style and pacing of YouTube videos.

Brands that assume “higher production value = better performance” often get it wrong. The goal isn’t just to make a beautiful ad—it’s to make one that fits the platform, engages the audience, and drives action.

One of the biggest mistakes brands make is scrapping an ad entirely when it underperforms. More often than not, it’s small changes that make the biggest difference. Instead of replacing an entire ad, we focus on testing specific elements—the hook, the CTA, the visuals, the pacing.

For example, sometimes simply changing the first line of a script can turn an underperforming ad into a winner. Other times, tweaking the CTA or adjusting the energy of the delivery makes all the difference. The key is to test methodically—if you change too many things at once, you won’t know what actually improved performance.

At Batch Creative, we take a structured approach to testing. Instead of guessing what will work, we build creatives in a way that allows us to swap elements easily, analyze performance data, and optimize intelligently. That’s what makes performance marketing different from traditional advertising—it’s about constant iteration, not one-and-done production.

The key is having a structured creative system. Many brands assume that scaling means producing more ads at a faster pace, but without a repeatable framework, quality will suffer. Instead of making one-off ads, we work from proven creative structures that allow for customization without sacrificing effectiveness.

For example, we don’t just create a single version of an ad—we design it so key elements like hooks, CTAs, and visuals can be easily swapped and tested. This approach ensures that every variation maintains a consistent level of quality while also allowing for iterative improvements based on performance data.

Another important factor is establishing clear brand guidelines and messaging consistency. Even as we iterate, every ad must still align with the brand’s identity, voice, and overall creative direction. The challenge isn’t just scaling production—it’s scaling in a way that strengthens brand recall and maintains authenticity. 

Most brands overcomplicate their creative process. They assume they need entirely new ads every time, when in reality, the best approach is iterating on what already works.

The key is building ads that can be adapted and optimized over time. That means structuring content so key elements—hooks, product highlights, CTAs—can be easily swapped or tested. Instead of focusing on one “perfect” ad, brands should focus on creating adaptable creative that can evolve based on performance data.

One mistake we often see is brands waiting too long to refresh their creatives. Even a high-performing ad won’t last forever. If a brand doesn’t have a pipeline of new creative ready to go, fatigue sets in, and performance declines. That’s why structured testing and ongoing creative development are critical—it ensures brands stay ahead of performance drops rather than reacting to them after the fact. We’ve actually refined our process so well we have started another business revolving just around this at VidQ!

If you’re producing ads quickly but without a clear structure, you’re just adding noise. The goal is to create a repeatable process where ads can be developed, tested, and optimized in a way that scales efficiently while still delivering results.

At Batch Creative, we focus on repeatable creative structures that allow us to scale fast without sacrificing effectiveness. That’s what lets us produce high-performing ads at volume without losing quality.

Another factor is knowing when to go broad and when to go deep. Some brands try to produce an overwhelming number of ad variations but lack a clear strategy behind them. Instead, it’s better to focus on a core set of creative concepts that are performing well and then systematically test refinements, rather than generating endless new assets without insight.

This is why we emphasize data-driven iteration over creative churn. The best brands don’t just produce more—they produce smarter. Every ad should serve a strategic purpose, whether it’s a fresh concept or an optimized version of an existing winner. That’s what allows for real scalability without a drop in effectiveness.

AI is already transforming creative production, but not in the way most people expect. It’s not replacing human creativity—it’s enhancing efficiency and scalability. Right now, AI is best used for automation and optimization, handling repetitive tasks like text overlays, resizing, and voice synthesis. These are areas where AI can save hours of production time without sacrificing quality.

What AI can’t do is replicate genuine human emotion, storytelling, and strategic messaging. Ads that perform well have an emotional hook, clear messaging, and a strong call to action, and that still requires a human touch. The brands that succeed in the AI era will be the ones that combine automation with creative strategy, rather than relying on AI-generated content that lacks nuance and authenticity.

The competition for attention is only getting more intense. Platforms are pushing for shorter, faster-paced content, and brands will have to adapt their creative strategies to keep up. Ads will need to hook viewers even faster than before, making the first second just as important as the first three seconds used to be. If an ad looks like a traditional commercial, people will scroll past it. The most effective brands will create content that blends seamlessly into the user experience while still driving conversions.

The pace of iteration will also accelerate. A winning ad today may stop working in a matter of weeks, so brands will need a system in place to test, adapt, and optimize creative assets quickly. Another key shift is the rise of platform-native content. What works on YouTube won’t necessarily work on TikTok or Instagram Reels, and brands will need tailored creative strategies for each platform rather than simply repurposing the same content across multiple channels.

Ad fatigue is becoming a serious issue. As more brands flood social platforms with video ads, standing out is getting harder. Consumers are exposed to so much content that even a well-produced ad can be ignored if it doesn’t feel fresh and relevant. The challenge will be balancing volume with originality—producing enough creatives to stay competitive while still keeping ads engaging.

Another major challenge is maintaining authenticity in a world where AI-generated content is becoming more common. While automation allows for faster production, brands that lean too heavily on AI without a clear creative strategy risk losing the emotional connection that makes ads work in the first place. The brands that succeed will be the ones that integrate AI into their workflows while ensuring that their messaging remains human, relatable, and strategically sound.

Brands also need to be prepared for constant change. The platforms, algorithms, and creative best practices that work today may not work tomorrow. The key will be agility—having a system in place that allows for continuous testing, optimization, and adaptation rather than relying on a single, static creative approach.

The most important thing is building a structured system for creative production. Instead of focusing on one-off campaigns, brands should develop a process where ads can be tested, optimized, and continuously refreshed without needing to be rebuilt from scratch. A strong creative pipeline isn’t about producing as many ads as possible—it’s about making the right ads, refining them based on performance, and maximizing each asset’s effectiveness. The brands that succeed are the ones that treat creative as an evolving system rather than a collection of isolated projects.

Another key priority is speed without sacrificing strategic intent. Brands that move too slowly risk falling behind, but those that produce content without a structured approach will end up with ineffective creative. The goal should be a balance of volume, quality, and agility—being able to quickly test and iterate while maintaining brand consistency and effectiveness.

Instead of focusing on making a perfect ad, focus on making ads that can be optimized over time. No ad will last forever, and creative fatigue is real, so brands that embrace a testing mindset will always have an advantage. Small adjustments in a hook, CTA, or pacing can have a huge impact, and the best-performing brands understand that iterative refinement is just as important as creative execution.

Brands should also lean into platform-native content. What works for TV doesn’t necessarily work on social media, and what works on Instagram may not work on TikTok or YouTube Shorts. Understanding the nuances of each platform and tailoring creative accordingly is one of the biggest factors in ad success today.

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For brands looking to scale their video ad production, Batch Creative offers structured, high-performing creative solutions tailored for performance marketing. Contact Brett or Eli on Linkedin for more info.