Most creator content gets treated as supply. Brief ten creators, collect thirty videos, push them live, hope something sticks. The output is measured in assets delivered, which is a production metric, not a growth one.

I spent six years working for some of the world's biggest brands like Nike, Dyson and Booking.com, where nobody would have accepted that. You started with the audience, what they believe, what they're avoiding, what would actually shift them and the creative followed from the thinking. Then I moved into the DTC world and found brands spending five figures a month on Meta with creative decided in a Slack thread on a Thursday afternoon.

That gap is the whole reason Skylance exists.

Here's the argument I'd make to any founder scaling on paid: at any given moment, only around 5% of your market is ready to buy. The other 95% aren't looking yet. If every asset you produce is aimed at the 5%, you're bidding against everyone else for the same small pool, and your CPA tells you exactly how that's going. The brands that get cheaper to acquire over time are the ones building recognition with the 95% before they enter the market.

Creator content is the most efficient way to do both at once. A creator explaining why they switched builds familiarity with people who aren't ready and converts the ones who are. Run it as a partnership ad from their handle and it carries their trust into your account.

I sell a system that prioritises an audience first approach, angles built from what's already converting in your category, content produced against those angles, and a monthly read on what won, that feeds the next brief.

If you want more videos, there are cheaper places to get them. If you want creator ads that will drive future demand and convert the buyers who are ready to buy, let's talk.