Elf Beauty boosts top organic creator videos with paid advertising

Cosmetics brand Elf Beauty is putting advertising spend behind creator videos that have already demonstrated success organically, Net Influencer reported. Speaking at Syracuse University during CUSE Creator Con in a talk uploaded to YouTube on October 29, Kelly Shah McDonnell explained the company strategy. Shah McDonnell, who leads connected commerce at the firm, stated that the brand boosts high performing content to expand its distribution. [1]

The paid media strategy applies to both external affiliate creators and agency partners, Net Influencer reported. According to Shah McDonnell, content created through TikTok Shop affiliates and agency branded videos receive paid media amplification once they prove initial organic performance. The company uses paid ads to make successful posts reach more viewers. [1]

Content creation involves generating and publishing media across digital platforms for marketing, distribution, and self expression. Digital creator content spans activities including videography, social media account management, and digital media editing. [3]