Your creator video is doing SEO work

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In this newsletter, you’ll find:

🔍 Your best creator video might already be doing SEO work

👻 Snapchat is turning chat into a shopping and planning hub

🏆 Ad of the day

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Together with Zenty

You don't have a catalog problem. You have a coverage problem.

Right now, somewhere on your store, a photo shows pockets while the description says none. 

A midi dress is labeled full length. A price reads one thing on the page and another in the cart. Across thousands of SKUs and variants, no team can browse every page before customers do.

Zenyt's AI shopper agents review your entire store the way a customer would, checking every title, spec, image, and price against your source of truth, continuously. Then they rank what is costing you the most first.

• New York & Company identified 500+ findings before BFCM and uncovered $100K–$300K in potential revenue.
• Caudalie generated €700K in incremental revenue within 12 weeks.
• LG protected $900K in EBITDA and saved 2,100 working hours.

Your catalog changes every day between now and Black Friday. Get your free store analysis before peak traffic finds the gaps first.

🔍 Your best creator video might already be doing SEO work

New data from Jellyfish found that YouTube creator content now surfaces in more than 25% of AI assistant responses, making it one of the most AI-discoverable content formats that exists. 

That's a performance layer sitting entirely outside YouTube's own recommendation algorithm, meaning a piece of creator video can keep earning visibility long after the campaign that funded it stopped spending, simply because a model somewhere keeps citing it.

Most teams still evaluate creator video against the metrics the platform surfaces natively: views, watch time, engagement rate. None of those numbers tell you whether the video also got cited when someone asked an AI assistant a question your product answers. That's a fourth column most teams aren't tracking at all.

Check whether your existing library is already showing up

Before building anything new, find out what's already working. Take your five or six best-performing creator videos from the last two quarters and ask an AI assistant the core question each one answers, in the shopper's own words rather than your brand's.

Where your video, or a close paraphrase of what it said, shows up in the answer, that's a piece of content quietly compounding beyond its original campaign. Where it doesn't, that's useful information about which of your winners are actually still winning.

Score future creator briefs on citability, not just watch time

A video optimized purely for watch time and completion can be excellent by every native platform metric and still say nothing an AI system could cleanly extract and cite.

Add one line to your next round of briefs: the creator states plainly, at some point in the video, what the product does and who it's for, in language that would make sense as a standalone answer pulled out of context. This costs nothing in production and doesn't require sacrificing the hook that gets someone to watch.

Treat citability as a reason to rehire, not just performance

A creator whose content keeps surfacing in AI answers months after it was posted is producing a different kind of return than one whose views spike and disappear, even if the two looked identical on a performance report at launch.

Identifying which creators in a roster are quietly producing that compounding asset is part of what Insense helps ecommerce brands scaling past $2M build, trusted by Il Makiage, Quince, Huda Beauty, and Monster Energy. You can book a free strategy call to map creator availability in your niche and get $200 toward your first campaign.

A video used to stop earning the day the campaign ended. Increasingly, the best ones don't.

👻 Snapchat is turning chat into a shopping and planning hub

Snapchat is expanding what users can do inside conversations, bringing Dynamic Product Ads into Sponsored Snaps while launching Plans for organizing real-world events directly from Chat.

The Breakdown:

Product ads are moving directly into DMs - Dynamic Product Ads can now appear inside Sponsored Snaps, bringing personalized catalog products into Chat, a surface Snapchat says 85% of users regularly use.

Snapchat is optimizing campaigns around where people actually buy - New Value, web and Omnichannel optimization tools aim to drive purchases across apps and websites based on where each shopper is most likely to convert.

Users can now organize events directly from Chat - Plans lets Snapchatters choose a date and time, invite up to 200 friends, collect RSVPs and manage upcoming events through a dedicated My Plans section.

Snapchat wants conversations to lead to real-world meetups - Attendees receive reminders before events, while Snap says 35% of U.S. users aged 13 to 24 already use Chat to make plans and organize events.

Snapchat is making Chat more useful beyond messaging. For advertisers, conversations become another place to drive purchases. For users, those same conversations can now turn directly into real-world plans, reinforcing Snap’s focus on private interactions rather than endless feed consumption.

🎥 Ad of the Day

What Works:

Scale Creates Drama - The oversized “SPLASH” typography creates a strong visual hierarchy and instant thumb-stop effect, making the category unmistakable while giving the campaign a bold editorial feel.

Sensory Cues Sell - The lilies, pink palette and model styling work together to make the fragrance feel floral, feminine and polished before viewers even read the supporting product claims.

Benefits Stay Visible - The icon stack quickly communicates fragrance longevity, hydration and freshness, giving shoppers multiple reasons to believe while keeping the hero bottle and branding dominant.

For fragrance or beauty, surround the product with visual cues that imply scent, texture and mood. This makes an intangible benefit feel more concrete and memorable. 

💃Events 

🔥 What 300+ Marketing Leaders Reveal About Who Gets More Budget

Tomorrow - September 17 | Virtual Event

Krithika Shankarraman, the first marketing hire at Stripe and OpenAI, joins AirOps CMO Christy Roach to unpack what separates teams that earn more budget and headcount. Learn how to tie investment to growth, protect high-impact work, and make resource asks leadership can confidently back.

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