Building scalable UGC ad systems, with Make It Click founder Iveta Makedonska

Make It Click is a UGC agency that produces ads for large direct-to-consumer brands, and its founder and CEO Iveta Makedonska says the hard part is no longer finding one winning video. In this Affiliate Grand Slam podcast interview she covers building creative systems, choosing and rotating creators, why she avoids influencers, and where AI helps.

In this episode

• Makedonska says the agency works with over 20 markets, now mostly Germany, and focuses on e-commerce for eight- and nine-figure brands, with a few SaaS and fintech clients (0:30, 1:00, 1:30).

• Most advertisers produce randomised content and collect no data, she argues; her aim is a system that finds winners consistently instead of one lucky ad (0:30, 2:01).

• Success starts with knowing customers' use cases, pain points and reasons to buy, then finding which content type they prefer, since audiences respond to different formats (3:01, 3:32).

• She treats creators as paid actors who follow 15-page scripts and briefs, avoids influencers who freestyle, and rotates fresh faces to fight fatigue (4:31, 5:30, 6:00, 6:31).

• She works with over 750 creators; she says she wishes AI avatars could replace them but expects Meta to penalise brands that overuse AI, so only trend-style clips use it (9:01, 9:31).

• AI matters more for data and strategy, she says, because models can estimate an ad's success; at the conference she plans to share her framework for systematic creative (10:00, 12:30).

Interview from AGS Podcast by Affiliate Grand Slam, published on YouTube.