 | |||||||||
| |||||||||
 Bonjour Millionaire, Copywriting’s so last month. For the next few weeks, we’ll focus on revenue (my 1 true love) and some gutsy, but grounded, strategies to drive it. Get in, growth dogs. We’re talking Meta. Was this email forwarded to you? Sponsored by Insense Today we’re talking about how I tame the hungry beast that is Meta Andromeda in 2026. It’s a bookmark-worthy Notion hub. Are you shooting your shot on Meta?At the risk of sounding like a cheesy poster in your high school guidance counselor’s office…you miss all the shots you don’t take. Andromeda wants your shots. Nope, more than that. As much creative diversity as you can manage, x 50. But done thoughtfully…  That’s how we came up with lo-fi, ASMR-ish Meta ads. It wasn’t a BIG SWING. (More on big swings in a moment.) It was A swing. UNTIL… This weird little ad spent $37K out of nowhere! It was just an iteration of something that kinda worked over holiday but that was made evergreen and was made faceless. Why was this ad working? That was for us to figure out! Why did THIS 1 RESONATE? And, was it repeatable? 🏄♀️: We made our best educated guess, overnight ordered every product shown in the ad, and RECREATED THE SIMPLE AD THAT SURPRISED US. Same style and products, different setting. 🏄♀️: Then, we shared the assets with 2 agencies and asked for 5 more versions of the weird ad. We showed them the exact ad that was working and said do this exactly like this, please. New colorways, backgrounds, and same products, but still “in conversation” with the original. When something works, especially on Meta, you never know how long it’ll last. It could be 2 days. Could be 2 years. So you have to read the signals and move FAST - so you’re set up for success, either way. This is the hard part, in my experience. Brands take all these shots, but don’t have a system to scale what hits. They just simply move too slow. I never move slow. No growth dog moves slowly. OR they read the signals, but are too scared to follow them before they have a ton of information. Instead of riding the wave, they sit it out. Shots, not taken. Momentum, lost. Revenue, unrealized. Losers! Kidding. LOL. But not really. Total loser move. Here’s what to do instead (if you really care about $$$):  THE GUTSY, BUT GROUNDED, WAY TO MAXIMIZE META REVENUE🥘: Keep a big batch running. This isn’t volume for volume’s sake. You need a variety of formats, hooks, sources, etc. to test and learn from. Have at least 5 sources of creative (lo-fi UGC, internal team content, and influencer creative, branded, socially native, more UGC, unfamous influencer but aesthetic, street-interviews, I could go on and on) running at ALL TIMES. Brief for variety over polish. A batch that all looks the same defeats the purpose - and loses favor with Andromeda, which is always scanning for differences. It’s smart. ⚖️: Strike a balance between big bets and big batch. You don’t know what’s going to take off, until you shoot your shot(s). But, you DO know your audience and what’s worked before. Identify some big bets you can make, while the rest of your batch runs in the background. Invest in ideas you really believe in. Be intentional. Brief tightly. And, importantly, fight back if the brief isn’t followed. That is my specialty. Sometimes winners come out of big bets. Sometimes they come out of an inexpensive, random UGC concept you didn’t expect. Either way, it’s DATA. Here’s an informed place to start: Identify a winning ad from your not-so-distant past. Redo it in the same style, same product. See what happens. Now, redo it again with the same style, different product. Then redo it again, but at nighttime. See? ⏰: When something works, the clock’s ticking. GO, GO, GO! It takes guts to double-down on something that’s 2 days old. But if you wait ‘til you have many days of data, it’ll probably be too late. Fortunately, this gets easier with practice and some ground rules: 1️⃣. Make an escalation plan: If something 2x's your average performance and can really spend in those 1st few days, it goes on the "replicate now" list ASAP. It’s not even a list. It’s messages sent out right then. 2️⃣. Identify what’s working BEFORE you try to recreate it. Is it the lighting, the styling, the setting, the featured products, etc.? If you can’t tell, neither can I. Just identify the elements present and include them in the new brief. 3️⃣. Brief at least 2 different sources to give it your best shot. 🌊: Know when the ride’s over. Every wave comes crashing down. Knowing when to retire a former winner is the other 1/2 of success. Some ground(ed) rules: 1️⃣. Set a floor: If performance drops below X for Y days, you scale down, or hit pause on briefing new variations. We cannot protect our darlings if they betray us. 2️⃣. Document what made the ad work for your next attempt. We so quickly forget! 3️⃣. Brush yourself off and get batch out there!!!!! Keep shooting your shot, growth dogs. Woof woof.  Sponsored by Audiense Your highest-value shopper Googled you, walked into a store to browse, then bought on mobile 3 days later. But in your data? She's 3 strangers. GO-TO-MEME  Yours, Ari | |||||||||
|
{beacon}
