Insights
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Page 2 of 9, working back through 103 articles.
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The most repeated statistic in paid social is a myth
Sound off video ads are real and the famous 85% figure is a myth from a 2016 blog post. Here is the sourced number to use instead, and what to do.
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One range clears every documented placement requirement
Video ad length between five and fifteen seconds qualifies for every documented Meta placement. Here is why that range is the practical default.
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The comparison everybody asserts and nobody has run
Static vs video ads is argued with percentages that have no source. Here is what the absence means and how to answer it in your own account.
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Give them the argument and let them sound like themselves
Briefing UGC creators works when you specify the argument and leave the delivery alone. Five rules, and the over-direction that removes the point.
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Nobody has published a study showing they beat studio work
UGC ads are recommended everywhere and no study with a disclosed sample supports the premium. Here is what the evidence does and does not show.
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Five rules, one page, and the argument at the top
A creative brief for ads that fits on one page. Five design rules I always specify, and why the argument belongs above every constraint.
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Under twenty characters halved the cost per acquisition
Ad headlines under twenty characters produced roughly half the cost per acquisition of longer ones across 20,000 accounts. Sentence case beat title case.
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Eight structures that still work, and the ones that give you away
Ad copy formulas worth keeping, plus the patterns that mark copy as written by a machine or a template. Eight structures and what each one is for.
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Your customers already wrote the copy, in five places
Voice of customer research means lifting the exact words people already use. Five sources, what each one gives you, and how to turn it into copy.
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Name the problem and hand over the solution in one breath
Ad angles that work do not look like adverts. Two I have run, written out, plus the structure underneath them and where to find more.
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Replace on the number, produce on the calendar
Creative refresh cadence should follow spend and measured cost, not a fortnightly rule. Here are the production bands and the replacement trigger.
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Meta measured it across 2,439 campaigns and published no number
Ad frequency thresholds have no published source. Meta studied 2,439 campaigns and declined to name one, while the industry names several.
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