Isaac Reyna

Axon just out-purchased Meta. Some of you know I'm still in the weeds as a merchant myself. Since launch, Axon has driven 18.7% of our revenue. Similar budgets. Similar ROAS. Shopify looking good ✅ #AppLovin #Axon #Shopify #MetaAds #DTC #EcommerceMarketing #ROAS

@DanaPeters0321 When I saw the post, I was like is this guy being fuckin for real?! I sent you the screen shot of what I saw. And Tyfys, I like seeing vets in ecomm 🚀🚀

@MetaplyAI Nobody of any merit would ever say that…

I saw someone on LinkedIn that said your "Winning Meta ads" will always fail on Applovin. Thats a load of BS. We literally have creative assets full of Meta winners that do well on Applovin for almost every client. Of course a static ad is not going to do well, but a 45 Sec TOF video? might do well on this channel. Try it. #AppLovin #Axon #Shopify #MetaAds #DTC #EcommerceMarketing #ROAS applovin.com/en/consumer-br…

Ahh I remeber the early days, turned off an ad to early and the whole campaign shit the bed

@SchmelebeckPPC 🤦‍♂️

had a call with the MT google team yesterday for a 6 fig/mo spend account they tried gaslighting me by saying PMAX is for TOF and DG is for MOF GTFO

@johnhickey1970 Purchased!

@MetaplyAI yeah my dad likes it for that.

i don’t always travel. when i do i bring a few of my favorite items.

@Aaron_Cordovez Wow that looks killer!

We bought an abandoned, run-down building in Clearwater and renovated and remodeled it to be a vibrant, beautiful place in which to work. Here is one before and after picture... Zulay Kitchen's Headquarters also created about 100 jobs in Clearwater, Florida. We may not be able to change everyone, but providing great jobs to great people helps to bring about their personal potential and help them provide for their families. Many people have bought their first house while working here, or had their first or next child. Proud of what we're doing.

@MariyahGenX_UGC @contentcait Sorry, thanks for that!

@contentcait @MetaplyAI TOF = top of funnel

for sure. Always happy to help. Since AppLovin is mostly driving net new users (cold traffic), I like running TOF videos in the creative asset mix. The avg AppLovin conversion happens after about 5–8 ad exposures, so there’s enough frequency for vids to educate, build trust, convert, etc.

@MetaplyAI What do you mean by TOF video? Trying to learn more about Applovin 😌

CTC seeing great results w/ @AppLovin also. The ones taking the channel seriously are winning.

@ecommcowboy @CommnThreadCo @AppLovin Great stuff!

New DTC data report by @CommnThreadCo dropped! Some highlights for H1 2026: • 15.2% median brand growth • @AppLovin incrementality averaging 171% • TikTok Shop spend is surging • Google's ROAS is up 10% YoY on only 13% more spend (maybe because ChatGPT competition is pushing Google to sharpen inventory?) @colindougherty: "I really think the play is to diversify across channels, then anchor in one or two buckets. "Either be a high-AOV brand with strong margins, or a subscription brand with high repeat purchase and an LTV tailwind." "Meta efficiency is slowly eroding. You can't solo-allocate and scale to the moon anymore." @jimmykim: "AppLovin cracked mobile games and it makes sense. People are on their phones for two things, social media and mobile games. That's why the ads work so well." "If you sell to younger generations, you win on TikTok, not Instagram or Facebook." @chrislukehall: "I became an AppLovin believer after it resurrected Q4 for a supplement brand. It was huge for new customer acquisition." What do you think?

Now this is a fucking ad. Watch this for a masterclass in using internal narrative identity. I wanted to buy whatever they sold didn't matter. Identity > everything.

@BryanBumgardner One thing I noticed when comparing the data year over year was that AOVs seemed lower than last year, maybe shoppers were being more cautious with their spending for back-to-school and for prime day. Just a thought since I saw you post about back to school stuff

CTR and CPC metrics improve as advertisers continue to pull back spend into ecomm summer. Low purchase intent during the stretch between July 4th and back-to-school means spend volumes are dropping, creating a lift in performance. This is a perfect time to test new creatives, new channels, fix your funnels, prep landing pages, etc. Tough to do that during Sept-Oct-Nov when your kids are back in school, holidays are distracting everybody, and CPMs are increasing during the run up to BFCM. @northbeam

@DavidWeinetayg @Jasonsmys

@Jasonsmys Single handily putting the cult on his back

Someone hire Isaac as THE AppLovin guy!!! He knows the space better than anyone else

@derekhalpern I’m hyped to try these out. I use LMNT but it can be extremely salty sometimes

So, Truvani launched electrolytes. And we are about to completely sell out of our first batch just a few days after launch. Surprising because we had the clown show on Twitter suggest we did something wrong. Even more surprising because some people on other social platforms said, "we're so over hydration sticks." But the peanut gallery isn't your customer. Your customer is your customer. And I promise you this sell out wasn't intentional. We knew it would be big. It was one of our most requested products in all of our customer survey data. It turns out: People are in fact, sick of Stevia. Or at least our customers are. People are tired of "natural flavors." People want great taste - with low or no sugar. And people want real ingredients. What happens next? Well... Luckily we always prepare for success, and have the supply chain ready to ramp up production. Its just going to take about 2-3 weeks. But in the mean time: Truvani just entered the electrolyt game and it's going to be BIG. Very exciting.

@texasrunnerDFW Honestly worth it for a family, they have so many amenities. Mothers feel great after having their workout/sauna time for a few hours

This is the cost of a Lifetime Fitness Membership in Frisco, TX for a family of 5 (2 adults and 3 kids) $609 This was also the average monthly rent for a one bedroom apartment in Dallas just 20 years ago The club currently has a waitlist

@EricTilbury_RTB Facts

The disconnect I see between people at the very top talking about the industry and what is actually done by hands-on keyboard buyers is so large.

@colindougherty @ashleyoverbeek One of the coolest interviews

"Can you make caviar without fish?" @ashleyoverbeek, Founder of Pearle Caviar, created the answer to that question. It started in her kitchen in business school, developing recipes. From there, she worked with a local chef, fundraised, and partnered with a team of culinary scientists formerly of Noma and Momofuku. Together they ran over 50 rounds of iteration and built the machines to make Pearle Caviar from scratch. And the hardest part wasn't even the product. It was belief. She had to educate consumers on what plant-based caviar even is, and convince every supplier and production facility to buy into an idea they'd never heard of. Reinventing a 1,000-year-old luxury means selling the vision to everyone in the chain, not just perfecting the recipe.

@stepanecom Looks like a play from the Applovin side. Playables do great

Gamified pre-landers are blowing up 💥 At the start of the month, less than 2% of the Grüns ads we tracked were sending traffic to this specific pre-lander. Now it’s 30%+ That’s not a random test lmao. Traditional flow: 1. Ad 2. Landing Page 3. Purchase Grüns’ flow: 1. Ad 2. Play 3. Win 4. Get a dopamine hit 5. Feel invested 6. Visit the landing page 7. Purchase The game earns customer attention before asking for money. More interaction = more time invested = a much warmer visitor hitting the actual offer. Casino-like mechanics will beat generic click-to-shop flows more often than most DTC brands want to admit. This is 100% something brands should be testing inside their funnels rn. Steal it.

@ashvinmelwani Pretty cool!

I run Obvi, a $100M+ DTC brand. This week I handed an AI employee 10 of the jobs I hate most, and it just went and did them. Not a chatbot I poke at. Something that lives in my Slack and owns the work end to end. I've managed over $100M in paid ads. The problem was never the ideas. It was that the boring, cross-tool jobs never got done unless I did them myself at 11pm. So I added Viktor to our Slack and started with the one I dread most: the morning numbers. In plain English I told it to pull yesterday's Meta and TikTok spend, blended ROAS, and the three creatives that are scaling, and post it in #growth every morning at 9. I expected a summary. It went and did the work. It reconciled the ad platforms against Shopify, caught two fading ad sets bleeding budget, and asked if it should move the spend into the creative that was actually scaling. I said yes. Done, before my coffee. Then I kept handing it jobs (full list in the first image): creative fatigue alerts, refund and chargeback digests, retention by acquisition source, the Friday board update. It does the work and waits for my approval. It doesn't replace anyone. It does the stuff nobody on my team had the hours for. And it isn't just me. Ben Yahalom, CEO of True Classic, put Viktor on the work his team never got to. His words: "It blew my mind, to be honest." If you run a DTC brand, give it your morning pull first. The report you keep meaning to build, spread across Meta, TikTok, Shopify and Klaviyo. Connect them, describe what you want to see, and let it run every day. That is the hour you get back. The brands pulling ahead this year aren't the ones with more tools. They're the ones who stopped doing the work software should be doing. Hire @viktor__com for your team. $100 in credits included, no card. Full link in first comment. Paid Partnership