Jack_Gray

Started my first Facebook ads for my new store today! 🥳 Here is what I found out: 🤔 1. The product and ad interests people to click through 2. Cost per click is great to start with 3. My quality ranking is extremely low (not a surprise) Why is this?

@JoeJMarston META

We spend £100M annually on Meta. I'm giving away a free guide on exactly what's working right now. At that level of spend, across 50+ DTC accounts, you see things most brands never will. Which structures are holding. Which creatives are compounding. Where budgets are bleeding and why. Meta has changed more in the last 18 months than in the five years before it. Andromeda is now fully live. Creative is the primary targeting signal. And the old playbook (defined audiences, incremental iterations, scale what works) is quietly killing performance for brands that haven't adapted. The ones pulling ahead aren't spending more. They're feeding the algorithm differently. Persona-first creative. Strategic diversity. Systems that compound, not just volume. That's what this guide captures. "Proven Meta Strategies: Moves That Are Working Right Now" - everything we're running at £100M/year, written down. → How Andromeda actually works and what it means for creative → Persona-first foundations: why the same message to everyone is your biggest performance leak → Creative diversity done right and how to build for it systematically → The creative hierarchy: scaling winners without starting from scratch → Account structure, partnership ads, organic/paid alignment, AI tools, multi-market frameworks Retweet this post and comment META below and I'll send it straight to your DMs

@oliverwhudson 2026

I'm giving away our most in-demand strategic resource, the same frameworks behind £600m+ in revenue generated for the DTC brands we work with. (This will be the last chance to download for free). The year is 2026, and every consumer now lives inside a personal algorithmic bubble. Every feed, every search result, every shopping journey is uniquely shaped by micro-behaviours, emotional signals, and past engagement. Meta, Google and TikTok aren’t matching ads to audiences anymore. They’re orchestrating hyper-personalised experiences at the individual level. At the same time, consumers are craving something algorithms can’t manufacture: real connection. For brands, this changes everything. Winning in 2026 won’t come from targeting hacks. It will come from: – Creative built around individual triggers – AI-powered signal analysis and rapid iteration – Systems that compound incrementality – And content that still feels deeply human This playbook breaks down the exact structures we use across Meta, TikTok, AI and Creative to drive compounding growth in this new era. Retweet this post and comment "2026" and I'll send it over.

@LoukasHambi @Insense_pro UGC

We're giving away our UGC 2.0 playbook - built with @Insense_pro, informed by £170M+ in Meta spend across 250+ brands. Here's why it exists. Most D2C brands are still running UGC like it's 2021. Find a creator. Send a product. Hope the lighting's decent. Wait for the hero ad: that one magical video that carries your ROAS for six months. That era is over. Meta's Andromeda doesn't reward demographic targeting anymore. It rewards creative signals. The algorithm is asking: "Which ad should this person see?", not "Which audience should see this ad?" If you're still searching for a single winning creative, you're playing the wrong game entirely. UGC 2.0 isn't content creation. It's signal engineering. And scaling in 2026 requires three things: → Strategic Volume: enough creative to reach a range of micro-personas → Variation: diverse, researched personas that unlock new audience pockets → Velocity: turning funnel insights into fresh creative in days, not weeks Inside the playbook, we break this down Want it? Retweet this post Comment "UGC" and I'll send it over (Make sure we're connected so I can DM you)

@oliverwhudson GLOSSIER

We broke down the paid media funnel of a brand that hit a $1.8B valuation. Most beauty brands on Meta are producing creative for one type of buyer. Glossier are producing creative for an identity. That distinction explains everything about how they scale without ever looking like they're selling. We broke down their entire paid media system. Here's what it actually looks like when a community-first brand commits fully to persona-led creative and builds a structure that Andromeda was made for. The breakdown covers: - How their UGC-heavy, multi-format approach feeds Meta's algorithm with the creative signal density it needs to find the right buyer at the right moment - Why scaling a brand built on identity and community requires a fundamentally different creative strategy to a traditional beauty brand - How they maintain premium positioning and cultural cachet while producing the creative variation Andromeda demands across every stage of the funnel - The distinct psychological role each format plays (UGC, high-production launch creative, sensory content, statics, comment reply) and why pulling any one of them out breaks the system - Why persona-led creative is the only sustainable growth model for a brand like this, and what it teaches us about scaling in one of the most oversaturated consumer categories in the world Retweet this post and comment GLOSSIER and I'll send it over.

@herrmanndigital @MrYoniLevy Have you got it connected to Meta? How have you found it being able to analyse all details in ad account?

@MrYoniLevy For meta been using it for analysis on ads then building new skills for building static ads / landers based on the analysis.

I now use Manus more than any other AI tool.

@conortrains Congrats!

WE DID IT BOYS

@binghott @kennysells Is your potential view then that the idea is now in 2026 a mix of diversity in the account combined with spend? Or Spend > Diversity? Or am I having a completely different conversation. Im trying to workout the track able input combined with spend that can be improved.

What's your stance? For starters: hit rate doesn't have a uniform definition. Everyone has their own take/definition of it. It also doesn't account for volume, costs, or actual scale at all. Some ads take 5 seconds to produce, others take 5 weeks. Some ads cost $10 to produce, others cost $10,000. Some ads last 2 weeks in an account, others last 2 years. Hit rate takes none of that into account. A big part of the modern game is volume. Volume goes up, hit rate goes down.

Try to convince me that ad hit rate matters more than spend.

Share your Wispr stats in the comments

@chuckiegregory Love to hear it!

Historic month in March. Super grateful. Efficiency improved, net profit gains, product roadmap becoming more clear.

@oliverwhudson Love it Olly, appreciate the explanation! Using AI to get this information from reviews, combine it with the results from the ads is a super cool way to spot gaps in reviews and ads. I'm sure you already have a workflow for that!

Here's an example of an audit find and we see this in accounts constantly. 4 personas. 5 angles each. 20 possible creative territories to brief against. When we lay it out like this, the gaps become impossible to ignore. Persona 4 has barely been touched. Angle 3 is almost entirely uncovered across every persona. And what looks like partial coverage in the rest isn't really coverage at all, it's the same message loosely applied to a different person. Most accounts we audit look something like this. And those gaps aren't just missing ads, they're audiences with specific fears that would convert them, specific motivators that would pull them in, specific angles that would land in a way nothing currently running does. Andromeda can only find those people if you've given it the signal. If the ad was never built for them, the signal never existed. The reach was always there. It just never got unlocked. This is what we mean when we say most accounts are covering less than 20% of their possible creative territory. The constraint isn't budget or production capacity. It's strategic coverage - how much of the map has actually been briefed against. The accounts that fix this don't just improve performance across existing personas. They find reach they didn't know was available to them.

@alexgoughcooper Great article as always Alex. Give it 5 months and there's an AI workflow for ugly ads...

@SarahLevinger I find it interesting that in this space it does seem like everyone has different definitions of what the components of an ad are. Many people have different definitions for angle, messaging. I guess the most important thing is using these terms as ways of diversity in accounts.

CREATIVE STRATEGISTS: when launching new concepts in the ad account, start with... 1. HOW - how do we want to communicate this? Like a coach? Like a therapist? Like a friend? A parent? A comedian? (Tone) 2. WHEN - which micro-moments would our product show up the most? At the grocery store? At home? In the backyard? At a social gathering? (Angle) 3. WHO - which belief system would probably respond to our message? "Everyone is valuable"? "Whiskey is life"? "I am misunderstood"? (Persona) 4. WHAT - what format would communicate this best? Static? GIF? UGC? (Format) (New ideas would then be created based on combining these elements and testing to see which arrangement wins.)

@mikefutia NANO

Claude Code + Nano Banana 2 is f*cking cracked 🤯 I built a system inside Claude Code that researches any brand, writes 40 ad prompts from scratch, and fires them all to Nano Banana 2. One brand name + one URL = 40 production-ready static ads. All inside Claude Code. I took @alexgoughcooper's brilliant framework and automated the whole thing inside Claude Code. Perfect for DTC brands and agencies who need high-volume ad creative without briefing a designer or spending hours in Canva. If you're finding winning ad concepts on Meta and manually recreating them one at a time in Higgsfield — copying prompts, pasting product details, tweaking aspect ratios, downloading, organizing... This system eliminates the entire loop: → Give Claude a brand name and URL → It researches the brand's fonts, colors, packaging, and photography style → Builds a Brand DNA document from scratch → Fills in Alex's 40 proven ad templates (headline, us vs them, testimonial, UGC, review cards, stat callouts) with brand-specific details → Fires every prompt to Nano Banana 2 with your product photos as reference → Downloads finished ads into organized folders with an HTML gallery No Higgsfield. No manual prompt filling. No copy-pasting between tools. What you get: → 40 ad formats filled with your exact brand colors, fonts, and copy → 4 variations per format so you pick the best output → Product photos passed as reference so the model matches your real packaging → A reusable system — new brand, new folder, same pipeline Built 100% in Claude Code with Nano Banana 2. I put together a full playbook & Loom video showing the exact process to set this up yourself. Want access for free? > Like this post > Comment "NANO" And I'll send it over (must be following so I can DM)

@codyplof @soundslikecanoe Hi Cody, how do you trust Claude with all of your google drives, notion documents, personal files on your comp and access to google Chrome. Am I stupid for being hesitant to providing these permissions.

@soundslikecanoe I always wonder how Claude feels when I turn on bypass permissions and tell it I’m going to sleep but ask for it to keep working

Sometimes I feel bad for making Claude work constantly on 12 things at a time No rest for the weary, bud. Buck up.

How many ecom/ DTC tweets do I like to come back to in the future... YES.

@alexgoughcooper @TaylorHoliday @BellSaar I think the risk here would be the upkeep of the human to constantly update information needed to make decisions and they wouldn't want to risk taking on that responsibility. Take the current war as e.g > the squeeze on consumers > how that may impact account > Manus needs that

@TaylorHoliday @BellSaar Why do you think Manus/Meta doesn’t want to go the route of having a point of view given their “connect a bank account and we’ll do the rest” vision. Do they not need this to fulfil on it?

What is the AI "Context Layer" and why does it matter? Let me show you a realtime example. If you are experiencing limitations in how AI is able to impact your eCommerce business specifically check this out.

@Nugennath Which actually looks like what might be happening...

@Nugennath I think if anything to make these 10x more worthwhile you should have someone filming the filming of the shoot. I would guess that content may be worth way more than the final output because the AI content has got so good!

I think AI will be a decent chunk of ads in the near future But brand shoots like this + organic scripts and show casing lifestyle will stay Shoot day rn btw