Launched my first supplement brand 343 days ago.

We've done 1.6M in online sales (Amazon + Shopify).

Now it’s profitable. Predictable. Scaling.

If I had to do it all over again,
Here’s what I’d do differently (and why): 🧵 1. Subscription or bust.

Our subscribers are worth 5x more than one-off buyers.

I used to think subs were just a nice add-on.
They’re the entire game.

Ryze, Carpe, EveryDay Dose… all sub-only.
Not a coincidence.

More predictable revenue.
Higher LTV.
More room for CAC. The higher you can set your allowable CAC the bigger you'll be.

Natural foundation has over 160 ads live in their ad library...

Almost every single one of them uses AI

Here are 4 ways they use AI OVER and OVER in their ad creative

(Book Mark this) 1.

Street Interviews + Expert testomonial.

David Protein has 250 live ads

These guys are KILLER marketers

Here are 5 creatives they use over and over again

(book mark this) 🧵 1. Low Fi "Ugly" ads.

This one is a Fit dude in his car talking about a post gym snack.

The key to this is raw virtually unedited videos with 0 music.

To execute get good creators and Brief don't script.

New Content Format⚠️ I call it employee generated conspiracy content (EGCC) and it's crushing in accounts

Brand owners... tap in 👇

Problem: People are exhausted by the same recycled UGC formats that worked in 2020. Unless you're working with a 10/10 creator or capturing truly authentic, unscripted content, most UGC just doesn’t hit in the account. Performance agencies are stuck in the past creating inauthentic UGC that is white labeled Billo content.

We’ve shifted away from traditional UGC at Shown Media and leaned into new formats one of which being conspiracy lead Employee generated content aka EGCC. EGC is when a creator speaks as if they’re part of the brand using “we” language, sharing decisions, processes, and perspectives like an insider. They become a voice of the brand. EGCC takes this format to the next level by creating a conspiracy around the brand and product and creating an enemy in the eyes of the consumer.

Here are 3 reasons why you should be testing this format:

1. Curiosity kicks in. Viewers feel like they’re getting an exclusive, behind-the-scenes look into the brand’s world—how things work, what the team is thinking, what’s coming next. They get to see the real behind the scenes of your operation.

2. Authentic delivery is optional. Unlike traditional UGC where “authenticity” is needed to have a winning ad, in this case you are not posing as a customer plus all you need is some BTS footage and a voice over. Making iterations becomes insanely fast.

3. Conspiracy hijacks consumer psychology. Conspiracies tap into people’s innate desire for secret knowledge and a need to “figure it out.” This format makes viewers feel like insiders uncovering something brands don’t want them to know—even though you are the one planting the idea. It triggers skepticism about competitors and positions your brand as the “whistleblower,” building trust and engagement while driving curiosity and action. When viewers feel like they’re in on the secret, they become more loyal and invested.

Example below 👇 Let's show 3 other examples:

1. VKTRY: Here we paint big cleat companies as the bad guys who purposely engineered shoes with cheap insoles.

Just went deep with @lucawashenko on the Boring Ecom Pod and holy sh*t, this man is a savage.

Easily one of the sharpest, most tactical entrepreneurs I’ve ever met.

Here are 5 of the most ruthless truths Luca dropped about building in ecom in 2025:

(Book mark this 🤯) 1. TikTok Shop Is an Arms Race, Not a Business Model

It’s explosive short-term growth with a built-in expiration date. You don’t own your traffic. You don’t own your customer. And if you build your business on TikTok Shop alone, you’re just scaling a liability.

Luca quote:
“If TikTok goes down, your business goes to zero overnight. No emails, no phone numbers, nothing.”

1. This ad was made entirely with real customer reviews

This concept is SO easy to make... just a little b-roll and an AI voice over

Get a PAKI editor a decent script and this can be made in 30 minutes 2. Company Story

Tell the audeince about how you made your product + show the behind the scenes

The supplement space is unsaturated...

You just need a new marketing angle 🧵 Today we'll be analyzing some of the strategic tactics Try create a creatine gummies brand uses

This brand started just 2 years ago and has already done about 14 million dollars in sales

Here's a conservative estimate: 195000 orders * 70 dollar AOV

You can see my order number below which proves the amount of orders they have done 👇

I studied Ridge Wallet, HI Smile and Dr. Squatch's LONGEST running ads to see what they ALL have in common 🤷‍♀️

Here are the 3 characteristics they share

These might surprise you: (book mark this)

Pet Lab Co had over 400 ads live 🤯

These guys are KILLER advertisers

Here are the 5 styles they use (bookmark this) 1.
Listicle...

Listicles ARE NOT DEAD ☠️

Some of our clients BEST ads are listicles

Hi Smile has over 9,000 ads live in their facebook ad library

These guys are KILLER advertisers

Here are the 5 styles they use (bookmark this) 1.
Warehouse content:

These guys love to shoot the behind the scenes of their operation. People LOVE to see this.

Fly out to your 3pl.. or record your warhouse if you own t

Ryze Superfoods has over 3,000 ads in their facebook ad library

These guys are KILLER advertisers...

Here are the 5 ad styles they use (bookmark this) 1. Listicle:

3 signs of blank

3 reasons blank

This is simple... but usually wildly successful

The HOOK of an ad is BY far the MOST important part 🙄

No matter how good the rest of your ad is, you WILL FAIL if your hook sucks ❌

Here are 5 PROVEN hooks that you can STEAL for your next ad 🧵 Btw I made all these hooks for my clients... 🔥

Check them out and STEAL them ✅

This ad was ENGINEERED to go viral… 👏

But what makes it SO effective?

Is it the hook? Premise? Storyline? 🤔

Here are 4 secret tools we used to create this WINNING creative 🧵

Step 1: Pick a winning niche 📈

All products are NOT created equal 🚫

You want to pick a niche with repeat demand (not a one-time use product) and PROVEN views

When ads in your niche have 100s of millions of views, you’re much more likely to go viral 💪

A STRONG hook can turn a dying creative into your brand’s SECRET WEAPON 💪

Here are 5 WILDLY successful hooks and how you can steal them for your brand 🧵 1. Spilling something 🫗

This luggage brand only has 51K followers…

But this ad got 8.4 MILLION views 🤯

Their SECRET hack? Spilling a full glass of water in the bag they’re selling.

It feels so wrong you just CAN’T look away 👀

This video from Oats Overnight got 19 MILLION views?! 🤯

Yet this company is doing this again and again, video after video👏

Here’s how they’re churning out MILLION-VIEW ads with the SAME hook concept. (STEAL THIS) 🤫

Thread 🧵 This hook’s premise is simple…

Who WOULDN’T want to have dessert for breakfast? 🍦

Oats Overnight is SMART—when they realized this hook worked, they made EVERY VARIATION possible 🔥

Hooks can be the difference between a $0 and $10 MILLION creative strategy 💰

One MINOR hook change can turn a dying creative into a killer.

Here are 5 WILDLY successful hooks and what you can learn from them 🚀 1. “We f*cked up” 🤬

Admitting a mistake is PERFECT clickbait to get viewers to stick around 🤐

People are nosy and want to know what went wrong.

Prime Bites got 2.3 MILLION views on this video just from the hook 🤯

What other brands do you know that use this hook? 👀

17.6M views on this ONE ad… in just five days 🤯

Apparently Hismile spent over a million a day on ads during Q4…

Here are 5 hidden but POWERFUL strategies to steal for your ads 🧵 1. Insanely engaging hook

Thinking outside the box for scroll-stopping hooks is 🔑

If I asked what you first noticed, you’d probably say the scissors.

While the product is there, the scissors are a gimmick to get your attention… and it WORKS.

Why? Let’s explore ✂️

This brand is apparently doing 7 figures a month selling mushroom gummies... 💰

At the forefront of their sales... their ads which HIT 🔥

Let's break down 4 CRAZY yet proven strategies they use in THIS ad 🤯 (THREAD) 1. Strategic color blocking of text

Instead of normal captions, they brightly color block important call outs!

Additionally the text pops up as you go increasing readability and comprehension...

And from experience.. this caption style works really well 🔥

Going viral on tiktok is easy once you understand how

This video will get over 100k views (prob more like 500k-1mil)

Here’s 4 strategies I use to make $500+ per TikTok

1. The topic you chose to talk about is most important.

The topic must be a hot or famous topic.

Mr. beast getting involved in controversy is interesting and is something any of his 250 million fans may want to hear about.

16.3 MILLION views on this organic tiktok video 🔥

Other businesses would gladly pay 150,000 dollars for this 🤯

Here is the secret growth hack this businesses is using that you haven't thought about (THREAD) 🧵 Hear me out 🦻

As founders we get too caught up in:
Marketing strategies 📺
Web design 💻
Fundraising or networking 💼

That we forget about the MOST important part of any business... The PRODUCT.🙄

Facebook ads STILL WORK, you're just not running them right.

Here are 6 things you are doing wrong:

(BTW, I've spent over 1.5 Million on FB ads alone) 1: Your running ABO's.

Never ever ever run anything but CBO. I've thoroughly tested ABO versus CBO and time and time again ABO performs much worse than CBO.