The biggest Meta issue we faced at Obvi is something I’ve never seen anyone talk about...

It took us weeks to diagnose and a year to fix. And It wasn’t about our ads or landing pages or any of that typical stuff.

I want to share the story in case it can help anyone else struggling with poor performance 🧵 First, we had to diagnose the problem. Why was it suddenly impossible to make FB ads work?

The culprit was a surprising one.

This issue hit us through a trojan horse → we ran a big campaign with a major influencer.

Many DTC marketers think fancy effects make great Meta ads. But what looks good doesn’t always = what works.

After testing thousands of creatives at @my_Obvi, we discovered these 10 simple editing techniques drive better results than high-production ads (bookmark this) 1. Green Screen Effect = Instant Context
Most brands just talk at the camera. Film yourself over product pages & demos instead.

Why it works? →

Viewers get immediate visual context while you explain features.

We saw +32% higher watch time with this technique.

Figuring out how to crack Meta Ads is a nightmare for most founders. The days of launching a few ads and watching sales roll in are DEAD.

After spending $100M+ on Meta, here are 8 keys to actually making it work in 2024 🧵 1/ Start with the social proof truth BOMB.

Nobody trusts random brands anymore. Your biggest hurdle isn't creative or targeting - it's legitimacy.

Here's how we build proof BEFORE running ads →
• Send free product to 25-50 micro-influencers
• Collect detailed video reviews
• Get before/after content
• Build testimonial library
• Feature proof everywhere (ads, landing pages, checkout)

Customers asking "Is this legit?" will kill your ROAS faster than any bad creative.

“I want to take all of my marketing in-house.”

I get it. That’s the dream when you start. But it’s more nuanced than that.

In-house vs agency is a popular debate - but it’s probably a false dichotomy.

How I strike a balance at @my_obvi 🧵 It’s not really about vendor vs in-house. I think you can strategically leverage both.

In fact, you probably have to.

Especially if you’re a growing brand that hasn’t reached significant scale yet.

In a recent thread, I talked about 4 tactics that increase AOV without hurting CVR.

A lot of people responded, so I want to expand on what is the most slept-on factor when it comes to AOV optimization — messaging.

Here’s why it matters.

And how we’ve upped our AOV by fine-tuning copy at @my_obvi 🧵 A lot of marketers in DTC focus on copy when it comes to their ads.

And you should! Nailing your direct response messaging helps lower CAC and reach new audiences.

But sometimes copy can get deprioritized in purchase and post-purchase...

We spend a lot on Meta. It’s over 90% of our ad budget.

And we’ve tested everything - from cost caps to account structure.

One thing we’ve found is an absolute must - creative volume.

A thread on why increasing creative output is so vital and how we accomplish this at Obvi 🧵 Meta truth #1

Creative does the targeting.

Your different messaging, images, and videos will naturally appeal to certain FB users.

Meta notices this. So it goes out to find more people by dynamically developing “lookalike” audiences to test your creative against.

I talked about how offers & pricing go hand in hand

And how marketers need to pay attention to contribution margin

So let’s go over the different offer types to test to increase AOV + lower CAC & ROAS

Bundles, BOGOs, Cash Back, Gift W/ Purchase, Price testing, Anchoring Bundles

If you sell a consumable, you can test selling higher quantities or adding subscriptions to increase AOV.

We didn’t pay nearly enough attention to our contribution margin…

It hurt our profitability

Yes it’s still me your neighborhood CMO talking about contribution margin

It’s important for us too (peep last post, 30 sec read to brush up)

Now for how your offers can impact it 🧵 🤲Offers & pricing go hand in hand

Customers quickly and subconsciously evaluate your offer and pricing, decide its value and whether to buy it

It affects your AOV + your contribution margin - the mistake we made here was by trying to increase our AOV…not contribution margin.

We’ve seen that static ads work better for us than video

So I wanted to share some of the static ad formats you should be running and ones that are our biggest winners ⤵️ 3 Static ad formats you should try:
Lifestyle
UGC
Render Banner

We have a creative in our arsenal that’s almost always one of our top performers

And it’s super easy, simple, and straightforward to make.

If you’re not using this - you need to be (in my opinion)

Let’s break it down: I like to call it the community/review ad

No - it’s nothing groundbreaking,

But instead of just slapping on a customer review on a creative and running it

Highlight the key pieces of the review - strong words, positive phrases, guarantees, etc.

The sweet spot for us when it comes to creative testing has always been around 30-50 creatives a week.

But with creative diversity being more important than ever - we’re now doing it with a lot more intention and direction.

And by following a specific, bulletproof process.

🧵 First off, we’re not just throwing anything out there to see what sticks.

And we’re not just writing 4 new headlines and sending them off.

This takes a little more work, but it pays off. Trust me.

Here’s how we do it 👇

Most brands are doing influencer marketing WRONG, and leaving millions on the table

Here’s 5 influencer marketing mistakes that’s costing you more than you think 1)Thinking of influencer marketing as performance marketing instead of brand marketing

A common misconception that people have about influencer marketing is that it’s supposed to drive direct and trackable ROI from the get-go

… and this is exactly what’s hindering most brands

This man got 500,000 people to attend his book launch and sold for $4.4 million in less than 90 minutes.

But more importantly, he delivered a masterclass in marketing

Here’s what you can learn from his live event and how you can use it for your business I’ll divide this thread into 2 stages:

- Before the event
- During the event

And along the way, I’ll give you tactical ways to implement the same strategies for your brand.

Ready?

Let’s go

Two weeks ago I created an ad that:

- Spent $200,000+
- Had a hook rate of +50%
- Outperformed everything else in the account

I did it using the CCS-Mashup Formula

Here’s how I did it and how you can do it too

<<<Bookmark this >>> CCS-mashup stands for:

Creator
Customer
Static

Mashup

Weird name, I know - but trust me, it works wonders

Here’s how you make it 👇

At Obvi, we seed +100 influencers PER WEEK. Here’s a dead-simple way to get

=> Authentic UGC on auto-pilot
=> Posted on influencers profiles without paying an arm and a leg
=> Build a pool of REAL brand-advocates

… all without burning tons of cash on influencers and agencies Step 1: Find people who fit your target demo

For some brands, this is easy peasy - and for others this is a pain in the A’s

There are generally two ways you can go about it:

The quality of your UGC content depends on the briefs you provide to your creators

… but creating briefs can take AGES sometimes.

So how do you create briefs in an efficient, yet detailed manner where you still ensure quality of output?

This is what has been working for us👇 So, the general principle you have to bear in mind when creating briefs is that: The better your input to the creator - the better output you’ll get from them.

Therefore, putting effort into your creative briefs is definitely worth it.

Increasing your Creative Testing Velocity is one of the best levers you can pull to slash your CAC (from a paid media perspective)

… But, testing a high volume of creatives is HARD

Here are the different ways you can source & test +40 creatives per week So, firstly - let me just clarify by saying: YES - the quality of the creatives matters too (and that’s for another thread), but if you can’t pump out large numbers of creatives, consistently - then you might have a hard time sustaining performance, as ads fatigue over time.

I will die on this hill. 🛑

If you want to unleash the full potential of your brand...

You NEED to build & cultivate a community.

Here are my TOP 3 reasons why. 👇 1) Community Can Be A Strong Marketing Tool 💪

By building up our Obvi Community of 60K members we're able to leverage this as a core marketing asset.

The biggest question we get is "Does This Product Work"

And to that we say, talk to any one of our 60K members and find out!

💡PRO TIP: A great way to improve LTV for any brand is to launch a new rendition or a supplemental product to your current lineup.

We launched 26 products last year so here are 2 crucial tips to help YOU get planning for 2023.

TIP 1: ASK YOUR CUSTOMER WHAT THEY WANT 👇🎥 (Link to full ep: chewonthis.io/pages/season-1)

Step By Step👇

✅ Sign Up For @typeform or Create Google Form

✅ Simply Ask 2 Questions
1️⃣ What Products Are You Currently Enjoying?
2️⃣ What Products Would You Like To See?

✅ Distribute To Customers

✅ Analyze Data

✅ Plan Launch

I spent $795,127 on TikTok ads this year. 🤯

And this was single-handedly the BEST creative in our ad account.

What's the secret?

Let’s break down 4 reasons this ad crushed, so you can apply the learnings to make better video ads! 🧵👇 1\ Strong Hook🪝

"This is my secret to a non-bloated stomach & healthy gut"

Why do I like this?

1) Instead of calling out the user directly, the creator is talking about a "relatable" personal problem that she fixed.

2) Peaks interest for high thumbstop. "What is the secret?"

Struggling to come up with high-converting ad creative?

I got you 🤝

Here’s a breakdown of Obvi’s TOP 5 creatives of Q3

Add these 5 ads to your swipe file to get ready for BFCM:

Let's get into it! 👇🧵 If this helped you, please do me a favor and FAV & RT the first tweet OR reply back with what your favorite creative was from these 5!

And as always, hit me with any questions you may have, creative-wise or even Q4 related!

Happy to help always.