Too many brands spend thousands on ads that die after one campaign.

We’ve been running five formats for clients that don't expire. They just keep working.

Save these:

🧵 1. VILLAIN VS HERO MINI VSL

Your product is the hero. The villain is the problem you're solving.

Could be an

- Industry standard.
- A bad habit
- A competitor's weakness
- Whatever the actual problem is

Example: You sell a product that stops nail biting. The villain is nail biting that leads to hangnails and infections. Your product is the hero that defeats it.

Mini VSL format walks people through why your product is the solution.

Works because people respond to clear enemies and clear solutions.

Goli is running over 1,500 ads live right now without unloading ridiculous amounts of money or time in order to do so.

So many brands should take inspiration from this strategy…

This is how they're doing it:
🧵 Volume is a massive play for them.

But they're not paying to produce most of these ads.

90% of their creative comes from TikTok Shop.

Making ads in 2025 is harder than ever.

- Costs rising
- People scrolling faster
- Trust at all-time lows

Your target audience has seen every trick. They know what you're trying to do.

So here’s 10 ad formats still working across 8 and 9-figure DTC brands TO THIS DAY:

🧵 UGC VIDEO

The format everyone runs. The creator reads your script, and you edit it down.

Works because it feels personal - like organic feed content.

Problem: Everyone's doing it now. Performance is harder to get.

Deep research is the difference between ads that work and ads that waste money.

I just broke down our exact static ad process that's helped clients scale by millions.

This is the ultimate guide + masterclass to scaling static ads (with AI):

🧵 Start with AI-powered research, not gut feelings.

I use ChatGPT to write a research prompt for itself using its deep research tool.

Takes 15 minutes vs hours of manual work.

Load it with your brand's website, customer data, and everything you can find.

The best performing ads don't come from brainstorm meetings.

They come from Reddit.

And we use this exact process to find endless creative inspiration 🧵 Reddit Answers is your new research tool.

Instead of scrolling through endless subreddits, ask specific questions and get targeted insights.

"Why do people not like [competitor product]?" gives you positioning angles instantly.

Just broke down Pet Lab Co's banger ad strategy.

They're using dog owners' lack of health knowledge to create a sense of urgency that actually converts.

Here's their psychological playbook 🧵 1/ Strategic scaremongering

"If your dog has smelly paws, that could be a sign of X, Y, Z"

They're leveraging the fact that most dog owners don't understand dog health.

They create fear, then position their product as the solution.
Sounds sketchy?

Maybe. But it's brilliant marketing psychology.

People care about their animals.

So when they show signs of a potential health issue, pet owners will do anything to protect their dogs.

Pure emotional marketing at its finest.

Javvy cracked something so many DTC brands completely miss.

They’re crushing it by making super simple content that costs almost $0 to make.

Here's exactly what they're doing that's working 🧵 First thing that jumped out at me: They're currently testing over 1,000 ads.

Now, I'm usually not a fan of the volume play.

It feels like throwing spaghetti at the wall and hoping something sticks.

But it's clearly working for them, and I figured out why.

Most beauty brands waste money on bad ad creatives.

If I ran Jones Road Beauty’s creative strategy, here’s how I’d do it differently (based on my experience from running a 7-figure ad creative agency) 1/ Podcast Ads

Expert lead podcast ads would be great for JRB’s core demographic

Having a ‘makeup expert’ recommend the brand as a solution for that no makeup makeup look while mixing in with demo footage and product shots would drive TOF interest and even sales

If I remember right, I think they tried this at some point, but I’d love to give it another shot.

Don't make another static ad until you read this

I'm about to break down why this creative I found from Everyday Dose is probably a money machine…

- Its psychology
- Its crucial elements
- Its design

& I’m giving away the EXACT template to copy 1/ The psychology

It ticks every box; we have social proof, benefit-driven callouts and the customer callout

This is one of the core reasons it would convert

It contains all the core triggers we desire from a creative

We leave knowing what it does, what’s in it and how it helps us

PLUS, with confidence that others like it as well

If you want your brand to become a HOUSEHOLD name,

You need a better creative strategy.

Example: Bloom Nutrition

Their estimated revenue is $20M+ & their creative strategy is next-level

There are 4 CRITICAL elements that make their ads irresistible: 1/ They go HARD on the founder angle

The natural narrative that a founder gives to your ads is unmatched.

And Bloom knows that

They have endless founder ads whitelisted from the founder's page

This is a hack that not enough brands are using

This voiceover isn’t real.

Here’s how you can create endless variations of voice-overs using AI We’ll be using this amazing tool called Eleven Labs - This tool allows you to replicate voices with AI.

Take any text and turn it into realistic speech within seconds.

You can pick from the pre-trained voices or even import and train your own voice.
Here’s how to do it 👇

We just turned down our perfect studio space.

Why?

Because we didn’t really need it. Since I was about 15 I’ve always wanted a big creative studio

Lots of space.

Lots of people.

But this year - My thoughts are changing.

At age 19 I wanted to become a cinematographer
So I went to film school for 3 years

At age 27 now— I make ads for a living
Making $40K/mo isn't that bad

Even if I have to time travel I would still do the same
Here's why When I was 19 I wanted to be a cinematographer.

My dream was to make music videos - So I went to film school for 3 years.

It turns out, it really wasn't for me & I wasted the prime years of my life.

We've generated $3m+ in DTC sales with paid ads for our clients

Here are 5 different creatives we use to achieve this success & how you can use them for similar results: TLDR;
1/ The sticky note
2/ The Before & After
3/ Mashups
4/ Big Claim
5/ Callouts

I was wrong

Our ads failed…

It was our first month of creating creatives for a skincare brand

They needed help to lower CPAs in order to scale.

Of course, they came to us

So I audited their account and created a plan

But what happened next was wild We’d produce a batch of high-production video ads to level up the brand - I was wrong.

The ads failed.

We spent weeks creating these ads and they never even got past testing.

I thought this was the right direction for the creative but it wasn’t.

In 2020 the pandemic hit us hard - We had 1 client.

We were yet to enter the DTC ad creative space.

Over the next 12 months, I became an expert in ad creative.
Here’s how; I saw a gap emerging in the UK market to help DTC brands with ad creative.

But brand owners wouldn’t just trust anyone - I had to know what I was doing.

So I started a store myself & tasked my team to make the ads.

The easiest way to scale your creatives is by understanding what makes them scale

Here’s everything you need to know about the “Psychology” behind converting creatives for your DTC brand's funnel: 1/ Treat your customers like people!

It's easy to forget that the people viewing our ads and buying our products are real people with real lives.

But using this knowledge allows us to connect to them on a human level in our media.

Talk to customers like PEOPLE.

If you're a CPG brand spending $40k/mo on ads,

BUT your creatives aren't converting as well as you want (poor CTR, higher CPA)

I am not even surprised…

You are struggling because you're making any one of these 9 mistakes

A thread 🧵 1/ Not enough social proof 🤝

People don’t buy from brands they don’t trust.

Social proof is your key to building customer trust, displaying reviews in creative is a great example of how you can build social proof from the get-go.

Let the customer know about those reviews!

Make your UGC better with these 5 editing tricks 👇

All done for free inside Capcut desktop 1 - Audio Effects
Your audio is SO important. Don't forget it! One thing we always do with our videos is add a little noise reduction.

Most of the time we do this inside Adobe, but you have the same feature in Capcut.

This helps remove any unwanted background sounds.

One year and Fussy are still running this UGC we created 🔥

Here's why it STILL converts 🧵 1/ Core USP

Fussy's core USP is how friendly for the environment they are and so we call that out within the first few seconds.

This helps pique the interest of anyone in the market for a product like Fussy.

This is madness.

Twitter no longer allows you to send traffic to other sites.

What is going on. We’ll just all have to hire @Splittestingcom to CRO our websites for the link in bio 😂