Senior DTC Creative Strategist for 7-8 figures brand. No ego : The market decides who’s right | $12M+ Meta spend
DM ME ➡️
Joined February 2023
- Tweets1.3K
- Following733
- Followers1.1K
- Likes1.4K
Your next winning ad might be running in a completely different niche.
Stop swiping only your direct competitors!
You can create an AI drama ad with an insane hook, amazing storytelling, and a revenge scene that keeps people watching for 5 minutes.
And still struggle to get sales.
Why?
Because making people emotionally invested in a STORY isn't the same as making them believe in a PRODUCT.
I've been studying a lot of AI singing drama ads lately, and one thing really stands out.
The best concepts don't just follow:
Betrayal → Rock bottom → Transformation → Revenge.
There's a crucial part in the middle that can make or break the sale.
The turning point.
Think about it.
Your character gets humiliated, hits rock bottom, and tries everything to fix their situation.
Nothing works.
Then someone enters the story and introduces a new solution.
That moment has to do three things:
1. Explain why the previous attempts failed.
Not just introduce another product. Give the viewer a credible reason to reconsider what they've been doing.
2. Make the product feel essential to the story.
If you can remove the product and the transformation still makes perfect sense, you've got a storytelling problem from a DR perspective.
3. Build belief before showing the transformation.
The viewer needs to understand the mechanism, see credible proof, and believe the solution is worth trying.
Otherwise, you're asking them to accept a transformation without explaining why it happened.
And here's the thing:
A great revenge payoff might be what keeps someone watching until the end.
But the product revelation is what can turn that emotional investment into buying intent.
Don't just make people root for your character. Give them a believable reason to want the solution that changed their story
Too many creative strategists are obsessed with hook rate and hold rate.
Meanwhile, the ads actually driving sales at scale sometimes have pretty average numbers on both.
Here's how I look at it.
Imagine you're testing two ads for the same product:
Ad A:
Hook rate: 48%
Spend: $800
CPA: $70
Ad B:
Hook rate: 24%
Spend: $8,000
CPA: $28
Your target CPA is $35.
Which one would you rather have?
Obviously, Ad B.
Yet I still see people getting excited about Ad A because its retention metrics look amazing.
Don't get me wrong. Hook rate, hold rate and CTR are useful metrics.
But they're diagnostic metrics, not the end goal.
When I analyze a creative, I prefer to start with the bigger picture:
1. Is Meta allocating meaningful spend to this ad?
If the algorithm keeps pushing budget toward a creative, that's a signal worth paying attention to. Not proof of a winner on its own, but a good starting point.
2. Is that spend actually profitable?
What's the CPA? Is it within target? Are we acquiring new customers efficiently? Can the ad maintain those results as spend increases?
3. THEN I look at the soft metrics.
Not to decide whether the ad is good or bad, but to understand where there might be room for improvement.
Maybe the hook could be stronger. Maybe people are dropping off during the bridge. Maybe the CTR suggests the message isn't compelling enough.
Those are hypotheses worth testing, not automatic conclusions.
And if an ad is consistently spending $10K/day at a profitable CPA, I'm not going to call it a bad creative because its hook rate is 22%.
A creative strategist's job isn't to maximize attention.
It's to help the brand acquire customers profitably and scale!!
The metrics are there to help you do that, not distract you from it.
🤖 Made with AI
Testing the same angle 20 times isn't the problem.
Doing it BEFORE you've proven the angle works is.
Yesterday I talked about teams producing hundreds of ads without really testing new ideas.
But there's an important distinction:
Finding a winning angle and scaling one are two completely different jobs.
When you're still looking for a winner, testing 5 UGC creators reading the same script doesn't teach you much about what your market wants.
You're changing the execution, not the hypothesis.
But once you've found an angle consistently driving profitable spend?
That's when iterations get interesting.
I recently watched ads of a pet supplement brand that kept iterating on the same core angle: dogs eating grass.
Instead of reinventing the message, they tested different ways of delivering it:
A direct hook calling out the behavior
A broader hook: "Dogs can't tell us when something's wrong..."
A Pixar-style animated version
A podcast-style conversation with a vet
Same underlying angle.
Different hooks, formats, awareness levels, and authority cues.
Here's how I'd approach creative testing:
1. Discovery phase
Test different avatars, desires, pain points, angles, and awareness levels.
The goal: Find WHAT makes your market care.
2. Scaling phase
Once an angle is validated, keep the core message and experiment with hooks, bridges, formats, creators, and storytelling.
The goal: Find HOW to reach more potential buyers.
3. Measure what matters
Don't judge tests on CTR or hook rate alone.
Look at spend, CPA, profitability, and whether the creative actually helps you scale.
The takeaway:
You don't need a new angle every time you make an ad.
But you need to know whether you're testing to DISCOVER a winning message or SCALE one you've already found.
Two different objectives. Two different testing strategies.
240 ads in 6 weeks. 0 winners.
What if the problem isn't that you're not producing enough ads, but that you're testing the same idea over and over again?
Here's what I mean.
Imagine your team has produced:
20+ different hooks
5 different UGC creators
Multiple editing styles
Dozens of visual variations
Sounds like a lot of testing, right?
But look closer.
Same avatar.
Same awareness level.
Same pain point.
Same angle.
You've produced 240 executions, but barely explored any new strategic hypotheses.
So what would I do differently?
1. Audit the historical winners.
Go through the account's biggest spenders. Break down the avatars, angles, awareness levels and formats.
What patterns keep showing up?
2. Go deeper into customer research.
Reviews, Reddit, competitor ads, TikTok organic, comments.
What pains, desires and objections are we completely ignoring?
3. Find the gaps.
Maybe every ad targets problem-aware customers.
Maybe we're only speaking to one sub-avatar.
Maybe we're using five different formats to communicate the exact same promise.
Those are opportunities worth exploring.
4. Build new hypotheses and test them.
Test genuinely different concepts.
Once something starts getting meaningful spend at acceptable efficiency, double down on the winning variables.
Don't get me wrong. Creative volume matters.
But if you're producing more and more ads without learning anything new, you're not accelerating your testing.
You're just repeating the same mistakes faster.
Very goood thread! Funnel congruence goes a lot deeper than matching your ad hook with your landing page headline.
The real question is: how much of the selling has your ad already done?
Let me explain.
Imagine you're selling a knee massager.
Your 15-second ad opens with someone struggling to walk up the stairs because of knee pain.
Great. You've grabbed the attention of someone experiencing that problem.
But you haven't necessarily explained:
Why your product is the right solution
What makes it different from alternatives
Why they should believe it works
Why it's worth buying
Now they click and land on a generic PDP talking about massage modes, materials and technical features.
There's a huge gap between what got them interested and what they still need to believe before buying.
An advertorial could help bridge that gap.
But now imagine a 4-minute drama ad that already covers the pain, failed solutions, unique mechanism, proof and objections.
That person arrives on your website with a completely different level of awareness and understanding.
A well-structured PDP might be all they need.
Same product. Different ad. Different amount of persuasion left to do.
That's also why I wouldn't blindly follow the "1 angle = 1 landing page" rule.
If you're still trying to find your first breakthrough, building a dedicated landing page for every unproven angle can slow down testing.
I'd rather validate the messaging first, where the existing funnel allows it.
Once an angle proves it can consistently drive spend and conversions, that's when a dedicated landing page becomes a much more interesting test.
And one last thing:
High CTR + low CVR doesn't automatically mean you have a congruence problem (Could be the offer, pricing, trust, or even the traffic the ad is attracting).
Funnel congruence isn't about repeating what the ad said.
It's about continuing the persuasion from exactly where the ad left off.
240 ads in 6 weeks. 0 winners.
What if the problem isn't that you're not producing enough ads, but that you're testing the same idea over and over again?
Here's what I mean.
Imagine your team has produced:
20+ different hooks
5 different UGC creators
Multiple editing styles
Dozens of visual variations
Sounds like a lot of testing, right?
But look closer.
Same avatar.
Same awareness level.
Same pain point.
Same angle.
You've produced 240 executions, but barely explored any new strategic hypotheses.
So what would I do differently?
1. Audit the historical winners.
Go through the account's biggest spenders. Break down the avatars, angles, awareness levels and formats.
What patterns keep showing up?
2. Go deeper into customer research.
Reviews, Reddit, competitor ads, TikTok organic, comments.
What pains, desires and objections are we completely ignoring?
3. Find the gaps.
Maybe every ad targets problem-aware customers.
Maybe we're only speaking to one sub-avatar.
Maybe we're using five different formats to communicate the exact same promise.
Those are opportunities worth exploring.
4. Build new hypotheses and test them.
Test genuinely different concepts.
Once something starts getting meaningful spend at acceptable efficiency, double down on the winning variables.
Don't get me wrong. Creative volume matters.
But if you're producing more and more ads without learning anything new, you're not accelerating your testing.
You're just repeating the same mistakes faster.
Yeah, I agree that CS should spend a lot of time in the ad account.
I’d just be careful with jumping from a metric straight to a conclusion.
Low CPM/CPC = a signal, not necessarily proof the market is hungry.
Low ATC → checkout = something is creating friction, but it doesn’t automatically mean the ad needed more selling.
I’d rather use the data to figure out where to look, then form a hypothesis and test it.
Research → test → NCCPA / NC ROAS + spend / scale → creative breakdown → hypothesis → iteration.
Stats are super useful. They just don’t always tell you the “why” on their own
No one really talks about this in creative strategy but…
Once you know what I’m about to tell you, you will be able to crack winners effortlessly.
So, creative strategy is all about reading stats in the ad account.
For example I wrote an ad for a new angle we were testing and the ad flopped.
But the soft metrics like CPM and CPC were really low.
So I knew that market was HUNGRY and ready to buy.
I just made better ads and boom, they became the top spender in the ad account.
If I wouldn’t have known the soft metrics, we would’ve abandoned that angle.
Another example is when I wrote a 50 second ad and again… it flopped.
Why?
Because I didn’t do enough selling in the ad.
I know this because the add to cart -> checkout rate was super low.
Which means there wasn’t enough intent.
So I added more selling in the video, made it 3 minutes long and boom, top spender in the ad account.
This is why I spend a lot of my time analyzing the ad account.
If you don’t do this, you are ngmi as a cs.
You’ll just have hypothesis on why an ad flopped and you might be right but you’ll probably be wrong.
Read stats nigga.
Copyrizzler.
J’ai rien à rajouter. Simple, efficace vous avez vraiment tout ce qu’il faut savoir pour le média buy
Sam | DTC Creative retweeted
Le framework pricing Hormozi qui te permet de vendre 40% plus cher ET de vendre plus 💸
La structure exacte + les textes à copier-coller pour le déployer sur Shopify aujourd'hui.
RT + Like + commente "PRIX" et je te l'envoie
(Vous devez me suivre pour recevoir le DM)
Sam | DTC Creative retweeted
$28k/day ads look like 10/10 models now
no studio, no crew, no real creator
and you still can’t tell it’s ai
natural lighting, skin texture, imperfect details
it feels like a real skincare routine
that’s why it works
no overacting, no forced hooks, no “ad energy”
just calm, believable usage
people don’t question it, they trust it
same script → dozens of faces, tones, environments
each one hits a slightly different audience
this is what scalable ugc looks like now
rt + comment “realugc” and i’ll send the setup
(follow for dm)
Sam | DTC Creative retweeted
NATIVE ADS LEADERBOARD: Q1 2026
Want to see the top Native Ads + Landers scaling right now?
We curated Q1 2026's top native ads into a fully interactive dashboard:
→ 4,346 ad creatives
→ all the ADVERTORIAL + LISTICLE + VSL landing pages
→ 19 Native Ad networks
→ 80+ countries
→ Every vertical searchable & filterable
Search by vertical, domain, network, or keyword. Every ad links to its landing page.
Comment "NATIVE ADS Q1" and we'll send you the link.
(Must be following to receive DM + RT for priority delivery.)
Sam | DTC Creative retweeted
My OpenClaw ships banger ad briefs while I sleep.
Production-ready briefs. Scored. Validated through a QA skill tree.
And I am going to show you how to set it up in return for a little bit of clout
Here's what's actually running while I'm asleep.
OpenClaw has a skill graph. Three AI agents connected in sequence — each one feeds the next, and nothing moves forward until it passes.
The first agent is pure research. It's scraping the Meta Ad Library pulling 5–10 active competitor ads, extracting repeating hooks, mapping visual patterns, documenting copy structures, and analysing CTA approaches (offer vs urgency vs curiosity).
At the same time it's running Golden Pain Extraction — pulling verbatim emotional language from Amazon 3-star reviews, Reddit threads, TikTok comments on competitor videos, and customer service logs. Not summaries. Exact words real customers used. Each pain gets tagged and mapped to one of the 8 Life Force drives.
Then it runs an asset audit — lifestyle product shots, founder content, UGC, testimonials, before/afters. Everything gets catalogued.
All of that gets compiled into a research document. Competitor analysis. Golden Pains mapped to LFE8. Dream outcomes. Available assets. Recommended angles.
That document feeds the second agent — the brief writer.
It builds static briefs: 3 copy variations per brief, each with Headline + Subline + CTA. Left side: 3 USPs. Right side: Feature → Benefit mapping x3. Visual direction, do's and don'ts, product URL, primary image, drive assets — all included.
It builds video briefs: 3 hook variations per brief, each broken into Text Hook + Visual Hook + Audio Hook + Why It Works.
Then 3 full timed body scripts — [0–3s] Hook → [3–8s] Setup → [8–15s] Product → [15–18s] Proof → [18–20s] CTA.
The 3-Second Formula is embedded at the writing stage. Second 0–1: Triple Stack (visual hook, text hook, audio hook firing simultaneously). Second 1–3: The Promise. Second 3–5: The Rehook.
If the structure doesn't hit those timings, it doesn't get written.
Every brief then hits the QA agent. This is where most of them die.
Validation checklist: 10 Golden Rules scored out of 10.
Minimum 7 to pass.
Score below 7? It doesn't get sent to me. It gets rejected back to the brief writer with specific fix notes.
Not a soft pass. A directed rewrite. The loop runs until it passes.
Only when a brief clears every node does it hit my Telegram.
6 production-ready briefs. 3 static. 3 video. Validated hooks. Fresh angles built from real market intelligence.
Ready for designer handoff → testing → iteration → scale.
No docs opened. No prompts written. No hours wasted.
I've scaled 50+ brands to 7 and 8 figures at MHI Media.
I mapped the full skill tree — every agent, every node, every framework, every validation gate.
Like + Repost + Comment "CLOUT" and I'll send it over.
(Follow me so I can DM you)
Screenshot not revelant but the last 30 days aint too bad.
Sam | DTC Creative retweeted
$45k–$120k/month pages are quietly being built with ai animated objects like these
they feel like random shorts you’d send a friend
but they’re structured education funnels under the surface
a sad rice ball inside a fridge
a green character explaining digestion
a drink walking through your kidneys
each video teaches one simple idea
one habit
one mistake people didn’t know they were making
ai writes the micro-story
cloudbot generates the characters and environments
the system posts daily without burnout
no face
no influencer
no personal brand risk
just everyday objects turning health lessons into scroll-stopping scenes
attention comes first
trust builds naturally
offers slide in later
this format is about to replace a massive part of faceless health content
rt + comment “animate” and i’ll dm the setup
(follow for dm)
Sam | DTC Creative retweeted
Meta Ad spy tools show you who is running ads.
GoMarble shows you why they work.
Creative Research just launched.
One prompt →
• Pull competitor ads
• Break down hooks, angles, offers, pacing
• Spot repeatable patterns
• Compare them to your actual ad account performance
No more scrolling the Ad Library.
No more guessing what to test next.
This is competitor research + account intelligence in one place.
By the way, they just launched this TODAY! 🤯
Also, GoMarble built Competitor Intel report. Enter your website and GoMarble instantly shows competitors’ ads, their best hooks, winning angles, and a gap analysis against your own ads.
Repost + comment “GoMarble” and I’ll DM you the link.
P.S. Repost for priority access.
#GoMarblePartner
Sam | DTC Creative retweeted
SORA 2 + Claude + Perplexity is absolutely WILD
This combo is absolutely insane for generating videos that actually convert.
No agencies. No production crews. No creative directors charging $500/hour.
Just three AI tools working together like a professional video team.
Here's how it works:
→ Perplexity researches your product + competitors + winning ad angles
→ Claude analyzes research and writes 10+ video prompts optimized for conversion
→ Sora 2 generates multiple video variations from Claude's prompts
→ Claude scores each video against psychological triggers and platform requirements
→ Best performers get refined and regenerated automatically
Perfect for brands testing creative at scale without burning budget.
The power is in the combo:
Perplexity = market intelligence most creative teams miss
Claude = prompts that understand psychology and platform algorithms
Sora 2 = production quality that looks like you spent $5K per video
While others are briefing agencies for next month's content, you're testing 50 variations this afternoon.
Compare different angles.
Find what converts.
Scale immediately.
Like, RT + reply with "SORA" and I'll DM the complete 3-tool system
(Must be following so I can DM)
Skip this and keep paying agencies $20K/month for 5 videos.
Sam | DTC Creative retweeted
One thing that I've learned the hard way over and over again is that any change to your website, even if it has nothing to do with your advertising ecosystem, ie ads, landing page, etc, can all affect the way your ads perform.
Keep a running log of ANY and ALL changes to your website and monitor performance week over week.
Sam | DTC Creative retweeted
Want me to audit your Meta account live?
I'm hosting a strategy session with the founders of DigiCom on March 13th where we'll break down what's actually driving profitable scale in 2025.
DM me or comment below if you want your account reviewed during the session and we’ll help you find your growth levers.
You can claim your free seat for the webinar using the link in comments.
🌟 Happy New Year 2024! Here's to hoping your businesses thrive and shine this year. Let's make ecom more rewarding than ever!
Wishing you all loads of success, happiness, and some really great moments. Cheers to a fantastic 2024!
I'm sending you all the high-fives, good vibes, and a truckload of positive energy to make this year your most amazing one yet. Let's laugh, innovate, and maybe even break a few records along the way. 🚀
Here's to crushing goals, celebrating wins, and sharing this incredible journey together. 2024, we're ready for you!
Sam | DTC Creative retweeted
CRO Nugget #1:
Powerful twist in copywriting : It's all about PERSONALIZATION!
Instead of a generic "5 Reasons Why Everyone Are Buying These Gummies," try "5 Reasons Why Men & Women Above 35 Are Buying these Gummies."
This approach instantly makes your reader feel more directly addressed, putting them in a mindset that's more engaged and ready to dive into the content.
You'd be amazed how a few word changes can significantly boost the end result. And of course, knowing your customer avatar inside out is key!
