Blog & Insights

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Actionable insights on video marketing, social media growth, and ad creative strategies from our team.

TikTok vs Meta Ad Creative: What Changes in the Edit

The same footage can work on both platforms, but rarely the same cut. What we change for TikTok, what we change for Meta, and the parts that stay the same on both.

4 min read

Video EditingMeta Ads

Captions on Video Ads: What Gets Read and What Gets Skipped

A lot of people watch ads muted, so the captions end up carrying the pitch. Where they go, how many words fit on screen at once, and the difference between a transcript and a caption that sells.

4 min read

Meta AdsCreative Testing

What Meta Andromeda Changed for Your Creative, and What It Didn't

Andromeda decides which of your ads get considered before any auction happens. What Meta has actually said about it, what's industry guesswork, and why ten near identical ads now tend to behave like one.

4 min read

Creative TestingCreative Strategy

How to Iterate on a Winning Ad Without Starting Over

When an ad wins, your next few winners are probably inside it. Which parts to change first, which to leave alone, and the order that tells you why it won instead of just giving you more of it.

5 min read

Creative StrategyMeta Ads

How to Write a Video Ad Script That Holds for 60 Seconds

A one minute ad holds about 150 spoken words, and each part of it has a different job. The structure we script against, how to write for sound off, and the lines we cut from almost every first draft.

5 min read

Video EditingCreative Strategy

UGC Ads That Convert: What the Edit Does That the Creator Can't

Raw creator footage rarely converts the way it was filmed. The creator brings believability, and the edit brings the order, the pace and the proof. What we change in the opening, the middle and the close.

5 min read

Creative TestingMeta Ads

How to Structure a Meta Account Around Creative, Not Audiences

Broad delivery made creative the targeting, so the account should be organised around what you're testing. Two campaigns, one ad set per claim, and the arithmetic that decides how many you can afford.

5 min read

Creative TestingMeta Ads

Eight Creative Testing Mistakes That Cost Real Money

Most creative testing problems aren't creative problems, they're arithmetic problems. The eight we see most often, why they survive for months, and the two changes that catch most of the damage.

5 min read

Creative TestingMeta Ads

How Many Ad Creatives Should You Test Each Month?

Most DTC brands spending $30k+ a month should test 4 to 6 distinct concepts and 12 to 20 variants. Below that you cannot tell a bad idea from bad luck.

4 min read

Creative StrategyMeta Ads

Why Your Hook Dies at Three Seconds

Pull the retention graph on any underperforming video ad and the shape is the same: a cliff between 0:00 and 0:03. That is a promise problem, not an attention problem.

3 min read

Creative StrategyMarketing Results

In-House Creative or an Agency? The Costs Most Brands Forget to Count

Most brands compare in-house and agency on salary, and salary is the one number that does not decide it. What decides it is cycle time, range and coverage.

3 min read

Creative StrategyMarketing Results

Seven Signs Your Creative Agency Has Stopped Trying

Reliability without learning looks like a healthy relationship until you check the numbers year on year. Seven signs, three of which are usually the client's fault, and what to ask for instead of leaving.

5 min read

Video EditingMarketing Results

What Performance Video Ad Editing Actually Costs

$40 to $150 per asset offshore, $150 to $400 freelance, $2,500 to $15,000 a month on retainer. Real ranges, the three pricing models, and why cost per asset is the wrong number to compare.

5 min read

Creative StrategyMarketing Results

Hook Rate and Hold Rate: What Good Actually Looks Like

Healthy hook rate is 25 to 35 percent on cold traffic. Hold rate of 20 to 30 percent is workable. Definitions first, because most published benchmarks never say what they measured.

5 min read

Creative TestingMeta Ads

The Meta Creative Testing Framework for $30k+ Accounts

Two campaigns, a weekly decision loop and a written winner threshold. The creative testing system we run on accounts spending $30k a month or more, and the four mistakes that cost the most.

5 min read

Creative StrategyMeta Ads

Nine Hook Formats That Still Work on Meta

A hook is a promise, not an attention grab. Nine formats that consistently earn a place in a testing batch, what each one is for, and the exact point where each one fails.

5 min read

Creative StrategyMarketing Results

The Five Numbers That Tell You If a Creative Is Working

Hook rate, hold rate, CTR, cost per add to cart and CPA. Read them in that order and each one tells you exactly which part of the ad broke. Two of the five are not creative problems at all.

4 min read

Creative StrategyMeta Ads

Creative Fatigue: Spot It Before Your CPA Does

Fatigue shows up in frequency and hook rate one to two weeks before CPA moves. The signature it arrives in, the three things that get misdiagnosed as fatigue, and what to do in what order.

4 min read

Meta AdsMarketing Results

How to Scale a Winning Creative Without Killing It

Raise budget 20 to 30 percent every two to three days and change nothing else. Most winners are not killed by scale, they are killed by the edits people make while scaling them.

4 min read

Creative TestingMarketing Results

How Much of Your Budget Should Go to Creative Testing?

15 to 25 percent of paid social spend. Below 10 percent you cannot replace the winners you burn. Here is how to calculate your own number from your fatigue rate and hit rate.

4 min read

Creative StrategyMarketing Results

What a Creative Strategist Actually Does

They decide what to test next and why. The least visible role in a creative pipeline, the first one brands cut, and the three signals that tell you when you need one.

4 min read

Marketing ResultsMeta Ads

ROAS, CPA or MER: Which Number Should Judge Your Creative?

Judge creatives on CPA, the account on MER, and use ROAS only to compare. Most teams do the opposite and then argue about why the numbers disagree.

4 min read

Creative StrategyMeta Ads

How Long Should a Video Ad Be?

15 to 30 seconds for most performance video, 12 to 20 in Reels, 45 to 90 for retargeting. Length is an output of how much you need to say, not a target you set in advance.

4 min read

Creative StrategyMeta Ads

Static or Video on Meta? What Each One Is Actually For

Video sells the idea. Static sells the decision. They are not competing formats, and the test most brands run to pick between them was designed to mislead them.

4 min read

Creative StrategyVideo Editing

The Creative Brief That Makes Performance Video Faster

Six fields, and the four things to cut. A brief that makes the ad unambiguous before anyone opens an editor is the highest leverage document in the pipeline, and most teams spend eleven minutes on it.

4 min read

Creative TestingMeta Ads

How Long Should You Run a Creative Test Before Killing It?

Three to seven days and at least 50 conversions per ad. Days are the wrong unit. Here is how to work out your real read window, and the two cases where killing early is correct.

4 min read

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