Jake Abrams

I help 7-9 figure DTC brands with revenue & CAC | I write The Process, a newsletter about modern growth marketing | Sold 100K+ personal cooling devices

Consumer Marketing & Growth Leader.  

Brands I've worked with:

Caraway
Jones Road Beauty
Skylight
Canopy
Insurify
Naked Wines
Rugiet
Sundays For Dogs
Momofuku
Sunday Lawn Care

100+ others

Book a discovery call in the featured section below 👇

Founder

The lean DTC growth marketing partner that I wish existed when I was an in-house marketing lead. 

At Odyssey, we help 7 & 8-figure DTC brands increase revenue & ROAS by finding the right combination of:

- Messaging
- Audience targeting
- Media channel allocation
- Creative

https://www.growodyssey.com/

I built a 40-slide deck about the winners & losers of paid social in 2026. 

🏆 THE NEXT ERA OF PAID SOCIAL: 40 Slides Outlining How To Actually Win At TikTok, Meta, And Creative Diversity In 2026. 

I believe it invalidates 75% of what most marketers are doing right now.

4 shifts happened:

1. Infinite good ideas
⤷ AI can scrape customer reviews, analyze signals, and generate insights in seconds. The number of good ideas you can come up with is now infinite.

2. Unlimited Distribution
⤷ There's no limit to the amount of content that can be posted. Every new video is an opportunity to generate net value for your business.

3. Aligned Incentives
⤷ Creator compensation finally matches value created. TikTok Shop ties pay to sales. CPM and view-based models tie pay to reach. Performance-based compensation is now functional & accepted. 

4. The Feed Is Everything
 ⤷ People don't go to websites for education anymore. They spend 6+ hours a day on social media. Consideration, nurture, and education all happen in the feed now.

In a world of unlimited at-bats, the brands that exercise operational willingness to hit the quality bar at volume, win. 

What this looks like:
- An aggressively intentional use of creative diversity 
- 4-tier content model from Elevated through AI-generated
- Network of 20+ owned and affiliated social accounts
- All publishing daily
- All feeding the algorithm
- All generating halo

All competing for a chance to become your best performing paid ads for zero upfront media cost. 

This 40-slide deck is every 8-9 figure brand's roadmap to reaching more accounts on Meta & TikTok and actually growing profitably. 

Want the deck?
→ Like this post 
→ Comment "SLIDES" and I'll send it over (must be following)

---

EDIT: you can just grab the deck here: https://lnkd.in/eTxSxauP

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Creative-led growth for 8-9 figure consumer brands | Writing about AI & advertising | Sold 100k+ personal cooling devices

I found a travel brand driving 15M+ views / month across 11 TikTok accounts. 

One account has 683 followers, with multiple videos over 170k views.  

Most marketers have no idea how this strategy works. Their effectiveness is decaying rapidly. They are quickly becoming dinosaurs. Don't be like them.

This travel brand has a full-on content ecosystem: the brand account, multiple employee accounts, affiliated accounts, and more.

All publishing daily. All feeding the algorithm. All generating halo. All competing for a chance to become their best performing paid ads for zero media cost. 

The old model: 
→ Budget determined creative volume 
→ Ads launched straight into paid testing 
→ Creatives competed for spend 
→ Losers generated zero value 
→ Insights came from paid data only

The new model: 
→ Every video gets posted organically first 
→ The algorithm tests everything for free 
→ Every post generates signal and net value 
→ Winners earn their way into paid 
→ Your best-performing ads are pre-validated

Do you understand that the bottleneck does not exist anymore?

It's no longer "what should we say this month?"

It's "how do we say everything, everywhere, all the f*****g time?"

What I found when I dug into this brand: 
→ 11 separate TikTok accounts, all active 
→ 1000+ videos published per month across the network 
→ Hundreds of videos with 100K+ views
→ Micro-accounts outperforming accounts 100x their size 
→ Minimal correlation between followers and views 

I recorded a full Loom breaking down: 
→ How this brand structures their multi-account strategy 
→ The content formats getting 100k+ views from tiny accounts 
→ Why this works with TikTok's algorithm 
→ How to replicate this for your brand for organic and paid

Want the full breakdown?
→ Comment "TikTok" 
→ Like this post

And I'll send it over (must be following so I can DM)

This AI agent watched 291 viral skincare TikToks and broke down the winning hooks, visual themes, and messaging.

If you're running a skincare brand in 2026, this is a cheat code to winning ads. 

Every idea does not need to be original. You can just find what's already working on organic TikTok and remake it for your brand.

That's a big part of the strategy I've used for years across 250+ brands. 

This database does the hard part for you. The agent analyzed:

- Hooks that stop the scroll
- Visual styles that perform
- Messaging that converts

And the analysis isn't generic. It's specific enough that you could take 30 of these videos, adapt them, and have a month of content ready to test.

I'm giving away the full database & analysis of these 291 videos.

To get the full Airtable database: 

1. Connect with & follow me
2. Comment "DATABASE" below 
3. I'll DM you the link to access it

---

I originally built this flow myself using N8N, Apify, Gemini, and Airtable. It works great, but it took some time to set up.

If you're not into stitching together automation tools, you should check out Snowball: it does this way easier out of the box.

https://lnkd.in/eGCw2k35

I know a growth marketer driving 3.6M views / month on TikTok.

To me, this is the #1 arbitrage opportunity in paid social in 2026. 

I almost didn't want to write this, but most people won't take action anyway. 

Here's essentially how it works:

50 TikTok accounts
3 posts per day / account
4,500 posts per month
800 average views per post
3,600,000 average views per month

The algorithm is meritocratic now. Best content wins. 

Also...
we have infinite access to intelligence now. 
which means there are infinite good ideas. 

So if you're good at AI, the advantage isn't in having good insights & ideas. 

The advantage is your distribution. 

An Attention Engine should be part of every brand's creative strategy in 2026.

Comment "ATTENTION" and I'll send you my 40-slide deck that explains exactly what I'm talking about.

In 1 slide, this is what format diversity looks like...

How to think about it:

Creative diversity is made up of 2 things:

1. Micropersona diversity 
 Who are you talking to?

2. Format diversity 
How are saying it?

Process to use:
- Go uncomfortably deep on your micro personas
- Start testing with easiest formats (statics, faceless)
- Once those land, activate winning messaging across the full spectrum (native, scripted, cinematic, elevated)

This helps you:
- Scale your ad account
- Reach new audiences
- Reduce wasted spend & creative production costs
- Turn 1 win into 100 wins

That's the systematic approach. 

One insight. Many micro personas. Every format.

I know a freelance CS who 100x'd their creative output using AI.

He's shipping 25+ unique concepts every week. 
He's writing briefs in minutes that used to take hours. 
He's making a lot of money.

How he does it: 

"I use AI to find viral TikTok's in my category, and run a system that generates infinite variations while preserving what made the original content successful."

Here's the exact process he uses:

1. Find a viral organic TikTok in your category using Snowball

Not ads. He's looking for organic content that's already proven to resonate. Snowball makes it easy to find this and extract the key elements. 

2. Bring that format into Octo

Octo has vision into your ad account. It already knows what's working and what's not for your brand.

So he uploads the reference video and provides his micro personas.

Example: If he's working on a health supplement for dogs. One of his micro personas might be "Old Dog Mom." She has a senior dog that's starting to have health issues like joint pain or less energy. She's worried.

3. Tell Octo to write the script for that persona

Let's say the TikTok he found was a staged moment video. So it's a person behind camera talking to person on camera, educating them about this supplement that's great for older dogs. 

Octo writes the script in that format, for that persona, informed by what's already working in the ad account.

4. Rewrite for different micro personas

Once the script is dialed for Old Dog Mom, he has Octo rewrite it for:
→ New Rescue Dad
→ Active Dog Mom
→ Skeptical Switcher

So he gets more ads from that one original format that already worked. 

5. Format multiplication

Now he takes that same insight and multiplies it across formats:

The staged moment becomes:

→ Podcast clip (same banter, different setting) 
→ Street interview (same objection/solution dynamic) 
→ Word wall (just the key lines, way easier to produce)

Infinite executions if you have your format system dialed in. 

6. Use Wispr Flow the entire time

He doesn't type anything. He just talks to Octo through Wispr. 

---

Here's what this really means for creative strategists in 2026:

The primary skill set is essentially this:

Creative Taste
- You have to find the references and know what to do with them.

Operational Speed
- You have to be a psycho about moving fast. Because if you want to, you can.

Communication Skills
- Other people get involved: creators shooting the content, clients approving the ideas. You have to sell the vision and protect it through execution.

---

You can operate 100X faster with this flow.
And you can make a lot of money.

i just want to make sure I'm understanding this correctly....

going from $0M to $15M in DTC is basically just:

1. you start with a product that actually solves a real problem. 

2. you make sure the product(s) provides ongoing value so that you grow LTV instead of always chasing new customers.

3. you nail your foundational messaging before you make a single piece of content. build a story that spreads. 

4. you ensure your audience can easily understand the problem deeply enough to explain it to someone else. that's how ideas move through networks instead of dying on the feed.

5. you use tools like Snowball and Adology.AI to watch the top 1% of content in your niche and extract content ideas. 

6. you rip the structures of high performing creators, in your niche or not, and bring in your own powerful brand message. 

7. you create voice-of-brand content yourself. make strangers want to buy from you. 

8. you pick up your phone, start making TikTok's, and you can have 20k followers in like 2-3 months and be your own TikTok affiliate. 

9. you voice record your thoughts with Wispr Flow and have Claude turn them into scripts for videos (organic or paid)

10. you layer in reaction hook + product videos. you or someone at the company on camera for 5 seconds, then show the product for 10 seconds. 

11. you build a "hybrid" content tier: AI-assisted edits + real footage.

12. you run elevated shoots quarterly or monthly. this is your best-looking stuff, but it still needs to feel native, not like a TV commercial.

13. you build a controlled creator layer...your 5-15 core creators you tap repeatedly.

14. you build a facilitated creator layer underneath that. this is your influencer program down to TikTok Shop affiliates.

15. you align incentives with performance. small retainer + CPM tiers and/or commission on sales. if they only win when you win, quality goes up.

16. you manage all of it inside a Discord. 

17. you cultivate a community of real customers, not actors. 

18. you tap into the stay-at-home mom economy. there are thousands of them who'd love to make an extra $500- $1.5k / month making slideshows and word wall videos for brands they actually like.

19. you give them the tools, the playbook, and the incentive structure...then get out of their way.

20. you use tools like Motion (Creative Analytics)and Octo once you're running ads to turn each win into 20 new wins.

TLDR:
Story
Ops
Community
Aligned incentives
Flywheel

That's the whole machine.

22 thoughts about the next era of paid social in 2026 🎥

2026 is the best year in history to be a creative generalist.

You now have a superhuman suit for the entire creative process.

And most people aren't:
- Smart enough
- Motivated enough
- Disciplined enough

To actually use it. 

So there's this massive gap forming between the people who figure this out and everyone else.

This year belongs to the people who can see the big picture and make it happen fast.

The 4 Tier Content Matrix

In a world with unlimited at-bats, every brand should make these 4 types of content in 2026 ↓

1. Hero Content: 
High-production brand moments. Quarterly campaigns. Elevated UGC. Done with in-house team and a small roster of cinematic creators. This is your traditional stuff for brand or DR that looks nice. 

2. Controlled Creator Content: 
You have a managed roster of creators. You feed them the angles, the talking points, often the scripts. You get high quality, predictable output. But there's management overhead so it doesn't scale infinitely.

3. Facilitated Creator Content: 
This is your Discord channel, your seeding program. Community-driven and hands-off. Creators own their angles and language. Quality varies, but it's very authentic. Pay commissions or pay per million views.

4. AI / Hybrid Content: 
Slideshows, faceless videos, text-on-screen. No creators required. Infinitely scalable. Fills the feed, generates signal, and occasionally produces surprise winners for organic and paid. 

What am I missing?

There’s an uncomfortable gap forming between the top 1% of creative operators and everyone else.

Because you now have a superhuman suit for the entire creative process. And most people aren’t smart, motivated, or disciplined enough to actually use it. 

Within e-commerce and marketplaces, specifically, this shift is happening incredibly fast. 

Photoroom just released their State of GenAI in Marketplaces 2026 report, based on interviews with 10 AI experts and a survey of 2,000 consumers. 

Some findings I found interesting: 

→ 55% of consumers say poorly executed AI-generated images actually decrease trust
→ 75% of workers say AI improves their speed or quality
→ Wolt reclaimed 100+ human hours per day after automating image QA
→ 64% of organizations are still in experimentation phase of AI adoption

If you want to go deeper on this and become part of the top 1% of creative operators, you should join Photoroom’s State of GenAI in Marketplaces live event this Wednesday (1/28).

You’ll get to learn from the people who are actually building the AI infrastructure behind visual content at scale.

⚫ jeff strauss - Head of Imaging, Photoroom (ex-Wolt) 
⚫ Sonia Biddle - Chief Product Officer, Depop 
⚫ Anne-Claire BASCHET - Chief Data/AI Officer, Mirakl 
⚫ Laura McGinnis - Partner, Balderton

You can register (for free) with my link: https://luma.com/8wgjjupp

If you're a:
→ Marketplace operator
→ Creative strategist 
→ E-commerce operator 
→ Brand marketer 
→ CMO

Really anyone who works with product visuals at scale, you should show up to this.

The session is on Wednesday, January 28th at 12:00 PM ET / 9:00 AM PT.

Even if you can't attend live, still worth registering for the recording.

See you there: https://luma.com/8wgjjupp

#PhotoroomPartner

Test your creative without spending $1 in your Meta ad account.

CONTEXT:

Good ideas are free now. 

AI can scrape customer reviews, TikTok, Reddit, any signal that exists.
With the right systems, a talented human with good taste can transform these ideas into native content 10x faster that before. 

NEW INSIGHT:

So the constraint isn't "what should we say test month?"
The question is: "how do we test everything, everywhere, all the time?"

Followers don't matter anymore. The algo shows your content to whoever it thinks will care. Good content finds its audience. Bad content dies. That's it.

So this is a game of executional quality & volume. 

ACTION TO TAKE:

Build the network for unlimited at-bats:

Brand Voice Accounts:
- "Josh at [brand]"
- "Maria at [brand]"
- "Marketing team at [brand]"

Verticalized Accounts:
- "Zach Travel Stories"
- "Alex Nomad Life"
- "Caleb Travel Finds"

Faceless Accounts:
- "Insane Travel Stories"
- "Your Travel Inspo"
- "Travel Deals Central"

All posting daily. All testing messaging. All letting the algorithm tell you what works.

By the time you put $1 into paid, you already have the answers. Plus a massive halo that lifts the performance of all your ads. 

The algorithm is the first test.

The best creative teams operate on 7-day cycle.

→ What got deployed 7 days ago? 
→ What's actually getting spend? 
→ What's working?
→ What's not? 
→ What are we changing for the next 7 days?

When you compound that weekly process over a long period of time, that's where the magic happens. 

But so many weekly creative strategy meetings devolve into this weird habit of staring at the same group of highest spending ads and wondering what to do about it. 

I like Motion (Creative Analytics)'s new Week over Week trends reporting because it makes the ideal weekly workflow much easier for creative teams: 

→ Automatic 7-day vs previous period comparison 
→ Spend, ROAS, and softer metrics 
→ AI that you can ask about what changed and what to do next

Creative reporting should map to this 7-day cycle.

Matthew McConaughey was right about private LLM's. Broad AI is out. Narrow AI is in. 

For performance marketing, 90% of the AI tools I've tried have been useless. Because all they do is make it faster to generate a higher volume of mediocre output. Nobody needs that.

Octo has been my best experience so far with a Performance Marketing LLM, in which the product is connected to the ad account and actually understands the ad account like a senior-level performance marketer.

You don't understand that the bottleneck doesn't exist anymore. 

One account posting daily = 30 pieces of content per month.

An ecosystem of 20 accounts posting 3x per day = 1,800 pieces of content.

All feeding the algorithm. All generating halo. All competing for a chance to become your next best-performing paid ad for zero media cost. 

The old model treated organic as a single channel you "managed."

The new model treats organic as a testing ground you flood with volume, then promote the winners into paid.

Your brand account alone will never generate enough at-bats. You need the ecosystem, and you need operational willingness to hit a quality bar at volume.

3 opening slides from our 25-person team offsite in Austin this past week. 

Last year, I totally failed as a leader to provide daily purpose. 

As I was thinking through our collective "why" for this year, had a thought...

For some reason, the world's most valuable skill is creating things for the internet that gain attention from the right people. 

If you join the top 1% (or even the top 20%) of people at this skill, you get:

- Freedom & flexibility
- Money & opportunity
- Leverage & access
- Creative fulfillment

I know this is true, because it's exactly what's happened to me these last 3 years of finally creating content. 

So in 2026, Odyssey will be the best place to work for anyone hellbent on joining the top 1% of humans for the most important skill in the world. 

Oh, and we're hiring for:
- Full-time content creators
- Growth marketers
- Creative strategists

Matthew McConaughey was right about private LLMs.

You could also call them "vertical-specific LLMs" or "professional class LLMs". 

These are going to dominate in 2026.. I'm already seeing it happen outside of marketing. Harvey is doing it for legal.

Broad AI is getting replaced by narrow, expert AI.

I'm not a technical AI expert. But here's what makes sense to me:

If something is giving you an answer in 5 seconds, it probably helps for it to have a narrower, more specialized view of the information it's pulling from. Only the validated, expert-level stuff. Not an unlimited ocean of everything.

For performance marketing, 90% of the AI tools I've tried have been useless. Because all they do is make it faster to generate a higher volume of mediocre output. Nobody needs that.

What performance marketers actually need:

- AI trained on ads that actually won, and why they won
- AI with vision into their ad account data
- Agents that analyze performance like an expert media buyer
- Micropersonas specific to the brand they're writing for
- Voice and messaging guidelines baked in

So when you ask "how do I improve this supplements ad?" The answer is actually valuable.

This is what AI looks like in 2026 for performance marketers. 

---

P.S. Octo has been my best experience so far with a Performance Marketing LLM. I'm gonna drop a link to it in the comments.

Octo

Digital Marketing Specialist | Growth Hacker

I used to be a media buyer running Facebook ads and freelancing for ecom brands.

Then I realized the real problem was never the targeting or the campaign structures.

It was always the creative.

So in 2022, I stopped doing everything else and started Growthub.

An agency focused only on one thing: making ad creatives that actually scale.

Since then, we’ve helped brands go from 6 to 7-8 figures.

We’ve made ads that tracked over a million in revenue.

In 2023, we built the Stealth Creative System.

In 2024, we became a 7-figure agency.

Now in 2025, we’re working with 7/8-figure brands & SaaS while growing fast.

This started as a way to make money.

Now it’s about building something real with a great team, great clients, and a clear vision.

If you’re trying to scale and you know your creative isn’t where it should be, let’s chat:

https://calendly.com/lorenzo_pravata/pre-audit-call

Lorenzo Pravatà

📢 WE’RE HIRING! 📢

We’re looking for a Full-Time Creative Strategist / Creative Pod Manager to join our team.

If you’re interested, comment “ME” and I’ll send you the details.
You can also tag someone who’d be a great fit.

💰 Referral bonuses (if your referral gets hired):
• Creative Strategist: $3k
• Creative Pod Manager: $4.5k

Requirements:
• 2–3+ years of experience in creative strategy or digital marketing
• Agency experience preferred

Stealth Creatives for Ecom & SaaS | $100M Generated | Meta Ads Expert

I’ve scaled over 10 pet brands and generated $20M for them.

All thanks to understanding applying the same playbook.

So I've just put together a 22-page mini-guide breaking down how you can do the same.

(These are the strategies my team & I are currently using)

I break down:

✔ Winning Examples
✔ The PetLabCo script formula
✔ A roadmap you can follow to scale

Here's how you can get it:

1. Connect with me Lorenzo Pravatà
2. Comment "PET" below

I'll send it over ASAP.

Hooks are the 80/20 of ANY ad. 

But a TON of brands get it completely wrong.

After generating $100M+ on Meta ads, I built a system for creating and testing hooks that actually stop the scroll.

And now, for the next 48 hours I’m giving it away:

✔ Our 25+ page guide I give away internally to my team
✔ 50+ stealth-style hook examples used in 7–8 fig ad accounts
✔ A swipe file of 500+ viral hooks & headlines that stop the scroll

This is the exact resource we use to ideate, test, and scale ad accounts in Growthub.

Here's how you can get it:

1. Connect with Lorenzo Pravatà
2. Comment "HOOK" below

I'll send it over ASAP.

P.S. Repost if you believe it will help anyone in your network!

📢 WE’RE HIRING! 📢

We’re looking for a Full-Time Creative Strategist / Creative Pod Manager to join our team.

If you’re interested, comment “ME” and I’ll message you with the details.
You can also tag someone who’d be a great fit.

💰 Referral bonus: up to $2.5k if the candidate is hired.

Requirements:
• 2–3+ years of experience in creative strategy or digital marketing
• Agency experience preferred

I’ve generated over $100,000,000+ in revenue thanks to this research process:

(This is the stuff most brands skip and why their ads fall flat.)

I’m giving away the exact customer & competitor research workflow my team uses to build ads that actually work.

Here’s what you’ll get:

👉 Step-by-step instructions for research
👉 The frameworks we use to break down competitor's strats
👉 Proven prompts to speed the whole process up by a ton
👉 A plug-and-play Notion template you can duplicate for your own brand

If your ads aren’t working, this is probably why.

Don’t call it a “quick guide.” This is the real work that drives real results.

Here’s how to get it:

1. Connect with me Lorenzo Pravatà
2. Comment: “Research” below

Ads shot from a POV are CRAZY.

My clients spend over $400k/month on this format alone.

So I've created a mini-guide on how you can do the same

- Winning examples
- Why they're working
- Steps to follow when creating them

Here's how to get it:

1. Connect with me Lorenzo Pravatà
2. Comment "POV" below

I'll send it over ASAP.

We replaced a 50,000 dollar marketing team with an AI creative director that sits in slack.

While everyone is talking about AI UGC no one is building and talking about what ACTUALLY makes great ads:

Great research.

The best advertisers in the world: like HiSmile, Gruns, Dr. Squatch have teams of strategists whose ENTIRE job is researching.

They are: talking to customers, checking the ad account, reading reviews, looking at survey data, scraping reddit.

Then they use that data to make 100x better ads.

That’s why I was excited when I heard and tested Parker.

Parker is an AI creative director and strategist.

First it plugs into your ad account and watched all of your ads. Then, it researches while you sleep scrolling Tiktok and Reddit to find great ads.

Finally it executes high converting scripts for you.

Instead of asking AI to invent ideas, my partner Parker does something different.

- It reads what customers already say about your brand.
- Finds the angles hidden in plain sight
- Turns real information into hooks, scripts, and briefs you can actually use right away.

P.S I am giving away a list of 1,000 AI creative strategists for hire.

Comment “Parker” and I’ll send them to you.

(Connect with me Lorenzo Pravatà so you can receive it.)

Scaling on Meta on 2026 requires a NEW playbook.

If you don’t understand GEM, you won’t scale.

We’ve changed how we conduct our 7/8-fig clients’ creative strategy.

So here’s the exact guide on how you can do the same today:

- What GEM really means inside your ad account
- How to structure your creative strategy with it in mind (2026 & onwards)
- Some examples of creative types & formats we’re using due to it.

Want a copy?

1. Connect with me Lorenzo Pravatà
2. Comment “GEM” below

I'll send it over ASAP.

I fed 500 long-running ads from top brands into an AI.

Not to copy them.

To understand why they still work.

Everyone screenshots winning ads.

Almost no one knows what actually makes them convert.

Especially now.

Post-Andromeda, Meta doesn’t reward one “winning format” anymore.

It rewards creative diversity.

- Different hooks.
- Different angles.
- Different emotional entry points.

So we analyzed 500 ads from the top 100 brands across 20 categories to see what patterns still repeat in 2025.

The result is a playbook that breaks down:

- Scroll-stopping hook formulas
- Creative patterns that survive spend
- Psychological triggers that actually convert
- What works for Ecom vs SaaS vs Apps vs Finance

Want access?

1. Connect with me Lorenzo Pravatà
2. Comment “500” below

(Feel free to repost for anyone looking to find inspiration for Q1)

We're hiring for our team!

We're looking for a Creative Strategist / Pod Manager.

Referral Bonuses (if your referral gets hired): $3k–$4.5k

Comment below this post!

Your Meta ads aren’t broken

You are just using 2023 strategies in 2026.

Here’s what you need:

1. More volume

Because it means more data.

Meta has more points to learn from.

If don’t have the capacity to create more ads one way or another, Meta isn’t for you. 

2. Real diversity

I see so many agencies & brands struggling to find it.

It’s pretty obvious why:

- You use the same old footage
- You aren’t speaking to different personas
- You lack the possibility to test new formats

The word you need to understand here is VISUAL.

If your ads aren’t VISUALLY different from one another, you are losing from the start.

3. More unaware ads

Because most brands only know how to target warmer customers in their creative strategy.

They present the problem vaguely and then expect customers to fall in love with their product.

Educational ads that don't present the solution as fast are better at teaching, establishing authority, let colder potential customers learn about the problems & potential solutions they may have close to them.

4. Authority figures

People don’t trust brands.

They trust other people who know what they’re talking about.

This is where authority figures come in.

They work for brands where:

- The problem they solve is often misunderstood
- The customer is skeptical, new to the problem
- There are way too many solutions in the market

They don’t work for:

- Fashion & Apparel
- Impulse Accessories
- Simple Home Decor
- One-function Gadgets

5. Ads that don’t look like ads

This sounds easy but it isn’t.

Copy and pasting a tiktok script isn’t enough.

You need to master scriptwriting to make problems & solutions interesting without sounding salesy.

And still have the capacity to convert even though you look organic initially.

That’s how our stealth formats work.

If you want to know if any of these would work for you, just DM me “formats” and we can chat about it.

Most brands don’t have a creative problem.

The have a repetition problem. 

They keep creating “new” ads that look, sound, and feel the same for both Meta & their customers.

Remember:

Your account doesn’t need more ads (even though they help)

It needs different ones.

Variety is what keeps your win rate high.

(And help out with new learnings that lead to winners)

When we break down a client’s ad library, we look at 3 pillars:

1. Formats

If every ad is a testimonial shot on an iphone, you’re losing already.

Mix in newer formats that change the setting naturally.

How you visually show your angle already does a ton.

Speaking of angles…

2. Angles

Most ads sound like they’re solving the same problem.

Or giving the same people the same old reminder on the reason they should buy.

Find angles that go against other competitors or the general industry.

Show contrast there, challenge their beliefs.

3. Personas

If you speak to the same person is speaking in every video, you’re missing half your market.

Each persona sees the same product differently.

Map those differences and your ads start compounding.

Meta’s will reward your variety.

It will lead to more winners and more learnings you can double down on.

That’s how you actually scale.

We generated $12,000,000 for our skincare client on Meta.

(In less than 10 months)

All by understanding how to scale in a saturated market:

- The ideal creative strategy
- How to reach $1M months (metrics to focus on)
- Increasing ad win rate without spending thousands on volume

I’ve just put together a 22-min breakdown with examples and all.

Want a copy?

1. Connect with me Lorenzo Pravatà
2. Comment “SKIN” below

I'll send it over ASAP.

Forget UGC to scale.

You need visual variety in 2026.

Andromeda + GEM reward format diversity, authenticity, and ads that feel like content for the first few seconds.

So I broke down the 5 formats that are scaling our clients past $300k/mo:

And for the next 48 hours, I’m giving it away:

- Podcast clips
- Debate ads
- Skit conversations
- Expert VSLs
- Spokeperson ads

Want it?

1. Connect with me Lorenzo Pravatà
2. Comment “FORMATS”

I’ll send it over ASAP.

P.S. Repost if someone in your network is stuck with creative fatigue.

Hubspot CTO: SEO is DEAD

AI recommendations are replacing Google.

We’re already seeing it with our 7–8 figure clients:

Their customers ask ChatGPT, Perplexity, Gemini… and pick from whatever brands get mentioned there.

If you’re not showing up in those answers, you basically don’t exist.

To check your AI visibility, Meridian just built an online checker:

- Enter your website
- Get insights on your visibility & citations
- Check how you rank against competitors per AI

Here’s how to get it:

1. Connect with me Lorenzo Pravatà
2. Like + Comment "MERIDIAN" below

I’ll send it over.

P.S. Repost if you know a brand that’s still obsessing over blue links while AI is sending their customers somewhere else.

And yes, I am a meridian Partner because I believe in what they are working on.

This system alone has generated over $10,000,000 for my clients.

All thanks to iterating on their winning ads.

I’m sharing our internal 15-page Iteration System we use to scale 8-figure brands/saas.

You’ll find:

- When to iterate
- What to change (hooks, intros, pacing, most people get this wrong)
- Who should be in charge of this inside your team

If you’re running ads, this will make fighting off fatigue easier.

Here’s how to get it:

1. Connect with me Lorenzo Pravatà
2. Comment: “Iterate”

I’ll send the file ASAP.

Most agencies don’t have a performance problem.

They have a production problem.

They rely on:

- Freelance creators
- Random shots & old raw footage
- One camera angle change per month

Then they blame:

- The algorithm
- Ad fatigue
- The market
- The offer

But the truth is simpler.

If you don’t control production, you don’t control scale.

Production is leverage.

Production is what help us take our client to $630k/mo

When you have your own:

- Studio
- Sets
- Actors
- Wardrobe
- Props

You’re no longer asking:

“Can we get another take?”

You’re deciding:

“What do we want the next output to be?”

So, if you’re wondering why some agencies are out here charging for 50% iterations…

It’s because they don’t really have a choice.

They rely on external creators for YOUR brand.

Because they are cheap, they don’t want to spend more on you, and are happy on your retainer.

If you think you will find diversity with them…

Good luck in 2026.

If you want actual ads that come from a studio, and are so high-quality that they get confused with AI (has happened to us)

Link below or in my profile.

Here’s what TRUE creative diversity looks like:

Creating formats out of thin air.

Most UGC nowadays is a monologue.

One person. One message. One point of view.

But with ads that don’t look like ads…

You draw attention just by how unique & raw they look.

So instead of wondering where the hell you can find more diverse ads…

Let us handle it.

You focus on everything else.

We find variety with:

- Different actors
- Different angles
- Different personas targeted
- Different awareness levels tackled

Plus a lot more with our own studio.

Team crushed it with this one.

Nano Banana Pro is insane.

Combine it with Gamma and you basically have a full creative studio in your browser.

I told it to build a social media strategy for a brand and it generated a hyper-realistic presentation in under a minute.

See how it works in action in the vid below.

We’re currently working with Gamma for some of our presentations as well…

If you want to try it out & get started with 500+ prompts:

1. Connect with me Lorenzo Pravatà
2. Comment “GAMMA”

I’ll send them over ASAP

Want to scale in 2026?

Use 2026 formats.

These 3 are what we’re testing right now for our clients.

Here’s a breakdown of each one of them and why they work:

(No, they’re not AI, we use a studio)

1. Pharmacist/Vet VSL

This one has been perfected in the last 6 months.

Having an actor show up as an expert is one thing.

But to have that actor in a set, with a coat, and a background that fits in is even better.

That’s why for all our supplement, pet (and other) brands, we’ve been creating long VSLs with an expert talking to the camera.

We give the customer someone to educate them about their problems & introduce logical solutions after explaining clearly what options they have.

No other agency or brand is spending this much time in their setting, which is worrying considering all of the Andromeda bs.

2. Debate Ads

Kind of a remix of our classic podcast ad but much more aggressive.

By using 2 actors going against each other we can allow ourselves to go against common objections your more unaware customers may have.

For example:

A: Why do I feel like I’m not reaching (desired outcome)

B: Well maybe If you stopped (typical solution), you’d actually get there

A acts as the customer with their problems, desires, doubts.

B is more of an expert on the “theme or niche” and breaks down the objections while educating.

Plus, it’s not boring as hell like most monologue ads out there.

3. Spokesperson Ads

Another format that makes scaling easy.

Why?

Because of the production power we have.

- We set up a “stage-like” place for our actor
- Give him a mic like as if he was explaining to a crowd
- Have the sound & video editing bring that up as best as possible
- Our scriptwriting makes monologues NOT boring, so we can educate, entertain, and convert.

That’s kind of it.

The problem most brands have is they can’t find the diversity.

They can either keep trying to find it with other UGC creators or in-house.

When they will never find it there.

Get your product somewhere where you can not sound so salesy & predictable.

Our formats are naturally diverse, that’s why they work.

And it’s why our clients will be scaling hard this 2026.

Link in bio for these.

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