Insights
Notes on running social for clients.
Guides, playbooks and short videos on approvals, reporting, scheduling and growing a social media business.
Creator posts became a media line
Meta says partnership ads grew more than 97% in a year and passed a $15bn run rate. Once creator posts sit in the media plan, strangers judge them, not followers.
Launching an ad? 50 conversions a week please, or we waste your money
Meta’s 21 October peak season guide says ad sets under roughly fifty conversions a week cost about 28% more per purchase, by Meta’s own figure. Write the brief, then leave it alone.
Your ad has a co-author
Meta and OpenAI now rewrite ads by default, and Meta’s new terms put the risk on the advertiser. Sign-off has to move upstream.
Five seconds, seven times
Meta says five seconds of attention spread across a week beat one continuous five-second view, and it is testing a metric that counts the week. Your first two seconds need to look like you.
Meta killed your placement checkboxes
Meta is removing ad-set placement exclusions for some Sales and Leads campaigns. Value Rules can bid a placement down by 90%, but not to zero.
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