#paid-media
Thread
Hey—have been seeing a lot of brands struggling to target true net new audiences, wanted to share what’s worked for me.
Exclusions help a little bit depending on list size:
• Just exclude your customer list (CSV uploads)
• Block previous ad engagers
• Remove your IG/FB profile engagers
What’s working format-wise:
• Reels are driving most new discovery right now
• Static posts still work fine too Mix both, but put more budget to Reels for new reach
Keep messaging simple:
• Clear product explanation, no jargon
• Simple breakdown of how it works
• Visual proof it works
• Basics only - would grandma get it?
• Push diverse angles, styles and formats to reach net new
Expect different metrics from more full funnel campaigns:
• Lower CPM than your other campaigns
• Lower frequency
• Higher CPA (expected with cold audiences)
• Lower ROAS
Theme page approach…
Consider creating niche curator pages instead of just using your brand:
• Like “Jewelry Collectors” instead of your jewelry brand
• “Fashion Review” for apparel
• “Workout Tips” for fitness products
People engage more with curator/review content than direct brand ads.
Note: The further from the purchase objective you get (A2C, reach, etc.), the colder the audience. They’ll convert slower and often less profitably. At 9 figures brands have runway for this and see strong incremental effects.
In your experience of niche curator content pages, are these ones you make up or its actually belongs to someone else? And if it’s one you make up, do you post any content on that page?
For curator pages you usually just create them. You treat it like a niche curator page and post content.
Great advice! I like the idea of a curator / review page for promotion. Do you mean create a new social account? A new web domain? Both?
New social page/account yes, no domain for this particular setup.