Friends, we were wrong about hooks. I was obsessing over them for so long (I still do). Sure, hooks get the attention. But you need to hold the attention to go viral or find resonance. I analyzed my 1000+ winning video ads and I found out that the retention is where the sale

You can kiss your ad creative diversity goodbye if you think: - we need different asset style: image x carousel x video - we need different types of creators - we need hi-fi and lo-fi types of content I humbly believe that THIS is not creative diversity. Here's how I think: -

Is it time to retire or double down?

Sora FOMO is real.

ChatGPT launched AgentKit yesterday. Marketers are selling their secret sauce already today. Can you believe everyone's an expert in less than 24 hours?

Loop went from $44M to $200M+ in 24 months. Their ads rarely mention product features. Instead, they speak to 12+ different audience personas: I just recorded a full breakdown of their strategy and giving it away for FREE. You'll get their exact: - 4-quadrant targeting

Marketers show this crazy hooks are working. I have 20+ ad accounts across multiple industries. I don't see those crazy hooks working. All hooks are simple, give a promise, and solve the problem. Why do we like to make it so complicated? Clickbait?

I created an AI ad with Sora2 that looks totally organic. Friends, we are totally cooked. What are your thoughts?

I analyzed 1,000+ winning video ads that stayed live for 30+ days across 7-, 8-, and 9-figure Meta accounts. 14 months of research. 50+ hours analyzing every hook, visual, and psychology trigger. Here's what I discovered: The highest-performing video ads follow 9 core

The burnout cycle as a creative strategist: Let's push more volume Let's push more diversity Let's steal that ad. I don't need a break. Let's make some money. Not sure why I am getting ideas these days. Clients didn't get a win for 2 weeks. Clients are thinking of firing.

THIS. Sent a newsletter with months of research. Finally paid off.

Folks, it's time to move on from hooks. It's time to blue-ball the viewers for your videos. Watch this video and comment "retention" to get the guide on this topic.

Since when TikTok has a landscape video?