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The best advertising emulates the platform on which it appears.

If you want to increase conversions on social, lower CPAs, and build brand trust, it’s important that your paid social ads feel real and authentic.

Study your audience’s tastes.

• Create a TikTok account to explore content through your customers’ lens.
• Ask AI tools like ChatGPT for suggestions on top creators in your niche (e.g., beauty, skincare).
• Follow and engage with creators, analyze content trends, and evaluate which videos resonate most.

Start with sound.

• Lead your concepting with sound for vertical ads (TikTok, Reels) to significantly improve performance.
• Custom sounds lowering CPAs by up to 50%.

Mimic the content on the medium.

• UGC always wins.
• The “fake podcast” ad format works well on TikTok, because podcasting is also a sound-first medium.

Check out the full post at Motion.

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Let’s get it on the calendar.

E.l.f. Beauty’s latest purpose-driven stunt leverages their authority on dupe culture.

“Dupe That!” invites other companies to join the “unicorn parade” by prioritizing making a positive impact. The effort highlights the brand’s fiscal year 2024 Impact Report, which details their affordable pricing and donation of 2% of previous-year profits to drive change.

The digital campaign also includes a two-page spread in The New York Times and a spot on the E-Panel wall in The World Trade Center retail complex in New York.

This follow’s e.l.f.’s “So Many Dicks” campaign earlier this year, which touted the brand’s status as the only U.S. publicly traded company to have a corporate board of directors that is 78% women and 44% diverse.