Hey,
We dropped a video on why companies need to stop making "ads" and start making great content.
I got a lot of responses from people asking us to go deeper on this. So here it is, and honestly, that's the whole point of this newsletter. To go deeper on topics our audience actually cares about.
The companies winning at paid media right now aren't spending more on ads. They're just making better content.
Here's what I mean.
Meta, TikTok, Instagram, these platforms don't actually want ads on their feed. Their dream is a feed with zero ads. Their users hate ads. No one wants to be bombarded with them, and if the experience gets bad enough, people leave. That's bad for business.
So the platforms have a natural incentive to reward content that feels native and punish content that doesn't.
When your ad looks like an ad, the platform works against you. Higher costs, less reach. But when your ad feels like something worth watching, worth saving, the platform pushes it for you.
Alex Hormozi's team figured this out. They post hundreds of pieces of content a week, let the algorithm tell them what's working, then take those top posts and run them as ads.
You can watch the video here, it was the inspiration behind our video and this newsletter.
So what do you actually do?
Post 3-5 times a week. Give the algorithm enough to work with.
After a month, look at your saves, not your views. Views mean people watched. Saves mean people found it valuable enough to come back to. That's what converts.
Take your top saved posts and run them as ads. Don't touch the content. Just add a simple banner like "Click here" or "Learn more" and put budget behind it.
That's it.
Think of it this way: putting money behind content that's already performing is like adding fuel to a fire that's already burning. You're not starting from scratch, you're just making it go faster.
The game hasn't changed. Attention still wins.
You're just playing it wrong if you're still making ads that look like ads.
— Ishmeet