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April 2 2025

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🧠 Meta’s Creative Similarity Score Just Chang

🧠 Meta’s Creative Similarity Score Just Changed the Rules for Advertisers If you’ve been relying on “tiny tweaks” to test your ads on Meta… it’s time to rethink your entire creative strategy. Meta’s new Creative Similarity Score groups ads that are too visually alike and treats them as the same creative. That means your old playbook of testing slight color shifts, new hooks, or layout tweaks? It won’t cut it anymore. Here’s what this really means for advertisers 👇 1️⃣ Superficial iteration is dead. Meta now identifies when you’re just making cosmetic changes same concept, same vibe and lumps those ads together. No more “micro tests” that trick the algorithm into thinking you’re running fresh creative. 2️⃣ Creative fatigue just got real. If one ad in the group performs poorly, it drags the rest down with it. Repetitive creative = repetitive audiences = rising CPMs and weaker engagement. 3️⃣ Originality is your new performance lever. Winning now means developing net-new creative concepts, new storylines, formats, aesthetics, and messaging. The algorithm is rewarding brands who diversify their creative, not duplicate it. 4️⃣ Strategy > Variations. This is a shift from “how many variations can we test?” to “how many perspectives can we tell this story from?” The takeaway: Meta is pushing advertisers to do what we *should* have been doing all along creating distinct, high-impact ideas that truly speak to different audiences. If your creative team isn’t building from new concepts not just new colors you’re about to fall behind.

Last week, I had the opportunity to attend the Fox

Last week, I had the opportunity to attend the Foxwell Founder Meetup in Skamania, WA, where over 50 of us from the community came together to talk all things creative, media buying, BFCM, and beyond. It’s wild to think that after so many years in this industry, this was the first time I met some of these incredible people face-to-face. We’ve shared countless conversations online, collaborated through screens, and built genuine relationships virtually, but meeting in person was truly something special. What stood out to me most wasn’t the tactics or strategies (though those were incredible), but the human connection. Hearing everyone’s stories, their challenges, their wins, their questions, was deeply inspiring.

Why Haus Labs by Lady Gaga is one of the smartest

Honesty Monday 💭 It’s wild to think it’s be

Honesty Monday 💭 It’s wild to think it’s been almost 6 years since starting The Loft 325. Running a business has been one of the most rewarding, and challenging experiences of my life. No one prepares you for how much you’ll have to learn, pivot, and trust your instincts (even when it feels uncomfortable). What’s crazy is how much growth happens when you’re forced to figure things out. You adapt faster than you think you can. You get stronger than you thought you’d need to. It hasn’t been easy, but it’s been incredible to look back and see just how far things have come. Here’s to continuing to learn, evolve, and grow through every chapter. ✨

🎤 Weekend Status Update: Showgirl Era Activated

🎤 Weekend Status Update: Showgirl Era Activated 🪩✨ This weekend, my to-do list looks a little different: ✅ Coffee ☕ ✅ Cozy playlist curation 🎶 ✅ Hit “repeat” on Taylor Swift’s *Life of a Showgirl* (probably 47 times) ✅ Pretend my living room is a Vegas residency stage 💃 Because sometimes professional development = reminding yourself that glitter, reinvention, and bold hooks aren’t just for the stage, they’re for how you show up in your work too. So if you need me, I’ll be studying *The Life of a Showgirl* like it’s a masterclass in branding, storytelling, and… sequins. Lots of sequins. #LifeOfAShowgirl #WeekendMood #FridayFeeling

Creative Strategists: The Countdown to BFCM Is On

Creative Strategists: The Countdown to BFCM Is On Black Friday + Cyber Monday aren’t just “big shopping days” they’re the make-or-break moment of Q4 for most brands. If you’re guiding clients into this season, here’s what you should already be doing (or starting now): 1️⃣ Audit & Refresh Creative Don’t wait until November. Test hooks, angles, and formats now so you enter BFCM knowing what converts. 2️⃣ Plan Offer-Centric Storytelling Creative isn’t just about flashing “50% OFF.” It’s about weaving offers into stories that spark urgency, trust, and FOMO. 3️⃣ Diversify Ad Formats UGC, statics, carousels, hero videos, mix formats to prevent fatigue and expand reach. 4️⃣ Build Evergreen + Seasonal Assets Balance high-performing “evergreen” ads with BFCM-specific creatives to keep performance steady before and after the weekend rush. 5️⃣ Optimize for Speed & Iteration Have a plan for rapid swaps. The weekend moves fast your creative process should too. 💡 Remember: Great BFCM creative isn’t about shouting louder. It’s about cutting through the noise with relevance, resonance, and readiness. If you’re serious about winning the holidays, let’s talk: https://www.tiereleven.com/bfcm-holiday

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