Black Propeller

The creative mistake that wastes your budget: Launching the same creative version a month later with no improvements. Here's the structured approach that works: Run tests on your creatives, gather performance learnings, then use those insights to build new variants. This process becomes even more critical when branching into new audience segments where you need to learn quickly what resonates. Each test should teach you something new about your audience that informs the next iteration. How do you ensure your creative strategy keeps moving forward?#creativetesting #audiencelearning 🎥 Emily Hlavac

Different ages need different positioning. Our approach: Build demographic-specific creatives, test them, gather insights, then use learnings to inform the next round. Never stop iterating. #creativetesting #positioning #iterativedesign 🎥 Emily Hlavac

The biggest misconception about demographic-focused advertising: You have to choose between brand identity and audience relevance. Wrong. Here's the framework that works: Keep consistent: Brand colors, fonts, logo placement, overall visual style, brand voice/tone Customize for relevance: Pain points addressed, value propositions highlighted, emotional triggers used, specific benefits emphasized The result: Ads that feel unmistakably "you" while speaking directly to each audience's unique needs. Your brand identity is stronger when it's flexible enough to connect with different people authentically. What brand elements do you never compromise on? #brandstrategy 🎥 Emily Hlavac

You've nailed the on-platform creative for different demographics, but where are you sending them? If different age groups click your ads but land on the same generic page, you're wasting your segmentation efforts. The solution: Use collections and product pages that continue the conversation your ad started. Clean, simple user experience that pushes for conversion while staying relevant to each demographic. Don't let great creative work fall apart at the landing page. How do you match your post-click experience to your ad messaging? #userexperience #landingpages 🎥 Emma Nold

People see your prospecting ads 3-4 times. Same creative = same results (zero conversions). The solution? Build off what you learned and create new variants. Keep results growing, not stagnating. #adfatigue #creativeiteration #prospecting 🎥 Emily Hlavac

When expanding to younger demographics, competitor research revealed three critical messaging elements: Investment framing: "It's expensive BUT it's worth it because..." Age-appropriate vernacular: Use their language, not yours Confidence triggers: Social proof + urgency = "You want this. 100k sold." The result for our fashion client: Exponential growth in the new demographic over three months. The lesson: Don't guess at new audience preferences—research what already works. How do you adapt your brand voice for different age groups? #audienceresearch #messagingframework 🎥 Emma Nold

Expanding to new demographics isn't just about changing your targeting settings. Real example: Fashion brand with 50 years of success targeting women 60+ wanted to reach women 35-60. Their luxury-focused messaging that emphasized quality and premium positioning completely missed the mark with younger audiences. Different age groups respond to different emotional triggers and value propositions. Success requires more than demographic expansion—it demands creative evolution. How do you adapt your messaging for different age segments? #creativeads #brandexpansion 🎥 Emma Nold

Here's what most advertisers don't know about Meta's automation: The algorithm doesn't just look at your targeting settings. It analyzes your creative and ad copy to decide who sees your ads. This means your messaging directly impacts who Meta shows your ads to. The solution: Research your audience with first-party data, then craft specific messaging for each segment. Result: Lower CPCs, lower CPMs, higher engagement. What data are you using to inform your creative strategy? #metaalgorithm 🎥 Emily Hlavac

Stop showing the same ad to everyone. Men 60+ have different pain points than women in their 20s. When you segment creatives by specific triggers, performance skyrockets. Your audience deserves personalized messaging. #creativeads 🎥 Emily Hlavac

Here's a case study that proves the power of segmentation: The Problem: The client was pushing generic branded messages and top-of-funnel evergreen creative that wasn't moving the needle. Our Solution: → Highly segmented creative for specific audiences → Language targeting decision-making triggers → Direct URL links to exact products → Users landed right on the product page The Results: Really significant year-over-year gains across all product lines and customer segments. We now replicate this approach for every new product launch. What's holding back your segmentation strategy? 🎥 Emily Hlavac