If you’re running open audiences on your Meta account (all genders and ages) and want to know where your conversions are coming from, this one’s for you!

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The Pilothouse Meta team wanted to test how different age groups performed in both Story and Reels placements. They used the top two user-generated content (UGC) videos in each age-defined ad set.

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(You don’t have to use UGC for this test! Use whichever creatives are crushing on your account. 👊)

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The hypothesis was that younger people were more likely to convert with UGC, but the team and the client were shocked by the results. 👀

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The highest converting age group from initial testing was those in the 45-54 age range! 🤯After letting the campaigns run for awhile, the 25-34 age range started to outperform.

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What does this mean? 

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Recombine these findings into deeper creative in ads:

• Focus on CGC that better speaks to the age group that is 25-34. 
• Try hooks that use Tiktok slang with your top-performing audiences Ex: “Capsule Wardrobe” 
• Pull top ads into isolated top-performing age groups 

When in doubt, test to see who’s actually buying and what kinds of creative best capture your target audience.

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Thanks to the Pilothouse Meta team for the insights!