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!
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.
(You don’t have to use UGC for this test! Use whichever creatives are crushing on your account. 👊)
The hypothesis was that younger people were more likely to convert with UGC, but the team and the client were shocked by the results. 👀
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.
What does this mean?
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.
Thanks to the Pilothouse Meta team for the insights!