DTC881: Meta’s Brand Safety Update, Scaling Ads, and Glitter Orange Trend

Good morning,

Here’s what you’ll find in today’s DTC:

❗ Scam Ads Are On The Rise 
How Meta’s update offers brands more protection. 

☹️ Common Creative Mistakes
Learn how to create a scalable ad strategy.

🚨 Daily Tariff Update
India could face more tariffs.

🧡 Glitter Orange Feeds
‍Brands are hopping on this celebratory trend. 

You’re reading this newsletter along with new subscribers from: Tony’s Coffee, Sonder and Sage, and Lakota Trailers. 👋

🛑 Wait! Before You Pour Budget Into BFCM Traffic, Fix The Funnel Behind It

👉 Getting traffic is hard work. Once you have it, don’t waste it.

The post-purchase funnel is the most overlooked (and most profitable) part of your ecommerce business.

🪜 The Yes Ladder Playbook by Aftersell x Simpli Scaled reveals how fast-growing ecommerce brands turn the post-purchase experience into a profit machine, generating up to $200K/month at 82% margins. 💰

👀 Inside, you’ll get the 6-step framework used by brands like Kitsch, Obvi, and Brēz to:

• ➡️ Achieve 9.74% AOV lifts without increasing ad spend
• ➡️ Convert 12% of thank-you page visitors into upsell buyers
• ➡️ Build segmentation logic that drives compounding “yeses”

📈 BFCM will spike your traffic. This guide ensures your funnel is ready to capture and monetize it. 💵

💰 Protect Your Brand Against Scam Ads!

Meta’s latest Brand Rights Protection updates make it easier for ecommerce brands to spot, report, and remove fraudulent or misleading ads and posts that could harm brand trust and ad performance.

How it works: 

Businesses enrolled in Brand Rights Protection can now report scam ads at scale even if they don’t involve your IP. (e.g. misleading ads that exploit a brand’s name.) 

Brands can also search within the Reports tab using email reports IDs, keywords, trademark names and report owner names. 

The simplified takedown request process makes it easier for brands to report so they can focus on campaigns. 

Where you can find this update: 

On the left hand side of Brand Rights Protection click on the Drafts tab.

From here you can select sub tabs per violation type: Copyright, Counterfeit, Impersonation, Trademark and Other to flag scam ads.

The takeaway? 

Meta’s latest brand safety update prevents negative brand experiences or counterfeiters from piggybacking off of your brand equity. 

Pilothouse recommends enrolling in Brand Rights Protection if you haven’t already and train your team to flag suspicious ads regularly. 

Safeguard your traffic, conversions, and brand reputation especially ahead of Q4 when scams spike.

📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know. 

August 17, 2025 update:

• U.S. Warns of Further Secondary Tariffs on India
  
  • U.S. officials indicated that additional “secondary tariffs” may be imposed on India if the upcoming Trump–Putin talks don’t align with U.S. expectations.
    
  • India currently faces a 50% tariff for its Russian oil imports.

💥 See How The Perfume Spot Went From Small Storefront To Ecommerce Juggernaut 

 When The Perfume Spot started it was just a small store on Staten Island. 

👏 Now, they’re an ecommerce juggernaut with a team of 25 people and 8 figures in sales each year. How? 

In part by selling on Walmart Marketplace. 

📈 With Walmart Marketplace, The Perfume Spot was able to instantly reach millions of shoppers, access powerful tools for scale, and sell on a platform invested in their success.  

Could you be the next Walmart success story? 🌟

Sign up today to see. It just takes a few minutes to get started.  

🎧 6 Reasons Your Meta Ads Aren’t Scaling 

In this episode of Ad-venturous, Aves dives deep into common creative mistakes that brands make in their ad accounts and offers valuable insights on how to optimize performance. 

She shares what’s holding brands back and how to avoid them for a more scalable, efficient ad strategy.

In this episode, we explore:

The Dangers of Limited Creative Range: The importance of having a well-balanced creative strategy and why too much branded or unbranded content can hinder growth. 

“What makes a beautiful, good, functioning, scalable ad account is a balance between branded and unbranded content.”

The Power of Founder Stories: Founder stories are often underutilized but can be one of the most powerful forms of content that connects with consumers on a deeper level.

“A founder story could work with a $50 million brand or with a brand that’s just starting out—this is something that scales up with your business.”

Content Without Strategy = No Good: Why creating more content isn’t always the answer. 

“Too much content means you’re throwing spaghetti at the wall. Instead, focus on what’s working and double down on it.”

Not Editing for Specific Placements: The importance of tailoring content for each platform to avoid a poor user experience.

“If 70% of your text is cut off, you’re not making the best first impression. It’s a simple fix that can make a big difference.”

👉 Listen to the full episode with Avery here.

Brands are celebrating Taylor Swift’s latest album drop, The Life of a Show Girl, by adding a little glitter orange to their latest social posts. 

Here are a few creative posts that caught our eye!

Dunkin’ reimagines their iconic orange logo with a glittery twist and jokes that they have always been in their ‘orange era.’

Blume uses the engagement opportunity to promote a few best-selling skincare products popping out of a branded shopping bag. 

‍Pillsbury shares this ‘click to reveal’ carousel post, teasing something new with specific emojis in the caption. 🎃🐈‍⬛

The following slide reveals some of the singer's fall favorites: pumpkin and cat cookies, plus cinnamon rolls, which is a fun easter egg for fans!

📝 A streamlined platform for your influencer contracts? Yes please! Create, send, revise and sign UGC agreements in minutes. Track dates, terms and expiry in a single dashboard. Get started for free. *

📥 Got a B2B Biz? 

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

Have you heard our latest podcasts?

• 😎 TWBERP 46: The Only Browse Abandon Email You’ll Ever Need
• 💗 Mira’s Femtech Playbook: Why Community Should Precede Paid 
• 🧠 AKNF 532: What Smart Amazon Brands Do Differently 
• ✏️ Ad-venturous 14: Q4 Prep Edition 
• 🔢 TWBERP 45: 7 Post-Click Metrics to Benchmark your Funnel
• 🐶 Plufl’s TikTok Strategy, Tariff Setback, and Product Pivot

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.