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Good morning. Skipping the Monday meme for a quick PSA.
If Meta looked rough last week, a lot of people were seeing the same thing. David Herrmann flagged that Amazon’s two-day Prime event seemed to hit Meta harder than usual this time around.
We’ll have more Prime learnings and a proper recap coming soon.
*P.S. Sorry to all the meme lovers, don’t worry, it’ll be back tomorrow.
Here’s what’s in today’s send:
You partnered with the creator, THEN made the content, THEN you toss it into paid, THEN hope Meta/TikTok finds a winner.
That’s backwards.
If you want UGC to work as paid media, you need to think about the ad from the start.
Courtney Siegel (VP Marketing from Skeepers) and Ashley Banks (CCO from Iced Media) tell you exactly how to do that in this on-demand webinar.
They break down how you can:
Get more usable ads from the UGC you’re already sourcing.
👉 Watch now (or save the link for when you’re ready to seriously scale UGC).
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Meta has banned advertising from TikTok parent ByteDance, and the restriction also covers third-party campaigns linking to TikTok and other ByteDance properties.
The restriction took effect on October 8 in the US, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam.
That makes this more than a dispute between platforms. If your Meta campaigns send shoppers to TikTok destinations, check their links and eligibility before your next launch.
With BFCM approaching, review scheduled campaigns now so a destination restriction doesn’t disrupt your promotion.
@natelagos suggests a simple PDP test: replace generic headings below the buy box with a reason to keep reading.
His example involves a premium version of a product shoppers usually associate with low quality. Headlines he’s testing include:
Replace one heading with a benefit your product can prove. Keep the specs underneath, and leave the rest of the page unchanged so you can measure whether the new headline improves purchase conversion.
Amazon is opening Review Requests ads to U.S. sellers and vendors in late October. The ads reach verified purchasers while they continue shopping on Amazon and ask them to leave a rating or written review.
Products are eligible until they reach 1,000 ratings and reviews. Amazon says products in its closed beta received 3x as many weekly ratings and reviews as before the test.
Before turning it on, identify the listings where more reviews could materially help conversion and decide what you’re willing to pay for each additional one.
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Black Friday is 46 days out ‼️. Before anyone opens Canva or Photoshop, open Ads Manager.
Your past campaigns already recorded which hooks, offers, and formats your customers respond to when a sale is on. Pilothouse starts BFCM creative planning with that history, then builds new concepts alongside it.
Three data pulls get you there.
1️⃣ Last year’s BFCM winners
Pull your 5–10 highest-spend ads from last Q4, plus your strongest performers from the holiday campaigns.
Sort them by format:
For each ad, write down the format, hook, offer, and product benefit. Patterns show up fast once those four things sit side by side.
2️⃣ This year’s top ads
Last year’s winners show what worked during BFCM. This year’s winners show what your current audience responds to.
Pull your top ads year to date and pay closest attention to the hooks. A hook that earned attention in June can carry a BFCM offer in November.
3️⃣ This year’s sale ads
Filter your year-to-date data down to promotional campaigns: Labor Day, Memorial Day, flash sales. Those are the closest thing you have to a BFCM rehearsal.
Look at which offers, messages, and visual formats drove the strongest results. If one offer kept winning in May and September, that’s a good place to start in November.
Put it all on one board
Pilothouse recommends a single planning board with two sides.
The left side holds the history: top BFCM ads from 2025, top ads year to date, and top promo ads year to date.
The right side holds this year’s plan in two columns. Iterations are new versions of proven winners. Contrast holds new concepts that deliberately look and sound different from what has worked before.
Fill the left side first. The right side gets much easier to write once it is full.
Need a few more formats for the “Contrast” side of your board?
Aves breaks down five short-form video styles to check for in your account: unboxings, product B-roll, gifting, lifestyle, and trend-driven creative.
Found all five? Pick the strongest and build a BFCM iteration. Missing one or two? Those are your next tests.
▶️ Watch here | 🎧 Listen on Spotify
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