Jon Keyte

Meta reports that partnership ads deliver 19% lower CPAs and 13% higher CTRs on average vs standard brand ads. That’s why the most advanced Meta accounts are now allocating 20–50% of spend to partnership ads as a core growth lever. So we’ve just released our Partnership Ads Playbook (Updated for 2026) built off what we’re seeing actually scale inside Meta accounts right now. Inside, we break down: - Why partnership ads outperform (and why it’s not about creators or follower count) - How Meta actually interprets identity, creative, and signals - The creative diversity multiplier and how identity unlocks incremental reach - Benchmarks for CPA, CTR, FTI, frequency, and what “good” really looks like - When to use founders, team members, existing creators, or persona pages - How to source creators using Meta’s own tools (without wasting time in DMs) - What to brief creators so content performs and still feels native - Exact setup flows inside Ads Manager (including dynamic identity) - Contract terms, usage rights, and what to negotiate (so you don’t get burned later) - A full measurement framework to know what to scale, what to kill, and when - Real examples from brands doing this well and why they work Want it? Retweet this post Comment “partnership” and I’ll send it over

This brand hit a $100M+ run rate in 11 months. IM8 is scaling like no other DTC wellness brand we’ve seen. - **$100M+ run rate** - **+74% QoQ growth** (Q3) - **80% subscription rate** on new customers - **AOV jumped from $110 to $150** (driven by new product launch) - **Gross margin expanded from 52% to 60%** - **EBITDA losses dropped from $40M → $8M** The strategy? Exceptional. A few months ago, we broke down IM8’s entire growth machine. So with the new updated valuation, I thought I’d share it again for those who haven’t downloaded it yet: - Paid ads (Meta + Google) - Top 3 Lander pages - Subscription funnel - Email + retention strategy - Ambassador programme - Organic & community - Bundle offer setup - Scientific brand positioning It’s one of the sharpest wellness brand builds we’ve seen. Want the full teardown? 1. Retweet this post 2. Comment “IM8” 3. Make sure you're following so I can DM you the board

This prompt is behind 80% of our top-performing TOF scripts. 🔥The feedback from our most recent podcast episode has been next level. In the episode, Loukas shared a prompt that tackles one of the biggest challenges creative strategists face: going beyond surface-level pain points. Most ad scripts mention what the product does (clearer skin, better sleep, more energy) but they miss the deeper emotional drivers behind why people actually buy. That’s where the Human Desires Prompt comes in. It’s a tool we use internally to help strategists: - Link product benefits to emotional drivers like confidence, identity, or belonging - Write stronger stories in the unaware and problem aware stages of the funnel - Uncover the “why behind the buy” to make scripts feel more human and relatable Loukas uses this exact prompt to review scripts and spot emotional gaps, especially in founder stories, testimonials, and top-of-funnel performance creative where trust and connection matter most. It’s a core part of our internal training and has consistently helped improve creative quality across client accounts. Want the prompt from the ep? Retweet this post Comment “script” and I’ll DM you.

Here’s how top brands are buying incremental reach through Partnership Ads. You’ve scaled. You’ve optimised. You’ve squeezed every last drop from your audience, hooks, and headlines. But reach is shrinking. CPAs are climbing. And that “scaling lever” you’ve been chasing? Nowhere to be found. Enter Partnership Ads (formerly known as influencer whitelisting) This strategy is quietly powering the best-performing campaigns across DTC, combining creator authenticity with paid performance to unlock: ✅ Lower CPAs ✅ Higher engagement ✅ Trust with cold audiences ✅ Full control over creator spend and attribution And we’ve pulled together everything you need to launch, test, and scale Partnership Ads inside your acquisition strategy. What’s inside the guide: → Step-by-step setup instructions → Industry examples & creative formats → Types of Partnership Ads (and when to use each) → The performance advantages you’re probably missing → Real talk on what can go wrong and how to avoid it If you’re spending thousands on influencer posts with no ROI to show for it, this is for you. Want the guide? Retweet this post Reply "whitelisting" and I'll DM it over

You’re missing these prompts to fix your creative feedback loop… GPT-4o dropped last week and we’ve been testing prompt after prompt, so you don’t have to. Today we’re launching something built from those tests... The Ad Creative JSON Script Library: Your plug-and-play system for generating high-performing static ads using AI, in seconds. This isn’t a “maybe it’ll work” idea. Our scripts have helped us generate a 6-figure ad with a single prompt. Just smart structure + AI execution. Inside the guide: ✅ 8 Ready-to-go JSON templates for UGC, testimonials, offers & more ✅ Copy + visual placeholders formatted for GPT-4o ✅ Examples of top-performing layouts ✅ Creative compliance tips ✅ The exact prompt + layout behind a £100k+ campaign If you’re scaling a DTC brand or running performance campaigns, this is how you speed up creative without sacrificing results. Want to get access to the prompts? 👍 Retweet this post 💬 Comment “PROMPT” and we’ll send it over!

Our team spent 1 month collating the best TikTok ads so you don’t have to. 🤯 Giving them all away inside this @foreplay_co dashboard. Here’s how to get them: 1. Comment ‘TikTok’ 2. RT this tweet 3. Check your inbox