Oliver Duffy-Lee

Founder of Authority Agency & Komms | 800+ Agencies Mentored | Previous clients include Volvo, Porsche and Unilever

21six is a brand and purpose studio that believe the world needs Brands That Care. More than that, we know that genuinely caring isn't just a slogan, it's a commercial strategy – we call it The Care Advantage™. It’s our simple but powerful system for helping the world’s leading companies grow crowded markets by showing they care – not as a slogan, but as a living, breathing part of how they operate.

We’ve used The Care Advantage™ to help Johnson & Johnson, The North Face, and Philips with global projects, capture new audiences, and create work that actually matters. And we apply it to every brief, from rethinking a brand’s positioning to igniting movements people want to join.

The age of simply churning out campaigns is over. We’re here to transform the way brands connect with people; faster, smarter, and with more humanity than ever before.

Founder

Website: https://www.authorityagency.co.uk

Welcome to the age of Thought Leadership.

Most B2B brands are drowning in a Sea of Sameness, unable to differentiate themselves from their competition.

And so they spend their time:

- Scrapping for low quality opportunities
- Unable to build an audience
- Failing to fill their pipeline
- Struggling to sign new clients 
- Pricing their services too low
- Stagnating and not growing
- Struggling to make pay day

The problem isn’t caused by lead generation, marketing or sales…

It’s a positioning problem.

Strong positioning will:

✅ Differentiate the business
✅ Attract high quality leads
✅ Convert them into high paying clients
✅ Grow the business month on month

And the strongest way to position in 2024?

Build Authority.

If you want help becoming the Go-To Authority Thought Leader in your space, book a call below:

https://content.authorityagency.co.uk/

FINALLY found some time to write a post for LI this week*… Here’s a small update on how our year has started…

1. In Amsterdam this week with one of the most exciting players in Optical Retail 🙏

2. Had a lot of RFP opportunities land so far this year, many of them unexpected. I’ve never had a problem pitching, I actually enjoy it… Never understood the anti-pitch policy many agencies have

3. Also had some really nice new client wins, including TDK, Asus and UCL… Very grateful for these amazing brands putting their trust in us

4. We’re learning to navigate a world where client decisions take longer and involve more stakeholders… This can be challenging, but it’s definitely not changing any time soon

5. More and more we’re productising our IP… Not to sell as it’s own product, but to help explain the value of our strategic thinking - this is definitely an area of the business I’m most excited about

6. Lot of travel to happen this year (all over Europe and Asia)… My view is that international business and expansion is crucial for UK agencies looking to grow. UK market alone isn’t strong enough right now to bank on for strong growth

7. Fascinating to hear the conversations in the agency world on AI influence… It seems to be having an HR impact already, especially in junior positions, but hasn’t transformed our world yet (A convo for another post)

*This is BS btw, it’s about priorities… Content hasn’t been a priority for me recently, but will get back to it. How are things in your world? Let me know 👇

CEO at 21six | The Agency for Brands That Care

Joe Marston 🚀

Co-Founder

Scaling e-commerce brands to 7 and 8 figures 🚀 | LU Entrepreneur of The Year Award Winner | Founder of The Leading TikTok Marketing Agency and an Award Winning Full Service Ecom Growth Agency.

3x Agency Founder.

We scale brands to 7 and 8 figures with creative, paid traffic, retention and funnel optimisation.

In 2024, having a great product is one thing…

But scaling a brand to £10M is a another.

You need a simple roadmap for profitably attracting and converting customers, at scale.

Because when you get that right…

- You stand out from competitors in the market
- You build a community around your brand
- You acquire customers at will (profitably)
- You turn customers into raving fans 

Giving you complete control over your growth.

We help our clients do exactly that with our proven system that guarantees growth.

1. Initial diagnostic to identify bottlenecks in your business
2. Developing a bespoke growth strategy for your brand
3. Creative ideation and production 
4. Unique UGC collaborations
5. Targeted advertising (Meta, TikTok, Pinterest, Snapchat)
6. Email marketing 

And having generated over £100M+ in sales across 200+ brands, we’ve know the ecommerce game inside out.

🚀 Mystery Shirt In A Box grew from £5K to £2.6M in just one year with our help
🚀 The Essence Vault is hitting 7 figure months in its second year since launch
🚀 Vintage Threads tripled their revenue working with us with a 6x ROAS
🚀 AIRfreshh went from 0% to 52% of revenue from email in 2 months!
🚀 Bene Culture saw their revenue grow 6x in 6 months with our help
🚀 The Oodie generated £2M on TikTok alone in their first year
🚀 UN:IK’s first quarter of 2023 was up 88% on 2022
🚀Grew Liam and Co. 500% year on year

Don’t put up with unpredictable, unsustainable or underwhelming growth any more.

If you want to see how we could help scale your brand, send me a DM saying ‘SOAR’

If you're not ready yet, I post daily educational content to give you all the secrets.

E-commerce growth agency offering bespoke services to online businesses looking to increase their sales and scale their brand.

The 2026 D2C Playbook has been the most requested resource in my DMs. This is the last chance to grab it.

Here's the reality: every consumer now lives in their own algorithmic bubble.

Meta, Google, TikTok → all delivering hyper-personalised experiences based on micro-behaviours, emotional signals, and past engagement.

AI enables individual targeting at scale. But people are craving connection more than ever.

2026 belongs to brands that blend machine precision with human emotion.

That's what this playbook is built around. Specifically for 8 & 9-figure e-commerce brands looking to break through growth ceilings.

Inside:

→ Meta: Andromeda, GEM, account structures that actually work now

→ TikTok: Shop strategies, affiliate frameworks, what's driving 8-12% conversion rates

→ AI: Workflows we use internally to move faster without losing quality

→ Creative: Formats driving incremental growth (not just ROAS)

Want it?

Like this post + comment "2026" and I'll send it over.

Building DTC brands to 8 and 9 figures | Founder of Soar With Us & For You Advertising | Triple Whale's "Agency of The Year" Winner

JERMS is a gut health brand I've been watching closely. They're raising a £600k EIS round and the numbers are ridiculous:

→ 66% DTC repeat purchase rate
→ Average subscriber orders 7.7 times
→ 75% subscription revenue
→ 4.8/5 rating across thousands of customers

That's a product people genuinely love and keep buying.

They're already in Holland & Barrett, Selfridges, Wholefoods Wholesale, Planet Organic and Fenwick. National rollout across one of the UK's biggest retailers landing April 2026.

Plus partnerships with Soho House & Co, The Hoxton and Free People.

World's first probiotic+ energy blend you can add to hot drinks. Actually useful innovation.

JERMS is now opening a £600,000 EIS round, with £100,000 already closed.

With full national retail distribution, accelerating DTC and Amazon growth, and an upcoming SKU unlocking new distribution channels, 2026 is shaping up to be a breakout year.

If you’re an investor looking at high-growth, retail-ready wellness brands with exceptional retention and brand equity, this is one to watch.

Happy to connect interested investors directly with founder Louise Macnab and share the deck. DM me for more info.

We've broken down the entire Meta funnel of a supplement brand that went from £1M/year to £1M/month. It's yours for free.

Ancient + Brave | B Corp hit £1M/month in late 2022. By 2023 they'd crossed £10M. 2024 they doubled to £20M. No VC. No Amazon dependency. 90% DTC. Profitable throughout.

But the numbers aren't the interesting part.

Most supplement brands compete on ingredients. Ancient + Brave compete on identity. Their entire creative system is built around one question: who is this person trying to become?

That means persona-segmented ads that speak to high-performance professionals and graceful agers in completely different languages. Clinical trials running in-feed. UGC, high-production, and partnership ads working together without ever compromising the premium aesthetic.

And it means feeding Meta's algorithm with the creative density and signal diversity it needs to scale, without racing to the bottom on price.

In the breakdown we cover:
How their persona-led creative system works at the ad level 
How they maintain brand premium while producing the volume Andromeda demands 
The role each creative format plays across the funnel 
Why this is the only sustainable way to scale a high-ticket wellness product on Meta

Like this post and comment "BRAVE" and I'll send it over.

TikTok Shop’s sales will surpass $20 billion in 2026 and reach over $30 billion in 2028 and this database shows you the exact creatives driving this force.

These are real ads, from top brands, all in one place for you to replicate.

Inside the database, you’ll see:

- Real high-performing TikTok Shop ads across niches like Homeware, Fashion and Supplements
- The full creative framework behind each ad - hook, flow, proof, CTA, etc.
- Clear performance hypotheses explaining why the hook stops the scroll, what creates instant trust, why the ad holds attention and converts, etc.
- Shot-by-shot breakdowns
- Script prompts and visual direction
- The repeatable structures TikTok’s algorithm consistently rewards

This is the blueprint for building TikTok Shop ads in 2026.

Want it?
Like this post
Comment “TT DATABASE”

Make sure you send a connection request to Aileen Lapuz and she’ll send it over.

Joe Marston

Thanks for the like! You can get the 4-step process for creating highly profitable UGC here:

https://www.notion.so/4-Step-Process-to-Create-High-Converting-UGC-87fc4bbb1ceb4802ae8da8efa3d24b87

Are you currently using UGC as part of your marketing strategy?



for-you-advertising

soar-with-us

launch-with-us

Soar With Us

Great turnout at the Agency Dinner in Dubai last week.

I don’t always get the chance to spend time with other agency founders, especially when you come back to Dubai after Christmas, heads-down and locked in. So it was genuinely refreshing to step out of work mode, get social, and be in a room with people who understand the realities of building and scaling agencies.

Thanks to Big Growth Group for hosting and for bringing together such a thoughtful group. It’s always valuable to share perspectives and connect with people who understand the realities of running an agency.

Shoutout to Romans Ivanovs, Kristina Radeva, Joey de Wit and Elyse de Wit for organising a great evening.

We're putting together more dinners for agency founders this year so comment “agency” and we will add you to the list!

Big Growth Group

You built a $1-5M agency business. We make it run without you.

You built an agency business. We make it run without you. | COO @ Big Growth Group | Ex Fortune 500 Consultant

Founder of AgenCFO - ROI-obsessed CFO services for agencies and eCom | 50+ clients served | Building own portfolio along the way | Ironman prep 7’26

Partner & COO at AgenCFO - Financial support & services for scaling, selling, and buying profitable businesses | Building our own portfolio along the way

I’m giving away our full operating system for TikTok Shop, behind £90million revenue for the DTC brands we work with.

Most DTC brands don’t fail on TikTok Shop because the platform “doesn’t work”.

They fail because:
- Their account gets rejected.
- Their listings get buried.
- Their margins get nuked by fees they didn’t model.
- Their affiliates never activate.
- Their LIVE sessions flop.
- Their account gets quietly throttled… or suspended.

This document exists to prevent all of that.

This isn’t a trend report. It’s a full operating system for TikTok Shop, from zero → scale.

1. It gets you approved (fast) 
2. It turns your shop into an algorithm-friendly sales asset
3. It stops TikTok from destroying your margins
4. It shows you how to win the algorithm with fulfilment (not ads)
5. It unlocks the channel that drives 60% of TikTok Shop GMV
6. It turns TikTok LIVE into a revenue channel 
7. It builds an organic + SEO engine that compounds
8. It shows you what to track 

TikTok Shop is not forgiving. The brands winning aren’t “more creative”. They’re more operationally precise.

If you’re a DTC founder or marketing lead and TikTok Shop is even slightly on your roadmap…

👉 This isn’t optional reading.

Want it?
Like this post
Comment “TTS 2026” and I’ll send it over
(Make sure you send a connection request to Aileen Lapuz so she can send you the resource)

My 2026 strategy is boring... and it's working ridiculously well.

As you grow, life gets louder. More opportunities. More "quick calls." More ops. More side hustles. More people wanting a piece of your time. And suddenly you're thinking about 20 things but moving none of them forward.

What's been refreshing lately? Less to think about. Less switching. More focus.

My new rule is simple: one core task a day, one goal a week. That's it.

Because being known comes with a hidden tax, you can spend all day being available and never actually build anything.

So I'm protecting my calendar like it's revenue. No jumping on calls just because it's easier. No filling gaps with meetings. No "quick chats" that kill momentum. More no-call days.

Example: Mondays and Wednesdays are zero calls. Deep work only. Not because I'm busy, but because I'm serious.

The real flex isn't doing more. It's creating space to hit flow state and do the work that actually moves the needle.

Protect your time. Schedule your focus. Build your week around output, not noise.

Because if you don't guard your calendar, someone else will happily fill it for you.

We ran a controlled test with Meta in Q4 which found Partnership Ads drove 54% more incremental conversions than BAU creative alone.

So we doubled down.

The mechanism is signal diversity. When you run from a creator's handle, you're not just getting their face in the ad. You're feeding Meta a completely different signal set; their community, their content context, the emotional associations their audience brings to every piece of content they consume.

That's a new creative entity. New audiences. Incremental reach you cannot generate from your own brand handle alone.

We tested creative volume in the same period too. 25 variants vs 5 variants. The higher volume cell drove 171 more purchases despite reaching 59,000 fewer people. 15% cheaper cost per conversion.

Both findings point to the same thing: Andromeda rewards signal diversity above almost everything else.

Most accounts we audit are sitting sub-10% partnership ad spend. Top disruptor brands are allocating 30-50%.

That gap is the opportunity.

If you're sitting sub-10% partnership ad spend and want to understand what closing that gap looks like for your account specifically, get in touch here: https://lnkd.in/eZmWY_gH

I'm not going to sugarcoat this one. Let’s start off with a rant.

The shift I'm about to break down isn't just going to kill agencies. It will kill every business unless you adapt.

If you run an agency and you haven't meaningfully integrated AI into your operations yet, you are running out of time. I’m talking, 6-12 months.

I've been consulting for agencies, brands and mentoring founders for a while now, and I'll be honest, what I'm seeing worries me. Most of them haven't built a single AI agent. Not one. They're still doing everything manually. Still hiring people for jobs AI can do in minutes.

Meanwhile, we've moved so fast at Soar that calling ourselves an "agency" feels unfair to us at this point. We have high-level developers. We have AI agents running parts of our workflow. We have custom tools that make us faster, cheaper and better than the competition. Meta literally told us we are the most AI-enabled agency in the UK doing what we do, and one of their top 25 strategic partners.

That didn't happen by accident. That happened because we went all in on AI before it was comfortable to do so.

There was one big announcement this week that should terrify every traditional agency owner but make the agile and innovative founder more excited than ever.

Y Combinator just dropped its Spring 2026 Request for Startups. If you don't know YC, they're the biggest startup accelerator in the world. Airbnb, Stripe, Dropbox all came through there.

And for the first time in years, agencies are back on the list.

Basically, they said what we've been saying for years. Agencies are hard to scale because growth means more people. More people mean more cost. AI breaks that. You leverage AI to make your team more powerful. You remain the expert but just the AI enabled expert.

Agencies that get this right will operate with software margins. Scale without headcount.

That's literally what we've been building at Soar. Yes, we have added people and we are nearly at 100 employees, but we have added capacity and significantly increased our output and effectiveness by leveraging AI. We’d probably be at 130+ people without it.

The smartest investors in the world are now backing exactly what we've been doing and you should be doing this as well.

If you run an agency, this should have you pumped. Not stressed. The opportunity right now is mental.

If you’re scared by this, not adapting, and your business dies, then you only have yourself to blame.

What are you actually going to do about it? If your plan is 'we'll get to AI eventually,' I promise you, you won't. That's what everyone says before they get left behind.

If you can’t just “hire” developers then you NEED to carve out time to learn yourself or make sure someone from your team is doing so instead. 

If you're not doing that, you’re f*cked…

This is just one segment from my weekly newsletter. If you want more unfiltered opinions, I’ll be sending these weekly. I'll put the sign up link in the comments.

We've spent the last few weeks building a process for AI UGC, here's how we did it..

The bottleneck right now is that every tool does something different well. So if you want a layered ad, you have to use multiple products. It's a lengthy list, but it works.

Here's the workflow we're using:
Claude writes the prompt. Feed it basic information, who the subject is, where they are, what they're saying, what device it should look like. It structures that into the exact format Sora 2 needs.

Sora 2 generates the hook. Up to 15 seconds of hyper-realistic UGC style footage. Good camera shake. Audio that sounds like it was actually shot on an iPhone.

ElevenLabs clones the voice from a 10 second clip. You then use that voice to record the rest of the script as a voiceover.

ChatGPT creates a JSON prompt to keep your subject consistent across scenes.

Nano Banana takes that JSON and recreates your subject in a new scene.

Kling brings the static image to life and turns it into B-roll.

The output: 10 hook variations of a concept that already exists. Different emotional states, different persona call outs, different messaging angles. For $1.

We're still early. But the direction is clear.

Full breakdown on the newest D2C Diaries episode. Comment PROMPT on the video and we'll send you the Claude template we use to build the Sora 2 prompts https://lnkd.in/erx3vVRp

If you're stuck on how to diversify creative, here’s the exact testing structure we use to unlock new Entity IDs and incremental reach.

Most brands think they’re testing. They’re not. They’re iterating inside the same creative cluster, which means Meta groups it under the same Entity ID, and you never actually expand reach.

When we rebuilt our testing process around Entity ID diversification, we unlocked:
- Scalable reach
- Lower CPMs
- Net-new audience pockets

Here’s the tactical framework. Think of creative as a hierarchy. The lower you go, the more impact it has on delivery.

When launching net-new, start at the bottom of the hierarchy, not the top.

That means:

Format shift first
Static → UGC
UGC → Founder VSL
Founder VSL → High-production explainer
If the visual language stays similar, Meta clusters it.

Vehicle shift second
Founder story
Green-screen breakdown
Testimonial
Listicle
Product demo
Different storytelling vehicle = different signal profile.

Persona shift third
Gen Z student
40+ mum
Gym bro
Corporate founder
Persona is a major unlock for incremental reach.

Only once those layers are distinct should you test:
Hooks
Problem-first
Pattern interrupt
Visual zoom
Unboxing

Messaging tweaks
Script refinements
CTA swaps
Offer framing

Why? Because copy changes alone rarely trigger a new Entity ID. And if Meta groups 70% of your “iterations” together, you’re just recycling the same audience pool.

When optimising winners:
Don’t tweak. Translate.

If a founder VSL wins:
 → Turn it into a third-party expert breakdown
 → Turn it into UGC with the same core message
 → Turn it into a high-production explainer

Same core angle. Different execution stack.

That’s how you preserve signal strength while expanding reach.

Build your system around that or expect your FTI to collapse and your CPAs to follow.

The top-performing brands on Meta today are allocating 30–50% of spend to partnership ads because they consistently deliver lower CPAs and higher CTRs.

From Meta’s POV, partnership ads aren’t a separate channel or tactic. They’re a creative diversity lever.

Partnership ads don’t work because of creators. They work because of identity.

The algorithm isn’t asking: “Who is this creator?” It’s asking: “What new information does this ad introduce into the system?”

That’s why partnership ads unlock incremental reach when done properly and why they fall flat when brands just reskin the same message with a different face.

Same message + different creator ≠ new learning.
Different message + different identity = signal.

If your partnership ads are just:
• Brand script, creator delivery
• Same hook, new handle
• Volume without distinction

You’re not giving the system anything new to work with.

Partnership ads aren’t about borrowing audiences. They’re about teaching the algorithm something it didn’t know before.

That’s the shift most brands are still missing.

And it’s exactly what the system rewards:
– A new voice
– A new perspective
– A new way of telling the story

🤝 Introducing the Partnership Ads Guide, the ultimate resource for unlocking incremental reach. 

We’ve distilled everything you need to know into a simple, actionable guide with industry examples. 

Want it?
Like this post
Comment “partnership” and Aileen Lapuz will DM it to you (make sure to send her a connection request)

These are strong references for building visually disruptive creative.

Instead of relying on copy to explain the problem, they externalise the emotion, the frustration, the tension, the lived experience behind it.

That’s what stops the scroll.

A visual that makes you feel the problem before you’ve read a single word.

In a feed where attention is earned in milliseconds, showing the emotion will always outperform describing it.

Definitely worth pulling inspiration from these.

undefined undefined

Jennifer .

⚠️ Warning signs you need to look for if your account has a reach problem

Use this checklist to quickly diagnose whether incremental reach is your bottleneck:

(Incremental reach measures the percentage of your total impressions delivered to people seeing your ads for the first time in a given period).

[ ] CPAs rising despite stable creative performance

[ ] Frequency above 3-4 per week on core campaigns

[ ] Audience Reached Ratio in Delivery Insights exceeding 60%

[ ] First-Time Impression Ratio in Delivery Insights below 30%

[ ] Diminishing returns when increasing the budget on campaigns

[ ] New creatives fatigue faster than before

[ ] Conversion volume flat despite spend increases

[ ] Strong engagement rates but weak conversion rates (same people engaging repeatedly)

[ ] High percentage of ad account budget spent on engaged or existing customers

If 3+ boxes are checked: Incremental reach is likely your primary scaling bottleneck.

This is THE meta ads training you need to watch to scale your spend profitably in 2026.

This is how we’re scaling brands to 8-9 figures.

#metaads #ecommerce

The single change that stopped us getting generic AI outputs.

Most people get generic AI outputs for a very simple reason: they don’t give the model enough context.

The model isn’t failing. It’s doing exactly what it should do, filling in gaps with assumptions when information is missing.

That’s why “prompt engineering” is usually the wrong frame.

The bigger lever is context engineering.

The biggest unlock for us came from watching how Deep Research actually behaves. It doesn’t rush to an answer. It asks clarifying questions first, and that’s the behaviour we’ve copied.

Now, at the end of almost every prompt, we add something simple: “Ask me as many clarifying questions as you need until you have absolute max context on the problem”.

It often comes back with 16–18 questions. Yes, it takes time to answer them. But the output quality jumps immediately.

The key realisation was this: for qualitative work, the prompt matters far less than the context. The prompt is just the vehicle that carries context through the system.

Prompt engineering helps when you need consistency and low variance.
Context engineering is what actually improves thinking.

That’s also why Deep Research works so well. Not because it’s “research”, but because it forces you to slow down and do the hard part upfront. It plans first. It asks questions. It pulls from multiple sources. And when you guide it properly, it can compress hours of messy thinking into something structured and usable.

But it’s not hands-off.
If you don’t tell it which sources to trust, it’ll treat opinions like facts.
If you don’t explain your business, it’ll default to generic advice.
If you don’t define constraints, it’ll suggest things you can’t actually do.

Output quality scales directly with context quality.

When AI feels powerful but fuzzy, it’s usually a signal that the context is thin, not that the model is underperforming.

In practice, most of the leverage comes from what you give the system to work with, not how cleverly the prompt is written.

Meta algo has changed… again.

Olly and Loukas talk through Meta’s latest updates, why engagement is no longer the signal it used to be, and how organic content is now shaping paid performance before budget even enters the picture.

The big takeaway: organic isn’t just distribution anymore. It’s a training layer. And most brands are still treating it like a nice-to-have.

They also get into how we’re adapting internally with Claude Skill and Co-work and what that means for creative strategy as platforms get better at understanding intent, not just behaviour.

If scaling feels harder than it should, this episode will probably explain why.

Meta came on the podcast and finally explained what’s actually happening inside the algorithm.

What came through loud and clear:

- Targeting isn’t the lever anymore
- Creative is the signal
- The system is interpreting meaning, not just formats
- Most brands are still optimising for a version of Meta that no longer exists

The better question to ask now is: “What does this creative teach the system?”

They cover:

– How Meta interprets creative at scale
– Why small iterations stop unlocking reach
– What actually earns attention in-feed
– Where brands are accidentally capping performance

No tactics-for-tactics’ sake. Just how the machine really sees your ads.

🎧 Episode is live: https://lnkd.in/e5h83-Fm

Being busy is lazy.

It's what happens when you avoid deciding what actually matters.

Most people don't have a focus problem. They have a direction problem.

They work hard.

They get into flow.

They stay busy all day.

And still… the needle barely moves.

Because focus applied to the wrong work just accelerates failure.

Rian Doris calls this misallocated flow.

Deep concentration aimed at tasks with no causal link to the outcome you want.

That's why some founders:

– Redesign websites instead of closing deals

– Perfect decks instead of increasing lead volume

– Obsess over structure instead of revenue drivers

It feels productive.

It just isn't effective.

High performers operate differently.

Every decision runs through one filter, "What moves me closer to the outcome, fastest?"

Not:

– What feels important

– What looks impressive

– What I enjoy doing

But what actually changes the number. This is the difference between speed and velocity.

Speed = effort.

Velocity = effort + direction.

Flow gives you speed. Clarity gives you direction.

You need both.

A simple litmus test:

👉 If someone tapped you on the shoulder right now and asked "What is the single most goal-directed action you should be doing?"

Could you answer instantly? If not, that's the work.

Top performers aren't calm because they care less. They're calm because they care with precision. They know what to ignore. They know what to neglect. They know exactly where to apply their best energy.

Clarity compounds faster than effort ever will.

Want access to 10 other productivity protocols that 3xd my output? 
Follow me and comment "3x" below and I'll DM you.

Founder & CEO of FlowState.com

This is how to avoid getting flagged by Meta’s Entity ID and unlock incremental reach.

Creative diversification is no longer a nice-to-have. It’s a growth requirement.

Ads that look too similar, especially in the first 3 seconds, are now grouped, capped, and quietly penalised. Different copy on the same visual doesn’t count as “new.” Meta sees patterns, not effort.

That means creative testing has fundamentally changed. It’s no longer about iterating on a winning theme. It’s about building genuinely different concepts that unlock new audiences.

1. Rotate personas, not just scripts
Different motivators unlock different audiences.
A product framed for busy parents, young professionals, or wellness-driven seniors isn’t one ad with multiple versions, it’s three distinct concepts.

2. Change the hook, change the audience
The first 3 seconds decide whether Meta treats an ad as unique.
Open with a question, a bold claim, a visual demo, or a testimonial. Each hook type pulls in a different behavioural segment.

3. Make bigger visual swings
Incremental tweaks don’t reset learning.
Change locations, creators, pacing, production style, and format (UGC selfie vs. studio vs. static).
If it looks the same on mute, it’s too similar.

4. Recycle winners with new context
When an ad works, don’t clone it.
Re-shoot the b-roll, change the delivery, update the cultural framing.
The message can stay, the package must evolve.

5. Build diversification into the brief
Variation shouldn’t be left to the edit.
Brief for difference upfront:
Who this is for, what motivator it unlocks, and how it must visually diverge from what’s already live.

Creative testing used to be about more ads. Now it’s about different ads.

The brands that scale longest (and cheapest ) aren’t reskinning winners. They’re building systems that produce:

- Hooks that open new doors
- Angles that speak to distinct personas
- Visuals that shift context, not just copy
- Offers that feel fresh because they’re framed differently

Meta rewards uniqueness. Audiences reward relevance.

When planning your next brief, ask:

- Does this look meaningfully different from what’s already live?
- Which persona does this speak to, and why?
- What motivator or context is genuinely new here?
- How will this learning inform the next round of diversification?

That’s how you avoid Entity ID fatigue and unlock incremental scale.

taplio

The Battle

Oliver Duffy-Lee

Joe Marston 🚀

Followers

Posts

Engagements

Likes

Performance ScoreOliver Duffy-Lee's LinkedIn Performance

Performance ScoreJoe Marston 🚀's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Oliver Duffy-Lee

Joe Marston 🚀

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Oliver Duffy-Lee's LinkedIn Performance

Performance ScoreJoe Marston 🚀's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreOliver Duffy-Lee's LinkedIn Performance