Are DTC Brands Turning into Media Companies?

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Welcome to this issue of The DTC Insider newsletter. πŸ‘‹

We'll deliver the latest growth marketing news and trends in the DTC space straight to your inbox.

Topics we’ll cover today:

πŸ’  4 Big Meta Ads Updates

πŸ’  Are DTC Brands Turning into Media Companies?

πŸ’  2 Metrics Successful Brands Are Obsessed With

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4 Big Meta Ads Updates

Goodbye, Dynamic Creative:

Dynamic Creative is going away soon.

What's coming to replace it?

"Flexible" ad format.

What's it about?

In a nutshell:

➝ You can select up to 10 images and videos in a single ad campaign

➝ The ad delivery system will automatically determine what to show people (ie. single image, video, or carousel)

It'll be available at the ad level for the Sales and App promotion campaign types.

This is another move from Meta towards AI-generated ads.

Audience Segments:

When creating a Sales campaign, now you can define your Engaged audience and Existing customers:

Credit: Jon Loomer

These segments were previously available for Advantage+ Shopping campaigns.

And now, they are available on Sales campaigns too.

New Learning Phase:

Exiting the learning phase feels like an impossible task for many brands.

Doesn't it?

It's required 50 events (ie. purchases) within a 7-day period, per ad set.

What's changed now?

In practice, nothing yet.

However, some advertisers have spotted a 10-event learning phase within a 3-day period.

Credit: Jon Loomer

This could be huge.

As it brings down the 7 events/day (50/week) to only 3, which sounds more achievable.

When will this be released?

Meta hasn't provided any info yet.

Will keep you posted!

Scale High-Performing Ad Sets:

I think I'm not the only one that's terrified to scale the budget when something's working.

You see something that works well, you want to spend more...

And BOOM! Sometimes the performance plummets.

Now, that's changing a little bit.

This update allow advertisers to increase the budget without restarting the learning phase when you see "High performing" in the Delivery column of an ad set.

Credit: Jon Loomer

Not only that.

Meta will give you a scale of recommended increases and the projected number of results you should expect (will this be accurate, though?):

Credit: Jon Loomer


Are DTC Brands Turning into Media Companies?

I've interviewed 100+ brands on The DTC Insider podcast.

And in 2024 I noticed a pattern I hadn't seen before...

In previous years, we all saw brands create more and more short-form videos, for organic and ads.

But this year, most brands I speak with highlight their long-form video creation strategies.

And how they contribute to their traffic and conversions.

For some, that represents over 50%. 🀯

But that's not all.

Something else changed...

It's how they generate content.

Using actors?


They use either:

πŸ‘‰ Customers

πŸ‘‰ And even team members

So, if you own or work for a DTC brand...

And you're not sure what else you can do to grow...

I'd strongly recommend considering this.

2 Metrics Successful Brands Are Obsessed With

Are you paying too much to acquire customers?

Don't have a clear answer to this?

Then I'd suggest you listen to this podcast episode of The DTC Insider podcast.

In which I go through 2 key metrics that most brands overlook.

But those that really know their numbers use.

Tune in!

We discussed:

πŸ‘‰ How to find out if you're paying too much to acquire customers
πŸ‘‰ Why most DTC brands don't track these metrics
πŸ‘‰ How to calculate each of them
πŸ‘‰ A tool that can save you many hours of tedious calculations

🎧 Tune in to our latest episode:

Want to check out more podcast episodes?

Here are some of the top-listened episodes:

ο»ΏπŸ’Žο»Ώ Navigating Growth Beyond Your Niche with Podium Nutrition’s CMO

ο»ΏπŸ’Žο»Ώ Most Brands Are Overlooking This Growth Lever with Brian Roisentul

Work for a DTC Brand?

Do you own or work for a DTC brand and are feeling a bit stuck in your brand's growth journey?

At BSR Digital, we've been in the trenches with DTC brands since 2013, helping them break through barriers and soar to new heights.

If you're ready to shake things up and turbocharge your growth, let's chat!

Book a discovery call with us, and let's brainstorm some game-changing ideas together.

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