Intentional doom scrolling
To become a better advertiser, create burner social media accounts and intentionally doomscroll through content your target customers follow, focusing on organic posts rather than ads. When you notice organic content appearing repeatedly (at least three times), that signals it's worth testing as paid advertising creative.
Summary
The speaker advocates for a practical research methodology in digital advertising: creating secondary accounts on Facebook, Instagram, and TikTok to immerse yourself in the content ecosystem your target market actually consumes. Rather than studying paid advertisements, the strategy emphasizes observing organic content in your customer's feed as if you were that customer. This approach mirrors the foundational principles behind several successful ad formats including native ads, interview ads, user-generated content (UGC), podcast sponsorships, and founder-focused advertising. The speaker identifies a pattern recognition opportunity: when organic content appears repeatedly in feeds (a threshold of at least three viewings), it indicates that content has proven resonance and organic traction within your target audience. This recurring content becomes a validated candidate to translate into paid advertising campaigns. The speaker characterizes advertisers as generally slow to recognize these patterns and act on them, suggesting a competitive advantage exists for those who can identify and capitalize on this signal quickly.
Key Insights
- The speaker claims that native ads, interview ads, UGC ads, podcast ads, and founder ads all stem from the same underlying philosophy of authentic, organic-style content presentation.
- The speaker argues that observing organic content in your target customer's actual feed is more valuable than studying paid advertisements when developing advertising strategy.
- The speaker identifies three or more repetitions of organic content in feeds as a reliable threshold indicating content worthy of conversion to paid advertising.
- The speaker contends that advertisers are characteristically slow to recognize and act upon organic content patterns that signal advertising potential.
- The speaker presents doomscrolling on burner accounts as a foundational skill development technique for becoming a high-performing advertiser.
Topics
Transcript
[0:00] Going to be a phenomenal advertiser? Doomscroll in the shoes of your customer. Many of you guys probably have burner accounts. This is where create an extra Facebook account or Instagram account, TikTok account. You go follow all the pages, all the people that your market is actually following, and then you intentionally doomscroll. When you do this, you'll start to see more and more of this organic content, not the ads. Don't go look at the ads. Go look at the actual posts that you see in a feed as if it was a feed of your customer. And what you'll see is pretty similar to how the native ad concept was birth. Exact principle of how the…
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