Friday Jan 3

 🚨 In today’s newsletter 🚨

• How This 3PL Makes $3M with Just 25 Employees

• Why Your Social Content Might Be Missing the Mark

• Why Most Brands Get UGC Wrong—And How to Get It Right!

• Latest News: Meta Appoints New Public Policy Team to Align with Trump Administration & more…

  Let's Dive Into It! 👇

#1

How This 3PL Makes $3M with Just 25 Employees

Ever wonder how a warehouse fulfilment business with just 25 employees can pull in $3M in EBITDA with 21% net margins?

Bill D'Alessandro breaks down the financials of a 3PL that’s running lean and highly profitable.

P.S.: Catch the full breakdown links in the comments section.

#2

Why Your Social Content Might Be Missing the Mark

Instagram dropped the 2025 FAQ and this one’s worth your attention. The biggest shift? It’s time to move beyond branded content and focus on building genuine connections.

Here’s what to avoid if you want your branded posts to perform:

❌ Watermarks and logos everywhere
❌ Reels longer than 90 seconds
❌ Engagement bait that feels forced

The takeaway is clear: this year is all about community-first content. The brands that focus on being relatable, not just recognizable, are the ones that will win.

#3

Why Most Brands Get UGC Wrong—And How to Get It Right!

Ever paused while scrolling because an ad felt like advice from a friend rather than a pitch from a brand?

That’s the magic of User-Generated Content (UGC) ads.

They’re raw, real, and ridiculously effective at turning casual scrollers into loyal buyers.

But here’s the catch: while UGC ads have the power to transform campaigns, many brands mess them up.

Let’s cut to the chase and talk about what makes UGC work—and what most brands get wrong.

Common Brand Blunders With UGC Ads

1. Too Fake, Too Staged
   If your UGC feels like it was shot on a Hollywood set, you’re doing it wrong. The charm of UGC lies in its authenticity. Overly scripted, polished content screams "ad," not "recommendation."

2. Unrelatable Content
   Sure, being aspirational is great—but if your UGC feels so far-fetched it’s unattainable, it’s a turnoff. Think about your audience: can they see themselves using your product? If not, it’s back to the drawing board.

3. Picking the Wrong Creators
   Not all creators are a fit for your brand. A mismatch between the creator’s vibe and your product can lead to content that feels off. Everyday users often have more impact than macro influencers who may seem out of reach.

4. Missing the "Why It Works" Factor
   This isn’t just about showing the product—it’s about showing the solution. If you’re not addressing a clear problem and how your product fixes it, you’re missing the point.

5. Overloading the Message
   Trying to cram too much into one ad dilutes its impact. Stick to one clear story or benefit to keep things simple and effective.

How to Nail UGC Ads

• Stay Authentic: Real beats perfect every time. Let your creators show the product in their everyday lives—flaws, quirks, and all.

• Solve a Problem: Lead with the “why.” Show the issue your audience faces and how your product is the answer they didn’t know they needed.

• Test Like a Pro: Run different versions of your UGC ads—vary the creators, video lengths, and styles. Measure engagement and conversions to see what clicks.

• Lean into the Relatable: Your audience should feel like the creator could be them. That connection is what drives trust and, ultimately, sales.

Real UGC Ads That Got It Right

NARS Soft Matte Concealer
Why it works: Relatable transformation. The ad doesn’t just show the product—it proves it works effortlessly. You can see the glow-up happen in real time.

Hollow Socks
Why it works: Problem-solution magic. It hooks you with a relatable issue, showcases the fix, and leaves you thinking, “I need this!”

Hex Clad
This ad is a masterclass in blending relatability with aspiration. It showcases the product’s versatility through everyday cooking while subtly emphasizing its premium features. 

UGC ads are your secret weapon to build trust, hype, and loyalty—but only if you get it right. Ditch the overly polished vibes, focus on authenticity, and keep your audience at the heart of every piece of content.

But here’s the thing: to make UGC ads truly effective, you need to isolate and test different elements—like the hook, the main message, and the call to action. It’s all about finding what resonates with your audience and drives results.

If you’re struggling to come up with different angles to test or feeling stuck on how to structure your creatives, we can help. Sometimes, all it takes is a fresh perspective to uncover what really clicks with your audience. Let’s make testing easier for you—without the guesswork. 🚀

📰IN THE NEWS

👉Meta Appoints New Public Policy Team to Align with Trump Administration

Meta has appointed a new public policy team featuring former members of the Trump administration to navigate regulatory challenges and shape policies. This move signals Meta's strategy to manage its relationship with U.S. lawmakers, potentially influencing decisions on data privacy, antitrust, and content regulation.

👉X Plans to Launch ‘X Money’ in Limited Form This Year

X (formerly Twitter) is set to launch X Money, a service for payments directly on the platform, aligning with its vision to be an all-in-one app. It could create new opportunities for transactions, monetization, and user engagement within a single platform, shaping the future of social commerce.

👉TikTok Adds More Gen AI Features

TikTok is rolling out generative AI image tools and caption suggestions to enhance content creation. With AI-powered tools, creators can produce engaging content faster, staying competitive in the platform's dynamic ecosystem. For brands leveraging TikTok for marketing, it simplifies creative workflows and boosts productivity.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.