One word!

| TWEET OF THE WEEK

How to use EGC in your paid media

This week, all the ads are themed around employees and founders and you’ll learn:

• How to make founder ads with your old footage.

• Using EGC inside your paid media.

• How documenting the real moments gets you sales.

Let’s get started. 👉

| YOUTUBE UNIVERSITY

How to Fix Your Meta Ads & Scale Like a $100M Brand

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| QUICK SHOTS

@jordantwestecom The $30 Ad That Got 200,000 Views (And Changed Our Entire Strategy)

Preston Rutherford Every Brand is different, but their lifecycle is the same...if they survive long enough

@jspujji If you ask most entrepreneurs who have had a 9 figure exit, they will tell you that their entire business had to be re-built AT LEAST 3 times.

Ashvin Melwani We talk about wealth in terms of money, but the wealth that truly matters is time.

@theisaacmed I love builders so much.

Barry Hott I can't believe it’s 2025, and some agencies still don’t give clients access to their own ad accounts. Not even view access. Wild.

| HERE FOR THE MEMES

| AND IN OTHER NEWS…

| GET LINKED

Sarah Levinger

𝗬𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝘀𝗻’𝘁 𝘂𝗻𝗱𝗲𝗿𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗮𝗹𝗴𝗼𝗿𝗶𝘁𝗵𝗺.

It’s underperforming because people don’t feel anything when they see it.

Brother Cosmetics built a 1.8M-follower TikTok empire selling nail growth oil—without paid ads, influencers, or a perfect aesthetic.

Here’s how they made people stop, watch, and share—and how your brand can do the same:

1️⃣ Build a story, not just a product.

Nobody shares a video just because it’s a great product.

They share it because it:

✅ Feels like a movement

✅ Sparks curiosity

✅ Starts a conversation

Brother Cosmetics’ nail oil is for everyone, but they built a 𝘴𝘵𝘰𝘳𝘺 around it:

➡️ A guy with long, healthy nails.

➡️ Reactions from shocked viewers.

➡️ Subtle product placement that feels organic.

𝗜𝗳 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝘀𝗻’𝘁 𝘄𝗼𝗿𝗸𝗶𝗻𝗴, 𝗶𝘁’𝘀 𝗽𝗿𝗼𝗯𝗮𝗯𝗹𝘆 𝘁𝗼𝗼 𝗼𝗯𝘃𝗶𝗼𝘂𝘀. 𝗣𝗲𝗼𝗽𝗹𝗲 𝗱𝗼𝗻’𝘁 𝘀𝗵𝗮𝗿𝗲 𝘁𝗵𝗶𝗻𝗴𝘀 𝘁𝗵𝗲𝘆 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗶𝗻 𝟮 𝘀𝗲𝗰𝗼𝗻𝗱𝘀. 𝗧𝗵𝗲𝘆 𝘀𝗵𝗮𝗿𝗲 𝘄𝗵𝗮𝘁 𝗺𝗮𝗸𝗲𝘀 𝘁𝗵𝗲𝗺 𝗽𝗮𝘂𝘀𝗲, 𝗿𝗲𝗮𝗰𝘁, 𝗮𝗻𝗱 𝘁𝗵𝗶𝗻𝗸.

Make them pause.

Make them react.

Make them think.

2️⃣ Market to the world around your customer.

Most brands only market to their buyers but the 𝘴𝘮𝘢𝘳𝘵𝘦𝘴𝘵 brands market to everyone around them.

Brother Cosmetics creates content for:

✅ People who use their product

✅ Their friends who react to it

✅ The haters in the comments (free engagement)

Your customer doesn’t exist in a vacuum.

They live in a world full of opinions, debates, and identity markers.

If no one outside your niche is talking about you, you’re playing too small.

3️⃣ Let your audience write your script.

Every confused DM, every debate in the comments, every “Wait… what?” moment = free content ideas.

Brother Cosmetics takes their most common replies and turns them into viral posts:

• “Bro, why do you have long nails?” → 500K views

• “His hands look better than mine” → 1M views

• “Bros nails are goals” → 700K views

If you’re running out of content ideas, you’re not listening hard enough. Your audience is writing your script for you.

Click for the full post

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| STAT ATTACK

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