Issue 207: small meta changes making big waves

+ Why Every New Ad Channel Dies in Your Hands

August 06, 2025

| THE INTRO

Another day another dollar, friends. Let’s get that paper. 💵 

Kenny Powers GIF

| EVENT CITY ROCK & ROLL

Wanna get together IRL?

Commerce Roundtable hooked us up with a discount.

Sept 22–23 in San Diego.

We’ll be there. If you’re local or want an excuse to be, come jam.

Bring your team if they’ll get something out of it.

Register here: commerceroundtable.com → (40% off code: W6VIP)

If you’re bringing teammates, make sure they register by Sept 1.

| TWEET OF THE WEEK

| YOUTUBE UNIVERSITY

These Meta Changes Look Minor... They'll Change Everything

Social Media Marketing GIF by GrowthX

Why Every New Ad Channel Dies in Your Hands

You know the type. A marketer finds a shiny new ad channel, hits gold, then watches it crumble into CPM rubble. What if the problem isn’t the platform—but you?

  • The hidden lifecycle every channel goes through (and why you’re probably too late)

  • Why early adopters eat steak while latecomers chew gravel

  • The one question that reveals if your strategy’s already dead

  • A surprisingly surgical take on where “scale” goes to die

You could blame the algorithm. Or you could read this and stop repeating history. Your call.

| TOGETHER WITH RECART

Recart is a fully managed SMS marketing platform purpose-built for Shopify brands, engineered to deliver rapid list growth and profitable results.

With a scientific approach rooted in constant experimentation and relentless A/B testing, Recart helps merchants grow high-quality subscriber lists and drive revenue through personalized, automated SMS campaigns that convert.

✅ OneClick Opt-In: The world’s first typeless popup. Just 2 taps. No typing. No friction.
✅ Popups Built to Convert: 3X higher opt-in rates than built-in popups.
✅ Revenue-Based A/B Testing: Optimize for real $$, not just clicks.
✅ In-Popup Confirmation: No redirects. Instant reward. More subscribers.

Actual Results:
• Simple Modern grew from 90K → 410K SMS subs in 11 months
• NY&Co tripled email opt-ins and hit 5.1% SMS conversion
• Scentiment hit 22% SMS opt-in rate and 1,557x ROI on flows

📈 Average brands using Recart 2–5X their opt-ins.
🎯 You could be next.

| QUICK SHOTS

Fan Bi (buy/ advise $5-50M brands in special sites) What if your “subscription” was just … a store credit with benefits?

David Herrmann Some thoughts on advertising as a DTC brand on Meta in 2025 that should help you in your businesses.

Drew Fallon I'd like to coin a term: "Scale readiness"

Anze Markovic Don’t focus on features while ignoring the psychology that actually drives purchases.

Barry Hott Ah, I've been wanting to address this one for a while. I'm excited to dig in: content relevance,

| HERE FOR THE MEMES

| AND IN OTHER NEWS…

The Weekly Closeout: Tillys, J. McLaughlin get new CEOs

Outdoors veteran Nate Smith will join the youth apparel company, while interim chief Greg Unis is taking over permanently at the upscale brand.

The 1 Big Mistake Companies Are Making by Adding AI to Customer Service

Does the AI solution provide your customers with a more personalized experience, or does it just infuriate them further?

Elon Musk Says He Is Bringing Back Vine in AI Form

Could Vine be set for a comeback?

Zuckerberg’s ‘personal superintelligence’ plan: fill your free time with more AI

Meta’s new AI strategy is to entertain you. 

American Eagle Responds to Sydney Sweeney Backlash By Doubling Down on the Message

The ad was "always about the jeans," the brand said.

| GET LINKED

Coach is quietly doing what D2C brands pretend to do —


listening.

They didn’t just launch a beautiful bag.
They launched context.

Instead of leaving you wondering, “Will it fit my stuff?” —

They created a visual that allows you to see the bag packed at different levels.

| RECOMMENDED SOFTWARE & SERVICES

  • "Good enough" can quietly kill your ability to scale. If your influencer program's gaining traction (congrats!), you don't need "good enough"; you need the best.  Enter Modash, the influencer marketing platform built for Shopify brands. It helps you scale recruitment, comms, logistics, and tracking without a bloated price tag. Try for free for 14 days.

  • BoxFort Commerce helps clothing & high-sku brands scale with efficient Shopify fulfillment. Unlike the Bobs & Monks of logistics, we ship hundreds of thousands of orders for 3 of our own clothing and jewelry brands, so it’s imperative that our processes are built around saving money & consistency. Learn more here.

  • Doss is an adaptive ERP that connects your fragmented systems and data into a single source of truth for orders, inventory, procurement, and finance. Skip the lengthy implementations, massive upfront costs, and business disruption of traditional ERPs. Go live in weeks with free implementation and start scaling immediately. Book a demo.

| STAT ATTACK

| THE OUTRO

L.F.G!

💪 Workspace6

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