if you're into social media marketing or e commerce

if you're into social media marketing or e commerce you've probably heard that content is the new targeting and to be honest it can mean so many different things and be so confusing to so many different people so I wanna help break it down for you so I wanna help break it down for you now I wanna preface by saying things change very quickly in the social media world and things that were done 12 months ago are not the same as how they're done today and this is why I'm highlighting this brand behind me because they're still stuck in the ways of 2016 of creating content now you have to realise that platforms like Meta TikTok they're video first platforms so the way that you gonna find more new customers is predominantly through the short form video placements so your diversification between statics and videos should definitely be heavily weighted towards video but I'm really wanting to talk about the advertising side of things and how the content creation can really affect the new customer acquisition in your advertising platform TOF - Interest #1 - Interest #2 - Interest #3 - Lookalike 1% - Broad MOF - website visitors - Email database - Social engages BOF - website 14 days now if you've been advertising on meta for many years you'd look at this and think oh the good old days when you used to do a break out of top of funnel audiences middle of funnel and bottom of funnel and be able to target the right consumer with the right piece of content you used to do lots of interest targeting look alike targeting and broad audience but in 2025 the algorithm is so freaking smart it knows who to target based on the creative Identification of customer through creative 1. Hook (visual and text) 2. Demographic of person in the content 3. Ad copy call outs 4. Landing page copy now when people say creative is the new targeting that old method is out the window in 2025 and this is how meta finds your customers now the meta AI will pick up on all of these different things plus more to be able to identify the perfect customer for the content so things like your hook what you talk about in that first 3 seconds and even text on top of the video the demographic of the person in the content itself for example a female age between 18 to 25 talking about a product is predominantly gonna target that particular audience or an audience who resonates with that person whereas if it's a male between the ages of 30 and 35 it's gonna be an entire different audience copy that you call out in your ads copy that you call out in your ads whether it's problem solution or calling out a specific demographic this is where you can use copy to do the targeting as well and if you're using particular landing pages that call out a particular problem solution or even an audience demographic meta will actually pull that data as well now how to implement that into your ads platform Testing Campaign (Business Pillar or Category#1) Customer persona #1 Problem solution Testimonial Product functionality Customer persona #2 Problem solution Testimonial Product functionality Customer persona #3 Problem solution Testimonial Product functionality so this is where you build out this testing framework in order to test these customer personas ideally what you do is you create five to 10 different variations of content styles 2 statics eight videos in relation to each customer persona and then you run all of these separately with separate ad budgets to be able to find out who is the best performing customer persona now the good thing about this if your business has different pillars or categories or both you can break out one persona to be all of these categories in that one pillar and scale that vertically and scale that vertically and this is ultimately how you create that content flywheel within the business as well it's also important to know that not all advertising material can be used across organic social media there is some overlap but there's a lot of iteration that happens from the ad side but this should give you a really good framework on where to start if you're struggling with the creative process