Athletic Greens are on track to do $1 billion in revenue this year and they are an absolute content making machine.

@jameswastell

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Selling · Agency / Service

Optamize

https://www.optamize.com.au ↗

Why it worked

The video provides high-value, actionable insights into a successful brand's marketing strategy, positioning the creator as an expert who can help other brands achieve similar results.

Summary

The creator breaks down the content strategy of Athletic Greens, highlighting their use of Meta ads, content pillars, and customer personas to drive revenue. He concludes by emphasizing the importance of having a clear customer offer to increase conversion rates.

Structure

1Introduction to AG1's massive content strategy
2Analysis of their Meta ad volume and creative mix
3Explanation of their four content pillars and persona targeting
4Deep dive into how they use static ads for specific niches
5The importance of a strong customer offer for conversion

Product placement

The creator uses a screen recording of a Meta ads library tool to analyze AG1's advertising strategy.

On-screen text

ATHLETIC GREENS ARE ON TRACK TO DO $1 BILLION IN REVENUE THIS YEAR AND THEY ARE AN ABSOLUTE CONTENT MAKING MACHINE SO I'M GONNA HELP YOU BREAK DOWN THEIR ENTIRE CONTENT STRATEGY AND HOW YOU CAN IMPLEMENT THE THINGS THAT THEY'VE DONE TO REPLICATE THEIR SUCCESS AND JUST TO SHOW YOU HOW CRAZY THAT THEIR CONTENT STRATEGY IS AND HOW MUCH THEY ACTUALLY SPEND ON META THEY HAVE 4,500 ACTIVE ADS RIGHT NOW 670 OF THOSE HAVE BEEN LAUNCHED IN THE LAST 14 DAYS AND ONE THING THAT I THOUGHT WAS REALLY INTERESTING IS THEY RUN 52% OF THEIR CREATIVES AS STATICS AND DIVING IN ON THEIR MOST COMMONLY USED HOOKS THIS GRAPH SHOWS ME SOMETHING REALLY CRAZY THIS IS ULTIMATELY SHOWING YOU HOW MANY VIDEOS ARE USING WHAT HOOKS WITHIN THEIR CONTENT LIBRARY AND YOU CAN SEE HOW MUCH THIS INCREASES FROM APRIL RIGHT UP UNTIL NOW IN OCTOBER SO PRETTY MUCH THIS IS TELLING US THAT THEY'RE FINDING THEIR WINNING CREATIVE THEY'RE ITERATING, DUPLICATING, AND ATTEMPTING TO TARGET NEW AUDIENCES WITH THAT SAME HOOK THE AMOUNT OF DIFFERENT HOOKS THEY USE IS ACTUALLY INSANE AS WELL SO EVEN BY ME SHARING WITH YOU THESE THREE HOOKS THAT ARE MOST COMMONLY USED IN THEIR CREATIVE IT'S ACTUALLY NOT A GOOD PICTURE JUST BECAUSE THE VARIETY AND HOW MANY ADS THEY ACTUALLY HAVE RUNNING CURRENTLY IT'S SO BROAD IN THE HOOKS THAT THEY'RE UTILISING IN THEIR VIDEOS AND THAT IS WHERE THE VOLUME PLAY COMES FROM BUT LET'S HAVE A LOOK AT THE CONTENT PILLARS THAT THEY'RE ACTUALLY USING ACROSS THEIR MEDIA AND HOW THEY'RE CREATING THIS INSANE SPIDER WEB OF CONTENT ITERATION SO SIFTING THROUGH THEIR CONTENT THEY REALLY HAVE FOUR KEY PILLARS THAT THEY LOOK AT IN TERMS OF THEIR CONTENT STRATEGY THE FIRST IS EDUCATIONAL SECOND IS INFORMATIONAL THE THIRD IS PRODUCT DEMOS AND THE FOURTH IS TESTIMONIALS AND NOW THAT THEY HAVE THEIR FOUR DIFFERENT PILLARS WHAT THEY DO IS THEY CREATE DIFFERENT CUSTOMER PERSONAS WITHIN EACH OF THESE PILLARS TO ACQUIRE AND TARGET NEW CUSTOMERS LET ME SHOW YOU SO LET'S JUST TAKE TESTIMONIALS FOR EXAMPLE LOOKING THROUGH ALL OF THEIR TESTIMONIALS IT IS SO CLEAR THAT THEY ARE GOING SO BROAD ACROSS SO MANY DIFFERENT NICHES FOR EXAMPLE, THEY HAVE ADS FOR GOLFERS ADS FOR RUNNERS ADS FOR GYM BROS ADS FOR BUSY MUMS ADS FOR FITNESS GUYS ADS FOR YOGA GIRLS ADS FOR TENNIS GIRLS SOCCER GIRLS AND OLDER MUMS AND THIS IS HOW THE MAGIC OF META AI GETS THE SCALE BY CREATING ADS WITH THESE PERSONAS THE META AI IS SO SMART THAT IT'S GONNA NATURALLY TARGET THESE PARTICULAR NICHES INSIDE OF YOUR ADS PLATFORM BUT THIS ISN'T WHERE IT STOPS FOR AG1 WHAT THEY DO FROM HERE IS, AS MENTIONED EARLIER THEY RUN ABOUT 52% OF ALL OF THEIR ADS AS STATICS SO THEY TURN A LOT OF THESE INTO STATICS AS WELL SO THEY IDENTIFY A PROBLEM WITHIN THESE PARTICULAR NICHES AND THEN THEY CREATE THE STATIC ADS WITH THE SOLUTION SO WITHIN THE FOUR PILLARS, THIS IS HOW THIS IS WORKING WITH THE INFORMATIONAL, THEY'RE CREATING DIFFERENT INFORMATIONAL STATICS FOR THESE DIFFERENT NICHES WITH THE EDUCATIONAL, THEY'RE CREATING DIFFERENT EDUCATIONAL CONTENT FOR ALL OF THESE DIFFERENT NICHES AND THEY'RE EVEN TESTING WITH THEIR STATICS DIFFERENT COLOURS AS WE KNOW THAT THE META AI PICKS UP ON SO MANY DIFFERENT VARIABLES WITHIN THE ADS PLATFORM LITERALLY CHANGING COLOUR FROM A GREEN TO A PURPLE CAN CHANGE THE AUDIENCE IN WHO THE AD IS GOING TO TARGET BUT THIS IS HONESTLY PROBABLY MY FAVOURITE PIECE OF THE PUZZLE NOW WITH THIS ENTIRE GIANT SPIDER WEB CONTENT MAKING MACHINE THAT THEY'RE TESTING THROUGH THEIR META ADS IT ALL LEADS TO ONE THING THIS NEW CUSTOMER OFFER SO I TALK TO A LOT OF BRANDS EVERY SINGLE DAY AND THE ONE THING THAT I CONTINUALLY SAY IS THERE IS A DIFFERENCE BETWEEN A PROMO AND AN OFFER HAVING AN OFFER IN MARKET IS GOING TO INCREASE YOUR CONVERSION RATE OF NEW CUSTOMERS MASSIVELY AND AN ALWAYS ON OFFER, I BELIEVE PERSONALLY, IS VERY IMPORTANT TO ENTICE THAT CUSTOMER AND DON'T FEEL LIKE YOU ARE DEVALUING YOUR BRAND BY PROVIDING AN OFFER TO A NEW CUSTOMER INTO THE BUSINESS

Original caption

@AG1 content playbook should be studied! But here is a quick breakdown of the $1b in revenue strategy #contentstrategy #facebookads #digitalmarketing #ecommerce #socialmedia

More from @jameswastell

Their other posts in the index, biggest breakout first.

Transcript

Athletic Greens are on track to do $1 billion in revenue this year and they are an absolute content making machine. So I'm gonna help you break down their entire content strategy and how you can implement the things that they've done to replicate their success. And just to show you how crazy that their content strategy is and how much they actually spend on Meta, they have 4,500 active ads right now. 670 of those have been launched in the last 14 days. And one thing that I thought was really interesting is they run 52% of their creatives as statics. And diving in on their most commonly used hooks, this graph shows me something really crazy. This is ultimately showing you how many videos are using what hooks within their content library. And you can see how much this increases from April right up until now in October. So pretty much this is telling us that they're finding their winning creative, they're iterating, duplicating, and attempting to target new audiences with that same hook. The amount of different hooks they use is actually insane as well. So even by me sharing with you these three hooks that are most commonly used in their creative, it's actually not a good picture just because the variety and how many ads they actually have running currently, it's so broad in the hooks that they're utilising in their videos. And that is where the volume play comes from. But let's have a look at the content pillars that they're actually using across their media and how they're creating this insane spider web of content iteration. So sifting through their content, they really have four key pillars that they look at in terms of their content strategy. The first is educational. Second is informational. The third is product demos and the fourth is testimonials. And now that they have their four different pillars, what they do is they create different customer personas within each of these pillars to acquire and target new customers. Let me show you. So let's just take testimonials for example. Looking through all of their testimonials, it is so clear that they are going so broad across so many different niches. For example, they have ads for golfers, ads for runners, ads for gym bros, ads for busy mums, ads for fitness guys, ads for yoga girls, ads for tennis girls, soccer girls and older mums. And this is how the magic of Meta AI gets the scale. By creating ads with these personas, the Meta AI is so smart that it's gonna naturally target these particular niches inside of your ads platform. But this isn't where it stops for AG1. What they do from here is, as mentioned earlier, they run about 52% of all of their ads as statics. So they turn a lot of these into statics as well. So they identify a problem within these particular niches and then they create the static ads with the solution. So within the four pillars, this is how this is working. With the informational, they're creating different informational statics for these different niches. With the educational, they're creating different educational content for all of these different niches. And they're even testing with their statics different colours. As we know that the Meta AI picks up on so many different variables within the ads platform, literally changing colour from a green to a purple can change the audience in who the ad is going to target. But this is honestly probably my favourite piece of the puzzle. Now with this entire giant spider web content making machine that they're testing through their Meta ads, it all leads to one thing. This new customer offer. So I talk to a lot of brands every single day and the one thing that I continually say is there is a difference between a promo and an offer. Having an offer in market is going to increase your conversion rate of new customers massively. And an always on offer, I believe personally, is very important to entice that customer. And don't feel like you are devaluing your brand by providing an offer to a new customer into the business.