What’s Actually Working on Meta (Q3 → Q4 2025)

Hey, it’s Arik.

I’ve been deep in Meta this quarter, running back-to-back campaigns across health, CPG, beauty, beverage, etc., and here's what I’ll say:

Creative is driving everything right now.

It’s about clarity, speed, and knowing how to build for each stage of the funnel.

I’ve been inside enough ad accounts to see the patterns play out across different categories, different products, and different offers. And the brands that are scaling profitably right now are the ones that understand one thing: you need to put the right message in front of the right person, in the simplest way possible.

Here’s what’s really landing as we head into Q4:

1. Cold traffic is all about frictionless clarity.
If your top-of-funnel creative makes me think too hard, it needs to be reworked.

What I’m seeing printing right now is stupid simple:
∙ 15–30 second ads with one clear promise
∙ Static images with high-contrast headlines and focused benefit copy
∙ Low-lift UGC with one insight, one product moment, and one CTA
∙ Clean visuals that show product early and make it feel like something real people use

Remember, people aren’t deciding if they like you; they’re deciding if you’re useful to them. So say something useful, early.


2. One winning ad won’t scale you, but one winning angle might.
I recently tested a round of ad concepts for a wellness brand. One angle—centered around mechanisms to get rid of acid reflux—within 72 hours, it was doing 2X ROAS.

That’s because the offer was clear, the objection handling was on point, and the promise matched where the buyer was in their decision process.

Once I saw the response, I quickly built spin-offs: variations with different hooks, different CTAs, different lengths, even different creators. But all rooted in that one message.

That’s the game right now: test to pattern recognition, then build velocity around the angle. Something that answers, “Why this, why now, and why from you?”

This is the exact loop I’m running across 7–8 figure accounts:
1. Start with 1–3 core concepts, each tied to a specific awareness level, objection, or product benefit.
2. For each angle, script 3–5 short-form pieces. You can vary the hook, the order, the format, but keep the core message intact. I use tools like OpusClip or raw repurposing to get 10–15 variations from a single script.
3. Monitor early metrics in the first 48–72 hours. I care about hook rate, CTR, and whether people are saving or commenting. That tells me if it’s resonating, not just performing.
4. Once a winner hits, spin variations fast (AI helps here). I use GPT to rework scripts, test voiceover tones, or reframe objections.


3. More content isn’t the answer. Better-informed content is.
The biggest myth I see right now is this idea that you just need more.

More edits, more creators, more formats. But if none of them are solving the right problem for the right person, more is just noise.

This is where creative strategy matters more than creative volume.

- Pull hooks from customer reviews.
- Analyze PDP heatmaps to find friction.
- Test hooks on Reels before pushing them to paid.

Every creative is a data point, and the best teams are building systems that learn in public.

If you’re not doing this yet, here’s where to start:

Bite-Size Action Steps:

🎯 Start with clarity before creative
Don’t start creating until you know what problem you're solving, what belief you’re addressing, and what story you’re telling.

🎞️ Think in angles, not edits
One clear message can turn into 10 pieces of creative. Work smarter, not harder.

🛠️ Build feedback loops into your workflow
Look at your top 10 ads. What do they have in common? What are buyers actually responding to? Tag it, label it, build from there.

📈 Get your stack right
Tools like OpusClip, CapCut, and GPT are great for multiplying with speed.

Hope this helps you start and close out Q3 strong.

See you next week,
Arik

🏆 Meme of the week: