Have every ad team member interview one user a week

… pockets so that's where also like these trends become like a lot more important while i would say in the early lives of an account or like i don't think about it as trends all that much it's like yeah you want to find kind of a copy that resonates no matter if it's a trend right now or not like one thing that you definitely want to do i don't do it for my clients all that often but is user interviews that are like super important here so if you

kind of i mean that's just another way of accessing kind of user language so in the end make sure that you talk to the people that are using your app because that can be very inspiring in terms of well who's that person how do they talk about this of course that means you need to write ask the right questions so that they can talk about this stuff i did that at a previous company And that was actually like everyone on the UA team was doing one user interview a week. And a lot of kind of our understanding of how to write ad copy came from these interviews because you're actually talking to that person that you're trying to target here.

When it comes to these trends, I mean, I don't use a lot of social media myself next to LinkedIn where I kind of post content. So I'm not on Instagram and TikTok all the time and super aware of what's going on there. If I'm looking for stuff like ADHD was such a big thing and the whole like mental wellness thing like that came up a few years ago. And now like everyone on TikTok thinks they have ADHD because there's a lot of like content on how to …