Clear 30 · B2C · app to quit or cut down weed
Study which ads Meta and TikTok spend most on, and reuse their hooks
Ad with a woman beat one with a man; camera-shot look beat polished
Workedpaid-socialexperimentation
What they did
Look at creatives the Meta/TikTok algorithms allocate most spend to and those with high click-through, work out why, and carry winning hooks (e.g. the trigger of friends smoking around you) into new scripted ads. Because ads are scripted and filmed, they don't do many one-word tweaks. No formal hypothesis doc yet; recommends keeping one.
What happened
Found an ad with a girl did far better than one with a guy; a camera-filmed look did better
In their words
The Superwall Podcast · Asher Herbstman & Thatcher Clough - I Built a $30k/mo App That Helps You Quit Smoking“we look at the creatives that are working, and like the ones that you know Meta or TikTok are allocating the most spend to, maybe the ones are like super high click-through ratings”
“"Oh, we did this ad, this ad had a girl in it and it did like way better than the one that with a guy in it.”
Related topics
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More from this episode
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- Clear 30: Open the paywall with a day-by-day plan for the first 7 days, not featuresPaywall conversion rose from ~20% to 30% with only this change
- Clear 30: Tell users 'no payment due now' and remind them 2 days before the trial endsMost users choose the yearly plan with the 3-day trial; no conversion numbers
- Clear 30: Test $30, $40 and $50 yearly pricesSettled on $30/year; no test numbers shared
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