Flip the Funnel
🧠Why Top Brands Now Create Intent Before Capturing It, Meta Upgrades Ad Tools to Optimize for Real Business Outcomes, and more!
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In this newsletter, you’ll find:
🧠 Why Top Brands Now Create Intent Before Capturing It
🎯 Meta Upgrades Ad Tools to Optimize for Real Business Outcomes
🎥 Ad of the Day
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🧠 Flip the Funnel: Why Top Brands Now Create Intent Before Capturing It
For the last decade, performance marketing was about capturing demand as efficiently as possible. Bid on keywords. Retarget site visitors. Optimize for purchase intent.
But in 2025, the most successful brands are doing the opposite: they’re engineering demand before the funnel even begins. This is the essence of the Demand Reversal Loop, a strategy where you plant desire in spaces where people aren’t actively shopping, and let intent build after the scroll.
Instead of asking: “Who’s ready to buy now?” You start asking: “Where are the right people before they even realize they want this?”
Stop Optimizing for Warm. Start Building for Cold.
Most funnels are built backwards. They assume the buyer is informed, problem-aware, and just needs a gentle nudge. But what if your future buyers haven’t Googled a thing yet?
Top DTC brands now build systems that don’t rely on retargeting or intent scraping. They trigger interest through story, visuals, or lifestyle moments, then invite action once the buyer feels emotionally aligned.
This is the unlock: attention-first frameworks that filter in the right customers before you ever pay to convert them.
This is why channels like Snapchat are gaining an edge.
Unlike Meta or Google, Snapchat isn’t designed around obvious buying behavior, it’s designed around discovery. That makes it perfect for demand creation: 75% of 13–34s are reachable here, and they’re 34% more likely to purchase after seeing an ad.
It’s also the #1 platform where people share what they’ve just bought, giving your brand built-in virality.
Snapchat gives you $375 in free credit when you spend $350. You can get started with Snapchat Ads here.
Demand Creation Isn’t Guesswork. Its Structure.
If you think this is just top-of-funnel fluff, think again. Demand creation is a system: it starts with attention mapping, story-led creative, channel-native emotion, and behavior sequencing.
It’s where intent doesn’t exist yet, but memory does. And once you’re remembered, you’re chosen, even if the search starts somewhere else later.
🎯 Meta Upgrades Ad Tools to Optimize for Real Business Outcomes
Meta has expanded its performance suite, Value Optimization, Incremental Attribution, and Value Rules, to let advertisers optimize for what truly matters: revenue, profit, or custom-defined events.
Smarter Value Optimization: Advertisers can now optimize for ROAS based on profit or non-purchase events via Conversions API. Brands like Laura Geller saw a 46% ROAS lift using it with a “first-time purchaser” event.
Advanced Attribution Tools: Real-time Incremental Attribution boosts conversions (+46%) by measuring true lift. Meta now also supports multitouch attribution via Adobe, Northbeam, and others, enabling custom click-level optimization.
Expanded Access to Value Rules: Advertisers can assign a higher value to top audiences. Like Latico Leathers increased bids by 75% for 45–54-year-old women, its most valuable demographic, while maintaining a broad reach.
Why it matters: Value-driven optimization lifted ROAS by 12% in tests. Meta is letting marketers guide AI based on real KPIs and how they measure them, bridging strategy with actual impact.
🏆 Ad of the Day
What Works:
The bold "HYDRO GRIP" + the supporting line “12-HOUR HOLD. ALL-DAY HYDRATION.” delivers instant value. Capitalization emphasizes grip and hydration, two high-conversion beauty keywords, in just two lines.
This isn’t just a product. It’s a system.
“PRIME” on the left shows it’s your base
“SET” on the right shows the final touch
The copy nails product education in 3 words or fewer under each label.
The dewy green and blue iridescence screams hydration and glow. The visuals match product claims, no cognitive dissonance, which builds trust subconsciously.
Broader Insights:
This ad collapses the buyer journey. No confusion. Just: “This makes your makeup look amazing all day. Here’s when to use each step.” Clear, bold, benefit-first, and Instagram-native.
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