Read on Twitter
How we use „drops“ (aka product launches) to scale Facebook and Instagram accounts. Get ready for a little thread 
After reaching a certain level of spend, it *always* becomes challenging to continue scaling an account while hitting ROAS targets. One winning tactic that helps: product drops. Here are some ways how we promote drops through Facebook and Instagram Ads to scale accounts.
Pre-launch: not sure what to drop? Use Instagram Story Poll ads to understand what your customers like the most! Use split-screen ads and let them vote which color, category, size, etc., they prefer.
Try to build up your email list as much as possible before the actual drop using conversion campaigns, not Lead Ads. In most cases, the leads quality is better using a signup landing page into a conversion campaign.
Targeting: use as much of your warm audiences (website visitors 180 days, Facebook/Instagram engager 365 days) as possible and integrate some TOFU audiences too (build Lookalikes of past buyers if there is a similar product).
Creative: Use a messaging that works in all parts of the funnel and integrate words like „new“ or „back in stock“. In most cases, static creatives with heavy product focus outperformed „mobile-first video“ for us!
I'm excited to see how we can integrate Instagram Shopping for dropping new products in the future. Thanks for reading, and happy dropping!
