Arya

Making ads, breaking tests, fixing funnels. Building DTC engine @toniiqofficial · 2x fintech founder. Reverse-engineering DTC.

[Arya @arya_taware]

Attention and purchase intent are different regions of the brain.

A 21% CTR ad with zero add-to-carts isn't underperforming. It's mis-firing.

You stopped the scroll. You never closed the loop.
Stop optimizing for hook rate. Optimize for the second activation.

[Arya @arya_taware]

Meta FAIR published a brain foundation model in March:
720 subjects, 1,000+ hours of fMRI, predicts 20,484 cortical vertices per second.

We layered our own Meta CPR data on top.
Now every ad gets a brain-activation score before it goes live.

Score 70+ → it ships. Below → it doesn't.

The first time DTC creative testing wasn't a guess.

[Arya @arya_taware]

In our account this quarter, static ads are outselling our videos.

Same product, same offer, less polish, higher conversion.

The mistake is treating video as the default and static as the cheap fallback. Both are formats. Test them like formats.

[Arya @arya_taware]

@johntech778 What is your methodology for judgment before shipping creatives to meta?

[Arya @arya_taware]

AI killed production cost as a variable. We spin up 100 ad variants in a day now.
The new bottleneck is evaluation: which 3 will actually convert?
Production is cheap now. Knowing what works isn't.
That's the real moat in 2026.

[Arya @arya_taware]

The most common ad-creative failure isn't a bad hook. It's a great hook with zero purchase intent.
We ran a breakup-metaphor ad: 21% CTR. Zero add-to-carts.
Beautiful. Useless.
We call it the Attention Trap — and AI tools make it dramatically easier to produce one

[Arya @arya_taware]

Stopped matching creators by age and demographic.

Started matching by tribe:
1. Skeptics-who-read-labels
2. 4 AM biohackers
3. Moms-who-just-want-to-not-feel-bloated
4. Lifters-chasing-mobility

Same age, same gender, totally different tribes.
Better Conversions.

[Arya @arya_taware]

@davidfigeira Skinmap

[Arya @arya_taware]

@mikefutia ADS

[Arya @arya_taware]

@pounddz Ugc

[Arya @arya_taware]

@waliet Viral

[Arya @arya_taware]

@andreibreha CRO

[Arya @arya_taware]

@oliverwhudson @drinkbrez BREZ

[Pulsar Group @PulsarGroupPlc]

Bringing your personality and values to work can make your job much more than just the way you earn money.

Here is advice from @future_bricks' @arya_taware & @airbus’ Katie Roscoe on building your personal brand from our recent Women In Work session
https://t.co/OfY9P8C8Ot