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Distribution By NewForm: Soundmap's Zibo Gao
WATCH: Full Episode here Distribution Ep. 3 features Zibo, founder of Soundmap (#2 in iOS music)—an app letting users collect and trade songs they find around the world. Zibo went from consulting
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Hook Rates Are a Scam: 10,000+ Ads Show Zero Correlation With Winners
We analyzed 10,000+ ads across 23 client accounts. The correlation between hook rate and an ad being a winner is 0.036 — statistical noise. The only metric with a meaningful gradient is CTR, and even that explains only ~2% of variance. What actually predicts winners? Formats. Our top format won in 15 of 23 accounts (65% hit rate, 8× baseline).
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How many ad variations should you make?
Part of a series on making sense of paid ads from first principles.
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UGC Is Dead And We Have Killed It
“UGC is dead, and we have killed it.”
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