count the taps

For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.

LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.

The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.

Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more.

Hey,

Most people lose their subscribers in a place they have never once looked.

Open your own page right now and count what it takes for someone to get your free thing.

They watch the reel.

They tap your profile.

They find the link in your bio.

A browser opens.

A form loads.

They type their email.

That is six steps. Six chances to get distracted, get a notification, or just lose interest.

Now count the other way.

They comment one word. A DM arrives with the link. They tap it.

One step.

Every tap between the reel and the email address costs you people. Not a few of them. Most of them.

One of my students, Tarik, said it better than I can. His words. I was being lazy. I was thinking the subscribers and the money were just going to fall in my lap. False. You have to work for it.

He stopped relying on the bio link. He went from 370 subscribers to 1,600 in a month, on a page with 170,000 followers.

Same page. Same content. Same audience. He just shortened the walk.

A tap is a decision. Every decision loses people.

So here is what to do tonight.

Open your last ten posts. Count how many ask for a comment, and how many just point at the bio.

If the answer is zero out of ten, that is where your subscribers went.

And if you have not started a page yet, build it this way from day one. Adding it later means rewriting every caption you have ever written.

Then fix the next ten.

- Arnas

P.S. The bio link is not useless. It is just the slowest door in the building. Use it for people who already know you, not for people who met you twelve seconds ago.