The Ecommerce Influence Podcast

Most of the time when our clients get big wins they can be traced back to the quality of their content.

Big wins come from winning content, and today Andrew and I are going to discuss how to create that winning content for Facebook and Instagram ads. We’ll share the specific features your content must have if you want to stand out, and our top tips for creating winning imagery, video, and copy.

These principles apply not only to Facebook and Instagram, but can be integrated across your entire marketing funnel to help you in all aspects of your business.


Episode Highlights:

  • 2:40 A tactic that helped one of Andrew’s clients see an 8X return during their spring launches
  • 5:14 What’s working now with Facebook and Instagram advertising and the winning features your contents must have
  • 6:30 The three fundamental things you must get across in your content: trust, previous customer experience, and quality
  • 10:04 How to turn a Facebook ad into its own landing page with all the fundamentals included
  • 12:02 When you’re creating imagery, ask yourself: How can I make this look real and represent what it actually looks like when someone’s using it?
  • 12:57 Why user-generated content can provide you with the best imagery, and a company that’s killing it with their UGC content
  • 14:49 Andrew's take on lifestyle imagery and making sure your product is at least 50% of any image
  • 17:21 What you should consider when it comes to creating  video content, and why you might not want to do it at all
  • 18:08 Types of video content that can work well
  • 21:29 If you have a product that needs an explanation, then video may be a necessity for your advertising.
  • 23:44 What makes good copy, including: ratings, your unique value propositions, a clear CTA, scarcity, and more
  • 28:58 Austin's tips for how to get started with writing your winning content

Links and Resources:

Become a Member:

If you've been a podcast listener for a while and you've yet to join the Brand Growth Experts Membership, now is the time to do it. It’s my online coaching community, and it’s an incredible resource for you. We've got about 120 members, all ecommerce business owners and marketers. And in that community, I work with you one on one to help scale up your business.

That could be scaling up advertising, hiring a team, or diving into marketing strategy. We go really in depth every single month on topics that we also talk about on the podcast. So, if you've enjoyed the podcast, you're going to love the Brand Growth Experts Membership. Head over to for more information. Can't wait to see you guys on the inside.

Sponsor: Klaviyo

If you’re looking to grow your business, there’s only one way. By building real, quality customer relationships. Most marketing software will claim that they do this, but they’ll never deliver on those promises. Klaviyo, though, is different. Klaviyo helps you build meaningful customer relationships by listening to and understanding cues from your customers, which allows you to easily turn that information into valuable marketing messages that’ll help grow your business and make more money. That’s why over 10,000 innovative brands have switched to Klaviyo.

If you aren’t already a customer, head over to and you’ll get a free trial + priority on-boarding.

Sponsor: Katana

If you’re in the product making business, we have great news for you. There’s now a Shopify app built and designed for merchants that make their own products. You can manage your sales orders, raw materials, production schedule inventory and material purchasing from one single dashboard. The name of this app is Katana.

Katana is designed for makers, crafters and small manufacturers selling on Shopify. Until now, product makers selling in ecommerce had to settle with messy spreadsheets or regular inventory management software, which can be challenging if you make your own products. Katana is built from ground up with the needs of small manufacturers in mind. Production scheduling and inventory management has never been this easy for Shopify merchants.

For a free 14-day trial of Katana, go to And, use the code “influence” when signing up to get 30% off from your first 3 months of a paid subscription.

Direct download: EI_198_Winning_Content.mp3
Category:general -- posted at: 3:00am CDT