Master TikTok Ads: UCG, Search Ads & 2026 Strategy (w/ Fiona Bradley) | S3 EP3

Speaker A: More than Half people use TikTok as a search engine and apparently a quarter of people start searching on TikTok within 30 seconds of actually opening the app. That's what TikTok published recently.

Speaker B: Hello and welcome to the Paid Media Lab. My name is James. I'm the content lead here at Lunio and in this episode I'm joined in studio by Fiona, founder of FB Comms and one of the leading experts out there today when it comes to building successful social ad campaigns. Fiona started FBComms in 2020 after winning Freelancer of the Year not once but twice. And since then she's built an award winning content agency known for scroll stopping, creative sharp strategy and a distinctive style that's more bold ideas and less beige templates. I first met Fiona when we recorded a webinar together back in 2023 and since then it's been really impressive to see her business go from strength to strength, continually expanding her team and building a reputation in the industry for delivering consistently good results that actually move the bottom line. You just have to take one look at Ah, Fiona's LinkedIn profile or the homepage of FBComms and you will instantly recognize that she is a million miles away from the gray corporate drones of the marketing world who only speak in brand X and acronyms. In this episode, Fiona shares what performance marketers really need to know about TikTok in 2026. With a special focus on the rise of TikTok search ads. We get into where most brands are going wrong, why risk aversion is the enemy of results, and how to create ads on TikTok that people actually want to watch. So if you want to learn how to make TikTok work for your brand, Fiona has got you covered. And with that said, let's get into the conversation. Fiona, welcome to the Paid Media Lab. It's great to have you here.

Speaker A: Lovely, thanks for having me.

Speaker B: So I actually reached out to you, I think I was preparing season one and uh, we had a conversation about potentially bringing you on as a guest. And at the time we weren't in a position to be in a nice studio like this and record in person. And we thought, you know, because you're only up the road in Leeds, it made sense to hold off. And here we are two seasons later. We've got a studio. Very glad to have you here, but I will have given you a brief introduction, uh, in the intro to this episode, for those who don't know, could you maybe let them know a little bit about what you do and what you focus on at FB Comms.

Speaker A: Yeah, sure. I'm Fiona and I'm the founder and director of FB Comms content and social agency. So we run the ads and social profiles, businesses, brands and founders as well as well as creating the content. And any paid media will distribute that content wherever it's best placed for the audience. Really.

Speaker B: And I always, really, because I seen you talk at an event that we had in the Lunio office a while ago and I know you kind of really specialize in TikTok ads, meta ads, really kind of getting the message across on those platforms. I have a vague memory of you on stage. You were talking about selling some kind of product and I'm going to try and remember it here. I think it was like a shark grabber or some kind of shark hand puppets and you were creating.

Speaker A: Oh my gosh.

Speaker B: Do you remember this?

Speaker A: Oh, that was a while ago.

Speaker B: Yeah, yeah, yeah. This was like two years ago now.

Speaker A: Shark puppet. And I made a cup of tea with it and that was the ad.

Speaker B: Yeah.

Speaker A: Oh, tea went everywhere. That was a mess.

Speaker B: But it was like you, you were making the point in the time like that, you know, it doesn't have to be this super polished thing and you just have to think, what can I do this fun, um, and um, creative with this. So we are going to get into much more of that kind of stuff later on. We're going to be really focusing on TikTok. We're going to do a special focus on TikTok search ads because I think that's going to be something that moving into 2026 is going to become a bigger deal for a lot of people. But before we get on to that, I did want to check in with you about something that I saw you post about recently and then I saw a headline crop up, um, and you were kind of sharing bits of marketing news that people might not be aware of. And then there was this piece about meta or testing a new paid subscription service in the uk, uh, where you can use their products without ads. And from what I've seen online, it's going to cost 3.99 per month, which seems fairly reasonable. Personally, uh, I've been an early adopter of YouTube Premium because I was just so fed up with getting hammered by ads on long form content. But I just wanted to open it up um, today by saying, do you think that that's something that will take off and is there anything that marketers should be concerned about there?

Speaker A: So actually that was only a response to Them getting sued, was it? Yeah. So there was a, uh, case, it was a few years ago now, there was a woman that sued them because she was complaining about the way that they use her data and therefore they've. Now basically the paid subscription is a response to, uh, people being able to choose how they use their platform rather than something that they've done just because they want to. But I mean, X did that. I think a lot of the channels will follow suit. But there are a lot of people that do use social, especially TikTok. I don't think TikTok will ever do it, to be honest, but there's a lot of people that use social to shop and to find products and to buy things. The ads, uh, are getting to the point of being a bit invasive now, so they're a lot less effective when there's so many more of them. But, but I mean, I wouldn't sign up, but then I like seeing all the competitor ads and, and if I didn't do it for work potentially. But I go on social to find stuff that I want to buy, I want to do, I want to see.

Speaker B: Yeah, yeah. Um, and they're like, Even just using YouTube Premium as a reference point. Like, all my friends will complain about YouTube ads, but none of them pay for. Like, I'm one of the only people that I know that's paying for the premium. That's like 11.99amonth or whatever. It's. It's a little bit expensive, but it was just like, I listened to so many podcasts, I was like, I can't take this. But yeah, I was trying to run the mass in my head and think like, even if they got everyone in the UK to sign up and pay that a month, then they would still make less money than they're making from advertising, surely. So I think really interesting to hear that that was a legal kind of response rather than a business strategy that they thought they could profit from.

Speaker A: Yeah, yeah, they definitely wouldn't profit from it. So there'll be, there'll be guardrails and I'm sure there'll be levels of you're only going to get served for a day or. I don't know. Yeah, there'll be something.

Speaker B: And then in that same post, one of the other things that you had mentioned, um, was that all Facebook ads will be AI enhanced by 2026. What does that mean?

Speaker A: It's all the platforms moving towards way more automation. So for the platforms it means more money because they then have control over exactly where your Ads are shown how they're spent, who they, who they're shown to. The. There's already loads of AI aspects in all of the ads platforms that exist already. So I don't think it's actually going to make a humongous difference. They're going to be easier to run potentially, if you don't. There's going to be more buttons that make more sense to more people. They're trying to reduce the barrier to entry. They've already got the boost button on the front end. I still want to stick to manual as much as possible. You're still going to have to know which buttons to press. You're still going to have to know the principles of the way it works, the marketing funnel. But as far as exactly how that interface is going to look like, I don't honestly know yet.

Speaker B: Yeah, yeah. Um, it is a big hype train at the minute and we'll have to wait and see how it shakes out. But are you still a proponent of you should never boost or.

Speaker A: I'm so bloody lately.

Speaker B: Yeah, yeah, press the button. Yeah. Uh, so they haven't, they've. Because I don't run meta campaigns myself like. So they haven't made any improvements to the analytics or the reporting that you can get if you just boost the post rather than run a proper campaign? No, no, no. And before we get on to TikTok the last. So this episode, when it releases, probably just be before Black Friday and I just wanted to get your sense of someone who's probably looking ahead to Black Friday. Um, how's that going? And uh, is there anything that you've tried to do differently or change your approach this year?

Speaker A: Not particularly change of approach, but right now. Well, we started in September and through October what we're doing is filling the funnel to topple funnel ads, trying to get people build the awareness because then a retargeting ad is way cheaper and easier to convert someone if they already know who you are. So someone that's interested but maybe just forgot something in their basket will remind them rather than competing for new audiences and going after going against big giants that have billions to spend every single day.

Speaker B: Yeah, yeah, it's. It's tough market out there. Tough market, but that makes sense. Like the retargeting is uh, a great approach, but that probably will be something for Black Friday next year for the people listening to this. You won't be able to capitalize on that right now, but come next year. Yeah, you'll be prepared. So I'm going to get into our main topic for today. So I want to start off specifically, um, with TikTok search ads, and then we'll move on to think about TikTok ads more generally. So, first of all, for those who might not know what TikTok search ads are, could you maybe just explain the basics of what they are and what TikTok are offering here?

Speaker A: So more than half people use TikTok as a search engine and apparently a quarter of people start searching on TikTok within 30 seconds of actually opening the app. That's what TikTok published recently. So a search ad would be something that comes up when you're in the search. When you're in the search feed or on the search overall page. Bit like the Instagram Explore page. We had search ads already, but. But they were just part of an option from the regular feed ads. You could toggle on search ads, whereas now it's separated. So initially you could just toggle on. They'd appear in the search and you were targeting by interest and demographics, hashtags, people looking at. Whereas with the search ads, you can break it down to exact terms or related terms that people are searching for.

Speaker B: And is this something. Because I did a bit of looking into this and it seemed like it was originally a beta, obviously, and then it was available in the US market up until May of this year. And is this something that you've now got access to and you've managed to experiment with and, um, run tests with so far?

Speaker A: Yeah, yeah, we've been using it in the US for quite a while. But there's also a bit of a new player from. I think it was August 5th or something. The. They switched all TikTok shop ads over to GMV. So you can't. You couldn't build a completely manual TikTok shop campaign. They had GMV. M Max.

Speaker B: What is GMV? Please excuse my ignorance.

Speaker A: So a GMV Max campaign is another new TikTok, uh, Max as well.

Speaker B: Must be good.

Speaker A: Yes. I want to be clear that there's a TikTok feed ad you can run. You can also run a search ad and a GMV Max campaign, which is essentially the TikTok version of a Google PMAX campaign. So that will be specifically for the shop. So you can run search ads, um, for a catalog, like just a manual. If you've got a Shopify WooCommerce website, you can run a search ad for that, but you can't run a search ad directly to your shop at the minute.

Speaker B: Yeah.

Speaker A: Or at least with all the buttons I've pressed.

Speaker B: So if you want to do that, it's GMV max is what you're running rather than. Yeah. Um, interest. And so given that they've, they do seem to be like doubling down on this and they've obviously invested a large amount on their end to bring this product to market and make it useful for advertisers. So where would you say are the big opportunities here for, for marketers if

Speaker A: you've got a really niche product or service to target your audience? Because TikTok ads were so far behind meta in terms of like, we've all had Facebook accounts since we were teenagers. Like we've been using them, putting all our data in, talking to people for years. TikTok was so new and you don't have that same back and forth. You don't put your demographics, you don't put where you work or not been using it in the same way. So the targeting was always so much looser. Whereas now with search we'll have, we'll be able to get people's specific actual purchase intent, like similar to Google. So it's people that actually want whatever it is rather than we're just, oh, they might have looked at a beauty tutorial within the last month. It's actually people looking for Korean skincare trends. Autumn 2025.

Speaker B: Nice. And I think what you said in your answer there, the key is it needs to be very specific and very niche and that's what you should be going after with your keyword targeting. Um, again, this is just my ignorance, but like, is the keyword targeting in any way similar to what people might be used to if they're running, you know, a search campaign on Google or does it work quite differently in terms of um, how you want or what, what query queries you want your ad to show up for?

Speaker A: You got way more options and actual customizability on Google. So on TikTok you can't at the minute. I've, I've tried, I've tried a way around it but uh, like negative keyword. You can exclude audiences.

Speaker B: Yes.

Speaker A: But you can't retarget or you automatically. It's going to end up retargeting people because that's just what the ads platforms like to do. But you can exclude people from like if they've already clicked on your site, they've already, they already follow you, you can exclude them and you just don't have as much control as you would on Google for um, specific. There's just so many more options on Google searchability But it's. People are searching in a completely different way on TikTok.

Speaker B: And just before we move off that topic, like, it'd be interesting to hear about, you know, the specific way that people are searching on TikTok. But I'm going to imagine that there's no, we're not talking exact match, phrase match, broad match here actually.

Speaker A: Yeah, you can do a phrase match or an exact match. Um, but those are kind of the. There's three options. That's it. Yes.

Speaker B: And then could you maybe say a bit more or elaborate on what you meant there by people are searching in a different way on TikTok. And what do people need to understand. Understand about that?

Speaker A: People are looking for reviews, they're looking for humans. Rather than just looking for random information, they're expecting somebody, an expert or someone that's actually used that product or service to give you their experience. People want to know what it's like. Or if you've done a jewelry brand review, is it actually waterproof? Someone might search for or, uh, ranking the top five restaurants in Manchester city center, for example. Whereas Google's got the AI summary and can give, give that up and then you'd obviously have your top few sponsored posts, whatever. TripAdvisor. You expect an actual person to tell you their experience or give you the breakdown on, um, that.

Speaker B: Yeah, it was just interesting because I bought a new phone recently and off TikTok shop. It wasn't a TikTok shop. No, I was different, different user journey that I went through. But it was just making the point of like I was going to ChatGPT and I was saying like, I'll, uh, compare my current phone to this new phone that I'm looking at. And yeah, I was just, I was just getting a bit frustrated and then in the end, like I just went to YouTube and I just wanted to see some tech reviewer guy like with a phone in his hand saying, like, I've used it for a month and this is what I liked about it and this isn't what I didn't like. So that, that is what ultimately helped me make the decision on what I wanted to buy. So I think it's a really good point that if you're going to run those kinds of ads, the content format matters a lot and the way that you're putting it forward and the ads matters. But in terms of, you know, behavior is changing and especially amongst the younger demographics, big, big shift away from Google and then more towards these social platforms. TikTok being the most obvious example where people go, you know, all the, all the kids are on TikTok. And do you think that, you know, if you look forward a few years, that this does pose a risk to Google's search revenue or does it have the potential to actually challenge their, the monopoly that they've established there?

Speaker A: It already has and Google, um, is smart to it. So now even your TikTok, uh, YouTube, all those pair and you Google SERP as well, so it's now pulling Instagram posts through TikTok, uh, have said that they're prioritizing and you'll get more ad revenue or influencer and creator revenue if you're creating content that's searchable. So you want to create content or ads that answer a search query or a question anyway. And that's what we were trying to do before the search, but now you can get really, really specific and give someone exactly what they want. So from a user perspective, they're not going to look any different to how they were before, but you're going to be able to get ads, um, that actually answer, um, your query rather than, oh, you just might have seen something relatively relevant within the last five months.

Speaker B: Yeah, yeah. And on that point, like when it comes to the real fun stuff of um, measurement and attribution and how we're going to show um, incremental value for these TikTok search campaigns that were set in live like before we move on to talk about TikTok ads more generally, is there anything that you'd say on that measurement and attribution side when it comes to those search ad, uh, campaigns specifically on TikTok,

Speaker A: it's the same rules across all of them. Just make sure that when you sat with your boss, your client, you're all looking at the same dashboard and you're like, right, this is a measure of success. Look at any click attribution. Look at first look at last. Cause every single platform you're using is going to have some kind of impact. It's fairly rare that someone will just come across one thing or one video and completely convert off the back of that. They've usually either come across it or they might see that and then go online later. So make sure that you're all looking at the same measure of success.

Speaker B: Yeah, yeah, no, that's a great point. And all the platforms are going to try and take credit for the conversion wherever they can and they've designed their platforms to do that and they're very good at doing that. But topic for another day. So if we step back from TikTok search ads and we think about um, you know, TikTok ads more broadly. Um, I suppose for the first thing for people that are using them already and maybe for some of the clients that you work with, what do you see are some of the most common mistakes or where do people fall down when it comes to TikTok?

Speaker A: It would be content that's not human or it's, it's really, really polished but it doesn't need to, it doesn't want to look slapdash. It, you know, you still with some creators we get stuff back and it looks like they've licked the freaking phone lens. But it needs to be an actual person where you can or hands or use a voiceover. People mostly use TikTok with the sound on. Make sure that it's actually something for someone to follow. It's not just a little demo or a little gif or um, I mean you don't barely use statics on TikTok anyway. You want a story that someone can use. But same principles don't leave your budget to optimize. Do your ad, uh, set budget wherever you can. Make sure that you're excluding your audiences. Biggest one we see across all the platforms people are uh, running top of funnel and middle of funnel ads but they're not excluding the bottom of funnel or the middle of funnel from the top. So the platforms always want to go for the best click through, rate the best returns which is obviously going to be people that have already engaged with and nearly purchased the product. So it's just going to go after those people if you don't exclude them. Just common sense really don't overlap your audiences. Yeah, yeah.

Speaker B: And yeah, the point about UGC creators, like I have a question about when you're working with them, are you fairly prescriptive in terms of these are the different kind of scenes that we want and this is the voiceover that we want. Or do you work with them and just kind of tell them you have a lot of creative license over what you're going to send us back here?

Speaker A: There's a few ways that you can work with creators and there's a really good way on TikTok ads. So you can either pay the creator for the post to put. So that would be influence marketing, paying them to post and share it with their followers because they've got influence over them. Or you pay a content creator, they create the content but they don't necessarily post it. You use that content then as an ad, as a post, but they usually don't actually have or need that many followers, they just create good content or an affiliate. So the TikTok affiliate center, uh, within the shop, this only works if you got Ecom, really. And, uh, you can select loads of creators or influencers on there and you can send them a product, you can send them a message, you send them a brief. So when we're actually paying for the piece of content, a lot of the time we actually bring the creators in and we film it. So we've got full control over that so we don't end up with some smeary bollocks back when it's an influencer, uh, we tend to give them austere, but we. They know their audience way better than we can. We know the brand and we can tell them about that, but we need them to talk to their audience the way they usually would. The affiliate center can do what the hell they want. They get a sample.

Speaker B: Yeah.

Speaker A: They get a bit of a brief or if they've got any questions. But because they don't get paid unless they actually sell stuff through tagging it on TikTok shop and then they'll get a 10 kickback or going on live with it, they're directly incentivized to actually make it really good. So on one brand we've actually got them, they're selling way more through the TikTok Shop than through their actual website. And a lot of those sales come through affiliates and then people are searching for that brand and we've got loads of affiliate content or people giving it a genuine review, but because they're talking about it, uh, all that stuff appears organically and then we can also boost that content and use it as ads. So it's coming from their profile, but. But it's paid.

Speaker B: Nice. So those people that are part of that affiliate network, am I correct in thinking that they would need to have like some kind of following themselves? Like if they're going to be doing this and they're. They need to be incentivized to make the kickback or your face is suggesting that maybe they don't need to have a massive following.

Speaker A: No. Because even if they just create really good content and they post it and they've got what, 200 or, uh, 2K followers? But the content's really nice and we really like it, we can still get a spark code from them.

Speaker B: Right?

Speaker A: We can get the code and we can run that as an ad and target people separately. So they still get the kickback because it's through their profile.

Speaker B: Yeah.

Speaker A: So we can. It can do it that way.

Speaker B: All right. I've learned something new there. I did not know. But that's if you haven't explored that affiliate channel on TikTok. Definitely worth looking into. We had Lewis Kemp in the studio a couple of weeks ago. I know you met him out in Ibiza, uh, Jealous for the Agency Hackers events. And when Lewis was in the studio, we recorded an episode with him all about brand guidelines. And it was about.

Speaker A: Bet he doesn't like those.

Speaker B: Yeah, we decided to off the swearing in that episode and just say, you know, the brand guidelines because, you know, it was Louis and we knew we were going to get some colorful language anyway in the episode. But my question is like, do you like. My sense is that that is like especially true on, on TikTok and that you can't be like super precious or what's. What's your take on the brand guidelines? Do you have a hard line stance on it like, like Lewis does?

Speaker A: Not particularly. You need branding there and, but I think actual visual branding is way more important on say, static ads. The look and feel of a picture or a photo rather than, uh, I mean you can, that can translate to video, but because you're looking for an actual real person on TikTok and if it looks too studio and staged, people aren't going to believe it or they're not going to think it's an actual human that, that cares about that. They're just being paid to do it. So the brand guidelines. Yes. With a lot of products, you just need them. We do. A lot of supplement stuff literally will get shafted by the ASA M mrha. If a, uh, creator starts posting something and making claims that are unfounded or being like this will cure your muscle ache and you're gonna feel great. Uh, we, you cannot say that. So we do have strict guidelines of. You can say this.

Speaker B: Yeah.

Speaker A: Or you can share your own personal story and experience, but you cannot make claims that a product can change your physiology or it will have this impact. You can say, here's how I felt.

Speaker B: Yeah, yeah.

Speaker A: Because no one can dispute how you feel or what happened. But you do need to be strict with something that does have legal guidelines around it. But I do think some brands are just a bit scared to be a bit fun, to be honest.

Speaker B: Yeah, it's like, um, well, you say that and like you need supplements, uh, and all that. And then you look at some of the announcements that are being made by governments around what paracetamol risks and stuff that's happening and you're kind of like

Speaker A: right, well, yeah, well Hanky, they had an affiliate, so not even a creator that they paid a random affiliate guy uh, posted on TikTok and tagged Hank here in it and uh, said this is the best hangover cure ever. You can't do that. Yeah, you cannot do that. So they had to re. They had to redo their entire like restock everything. They had to redo the website, rebrand everything, change the company name. Like they were really caught out by it. So you do need to be careful with something like that.

Speaker B: I know that. And you know TikTok heavily spews towards the kind of E commerce products and a lot of those DTC brands do very well on, on TikTok and um, works especially well with pairing up with creators like you said be interested to get your take on. Have you had any clients where they're in the B2B space or the kind of lead gen space? I know luxury retail can work quite well on TikTok as well. But thinking about B2B and lead gen like is are there instances where it can work and what have you seen there?

Speaker A: To be honest, we don't at the minute we don't have anything live for uh, B2B lead gen on Tick Tock just because when you're organic, LinkedIn is just so much easier and lower barrier to entry to get to people rather than putting the paid media behind it. On TikTok it can work and we've seen it work and it's worked for us. When I gave it a little prod when it all first kind of came out, we always do that. Uh, I put a couple hundred of my own money in just to play with it and see what we can get back. But it's not a priority.

Speaker B: Yeah, I think you. Before we switch the mics on, you mentioned about um, YouTube shorts and that potential. Do you think that potentially it could be a better channel if you're in

Speaker A: that space not for lead gen. People aren't on YouTube specifically for. Then you're watching something and you want to find something really specific out. So you're gonna either uh, I mean on Tick Tock because it's got the E Commerce platform. If you're finding something really, really specific out to buy it there and then, then you can. Whereas on YouTube. I watch YouTube on my TV at home. M actually so then I'm not a, um. Can't sit and put your car details

Speaker B: in or wait, let me get. Yeah, let me get the keyboard out here. Like.

Speaker A: Yeah uh, yeah, yeah, but YouTube shorts would be a more longer term thing because if someone's searching and your content's coming up for it or being pushed towards them, then they'll have you in their mind. If they ever do need help or anything, they'll go to your website or find more content.

Speaker B: Yeah, no, 100%. Yeah. Well we're in Atlantia, we're going to experiment with YouTube shorts and see, see how that goes. But yeah, we're not going to, we're not going to have a flood of new form submissions coming in off the back of the YouTube shorts. But like you said, if you can get that top of funnel piece on YouTube then that uh, hopefully will have the trickle down later on one of the like. So let's say you are a marketer and you might not have run TikTok ads at all and it seems like a big kind of mammoth task to take on and um, don't know where to start. What are the kind of key bits of advice and guidelines that you would give to people if they're going to move into this channel to get them moving in the right direction from the outset so they don't end up spinning their wheels a lot.

Speaker A: TikTok, all platforms actually have their own course. They've got a TikTok shop course, I'm sure they've got a GMV Max course now. They've got a TikTok creator course, they've got TikTok ads course, meta have blueprint, YouTube's got a, uh, they've got a course. There's Pinterest Academy, I think it's called TikTok Academy actually. They will obviously tell you automate everything and let us spend your money, but it's a really good place to get started. Make sure that you've set up your tracking, that you've done any, any testing. Making sure that you can actually see the results in there before you start spending all the money on it. Keeping a track on your audiences, making sure you're building those a little bit first. Um, but it's just pressing a button and having a go put, put a tenor in yourself and see what happens before you know, doing it for your big boss or a huge client or anything like that. You learn by doing it.

Speaker B: Yeah, yeah, yeah. No, that's, that's so true. And uh, if it's your own money, you're going to be a lot more strategic about what you're doing.

Speaker A: Yeah, I always think if I'm looking, if I'm reviewing a client account Mike, if this was my business, is this the best way that I would spend the money? Or is there something else that I maybe want to tweak or that I think will be best? Or there's a new button there. I want to press it, but not on their account. I'm going to spend my own money on it first.

Speaker B: Yeah, yeah, no, great takeaway point there. And, uh, yeah, really interesting episode. A good mood to leave it on. Um, so if you haven't already, definitely worth checking out TikTok search ads and also TikTok in general. But I just wanted to say massive thank you again to Fiona for coming into here to the studio in Manchester and joining us today. Before we wrap up, is there anything else that you'd like to mention or let people know about?

Speaker A: It doesn't need to be comedy content or hilarious or funny to have an impact or a hook. It's the first second. People say first three seconds. It's the first second of your video on your TikTok that counts. Make sure that you really, really clearly put your hook on that. Someone going to get out of it. What are you trying to convey to people? What's the actual message and the value? Don't ever start a video with, hi, I'm, um. No, people don't care. Put the value in there first, then introduce yourself because then they've watched three seconds by that point because they want to find out what you're going to tell them.

Speaker B: Yes, that. You know what? I've learned that the hard way through YouTube. YouTube is ruthless, man. If you do not. If you did not get their attention in the first three seconds, it's. It's all hope is lost. And, like, it's almost like, mentally you need to spend so much more time thinking about that opening and that hook and the initial thing and then you can worry about the other stuff after. But if that's not right.

Speaker A: Yeah, it doesn't need to be anything super complex or something exploding in your face. It could literally be a slow zoom and then a jump out or a transition to a different angle. Like, you've got three cameras here just chopping change in within the first second. That's some kind of interest or an overlay. You don't need someone to drop from the ceiling and start crying or. Never done that. But.

Speaker B: Well, you know, I'm getting ideas for, you know, how can we make that work for Luna? I don't know. I'll have a think and see. Yeah. But go and follow Fiona on LinkedIn if you're not doing so already. The link to her profile will be in the description for this episode. Uh, but yeah, I just want to say thank you again, Fiona. Really enjoy the conversation.

Speaker A: Cheers for letting me in.

Speaker B: That's it for this episode of the Paid Media Lab. Thanks for tuning in. If you found it helpful, hit the subscribe button to get the next episode as soon as it's released. Subscribing costs nothing and it helps us bring you the best possible guests in the next season. And if you want more advice on how to boost your return on AD spend, head to Lunio AI, where you'll find loads more free tools, resources and guides. Lastly, if you know any other marketers who benefit from the tips in this episode, you can do them and us a favor by sending them the link to the show. That's all for this one and I'll see you in the next episode.