This has to have been some sort of spoof for a Netflix documentary or something.

Shutterstock Recreated the Notorious Fyre Festival Promo Using Only Stock Video Footage. HA!

We just hired our 10th full-time team member and she starts on Monday! There was only 2 of us working full-time at the beginning of April. Wild! Super proud of the team we’ve built, feeling pretty lucky!

Well I’m officially down 55lbs since November of last year … and today I discovered I can do pull-ups again! The weight-loss has been good for the knees. But the things I’m most proud of are that I no longer have high-blood pressure, my T2D is almost in remission, and I’m so much happier. I just had to learn how to be kinder and more patient with myself.

I’m working on an ad account in the UK that has the most simple setup ever and it just slays. Consistent 4-5x ROAS. One CBO campaign. 2 ad sets. One for prospecting and one for retargeting. That’s it. Just dead simple. All about the creative.

Reminder: When talking to clients who are spending like $150-300/day be careful about calling their spend small. To them this could be a lot and it took them a lot of blood sweat and tears to get here.

I'm SUPER excited to announce that I have accepted a role at @shoelace as their new Chief Strategy Officer! Can't wait to start building alongside my good friend @CoryDobbin and the amazing team he's built. After one of the toughest years of my life, I couldn't be more stoked about this fresh new start! ❤️

gymnasts are freaking tough af

I really regret how much I isolated myself over the last 8yrs. Spent some time today with an old friend and it was a blast. Puts things in perspective. Work and everything has been going really well but personally I feel pretty empty. I don’t want to be like that anymore.

UTMs are all the rage! Here's a look at the structure we're using. Helps us see what's working: FB vs IG. utm_source={{site_source_name}}&utm_medium=paidsocial&utm_campaign={{campaign.name}}&utm_term={{adset.name}}&utm_content={{ad.name}}

Some people prob wonder why I RT other agencies/founders. Honestly, life is too short to be all weird and competitive. I look up to a lot of people in our industry and am so thankful for what they’ve taught me along the way. *plus I’m boring

Hey new Twitter followers! Just to prep you for what you’ve gotten yourself into, here’s what I normally tweet about: 🤖 industry updates on digital marketing & paid social 🧐 tips I’ve learned while running paid social over the last 6 yrs ✋ helpful advice or an extra set of 👀

Excited to announce the launch our new venture @itsOddit! We provide easy to digest audits for DTC brands who could use a hand boosting their conversions and strengthening their brand messaging. Time to tighten things up! Let's gooooo! oddit.co

Last year I was in a facility for depression and anxiety for about 1.5 months. This year has been one of the best I’ve ever had. Every other day I tell my wife how happy I am now. There is no shame in taking a break to invest in your mental health. I was so worried about falling behind or what people would think. But whatever. I couldn’t care less now. Living this life is so much better than the alternative.

If an agency is providing your biz with digital marketing services & no goals are setup in @googleanalytics they're doing you a disservice.

1.5 months in and our agency @WeAreKulin was just invited to become a Facebook Marketing Partner. YAY!

Want to save a video ad from the Facebook Ad Library? Hit play on the ad, right click save as, then rename the file name to end with .mp4 Collect your money. You're done. Send me the bill.

I am excited to share that I no longer have type 2 diabetes and am officially out of the pre-diabetic zone. Ask me anything.

The focus on instant results for DTC is a common trend I’ve seen. Little investment into: - SEO - Customer Service - Organic Social All long game strategies that lift overall results. 1/

HOLY SHNIKEES!!! We 14X’ed our MRR in Q1 2022 vs Q1 2021. 🥲

If this post gets 100 likes, I’ll do yoyo tricks during our talk at #iMEDIA18 tomorrow!

It’s happening!!! Ahhhhhhh! Here’s a little peek. We’re getting close to launching! Can’t believe how much my life has changed in a year. @punchlinecopy killed it with the copy ... again ... of course. And Shaun is a freaking design wizard.

Been diving into TikTok ads and we're seeing about a 1 for 1 with conversions on Google Analytics vs TikTok. Outperforming prospecting on Facebook too. Stoked!

If this post gets 100 likes, I’ll do yoyo tricks during my talk at #socialwest tomorrow! 😬

I kind of like being a little bit socially awkward and quiet. Tired of people telling me I have to be a certain way all throughout my life. I’m strong at both my craft and communicating my ideas...this is good enough for me. I finally like being me.

One of the biggest mistakes I see brands make is frequently circulating through agencies. Sometimes it can take 2-3 months (or longer) to get momentum. Unless the agency is 🐶💩, most of the time brands would be better off working together with their agency to solve issues.

I’m pretty proud of how far I’ve gotten in one year. Last year I was miserable. Couldn’t concentrate. Terrible anxiety and depression. Type 2 Diabetes. High blood-pressure. Lonely AF. Hated myself. I felt useless and no longer needed. Basically fired myself from my own agency because of that. I was constantly thinking about how everyone in my life would be better off without me. I was lost. This year I’m happy, healthy and more present than ever with my family. I’m in a solid role where I feel appreciated and valued. Can shoot 3s like a MF’er. I wish I had a time machine so I could go back and tell myself that everything will be okay and that I’ll get through it. But I guess I had to have a complete meltdown in order to build myself back up again.

Soooo uhm ... We haven’t officially launched our new agency yet and we just hit our May goal during the second week of March. Super thankful for all of our clients, partners and mentors who believe in what we’re doing! 🙌❤️

In 2 weeks our new email manager has built out our processes, helped with pricing, did 3 email audits, hopped on new biz calls, created a 6 month growth plan, and got Klaviyo Partner, SMS, and Product Certified. In short … she’s amazing! Bring the emails! We’re ready to roll!

There's a lot of talk lately about Community Building and how it needs to be a focus for brands post iOS14, or to get involved in Web3. Many think that launching a Discord server or creating a new marketing campaign will create community. But there's more to it. 🧵 1/?

What’s working right now? - Good creative - Broad and broad interests - CBO on scaling campaigns - Quality traffic - Not touching anything

Work update … Today is my last day @shoelace. After a super rough 2023 I thought I’d be ready for agency life again. But I’ve come to terms with my limitations and that it’s just not for me anymore. It sucks because there are elements of it that I truly love. Mainly the jamming with the team on performance. I’m super thankful to @CoryDobbin and the team at Shoelace for giving me an opportunity to strut my stuff this year. Thank you for being so patient with me, I’m sorry it didn’t work out. Shoelace is a pretty amazing shop, it was brilliant to see how they approached systems and processes differently from what I was used to. I wish the team all the success in the world and can’t wait to see how they continue to grow and kick ass. As for me … I’m excited to watch my son’s soccer game tonight. ⚽️

Hmmm I think what I’m trying to say is that … This shit is hard. If you’re feeling low. You’re never alone. Be kind to yourself. Go at your own pace. Surround yourself with people who care and are patient. Lift up the each other. Don’t forget to show appreciation. ✌️

I took over an account mid last week and already doubled performance. The previous agency had waaaaay too many campaigns running with way too many ad sets in each for the budget they had. Went to a simple two campaign structure with dynamic creative. Done. 🚀

I’m one lucky dude!! My amazing wife surprised me with tickets to game 6 for my 40th birthday! We’re going to see the @Raptors play!! Ahhhhhh!!! Can’t believe this! #nba #RaptorsNation

As I reflect on 2023, what a ride this year has been ... This was without a doubt the toughest year for me both personally and professionally. I was plagued with a lot of health issues, both mental and physical health, causing me to have to leave the company I co-founded. A lot of the mental health stuff stemmed from a change in the company that really messed me up. Both good and bad changes. Mainly good for everyone else. Just not for me because I couldn't deal with them properly. Combining this with some health issues and stuff at home, I eventually became such a wreck that I had to take a leave of absence. Most days I couldn't get out of bed and I was having anxiety attacks daily. Thankfully I found an 8 week program for depression and anxiety that changed my life. It was really hard to be away from my family. But it was ultimately for the best. Through this experience I learned better skills to deal with stress and was able to figure out where a lot of the issues with depression I had were stemming from. If you're going through something similar, I highly recommend checking out a DBT skills group. I finally started to care about my future and look forward to it, which motivated me to dig even deeper to focus on my physical health. I'm proud to say that I no longer have type 2 diabetes and high-blood pressure. I'm also down 50 lbs from where I was at this time last year. What I'm most proud of though, is that I'm finally becoming that partner and father I've always wanted to be, but didn't know how. Unfortunately, to keep this up I knew I wouldn't be able to return back to the agency I co-founded. It sucks and makes me feel a little broken still. But I'm learning to love that thing I wish would've never happened, because it got me here. What's next for 2024? I'm not sure ... I just know that I've put work and other selfish behaviours first for so many years that now with whatever I do I want to make sure I'm putting my family and my health first. So far I've had a few false starts which has helped me realize that I'm not really employee material. If you're ever going through something similar please feel free to reach out to me anytime. I'm here for you.

Hey #dtctwitter fam! Introducing our brand new super shiny performance marketing agency Kulin! Check out our site kulinco.com And give us a follow @WeAreKulin ✌️

Taking over TikTok ad for a brand or just getting started? Double check these pixel settings and make sure they're turned on.

Honesty time … From the outside over the last year it might look like it’s all sunshine and butterflies. Huge wins. Lots of growth. New services. Amazing new hires. But if you peel back the layers to my personal life, last year was probably one of the worst ever.

Creative doesn’t clearly show what the product is, who the brand is, what problem it solves, how it works, why it’s better than alternatives, and why you should trust it.

Last year for Black Friday we were a team of 10. This year we’re a team of 25 with 4 new services. And I couldn’t be more proud of our team. They absolutely crushed day 1 of BFCM. Was like a well oiled machine today. 👏👏👏

Our agency has gone from 1 to 25 people in 2 years. Any early stage agency founders out there that have questions or need advice? Can DM instead if you don’t want to reply.

Facebook reported revenue of $26.17 billion for Q1, which was up 48% YOY. They attributed the significant increase in revenue to a 30% YOY increase in the average price per ad and a 12% increase in the number of ads delivered. I feel that.

8 things DTC brands could learn from the skateboard industry: 1. Signature products

DCT ads are out performing almost all other ads right now in 𝗺𝗼𝘀𝘁 accounts. I usually lean away from them. But thankfully we have a team that tests things before listening to me. Lol

Today is the day I begin my freelance Facebook advertiser journey, and with that .... I'm currently looking for a DTC eCom brand to help scale on Facebook. If you're spending between $50k-$400k/mo let's chat. Happy provide a free audit for you. chrismikulin.com/

What a time to be alive! 🤦🏼‍♂️

Allow me to re-introduce myself ...

This morning I took some extra time to help take my son to school (he’s having a really hard time) and then enjoyed a coffee on the porch with my wife. If I don’t take the opportunity to do these things while I’m freelance, then what’s the point?

BEST DAY EVERRRRRRRRRRREEEEE Big day for @WeAreKulin 🙌

I've been feeling pretty good lately. So many brands inviting me early to their sales and calling me a VIP.

Exciting news dropping tomorrow!!!! We have a new team member joining the team that’s gonna melt faces!

My son is having his first sleep over at our house tonight with a friend from school. Crazy how quick life happened. Hard to tell who’s more excited. My little shy guy or me. It’s like opening a new chapter. A rite of passage. I feel like a dad.

It’s sad how much of DTC Twitter (X) is just a big pissing contest over who knows the most, who’s right or who made the most.

Achieved one of my biggest career goals today! Officially became an advisor for a super exciting product I believe in. This last year has been one crazy ride! Pinch me!

Anyone have any good tips for making friends in the city you live when in your 40s? And have social anxiety? And are kind of awkward?

The difference between me and most people in DTC is that I’m not in it for the money. I truly love helping brands grow. Helping them achieve their goals and employ more people. I found that one thing I love doing that I’d do for free and I can’t imagine doing anything else. 🙏

Here’s a look at an ad we put together for one of our amazing clients. Kind of a 3D product, value prop, lifestyle combo. Helps customers visualize them and how they’ll look before they buy. Doing really well!

Here's a step by step on how I setup my Delayed Attribution Multiplier dashboard in Google Data Studio... 📈 1. Create a data source for each attribution model: 28dc/1dv, 7dc/1dv, 1dc/1dv 2. Create a scorecard and choose blended data.

Then teach them. Don’t shame them. Not sure what the point of this tweet is? Other than a pounding of the chest.

I have a couple regrets in life … Living such a stressed out life when my kids were younger. I had a really hard time managing my anxiety around all the chaos at home, which kept me from enjoying a lot of the little things. And then filling the void from all of the shame and guilt from not being able to handle life with material things and isolation. Thankfully I’m in a better head space now. But damn it hurt going through it all. The last week or so has been a little tough. Could feel myself sliding. Busy head. Not making time to exercise or practice mindfulness as much. And not eating well. But I know how to fix it and am already making moves. Onwards and upwards 🚀

The most annoying part of this new iOS14 world is always having to prove the worth of Facebook Ads. Feels like it’s 2014 again.

OMG! So excited for Google Attribution! #GoogleMarketingNext

I guess we can cross 'Get featured in Forbes' off of the bucket list now! 🙏 Appreciate the shoutout, definitely in good company with a lot of great agencies. Incredibly proud of our team! forbes.com/sites/forbeseq/20…

DTC is pretty wild! Over the last 30 days I managed over $550k USD spend on Facebook for the accounts I'm on. Putting that into perspective ... One of the last ad agencies I was at would spend about the same amount in a year on Facebook.

read 👏 the 👏 comments 👏 on 👏 your 👏 ads 👏 there’s so much there … - can help you figure out if you’re hitting the right audience - if your messaging is off - what existing customers are saying - why ads might not be hitting

My son told me today that feels like my work is teaching me to not like my family. He’s 6yo. That was a tough one to hear. Time to make some changes.😔 Where one area is doing incredible. The other pays the cost for it. Sigh.

The hardest part is starting …

We’re pretty much almost turning into a UK agency! lol ... almost half of our clients are in the UK now. Loving this market too! ✔️ Lower CPMs ✔️ Similar spelling as Canada (ie: colour vs color) ✔️ Fun accents ✔️ Slaying businesses (one has a +7X MER)

This was a really tough week. Getting over a bad cold, feeling exhausted. Imposter syndrome settling in. Not meeting my own expectations for what a leader is. Not eating well. Not getting enough exercise. Working too much. Time to hit the reset button this weekend.

I just got out of jam session where I was helping figure out a performance decrease for a brand over the last 7 days. We're slicing and dicing data. Looking into targeting. Creative. Breakdowns. Etc. Nothing in the ad account really pointed to the decrease. Other than ads going to the home page were the ones that decreased in performance. So we took a step back and pulled out the Wayback Machine. Turns out the drop aligned perfectly with when the homepage was updated and some changes in positioning occurred. A whole section was removed from the HP. A new hero image was added. And CTA copy was changed too that completely changed positioning. Major changes that should have been A/B tested. Looking into GA4 you can see the drop in CVR too. Most of the time it's what's happening outside of the ad account that makes the biggest impact. Shows how critical it is for a brand and their agency to have alignment on any CRO updates.

I think this is going to be my last BFCM working from home. Being glued to my laptop all weekend is driving my family crazy, which in turn is driving me crazy. lol Condo in the mountains for 2023! Who's in?

One thing I'm loving about being back in the game at @shoelace is doing Meta ad account audits again. Here are the Top 5 Issues I'm seeing in accounts: 1️⃣ I don't know why, but people forget or just don't know that you can sync audiences with Klaviyo. Do this now for your exclusions. 2️⃣ Using static audiences (they don't update), only pixel audiences (limits you to 180 days), or no audiences (bad bad bad) for your ad account settings within Advantage+ Shopping Campaigns. 3️⃣ Not setting an existing audience cap within ASCs. Especially when selling products that are kind of one time purchase thing. Wasted money. Add the breakdown for Audience Type and you'll see how much you're spending one existing customers. Does this make sense? 4️⃣ Just too much money being spent on things that aren't working. I'm seeing this a lot. There's over optimizing an ad account and there's neglecting an ad account. Know when to sit on your hands, but don't let them fall asleep. 5️⃣ Not enough ad variation. Either it's statics or just videos. Mostly with the same hook or angle and done in one style. But there's so much more ... Photos w/ or w/o text overlay. Lifestyle. Product images. Us vs Them. Outdoor. Indoor. POV. Gifs. Videos of unboxing. Features and Benefits. Reviews. Review reaction. PR Hits. Article style. Customer story. Founder story. List goes on ... Honourable mention: ad copy that doesn't match the creative and/or doesn't match the landing page. Having a consistent journey so customers know what to expect is key to reducing friction.

I don’t know why agencies focus so much on making experience running 6 figure ad accounts a prerequisite. I’d MUCH rather work with someone who is crazy resourceful and has slogged through countless $150/day ad accounts. 🤷🏼‍♂️ Hire problem solvers and self learners!

We're noticing a trend across brands that are doing well right now: - they have a solid community built - email flows are dialled in - landing pages are optimized and tested often - site loads fast - multichannel approach - new products released often - frequent creative tests

Not too bad for 275lb 42 year old dad! Lol

One thing I did in my marketing career that eventually paid off was that I never waited for someone to invest in me. If I wanted to learn something. I just did it. I wanted a course. I made the budget work. I wanted to go to a conference. I used vacation time.

Kind of wild, last year at this time there was only 2 of us on @WeAreKulin. In a few weeks we're gonna be a team of 14. This is gonna be an exciting year! Grow sustainably. Keep your head down. Focus on building strong partnerships & doing great work. We listened @jakeatbgm ❤️

Benefit of hiring a Canadian agency: our Thanksgiving is on October 11th. So Black Friday weekend is just a regular day over here. 🇨🇦

First day using Notion at our agency. Ask me anything! lol

Hey there DTC fam! We just launched a fancy ROAS Calculator to help brands figure out their paid advertising targets. Would love your feedback. kulinco.com/calculator/

These are models not athletes!

One of the things that really pisses me off about being diagnosed with ADHD in my 40s is that I spent over 30 years of my life thinking I’m dumb and was always being told I’m just not applying myself. Turns out I just couldn’t manage tasks or pay attention like everyone else.

Hey guys! My Facebook marketing expert called to say I’m doing a good job! Fist pump. Lol

We’re currently looking for an intermediate graphic designer or an art director who loves execution (as in making creative not chopping off heads).

I ran 10k today! Stopped about 6 or 7 times. But I did it! Training for a half-marathon. We’ll see how it goes! 2 years ago I had diabetes and high-blood pressure. It’s possible to overcome!

This is my feed today all right after one another and coming from the top Meta media buyers in DTC. Should seriously not be an issue for folks spending millions per month on Meta.

The difference between running Meta ads w/ and w/o story sized placements is astounding now. If you only have budget to make one size of video, do 9x16 and just keep the text within a 4x5 frame in the middle.

Closed off the week feeling really good … had some amazing calls with a few potential new clients, chats with some amazing candidates for a couple positions we have open, and spent the afternoon hanging out with my son. I think burnt out 2019 me would be proud. Lol

My first few days at @shoelace have been fantastic so far. Lots of meetings getting to know the team. Plus a few strategy sessions with @CoryDobbin. I've got to say ... I'm really impressed with how the team operates and how well everyone works together. Solid culture. One thing I learned was that they have a number of folks on the team who have experience running their own brands. Which is rare for most agencies. Our email marketing manager actually ran her own women's fitness apparel brand ... for 7 years! Having folks that have been in the shoes of a brand owner that are pushing the buttons makes a huge difference. Super excited to have the opportunity to build here!

Growth doesn’t come from that perfect ad, landing page or some fancy CRO audit. It comes from: ☑️ Being consistent and always showing up. ☑️ It comes from the accumulation of all of those micro moments ☑️ Remembering your best customers ☑️ Your unboxing experience

BEST ANSWER!!! Who else does this? ✋

One of the main things we're investing in big time right now is creative. Here's a peek at a video we just launched for a new restock. Super proud of the work we're cranking out right now for our clients. *sharing with approval

Hmmmm has anyone ever seen @TaylorHoliday and @iamshackelford in the same room?

Reminder to check your @Shopify x Facebook CAPI integration. A few accounts got disconnected completely, one lost server-side data connection only. Big mess with that Facebook App update. 👎

A simple tweak on site speed doubled conversion rate for fb/ig traffic in an account we’re on. Reminder: it’s often it’s the changes outside of the account that can make the biggest difference. Shout out to Katie on our team for doing the dream work!

How we helped DTC biker helmet brand, BikerHelmets, increase ROAS and decrease CPMs across Facebook and Instagram ads with a creative overhaul 🚀 📈56%+ ROAS increase 👀37% CPM decrease 💰150%+ Rev growth Here’s how we did it 👇

2006 started a yoyo company 2009 quit job to do it FT 2010 failed miserably, got new job 2011 fixed things, quit job 2014 hopped into digital marketing 2017 joined fancy ad agency 2018 joined another fancy ad agency 2020 joined badass DTC agency 2020 got partners to build a biz

Don't know what I'd do without UTMs right now. We've got one ad set seeing zero purchases in Ads Manager, but 9 in Google Analytics. Was about to turn it off ... but NOPE!