FB Ad Creative Fatigue & the "Angle Iteration" Strategy Liven App uses to Completely Defeat it...

Liven: Defeating Creative Fatigue with “Angle Iteration”

Want to see how to end creative fatigue on Facebook?

Check out what Liven is doing with their “Angle Iteration” approach.

First, Liven is an anti-procrastination app that’s scaling big on Facebook right now.

We just did a full walk through of Liven’s Quiz Funnel, Facebook ads & post-purchase upsell flow inside the Funnel of the Week Members Area:

And while the quiz funnel itself is impressive (with 33 questions)

…And you’ll love to see how they stack AOV with 3 highly congruent post-purchase info product upsells…

But what we’re going to take a closer look at inside this newsletter is this:

How Liven completely completely dominates creative fatigue on Facebook, using “Angle Iteration.”

Let’s take a closer look:

Liven’s Approach to Defeating Creative Fatigue on Facebook

Liven is driving a ton of clicks to this quiz funnel:

Just how many clicks? 

Here are some raw numbers from Similarweb:

Over 1.6 million clicks to Liven’s quiz funnel for the month of July 2024…

…With a 44% increase in traffic - nearly double -  from last month.

Some more relevant details:

Nearly 90% of traffic is mobile…

Most of those clicks are from paid social:

And that platform driving most of those paid social clicks? 

Facebook, at over 91% of volume:

So what is Liven doing to perform so well - and at such scale - on Facebook?

First, they test A LOT of creatives, in many different formats.

Liven’s Creative Variety

Take a quick peek at Liven’s Facebook ads library and you’ll see a ton of formats in the mix:

Apple notes app style images:

Many different charts and graphs…

UGC-style videos…

Text-heavy static images…

…And a whole lot more.

In fact they’re running over 1000 unique ad creatives right now:

Clearly creative volume is working for them.

But how to make sense of it all?

Is there some kind of strategy behind all this?

Or is it just “Let ‘er Rip” & “Spray & Pray”?

And how did they get to this kind of scale, in just one year?

Let’s take a closer look…

How Liven Launched: 1 Angle + 1 Iteration

Sure, Liven is running 1000+ variations right now.

But they didn’t start with this volume.

In fact if you look at the ads they were running when they launched 1 year ago, back in August 2023…

You’ll see they launched really with just one “core” angle oriented around “Procrastinators”:

…And just 18 unique ads total.

• All had static images (no video)

• All had the same “procrastinators” headline + body copy you see above

But you will see something very interesting when you take a closer look…

How Liven Scaled: Angle Iteration

Already out of the gate, month 1 (Aug 2023) they’re already using a text-heavy image to test a new angle (Childhood Trauma), while maintaining that control main angle “Procrastinators” copy:

Fast forward one month to September 2023 and this angle clearly worked.

Because they’ve launched this “Childhood Trauma” as a standalone angle with it’s own unique body + headline copy:

This first two months of operation Liven is doing something you’ll see them do again as they continue to scale:

Angle Iteration using this following process, again and again:

Let’s see another example of Liven using the Angle Iteration process in action…

October 2023 they started testing this “Dopamine Detox” image variation with their existing “Procrastinator” main copy angle:

And they continued to launch more and more “Dopamine Detox” themed image ads over the coming months, like this one from January 2024:

Even testing it as a background image for one of their main control videos from September 2023 (which didn’t mention dopamine at all, fwiw)

Liven finally startied to launch a new “Dopamine” angle batch (example shown below) in March 2023:

Fast forward a few more months to August 2024, and Liven is testing gender-specific angles as text-heavy images off of this Dopamine main angle:

Here are men-focused angles all around “Don’t be a nice guy/weak, be a King”

And women-oriented angles around “Female Leader Morning Routine”

…as well as “How I became a High-Value Woman”

New Angle, Massive Impact Outside of Ads

After seeing the success of the “Dopamine Detox” angle, Liven started testing this “Cortisol Detox” angle in Q2 2024:

Check out the impact it seemed to have on actual google search volume for this specific “Cortisol Detox” term:

It went from zero to over 8k monthly searches, pretty much instantly.

The timing here is uncanny:

Either Liven’s ads literally coined the term “Cortisol Detox”, which is incredible…

Or they were quick to ride on a fast-rising theme, which is still very impressive.

Many Angles, One Destination

Liven regularly launches 1000+ unique creatives per month.

Here’s what’s crazy:

All angles all point at the same quiz funnel with the exact same “Anti Procrastination Plan” framing:

Could the next step be building custom quizzes?

(For instance, their “ADHD type” quiz ad angle has a ton of volume, even though it points at the same quiz funnel)

Stay tuned to see what’s next from this app.

But one thing is for sure:

By leveraging Angle Iteration, Liven is able to test & leverage “niche” targeting…

…To scale BROAD on this offer.

It’s clearly working well for them.

Go ahead and try this approach for yourself!

And go here to the Funnel of the Week Members Area to see the full breakdown, funnel map and more.

More on What’s Inside Funnel of the Week Members Area

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

• ecomm funnels

• VSL funnels

• Info Products funnels

• (and more)

…And we add a new funnel breakdown & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com

That’s all for today.

Have a great week!

The Funnel of the Week Team

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