“It was me introducing a friend… I added editing… a teleporting effect… that attracted attention right at the beginning… that’s why it got a lot of views.”

“If I were to pause this first video and this third video, which are the coolest videos, the older two ads would all of a sudden start to perform a lot worse.”

“I’ll just repurpose again with like a different hook or I’ll flip the video. So Instagram sees it as a different video, but it’s not actually”

“We test different formats with different hooks all the time… if a video we tested with the format and the hook didn't go as good, we actually try to switch up the hook.”

“With this video recognition, VLM models, you're able to just very quickly take a live streaming video, convert it into a text narrative, and then match that against your community guidelines”