35:27Austin 2026
San Diego 2025
The Meta AI Reset: Creative Strategy with Luke Cook
Luke Cook discusses how changes in Meta’s ad delivery affect creative strategy. The session emphasizes founder-led content, entertainment, and the difference between explaining a product and giving people a reason to buy now.
Watch it. Put it to work.
ABOUT THIS SESSION
Update the creative playbook.
Luke Cook discusses how changes in Meta’s ad delivery affect creative strategy. The session emphasizes founder-led content, entertainment, and the difference between explaining a product and giving people a reason to buy now.
For ecommerce founders, marketers, and operators working on brand & creative.
- Speaker
- Luke Cook
Co-Founder and Ecommerce Coach, Shakewell / Ecommerce Equation - Recorded at
- San Diego 2025 ↗
September 2025
Speaker roles and platform examples reflect the session’s original context. This is an archived conversation.
TAKE IT BACK TO YOUR DESK
Ideas to put to work.
- 01
Update the creative playbook
Reconsider old media-buying habits as the platform takes on more targeting work.
Read this part · 04:35 ↓ - 02
Put the founder into the story
Practice making content instead of waiting until being on camera feels comfortable.
Read this part · 16:03 ↓ - 03
Explain why now as well as why buy
Pair product education with a timely reason to act during a promotion.
Read this part · 18:41 ↓
READ THE SESSION
Session notes.
A YouTube transcript was not available for this session. These notes are based on the published session description and chapter markers; they are not a transcript. Watch the video for the full discussion.
Original recording on YouTube ↗Update the creative playbook
Luke traces a shift in the work required to succeed on Meta. As delivery systems evolve, brands need a stronger creative approach rather than simply repeating older account-management habits. The session focuses on content that communicates clearly and gives the platform meaningful material to work with.
Put the founder into the story
Founder involvement can supply a perspective that generic creative lacks. Luke discusses the reluctance many founders feel and encourages a focused period of content creation. The purpose is to develop the habit, find useful stories, and make the brand more recognizable through a real person.
Explain why now as well as why buy
The Q4 section distinguishes content that explains an offer from content that establishes urgency or relevance. Luke uses examples to show why both jobs matter. Brands need to communicate the product’s value and the specific reason a customer should make a decision during the promotional period.
KEEP THE IDEAS COMING
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