D2C Diaries is proudly sponsored by Wayflyer

Running an ecom brand and struggling with cash flow? Whether you're scaling ad spend or restocking bestsellers ahead of peak season, Wayflyer provides fast, non-dilutive funding tailored to e-commerce businesses. No equity. No months of waiting. Just the capital and insights you need to grow, on your terms.

Check them out: https://tinyurl.com/4jfc8yej


CPMs climbing. Frequency spiking. CAC creeping up... If you’ve felt your Meta ads are “hitting a ceiling”, this episode is for you.

We break down incremental reach, the hidden KPI that dictates whether your Meta spend is actually reaching net new audiences or just recycling the same eyeballs.

Inside this episode we cover:
- What incremental reach really means (and how to measure it)
- The signals your account is fatiguing (and how to fix it fast)
- Why creative strategy is the #1 lever for reducing frequency and unlocking growth
- How to forecast the creative volume you actually need to scale
- Our research process for uncovering new personas, pain points, and angles
- The account structures that work best at 5-figure+ daily spend

This is the Meta Blueprint for founders and marketers who want to scale without killing CAC or exhausting their warm audience.

We’ve stress-tested these strategies across 8 and 9-figure DTC brands and they work.

0:00 Intro
2:36 Today’s topic: incremental reach explained
5:40 What is incremental reach (and how to measure it)
10:10 Creative as the key lever to fix incremental reach
12:00 Breaking down the creative strategy layers
15:45 Meta creative fatigue reports
17:00 Quick creative wins
19:45 Researching new personas & angles 
32:50 Using AI to uncover hidden pain points & angles
34:20 Seasonality
35:15 Forecasting creative volume
45:00 Account structure & testing strategies 
48:30 Scaling winners
50:30 Why consolidation helps incremental reach at scale

Follow Loukas on socials:
LinkedIn: https://shorturl.at/TRI8B
Twitter: https://x.com/LoukasHambi

Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
Twitter: https://x.com/oliverwhudson

Follow D2C Diaries on socials
TikTok: https://www.tiktok.com/@d2c.diaries
Instagram: https://www.instagram.com/d2c_diaries/