Target Roles, not just Personas
𧩠The Persona Collapse: Why Role-Based Marketing Is Replacing Demographics in DTC, Meta Pushes AI Ads Forward With Video Gen, In-Ad Chat & Auto Branding, and more!
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In this newsletter, youâll find:
𧩠The Persona Collapse: Why Role-Based Marketing Is Replacing Demographics in DTC
đ§ Metaâs AI Ads Just Got Smarter, Faster, and More Personal
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𧩠The Persona Collapse: Why Role-Based Marketing Is Replacing Demographics in DTC
â25â35, female, urban, loves skincare.â Thatâs not a buyer persona. Thatâs an ad platform default setting. And in 2025, itâs outdated.
The best-performing DTC campaigns right now donât care about age or location. They care about roles, the ones people play in the buying journey, at work, and in life.
Why Demographic Targeting Is Losing Power
Letâs say youâre a wellness brand. A 27-year-old office manager and a 27-year-old designer might look identical to Meta. But only one of them is in charge of employee gifting for 150 people.
Same age. Same city. Wildly different influence. And thatâs the problem: traditional targeting is too flat. It doesnât account for buying power, contextual influence, or social proximity to decisions.
What Role-Based Marketing Looks Like in Practice
Instead of targeting âbeauty enthusiasts,â smart brands now segment by:
PR Assistant â who can feature you in a gift guide
Retail Ops Manager â who controls reorders at 20 storefronts
People Experience Lead â who buys onboarding gifts for new hires
Stylist Coordinator â who selects display products for shoots or showrooms
These arenât influencers. Theyâre revenue triggers. And you donât find them with broad audience filters, you find them by thinking like sales, not just marketing.
What This Changes Inside Your Org
Your gifting list stops being built by vibe and starts being built by title
Your collab ideas shift from trendy creators to niche industry roles
Your outreach DMs feel more like a B2B pitch because they are
Your internal tracking starts using pipeline logic, not just audience segments
This is the real shift: from targeting people who âmight like the brandâ to people who can move the brand.
When youâre ready to scale this motion, tools like Apollo help you find and reach niche buyers by role, not guesswork, whether thatâs âexperience manager,â âcontent lead,â or âmerchandising buyer.â You can sign up now here with Apollo and use free forever
Demographic marketing isnât dead. But itâs no longer enough. If you want outsized DTC growth in 2025, start targeting people by what they do, not who they are. Because identity is passive. Role is leverage.
đ§ Metaâs AI Ads Just Got Smarter, Faster, and More Personal
Meta is ramping up its AI-powered ad suite, adding tools that generate video from images, embed branding in AI assets, and enable real-time customer chats. These upgrades aim to make campaign creation almost fully automated, and far more personalized.
The Breakdown:
1. AI Video Generation From Still Images - Meta now lets advertisers convert multiple images into animated clips with text and music, no editing required. These short videos mirror the approach of tools like Veo, delivering quick, punchy assets that avoid the visual breakdowns of longer AI videos.
2. Personalized Branding in AI Assets - Advertisers can now embed logos, brand colors, and personas directly into AI-generated visuals and text.
3. Business AIs Power Instant Customer Support - Metaâs âBusiness AIsâ let customers ask product questions directly inside ads, via chat or voice. These bots use preset prompts to simulate real-time engagement and reduce friction in the buying journey.
4. More AI Features Rolling Out Soon - Video Highlights will use AI to auto-summarize ad clips, and virtual try-ons will let users preview apparel on diverse avatars. New CTA stickers for Stories and Reels round out the test suite.
Meta is pushing ad automation beyond targeting into creative, branding, and engagement, blurring the line between performance and personalization. As these tools evolve, brands wonât just automate delivery but the entire creative workflow.
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