Why Your TOF Ads Feel Invisible
đThe âWait, That Exists?â Hook: How to Win Unaware Shoppers, LinkedInâs user growth story keeps getting bigger, and more!
Howdy Readers đ„°
đ The âWait, That Exists?â Hook: How to Win Unaware Shoppers
đ LinkedInâs User Growth Story Keeps Getting Bigger
đTweet of the Day
If youâre new to Buyology then a hearty welcome to you, Youâve reached the right place alongside 50k+ amazing people, Before you forget, if someone forwarded this newsletter to you, don't forget to subscribe to our newsletter so you never miss out!
Together with Insense
Find brand-aligned, global influencers within 48 hours
Authentic UGC video ads drive conversions - especially in the Meta Andromeda era!
More than ever, leading eComm brands need high-quality UGC at scale to satisfy Andromedaâs need for fresh, diverse ad creatives.
Enter Insense - the all-in-one UGC and influencer marketing platform to:
Source multiple raw + edited footage files per creator collab.
Free lifetime content usage rights for every piece of content.
Run multiple campaign types from UGC to seeding, TikTok Shop, Meta Partnership Ads, TikTok Spark Ads, and more.
No team or short on time? Insense also offers fully-managed services.
Try Insense now.
Book a discovery call by Feb 6 and get a $200 bonus for your first campaign.
đ The âWait, That Exists?â Hook: How to Win Unaware Shoppers
Unaware audiences are not problem-solving.
They are not searching for a better serum or thinking about skin barrier damage. They do not feel broken, so the usual pain-first hook falls flat. âStruggling with irritated skin?â only works when the viewer already has the language for the problem.
That is why the best hooks for unaware buyers do not lead with pain.
They lead with curiosity and identity.
The mechanism is simple. When there is no active discomfort, you cannot interrupt with a diagnosis. You have to invite with a discovery. The viewer needs to stumble into the problem the same way they would in real life, through a moment, a comment, or a social cue.
Your standard hook formula usually carries three ingredients.
Curiosity.
Pain or desire.
Audience callout.
For unaware shoppers, the middle one disappears. There is no pain yet, so you strip it down to two things only.
A spark of curiosity.
A clear signal of who this is for.
A strong example is the organic curiosity hook.
Instead of saying, âTired of your skin reacting after exfoliating,â you start with a moment that creates unfamiliarity.
âA makeup artist on set once looked at my skin and asked, what barrier serum do you use?â
âI had no idea what she meant. Then she handed me this.â
No direct problem statement. Just social authority, confusion, and an object the viewer does not recognize. By the time they ask, wait, what is a barrier serum, they are already watching.
This style works because it does not accuse. It does not demand attention. It creates a whisper of discovery that feels personal instead of promotional.
To build your own, start with an observed interaction, reveal something unfamiliar, and let the viewer connect the dots before you explain the stakes.
Unaware ads do not win by being louder.
They win by making someone lean in and think, wait, that exists.
đ LinkedInâs User Growth Story Keeps Getting Bigger
LinkedIn keeps expanding, even without the detailed reporting it once shared before Microsoft acquired it. Microsoft did confirm one major headline though: LinkedIn crossed $5B in quarterly revenue for the first time. Underneath that, the platformâs user base and activity levels are still moving steadily upward.
The Breakdown:
1) Member Growth Is Still a Core Signal - Microsoft reported LinkedIn saw double-digit member growth again this quarter, bringing the platform to roughly 1.3 billion total members worldwide.
âMembersâ and âactive usersâ are very different, and EU DSA reporting suggests only about 36% of members are active. Video ads also jumped 30% year over year, signaling that vertical and professional video is becoming a bigger engagement driver.
2) AI Search Is Replacing Traditional Discovery - LinkedIn notes that SEO is shifting because 60% of Google searches now end without a click, meaning website traffic alone is no longer the main visibility metric.
LinkedIn says structured content with clear headings and clean HTML is easier for AI models to surface. LLMs also favor credibility signals like expert authorship, timestamps, and conversational insight-driven writing, pushing brands toward âbe mentioned, be considered, be chosen.â
LinkedInâs growth isnât just about signups; itâs about staying central to professional conversation and now AI-powered discovery. Even with fewer than half of members active, its engaged base remains one of the most commercially valuable audiences online.
Together with The Shift
Turn AI from âInterestingâ to âImpactfulâ
If youâve ever thought, âThatâs cool, but how would I actually use it?â
The Shift is for you. Hereâs what youâll get:
Easy-to-follow breakdowns of even the most complex AI concepts.
Real strategies you can apply in minutes, no tech degree required.
Bonus access to 3,000+ AI tools, free courses, and prompt libraries.
Every edition is built for action, so you can improve campaigns, speed up workflows, or launch ideas faster than ever before.
You donât just âlearn AIâ here. You make it work for you.
đïž Tweet of the Day
Advertise with Us
Wanna put out your message in front of over 50,000 best marketers and decision makers?
Checkout our Partner Kit heređ€
At Buyology, we care about our readers and want to provide the best possible experience. That's why we always look for ways to improve our content and connect with our audience. It would be amazing if you could hit us up with feedback about our content or absolutely anything, we are always up for a chat đ„°
Thanks for your support, We'll be back with more such content đ„ł