The 10-T Paid Social System
Paid social is creative-first advertising run by platform AI. The algorithm decides who sees your ad; your creative decides how the algorithm understands it. The 10-T System structures the whole discipline — from defining the outcome before launch to staying aligned with new formats.
Infrastructure, Then Creative Velocity
Before a dollar is spent: pixel installed and verified, Conversions API implemented server-side, GA4 connected, CRM integrated. Then the operating rhythm: launch new creatives weekly with multiple hooks and angles, kill underperformers, scale winners without constant micro-changes, and tier budgets across scaling, testing, and experimental campaigns. Measure incrementality — branded search lift, organic growth, direct traffic — not just in-platform ROAS.
Watch: AI But Easy — platforms and attention
Frequently Asked Questions
A ten-step framework for Meta and TikTok advertising: Target Outcome, Tech Stack, Target Signals, Thumb-Stop Creative, Track Performance, Test Velocity, Tweak Strategically, Tier Budgets, Track Incrementality, Trend Forward.
Platform AI decides who sees your ad based on who engages with it. A strong hook in the first second, native vertical formats, and value communicated in the first three seconds tell the algorithm exactly who to find. Weak creative cannot be fixed with settings.
No. With browser tracking degraded since iOS 14, server-side CAPI plus the pixel is the baseline for accurate optimization data — without it the platform learns from incomplete signals.