The DTC Deep Dive

Ep 20 - What Media Buyers Don’t Know about Facebook - Charles Tichenor

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Welcome to the dtc deep dive. Today we’re joined by Charles Tichenor IV, founder of Disrupter School, and a Facebook Marketing expert. We discuss the flaws in the argument that ‘Facebook Ads is Dead’ and what marketers should be focusing on when planning creative.


  • Charles explains that his success comes mainly from the fact that he has experience from the ground floor of new technologies being developed, and seeing how they are set up rather than any profound knowledge of how to be creative.
  • Charlies says that his biggest venture at present is to build a school that teaches people how to be better media buyers, and that they need to understand Facebook.
  • On the argument that ‘Facebook ads is dead,’ Charles pushes back on this, ‘it’s a fallacy.’ Facebook is a tool to be used in the right way. And that people are interpreting data that suggests Facebook’s decline, in the wrong way.
  • On Tech. ‘Audiences have been dead since 2018.’ Facebook is now showing people what they want to see dynamically like Google does.
  • On creative, and how important it is: 75% of where the eyeballs goes is on the image/video. 10% of the eyeball goes to the video/image title. Copywriters are at a disadvantage when compared to creative.
  • On Black Friday: getting good ROAS isn’t the same as being a business success.  E-com businesses don’t have to worry about it, because they don’t have to play the retail game. E-com businesses should focus on the upsell instead.


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    The DTC Deep DiveBy Fraggell