Advertising

Three-Step Content System for Creating Viral Ads and Scaling E-commerce Brands Across Social Media Platforms

Chris Sutton, the founder of S’ajoutent IO, is a mastermind when it comes to creating viral content for social media platforms such as TikTok, Facebook, and Instagram. He has developed a three-step content system that he uses to create multiple $1 million viral ads that transcend multiple demographics and have high engagement and fast revenue growth. Sutton’s cardinal rule is turning $1 into $3, and he explains the proven principles of direct response advertising that help him achieve this.

Sutton’s approach to social media advertising is based on impulse principles and striking oil, which balances the lowest CPM while hitting the largest vein of quality traffic that delivers profitable purchases. He emphasizes the importance of adapting ads to new media formats, specifically TikTok, and suggests using proven angles such as UGC, newspaper style, drama, education UGC stack, and hype to create compelling content.
One of Sutton’s key insights is the importance of the first millisecond in capturing the audience’s attention. He suggests creating native copy treatment, tone, music, and pacing to make the ads as native to the feed as possible. He also recommends hiring Gen-Z content creators and creative strategists and teaching them these principles.
Sutton provides an example of a viral ad that implemented these principles into a hard-to-advertise product. He discusses how to create viral ads on TikTok, emphasizing the importance of making the first second of the ad relatable to multiple demographics.

He introduces the concept of copy mining, a market research technique where they mine real reviews from multiple sources to produce 50 potential viral messages. The messages are categorized into motivations, values, and anxieties, and the top results are used to run tests on Facebook’s Ads Manager to identify the winners.
Sutton also discusses his creative production methodology and how he almost always gets a viral ad every three months. He explains the process of categorizing copy mining results into themes, epics, and stories using a calculator to determine target AOV, CPC, and conversion rate. Epics are proven angles that have worked over time, and stories encapsulate the hook within each epic.

To achieve success in social media advertising, Sutton follows an operational framework called Agile that allows him to test, adapt, and refine his approach every week. The Agile principles he follows include autonomy, participation, adaptability, progress, vulnerability, and speed. He invites people to contact him to discuss viral ads, copies, and concepts.
In conclusion, Chris Sutton has developed a proven system for creating viral content on social media platforms such as TikTok, Facebook, and Instagram. His three-step content system, which emphasizes impulse principles and striking oil, has helped him create multiple $1 million viral ads that transcend multiple demographics and have high engagement and fast revenue growth. By adapting ads to new media formats and using proven angles such as UGC, newspaper style, drama, education UGC stack, and hype, Sutton has been able to capture the audience’s attention and generate profitable purchases. His use of copy mining, themes, epics, and stories, and his adherence to the Agile principles have made him a master of social media advertising.