How Sarah Levinger Uses Psychology To Scale Meta Ads in 2025

In this episode, we sit down with Sarah Levinger, one of the most sought-after minds in consumer insights and behavioural strategy, to unpack the mental models behind performance creative. From understanding generational buying behaviour to why storytelling is outperforming old frameworks, Sarah shares a fresh perspective on what today’s top-performing DTC brands are doing differently.We cover:- Why “hook, body, CTA” is losing effectiveness- The 4 ad types every brand should be running (but most aren’t)- How AI is changing static ad creation and why psychology matters more than ever- Using emotional insights to improve ad resonance and attribution- What’s coming next for DTC brands in the next 12–18 monthsWhether you’re a founder, CMO, or performance lead, this one’s packed with insights that’ll challenge how you think about creative.00:00 – Intro05:45 – The death of hook-body-CTA08:30 – Brand vs performance: finding the balance13:12 – What actually drives people to buy17:46 – Why top-of-funnel strategy is broken22:51 – The power of brand voice from day one26:20 – Speaking like your customer (without losing your voice)31:45 – Why your post-purchase surveys are lying35:38 – Gen Z vs Gen X: how different audiences respond40:15 – Creative testing in 2025: less iteration, more impact44:02 – Sarah’s creative audit process47:33 – What’s next for DTCFollow Sarah:tetherinsights.iohttps://x.com/SarahLevingerhttps://www.linkedin.com/in/sarahlevinger/Follow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

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