Why Meta Ads Still Matter: Five Lessons from BTR Nation’s Ashley Nickelsen

For years, marketers have debated whether Meta ads are “dead.” Between shifting algorithms, privacy updates, and rising costs, many small brands have turned their attention elsewhere. 

However, this is an opportunity to ask the question—if something is working for other brands, how can I change my approach to find success?

Meta has been around in some shape for more than 20 years, and its capabilities and technology have evolved during that time. Brands should also expect to enhance their digital marketing approach to keep up. 

Ashley Nickelsen, founder of BTR Nation and 2021 Pitch Competition Winner, has found massive growth by investing advertising dollars in the platform. Read “#NewtoNext, B.T.R. Nation, Ashley Nickelsen” to learn more about the face behind BTR Nation. 

Ashley’s learning: you don’t need an expensive agency or a production team to scale profitably; instead, focus on authenticity, testing, and consistency.

Q4 and the holiday season can be a great time to implement the BTR Nation Meta ad playbook. However, be aware that there's a lot of noise, but don't let that discourage you. Ashley recommends spending some time brainstorming what you think will break through the noise. Ask yourself - 'what makes me pause on social media?' You are a consumer too, so channel those insights.

See below for more tips and suggestions. 

1. Keep It Real: The Power of Team-Generated Content. Forget studio lighting and cinematic polish. According to Ashley, some of BTR Nation’s best-performing ads were filmed in her apartment—unscripted, honest, and straight to the camera.

Today’s shoppers crave authentic connection over perfection. As you plan your holiday content calendar, empower your team to create quick, relatable videos that showcase the people behind your brand (to the extent that everyone feels comfortable being in the public). Editor’s note: Check out our blog post “Three Ways Brands Can Utilize User Generated Content (UGC)” for specific tips on UGC. 

2. Simplify Your Visuals. Ashley’s most viral ad—over 1.6 million impressions in two months—was designed in Canva in ten minutes. The lesson? It’s not about the flashiest creative; it’s about clarity. For your holiday ads, focus on static images with clean design and simple copy:

• A product shot paired with one clear benefit.

• A bold statement like The snack that keeps you sane during holiday chaos. 

• A simple CTA: Shop Now. Limited Holiday Drop

3. Test Everything (Then Test Again). Ashley admits she doesn’t always know which ad will win—but she tests constantly and lets the data do the talking. Try running multiple variations of:

• Headlines (emotional vs. practical)

• Images (product vs. lifestyle)

• Offers (free shipping vs. bundle discounts)

Small tweaks can make a big difference in performance—and your budget will thank you.

4. The Ad Will Open a Door. It’s the Beyond that Closes the Deal. Your Meta ad might bring someone to your website, but your email, SMS, and landing page experience are what stick. As Ashley puts it, “Your ad strategy is just one part of the customer journey.”

Before you launch your holiday ads, ask:

• Does your website clearly communicate your holiday offer within seconds?

• Do your email and SMS flows align with your ad messaging?

• Are you ready to retarget interested shoppers quickly?

Cohesion is key to converting those clicks into loyal customers.

5. Great Ads Drive Real-World Action. One of Ashley’s favorite anecdotes is about a shopper who discovered BTR Nation on Facebook, then walked into a store weeks later and said, “Your ads are good—I saw you online, and now I buy from you here.”

That’s the holy grail of modern marketing: bridging online discovery and in-person loyalty. As more consumers blend digital browsing with in-store shopping this holiday season, make sure your messaging, tone, and visuals are consistent across both.

Bottom Line: When it comes to Meta ads, remember Ashley’s three golden rules: Stop the scroll and hook attention with real, human content. Know your customer and speak to their holiday stress, joy, or gifting goals. Serve a true need and create ads that offer value, not noise. Meta may have evolved, but with a different and updated strategy, it’s still one of the most powerful tools for driving both online and offline sales.