What AG1 gets right about persona driven messaging

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AI has changed how consumers shop by speeding up research. But one thing hasn’t changed: shoppers still trust people more than AI.

Levanta’s new Affiliate 3.0 Consumer Report reveals a major shift in how shoppers blend AI tools with human influence. Consumers use AI to explore options, but when it comes time to buy, they still turn to creators, communities, and real experiences to validate their decisions.

The data shows:

The most effective brands are combining AI discovery with authentic human influence to drive measurable conversions.

Affiliate marketing isn’t being replaced by AI, it’s being amplified by it.

Download the full report to see what this means for your brand.

New series alert!

Every week, we’ll share one brand’s Meta Ad Library that’s worth studying.

These are brands running ads you can actually learn from and apply.

This week: AG1.

AG1 mostly sells one product. One daily greens supplement.

What makes their ad library stand out is not the product. It’s how they talk to different people.

AG1 does not run one generic message for all customers.

They clearly understand that different buyers care about different problems. Athletes care about recovery and performance. Busy professionals care about energy and focus through the day. Everyday health-conscious users care about gut health and building a simple daily habit.

Same product. Different problems. Different messages.

This is exactly what Meta wants in the Andromeda era.

Creative diversification means creating ads that speak to different personas, with different angles and visuals, instead of repeating the same message and hoping it scales.

AG1 has built an ad library designed for this. One SKU, many entry points.

What to do with this:

• List 5 different buyer personas for your product
• Write one core problem and one core benefit for each persona
• Create one ad per persona without changing the product or offer

👉 View AG1’s Ad Library

Most advertisers misunderstand Meta attribution. And it leads to bad decisions.

Click-through does not mean someone clicked your website link.

On Meta, a click-through conversion can be counted after any interaction with your ad.

That includes:

If a purchase happens within the attribution window after one of those actions, Meta can credit the conversion to the ad.

Now layer in view-through.

View-through means:

No click. Still credited.

Why this matters:

Because Meta can credit conversions after likes, saves, shares, and even pure ad views, your CPA can look much better inside Ads Manager than in Shopify or GA4.

This is why advertisers consistently see attribution gaps, especially in accounts running heavy retargeting. 

It also means “click-through” is not the same as traffic intent. Meta is optimizing on engagement signals, not just site visits.

If you don’t understand this, you’ll either overtrust Meta’s numbers or shut off ads that are influencing conversions without driving immediate clicks.

This is also why we suggest any brand spending five figures or more to use something like Triple Whale.

Not because Meta is “wrong,” but because Meta is grading its own homework.

You need a second source of truth that looks at sessions, revenue, and cohorts across channels.

Otherwise, you’re making budget decisions off attribution that includes likes, saves, and views not just real site traffic.

You hand creators a product and hope for the best. Then spend hours fixing off-brand content or answering the same questions in 12 DMs.

The fix is an influencer brief.

Not a script, but a guide.

What a brief actually is

A short doc that answers:

It gives creators enough direction so they aren't guessing, and enough room to still be creative.

Here's an example from Goli Nutrition's influencer brief:

What to do this week

Open a blank Google Doc.

Add:

Send this to one creator you're already working with.

Source: Saral

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