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In this session from Commerce Roundtable San Diego 2025, Luke Cook, Co-Founder of Shakewell and coach at Ecommerce Equation, breaks down how Meta’s AI has evolved from 2023 to 2025 and what it means for brands heading into Q4. He explains how to adapt your content strategy to stay competitive and why founder-led storytelling is more powerful than ever.
Known for his work with brands like Koala, True Classic, and The Lad Collective, Luke shares how to blend entertainment, authenticity, and performance marketing to create content that resonates and converts. Learn how to master Meta AI, craft creative that stands out, and crush your Black Friday and Cyber Monday results.
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00:00 Introduction: The Big Mistake in Content Creation
00:46 Understanding the Meta AI Reset
01:05 The Importance of Q4 for E-commerce
02:50 E-commerce Equation: Who We Are
04:35 The Evolution of Media Buying
08:36 The Power of Creative Content in 2025
11:42 Effective Content Strategies for E-commerce
15:28 Styling the Ultimate White Pant
16:03 Empowering Founders to Create Content1
6:22 The Importance of Founders in Branding
17:09 Overcoming Content Creation Fears
17:56 The Two-Week Content Challenge
18:41 Black Friday and Cyber Monday Strategies
19:07 Buy Now vs. Why Now Content
19:51 Effective Content Examples
23:49 Case Study: Nikki's Jewelry Business
28:11 The Power of Creative Content
28:43 Conclusion and Call to Action
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