Catalog Cult // issue #093

Catalog & DPA News for Experts

Hey Catalogers,

We've all come across tons of little mini-brands like this...

Jokes aside, it feels like there's a million of these fly-by-night brands that pop up when kids living in Williamsburg get bored and decide to 'launch a brand.'

Truth is, it's quite easy to tell which brands are serious, and which brands will disappear within the next few months.

At Marpipe, we've worked with thousands of brands, and we've noticed a few obvious patterns that separate the real brands from the fleeting ones...

What bad brands do

They don't segment their feed.

The amateurs just dump all their SKUs into one campaign without segmentation. Product sets and category labels exist for a reason - and are HUGE for performance. You need to tell the ad algorithm and the marketplace (Facebook Shops, TikTok Shops, etc) how your product catalog should be organized and targeted. This requires basic feed management knowledge.

They ignore feed quality completely.

"Argyle Shirt" isn't a product description that helps Meta find your customers. Missing attributes, vague descriptions, and incomplete metadata leave the algorithm guessing who might want your products.

They don't personalize their ads.

Every brand 'wants' to focus on personalization. But regular static and video ads are NOT personalized. They serve the same creative to everyone, making true personalization impossible.

What GOOD brands do instead

They segment ruthlessly.

They create strategic product sets based on actual performance. Products with poor metrics (high returns, low AOV) get cut without mercy. Budget focuses where it actually converts.

They obsess over feed quality.

Use rich, detailed product titles and descriptions that include specific attributes. Descriptions that help Meta's algorithm understand exactly what you're selling and who wants it.

They enrich their catalog.

Every product gets branded elements that stand out in the feed. Price callouts make value obvious. Video elements grab attention. Design templates ensure consistency and performance across thousands of SKUs.

This is the difference between being a "forgettable Instagram brand" and one that actually gets remembered and purchased from.