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- You're not being consistent!
You're not being consistent!
Kevin Szabo
March 19, 2026
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How Jennifer Anniston’s LolaVie brand grew sales 40% with CTV ads
The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
I was going through profiles of accounts that had grown fast on X.
Not slowly over years, fast.
Thousands of followers in a few months with no obvious reason why.
I wanted to know what they were doing because I figured there had to be something specific I could point to.
There was not.
Their engagement was mid at best.
Some of it was genuinely bad.
I was sitting there scrolling through accounts with massive followings and finding posts with forty likes and a handful of replies.
Nothing that screamed this person has it figured out.
If anything it made me a little annoyed because I know people with better content who are not growing anywhere near as fast.
So what was the difference.
They just did not stop.
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No dramatic pauses after something flopped.
No weird shift in energy where the content got cautious or started feeling like it was written by someone second guessing every word.
Just post after post after post regardless of what the last one did.
Something gets twelve likes and the next day they are back like it never happened.
That is the whole thing I spent weeks trying to find.
When you put real thought into something and it lands flat it stings a little.
That is normal.
But what most people do is let that feeling slow them down.
The posting gets inconsistent, the content starts shifting every five minutes because nothing feels like it is working, and the account basically starts reflecting whatever mood the last few results put you in.
Which is a disaster for growth because consistency is genuinely the only thing that compounds on this platform.
The accounts that were growing fast were not doing it because their content was exceptional.
Some of it was pretty average.
They were doing it because they refused to let a bad week become a bad month. One post flops, move on.
A whole week goes quiet, keep going anyway.
No spiral, no identity crisis about whether the niche is right, just forward motion.
Most people cannot do that.
Not because they are not capable but because they are paying too much attention to individual results and not enough attention to the longer game.
Your account does not care about your worst post.
It only cares whether you came back after it.
Talk soon.
Check them out here:
How Jennifer Anniston’s LolaVie brand grew sales 40% with CTV ads
The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.