// A monthly brief, by Inovies

We watch your market every month and tell you what matters.

Pulse is a written brief — five pages, once a month — about what’s changing in your category: competitor moves, creative shifts, audience drift, your own campaign performance. Each brief ends with three ads to ship next month and three things to stop doing.

Talk to us about your category →Read a real signal ↓

// What a signal looks like

What we saw. Our read. Ship this.

That’s the shape of every signal in every brief. These are four, across four categories. A real brief contains a few dozen.

PULSE / SIGNAL

D2C Skincare · India

Founder-led creative is beating product-hero formats.

// What we saw

Most of the brands we watch have moved away from product-hero formats toward founder-on-camera over the last few weeks. Creatives are running noticeably longer than they used to. Engagement on the new format is meaningfully higher.

// Our read

The category is moving from polish to authenticity. Founder narrative wins this quarter, especially for clean and wellness positioning.

// Ship this

One founder-led 30-second creative this week. Test against your current best ad.

PULSE / SIGNAL

Premium Real Estate · UAE

WhatsApp Click-to-Chat is outperforming Instagram DM CTAs.

// What we saw

Most of the developers we track quietly moved their lead-gen CTA from Instagram DM to WhatsApp Click-to-Chat in the back half of the year. Conversion-to-site-visit is meaningfully stronger on the WhatsApp flow.

// Our read

Buyers in the AED 1–4 Cr segment want a phone number, not a DM thread. Click-to-Chat removes a full friction step at first contact.

// Ship this

Add WhatsApp Click-to-Chat as the primary CTA on Reels and Stories. Keep Instagram DM as fallback for English-only buyers.

PULSE / SIGNAL

EdTech · India

Parent-perspective creative is beating student-success stories.

// What we saw

The largest brands in the category have shifted away from 'my child got into IIT' creatives toward 'I was a worried parent' creatives. CPL on the parent-perspective ads is materially better than on the student-success ads.

// Our read

The buyer is the parent, not the student. Emotional alignment with the buyer's anxiety beats showcasing outcomes.

// Ship this

Two new ads from the parent perspective. Real parents, not actors. Test against your strongest student-success ad.

PULSE / SIGNAL

B2B SaaS · US/UK

Public pricing is replacing 'Talk to sales' for sub-$10k SaaS.

// What we saw

Most of the competitors we track quietly removed 'Contact us' from their pricing pages this year, replacing with public tiered pricing. Trial-to-paid is noticeably stronger on the brands that shipped the change.

// Our read

Buyers in the sub-$10k segment want to qualify themselves. Hiding pricing now reads as 'too expensive' rather than 'enterprise.'

// Ship this

Public pricing on your pricing page within two weeks. Keep 'Talk to sales' as a button on the highest tier only.

// The deliverable

Every month, a five-page brief.

Read in 30 minutes. Acted on the same week. PDF and Notion page. Walked through on a 45-minute call.

PULSE BRIEF · M03

Mar 2026 · D2C Skincare · IN

// Executive read

The category is moving from product-led storytelling toward founder-led storytelling. Brands that ship founder-on-camera creative in the next 90 days will capture disproportionate share-of-voice.

// Ship next 30 days

1. Founder 30s hook
2. UGC micro-creator collab
3. Founder podcast clip

// Retire

1. Product-hero hero ad
2. Discount carousel
3. Voiceover explainer

// Opportunity nobody is talking about

Post-purchase reassurance creatives — ads aimed at people who already bought — have all but disappeared in the category. Whoever runs them next quietly captures a retention angle nobody else is working.

5 pages · signed by handInovies bench

// In every brief

An executive read of what's changing in your category, in two sentences
The top three creative patterns winning this month, with named examples
The top three patterns dying, with what's replacing them
Three competitor moves, ranked by how much they affect you
Three ads to ship in the next 30 days
Three things to stop doing immediately
One emerging opportunity nobody is talking about yet

// Delivery

PDF and a Notion page. Walked through in a 45-minute call. Q&A inbox open for two weeks after.

// How it works

Three things, on repeat.

// 01

We watch your category.

Every day. Public ad libraries, your own ad accounts (with permission), search trends, social listening. Every creative gets categorized — what hook, what claim, what format, what length, what emotional register.

// 02

We write you a brief.

Once a month. Five pages. Read in 30 minutes. What's changing, what's winning, what your competitors are testing, what to ship next, what to stop. Written by humans, helped by AI.

// 03

We talk it through.

A 45-minute call walks through the brief. Q&A inbox open for two weeks after. You ship the recommended experiments. Next month we measure them in the next brief.

Sources: public ad libraries, search-trend feeds, social listening, and your own ad accounts with permission. Nothing scraped, nothing borrowed.

// Working with us

Plain math.

We onboard a small number of new brands every quarter so we can write each brief properly. First brief lands within three weeks of kickoff. Engagements run six months minimum — one quarter to see signal, one quarter to act on it. If we’re not a fit for your category, we’ll say so in the first 30-minute call.

Monthly

Cadence

3 wks

First brief

6 mo

Minimum

Talk to us about your category →WhatsApp