When you scale a successful Meta ad by duplicating it, you lose all the likes and comments. Instead, find the post ID in the URL and reuse it in new campaigns. Meta treats it as the same content, keeping the social proof intact.
Whenever an ad starts working, most people make the same mistake. They duplicate it, make a version 2 with a few small changes, or move it into a new campaign. And the second they do that, they lose all the social proof. The likes are gone, the comments are gone, the shares are gone. Everything goes back to zero. Then they wonder why the new version doesn't perform like the original. The fix is simple. Use the post ID. Every ad on Meta has one. If you open the ad with comments, it's the string of numbers in the URL. And when you want to use that ad in another campaign or another ad set, don't duplicate the creative. Use that post ID instead. That tells Meta it's the exact same post, which means all the likes, comments, shares, and engagement stay attached to it. So now when someone sees that ad in a new campaign, it doesn't look brand new. It looks like the same ad that already has real engagement and real proof behind it. And that alone can make a big difference in how the ad performs. So if you've got a winner, don't reset it by duplicating the post. Keep the social proof attached and scale the same ad the smart way.
