Friday, May 31, 2019

Why You Need Great Creative

Have you ever wondered why your marketing agency is constantly asking you for creative? Have you invested in social media advertising but not in content creation? Have you thought that you could create your own content and it would suffice for your social media ads? 
If you’ve answered yes to any of the above, then this blog is for you!

If you’re spending big bucks on Facebook ads without delivering quality creative (emphasis on quality) … you’re essentially flushing your hard-earned $ down the toilet.
To all the content creators out there, who have been trying in vain to convince business owners big and small to invest in quality content, never fear, Expose is here!

First thing's first, STOP investing in social media advertising if you’re not willing to invest in creative. 
We don’t mean downloading a free iPhone video editing app and clipping together Shutterstock footage, we mean creating relevant and engaging content for your business, based on your target audience. We have been running social media ads since Jan 2014 and have worked with a wiiiiiiiiide variety of clients (fast fashion, slow fashion, lifestyle and beauty, gyms and fitness, finance, property…). One thing we have learned on our journey is that advertising on social media without great creative is like shampoo without conditioner, toast without butter, glasses with no lenses… you get the picture.

The advertising landscape is made up of a delicate eco-system that revolves around, you guessed it! Consumers! 
What does this mean for you? It means that just because you like a particular copy or you think a particular type of creative will be ‘fine’, does not mean that that’s what your audience will want to see. Social media’s biggest concern is keeping the consumer happy. If the consumer is happy, more of them will use the platform and advertisers will come. If the consumer is not happy, they will not use the platform and therefore there will be no interest in advertising… so you see, the consumer comes first. ALWAYS.

What does this mean for you? Well, we're here to break it down into bite-sized pieces so that we can all learn, grow and prosper in this beautiful creative space we call the interwebs:

1. Firstly, let’s recognize that there are 3 main goals to an advertising message, cognitive (brand awareness often measured by brand recall & recognition) affective (the attitude a consumer holds towards a brand and the advertising associated with it) and behavioral (purchase intent and word of mouth intent). You need to set clear goals for your creative and understand where to place what content. We usually separate this into a 3 tiered funnel – Top, Middle, and Bottom. Each of these will have different creative but will be tied together by the overall message and brand strategy.

2. Acknowledge the amount of advertising clutter there is, not just on social media but literally everywhere (enter some ridiculous stat about how many ads an average person sees in a day). People’s patients with advertising is very thin, so if you’re going to do it, do it right.

3. Everything is getting smaller. Screens are getting smaller, advertising space is getting smaller (more competitive) and our attention spans are getting smaller too, it’s hard to hold onto the eyeballs. The average consumer makes a decision on an ad in the first 3 seconds of seeing it! So, make it clear who is the ad is for, what the product is, and what the benefit it quickly.

4. Consumers use social media to connect with friends and family and follow pages they are interested in. If they see something that isn’t relevant to them, they will be pissed off. This will reflect in your relevance scores which will ultimately hurt your ad account as Facebook will deem you as low quality and therefore penalize you in the auction process.

5. Social media is a transaction. If there’s nothing in it for the consumer, it won't work. End of story.

6. Data is your friend! Use this to direct strategy on future content creation. There is no one size fits all with social media, you need to understand your audience and create content specific to them.

7. Social media is not like TV – you can’t just keep showing people the same ad over and over again. If consumers do not like what they're seeing they will either move on by scrolling away, hide or post or report you or your ad (meaning Facebook will punish you by making it more expensive for you to reach people). This is called lean back versus lean in attention.

Here are some examples of how we have used content creation to the advantage of our clients.

Prepare to be shocked and amazed.

Paid campaigns: 
1. Citizen Wolf 

2. Happy Skincare (new audience discovered, doubled ROAS, lasted 3 times as long as any other audience)

Organic Campaigns Before & After:
1. Nature Talk 

2. Kokum 

3. Michael Todd


When thinking about getting started with social media ads, it’s important you think about seriously investing in great quality creative as well. We are always happy to help, so if you would like to discuss how we can assist with your paid or organic social media please reach out.