Why You Must Have Ad Creative Diversity in your Meta Campaigns - And How To Get It

A recent study by Confect.io revealed a staggering statistic: 'top-performing' e-commerce brands change their paid social creative content 40% more often than their 'bottom-performing' counterparts. These top performers enjoy a 35% lower average ad cost, showcasing the pivotal role of ad creative in the success of marketing campaigns.

Meta has recently started heavily pushing out communication to it’s advertisers encouraging them to employ more creative diversity in their ad accounts. They have explicitly stated that accounts with more diversity and less recycled content will perform better in the ad auction. 

It’s time to take a hard look at your ads and ask ‘have we got enough diversity or are we pushing the same message in similar ways’? 

Here is the process we use to approach coming up with diverse creative that not only work for the algorithm, but get people to pay attention and take action.  

Mix of Creative Types

It’s essential to experiment with different creative formats such as video, static images, and carousels, UGC, highly produced and everything in between. Each format has its unique way of engaging the audience, and a well-rounded approach maximizes impact.

Test diverse marketing ‘angles’

The angle is the ‘reason’ the a customer buys. You will get ideas for angles to focus on by interviewing and surveying your customers - and scouring the reviews of your competitors. 

Who is your customer?

• What sets you apart from competitors and makes your product the preferred choice?

• What problems do customers face before discovering your product?

• What are the significant stressors in their lives?

• Which other brands do they love? Why do they love them? 

• What do your customers prioritize and enjoy in their free time?

• Why did they choose your product over others

• Why don’t customers like your competitor? What annoys them? 

• What is the dominant emotion being driven by your product?

Uncover the ‘why’ behind people’s motivation to buy your product. This is your ad angle. You should be testing multiple angles. 

Example: Busy mums save time with a baby clothing rental subscription. 

Employ a wide variety of ‘ad concepts’

The concept is the creative device that communicates the marketing angle. For example you can use the ‘3 reasons why’ ad concept to communicate how your product helps busy mums. You could also use a ‘pain point, agitate solution’ style UGC ad to illustrate the same angle. When you combine multiple ad angles with multiple ad concepts you have literally dozens of different ads you can run, that will appeal to diverse audiences. 

Some of our favourite concepts right now: 

• 3 Reasons Why

• Us vs Them

• Founder Ad

• ‘I thought I was doomed… ‘ 

• Problem / Solution

• Features Point out image

• UGC compilation or ‘mashup’ (social proof) 

• Press Screenshot (social proof) 

• Unboxing

• UGC Post-it-notes

• Before & After 

• Us vs Them 

• 3 reasons Why

• TikTok Response 

• Founders Ads 

• ‘I thought I was doomed to have a problem…’ 

Use diverse creators, actors and models 

Represent your diverse audience in your ads to appeal to more people! It’s that simple. 

Dive deep into what other brands are doing

Exploring what others are doing with their ads can be as inspiring as an artist visiting an art gallery. The goal here isn’t to copy, but to spark your imagination and creativity. 

Explore the Facebook Ads Library for competitors' ads, taking note of successful trends, ad duration, and execution.

Visit the TikTok ads library to discover the ad types used by top competitors in your space.

Here is a link to the best ads on TikTok: https://ads.tiktok.com/business/creativecenter/inspiration/topads/pad/en?region=US

Play around with ‘hooks’ 

The ‘hook’ generally means the first 3 seconds of your ad - or the overlay text on a static. It’s the key attention-grabber. You can test different ‘hooks’ on the same ad, to find the perfect one. You’ll notice the big DTC players getting extremely creative with their hooks - and this is because at higher spend, a very high amount of creative diversity is needed. 

There are many different ways to approach your creative - but the key is making sure you are applying as much diversity to your account as possible - both in terms of style, production, people, angles and hooks. Have fun!

Don’t forget, our team are here to help accelerate your eCommerce business with Facebook, Google, TikTok and Pinterest ads and Klaviyo email marketing. 

Let’s chat about your business and goals - email us on hello@webtopia.co