Creative is King: The Importance of Creative Diversification on META

Since the release of iOS14 dramatically shifted the digital marketing landscape, advertisers on META have leaned into various tools to bridge the gap in consumer targeting: utilizing the Conversions API, leveraging first-party data, and in-platform engagement, to name a few. As we continue to trek closer to a cookie-less future with increasingly opaque website activity tracking, META is focusing on a different approach to target users: creative content. 

Ad creative has always been crucial to a brand’s performance on Facebook and Instagram. In a digital landscape that competes for user attention, having engaging, visually appealing, and relevant content is essential to winning the ad auction. According to META's internal reports, creative content can influence a user’s Estimated Action Rates (the likelihood of achieving the desired outcome) by +/-50%.

Now more than ever before, creative is crucial to a brand's Paid Social strategy as a primary factor in META’s audience targeting algorithm, especially with the adoption of Advantage+ Shopping Campaigns. Specifically, different pieces of creative content are delivered to different audiences based on the concept, message, and format of the creative. Therefore, diversifying creative messaging across ads allows brands to reach broader and more unique audiences.

So, how do you diversify your creative content meaningfully while staying true to your brand voice? Start with Concept and Format.

Concept

Your product will fulfill different needs for different users. For example, one user might be looking for headphones at a great price to give as a gift, while another might want headphones suitable for an active, on-the-go lifestyle. Think about the various ways your product might appeal to different people. Consider both functional and emotional benefits. What barriers exist to purchase, and do these barriers differ for various consumers?

Format

People use Facebook and Instagram in diverse ways. To reach broad audiences across META's platforms, you must diversify your ad formats as much as possible. Ask yourself: Are you only running ads on Facebook and Instagram feeds? Consider expanding into Stories and Reels. If you only use Single Image ads, try incorporating Video Ads and Collection ads. 

Ultimately, in an era where data privacy laws are constantly changing and traditional targeting methods relying on user website activity become increasingly muddied, focusing on creative diversification is not just beneficial but essential. By strategically differentiating your creative content and intentionally testing new approaches, you can ensure your brand remains engaging and relevant to a growing diverse audience.

To learn more about optimizing your brand's creative,
reach out to us at Foghorn Labs.