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The Rise of Creative #45
Why Did Creative Become Critical for Meta Ads (Facebook & Instagram)?
Back to the Future style.
Executive Summary / TLDR
Creative has become even more CRITICAL for Meta Ads and its platform.
Why?
Privacy
Shift to Video
Algorithm Updates
Rise of Stories
Rising Competition & Ad Fatigue
Social Commerce
Just as Marty and Doc navigated the complexities of time with ingenuity and creative solutions, true performance marketers must face the challenge of the evolving landscape of Meta's advertising platforms, Facebook and Instagram.
On the last edition of the RBL Flywheel Newsletter, we dove into TikTok. This is an extension of that in many ways but focused on Meta.
In my discussion with Mathew Gattozzi of Goodo Studios, we discussed ad creation and performance for DTC brands on TikTok. It got me thinking: how did this reversion back to thinking more critically about Creative and Ads happen?
For years media buyers were king are we back to a world of media where Creative is Critical?
For those of you who have not followed the platform's updates closely and are tracking DTC E-Commerce Ad Game as closely as the RBL team, we want to get you up to speed…
Privacy Regulations and iOS Updates
The introduction of GDPR in the EU, CCPA in the US, and Apple's iOS privacy updates (notably iOS 14) have significantly impacted how advertisers collect and use data. These changes have led to a decrease in the availability of third-party data, making it more challenging for advertisers to target and retarget audiences as precisely as before. As a result, creative content that naturally attracts and engages users has become more critical for campaign success.
Consumers and advocacy groups are asking for more privacy in several cases.
If we respond to the revised market conditions, our ads need to be more eye-catching and thumb-stopping than ever.
Shift Towards Video Content
Over the last few years, there's been a noticeable shift towards video content across all social media platforms, including Meta's Facebook and Instagram. This trend is driven by user preference for video content, which is generally more engaging and has a higher potential for virality.
Consequently, advertisers have had to adapt by creating high-quality video ads and leveraging UGC and influencer content to capture audience attention.
Changes in Ad Algorithm
Meta has continuously updated its ad algorithms to prioritize user experience, emphasizing content relevance and engagement. These updates mean that ads that fail to resonate with users or prompt interaction are less likely to be shown, making creative quality a critical factor in ad performance.
The Rise of Stories and Ephemeral Content
The popularity of Stories on Instagram and Facebook has opened new avenues for advertising but also requires a different creative approach.
What do we mean by ephemeral? Rich media is available temporarily (usually 24 hours) before disappearing forever.
Ephemeral content must be more authentic, engaging, and tailored to the "in-the-moment" consumption behavior, making UGC and influencer content particularly effective.
TikTok is part of this wave of people clamoring for authentic voices and trusted content that is not overly perfect or polished. We talked about this in detail in our last edition (in case you missed it):
This again highlights the critical importance of tapping into THE RBL FLYWHEEL and our experience sourcing trusted affiliate and influencer content and amplifying that with efficient paid marketing.
Increased Competition and Ad Fatigue
As more businesses flock to Meta platforms to advertise, the space has become increasingly crowded, leading to higher competition and ad fatigue among users.
Advertisers must create unique, high-quality ads that resonate with their target audience to stand out.
UGC and influencer marketing have emerged as powerful strategies to overcome ad blindness by presenting content in a more relatable and trustworthy manner.
Don’t get BIFFED by Ad Fatigue 😉
With the introduction and expansion of shopping features on Instagram and Facebook, there's been a greater focus on integrating e-commerce directly within these platforms.
This shift necessitates high-quality creative content that attracts attention and seamlessly integrates with the shopping experience, encouraging instant purchasing decisions.
Don’t let your competition catch up.
Bonus Content
Episode #29 of the Always Be Testing podcast is live, featuring DTC EComm ad expert Matt Gattozzi
Conclusion
As paid marketing levers like Google Meta and TikTok get more competitive with time, you must invest in creative and tap into affiliate and influencer marketing. This unlocks trusted third parties to rave about your brand.
If you want to chat about this - hit me up!
How did we get here? These significant factors have required brands to step up their creative game and let their ad strategy get stuck in 1955.
Privacy
Shift to Video
Algorithm Updates
Rise of Stories
Rising Competition & Ad Fatigue
Social Commerce
