With the festive season just around the corner, it’s time to power up your ad campaigns. Remember, creative is the new targeting. It’s no longer enough to rely on past methods, diversifying your ad creative is essential to letting algorithms work their magic and connect your brand with the right audience.

‘By diversifying your creative, you make it easier for the algorithm to match the right people with the most relevant ads’

We suggest using at least 20 different ad variations in each performance campaign, though this can be adjusted based on your budget. Ready to boost your results? Follow these three steps to unlock performance through creative differentiation:

• Build ‘People First’ - Every ad message should drive value for your audience. Tap into people’s relationship with your products, identify their motivators, and address any potential barriers. Then, link those motivators to a clear benefit, whether this is a discount or bundle deal, and follow up with a strong call-to-action.

• Mix Up Your Message - Use a variety of creative styles, don’t just stick to one! From product-centric shots that showcase detail, to lifestyle shots that demonstrate real-life use. Incorporate different ad types, like video or carousels and play around with your on-asset copy. Highlight a key benefit or list multiple selling points. Get creative with your presentation, whether it’s adding a discount as a visual stamp or prominently displaying sale prices.

• Speak the Platform's Language - When you’re looking to create a high performance video ad, hook your audience from the start. Use engaging lines like:

“I tried the waterproof jacket from X so you don’t have to…” “Struggling to keep your hands warm on a ride? keep watching…”

Experiment with different storytelling techniques and editing styles to keep viewers entertained. Be clear, use compelling hooks, and make the content relatable. Lo-fi, real-life tones resonate with audiences, so don’t hesitate to showcase real people in everyday settings.

And don’t forget about sound! Create impact with voice overs, sound effects, or even Meta’s library of royalty free music, to create impactful audio experiences.

Finally, ensure all your ads are Reel ready by optimising for vertical placements (9:16), and that your key message sits within the platform’s safe zones.

By following these three steps and optimising your creative approach, you can significantly enhance the performance of your ads. A recent test run by the SHIFT Media Team found that by nailing your creative, you can reduce your cost per action by at least 60%.

To find out how we can help you get the most out of your creative, get in touch at info@shiftactivemedia.com.