The 5 Levels of Creative Diversity (most brands miss this) — Transcript

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1. 0:00This is the age of creative strategy
2. 0:01after Andromeda and here's what you need
3. 0:03to know. So if you have any skin in the
4. 0:05meta ads game right now, you know that
5. 0:07the most important thing to your success
6. 0:09is creative velocity as well as creative
7. 0:12diversity in the platform. So I actually
8. 0:14built a system that we've been using
9. 0:15inside our agency at PGM that talks
10. 0:17about the five levels of creative
11. 0:19diversity so that we can help classify
12. 0:21where our brands are at and what we
13. 0:23could actually focus on that could help
14. 0:25improve performance. [music] And that's
15. 0:26exactly what I'm going to show you
16. 0:27today. So let's dive in. Now, we're
17. 0:29going to start at level zero, statics
18. 0:31versus video. So, we're going to keep it
19. 0:33really easy at this level right now.
20. 0:35Right? If you only have statics or
21. 0:38video, then you are at level zero. Many
22. 0:41people start off using statics on the
23. 0:42platform, that is totally fine. But in
24. 0:44order to have any success on it, you're
25. 0:46going to have to emerge into video at
26. 0:48some point. Also, if you're still
27. 0:49thinking about your creative diversity
28. 0:51in the sense of, oh, I have both statics
29. 0:54and videos in the mix, and that's kind
30. 0:56of where you stop with it, then you're
31. 0:58probably still at this level yet. So,
32. 1:01let's move on to level one, right? Where
33. 1:02things start to get a little
34. 1:03interesting. Level one, format
35. 1:05expansion. Now, format expansion is
36. 1:07actually where I find a lot of brands
37. 1:09stop, which is why they end up leaving
38. 1:11so so much money on the table and really
39. 1:13spinning their wheels with the creative
40. 1:15strategy thing. But, I'm going to keep
41. 1:16this one really simple for you. In order
42. 1:18for you to have true creative diversity,
43. 1:20you need to have visual diversity, which
44. 1:22is why I still love doing an analysis at
45. 1:24the format level because that's one of
46. 1:26the easiest ways to change up your
47. 1:28visuals. Now, this is actually a list of
48. 1:30all the different formats that we use at
49. 1:32the agency, which honestly comes in
50. 1:34really handy when we're in a pinch to
51. 1:36change things up for a brand. But to be
52. 1:38honest, I found that there are very few
53. 1:40unicorn ads that come as a result of
54. 1:43just changing up the format. But it is
55. 1:45important. I also like thinking about
56. 1:47the formats as a really great way to
57. 1:49stretch the learnings that you do have,
58. 1:51especially from a messaging and angle or
59. 1:52a persona side. Now, another thing that
60. 1:54I want to sidebar on too, which is
61. 1:56really important, is how I'm thinking
62. 1:58about iterations or variations and
63. 2:01creative tests moving forward. So, in
64. 2:03the past, the way that I'd often see
65. 2:05this being executed is you would have a
66. 2:08image and you would simply swap out the
67. 2:10messaging for the test. Similar thing
68. 2:12for video, changing up the hook a little
69. 2:14bit. Now, with this new algorithm really
70. 2:16prioritizing visual diversity, something
71. 2:19that we often do is we'll actually put
72. 2:21all of our statics into one ad set,
73. 2:24maybe we'll do that one to two times per
74. 2:27month. I haven't found much of a
75. 2:28performance reason to really segment
76. 2:30them out in the way that we used to. And
77. 2:32for video, we really do try to have the
78. 2:34biggest visual range as possible within
79. 2:37our tests. Sometimes we'll even combine
80. 2:40it with images or shorter video clips
81. 2:43alongside our creator content for
82. 2:45instance. However, let's take a UGC
83. 2:47video as an example right now.
84. 2:49Typically, we'll try to do one standard
85. 2:51video and then also have a green screen
86. 2:54variation and then maybe a Tik Tok
87. 2:56response bubble variation or maybe even
88. 2:59a completely new visual altogether. My
89. 3:01team often uses Story Blocks to get
90. 3:03these unique visual assets, which has
91. 3:06come in super handy, especially when we
92. 3:08are doing more of that VSSL style
93. 3:10content. Storylocks is also a longtime
94. 3:12friend of this channel, and they are
95. 3:14also the sponsors of this video.
96. 3:15Storylocks has unlimited downloads of
97. 3:17diverse and highquality media for one
98. 3:20predictable subscription cost. They have
99. 3:224K and HD videos, music, sound effects,
100. 3:25images, and so much more. And something
101. 3:27I also appreciate is their stock library
102. 3:29is truly authentic, created by real
103. 3:32artists. There's no generative AI
104. 3:34content here. But something I am excited
105. 3:36about for them that they've launched
106. 3:37recently is their new AI toolkit. We've
107. 3:40actually tested this on some ads
108. 3:41recently and it's really cut down our
109. 3:43post-production time. Specifically, they
110. 3:45have AI video editing right now, which
111. 3:48helps you take any footage clip and
112. 3:50quickly customize it to make the perfect
113. 3:52fit for your project. And then there's
114. 3:54also AI voice over which gives you the
115. 3:57ability to generate, refine and
116. 3:58customize narration for any project. The
117. 4:01AI voiceovers have crushed and resulted
118. 4:04in a lot of top performers for us. The
119. 4:07way that Story Blocks describes it, it's
120. 4:08like having a post-production team right
121. 4:10in your browser, which is actually
122. 4:13really beneficial for your actual
123. 4:15post-production team. I found in my
124. 4:16experience. And the best part is is that
125. 4:18everything on Story Blocks is 100%
126. 4:20royalty-free, even for ads. To get
127. 4:22started with unlimited stock media
128. 4:24downloads at one set price, head to
129. 4:25storyblocks.com/doraenny
130. 4:27or click the link in the description.
131. 4:29And now that brings us to number two,
132. 4:31awareness expansion. Okay, so at this
133. 4:33point, you've probably managed to get a
134. 4:35number of different formats circulating
135. 4:37in your account for both statics and
136. 4:40videos. The next thing I really want you
137. 4:41to do is analyze which part of the
138. 4:44marketing journey you're primarily
139. 4:46creating messaging to. At the unaware
140. 4:48stage, for instance, users are unaware,
141. 4:50unconcerned with a specific problem and
142. 4:52they're not looking for solutions.
143. 4:54Whereas, if they're product aware,
144. 4:56they're already aware of their problem,
145. 4:58potential solutions, and also how you
146. 5:00compare in the marketplace. So, when you
147. 5:02really think about it, when you're
148. 5:04marketing to these different parts of
149. 5:05the user journey, the messaging is very,
150. 5:08very different. Now, often times what I
151. 5:10tend to see with ad accounts that I'm
152. 5:12doing audits for is they'll complain
153. 5:14about launching an ad creative that does
154. 5:16well for a week or two and then falls
155. 5:18off a cliff. And when I actually
156. 5:20investigate those creatives, I find, oh,
157. 5:23these are actually more product or
158. 5:25solutionaware type creatives and they're
159. 5:27just churning out at the people that are
160. 5:29available in that stage. So, for them
161. 5:32specifically, they need to go further
162. 5:33upfunnel. We've actually had major
163. 5:35unlocks creating content that looks just
164. 5:37like this for several of our clients cuz
165. 5:40it was really able to not only get a
166. 5:42conversion at a really great price, but
167. 5:44also really fill more of that top of
168. 5:46funnel. Now, I believe that your organic
169. 5:48strategy is going to be even more
170. 5:49important coming into 2026. I actually
171. 5:51had a brand recently tell me that
172. 5:53they've had their team stop working on
173. 5:55organic content the last year. And
174. 5:56candidly, those are the brands that I'm
175. 5:58the most scared for. Another thing too
176. 6:00that I want you to think about when it
177. 6:01comes to awareness levels is sometimes
178. 6:04what the actual industry or product is
179. 6:07really does come into play here. For
180. 6:09instance, I was working with a brand
181. 6:11that sold a form of collagen and this is
182. 6:14highly competitive in the US. So we
183. 6:16realized, okay, what would actually be
184. 6:18better for us was to go to the more
185. 6:21solutionaware and really show users why
186. 6:24we were better than what was out there
187. 6:26in the competition. whereas they had a
188. 6:28different product that honestly didn't
189. 6:30have as much awareness. So we were like,
190. 6:32"Oh, okay. We actually need to introduce
191. 6:35more consumers to what this type of
192. 6:37product is and really provide a lot more
193. 6:39education." So that's where we decided
194. 6:41to strategically go a little bit more
195. 6:43upfunnel with our creative strategy. I
196. 6:45actually have a video that dives into
197. 6:47all of this, how you can market at each
198. 6:49of these awareness levels. Definitely
199. 6:51take a look if you haven't seen that
200. 6:52yet. Next up, level three, desire and
201. 6:55motivation expansion. Now, the next
202. 6:57level of creative diversity is when your
203. 7:00messaging and your content angles begin
204. 7:03to expand on your customers core
205. 7:07motivations and desires. This is where
206. 7:09real human psychology comes into play
207. 7:11and how you're able to develop creative
208. 7:14that users can't help but feel like was
209. 7:18made just for them. Now, there are a few
210. 7:20different schools of advertising
211. 7:23psychology thought, right? I've taught
212. 7:25on this channel a few times about the 16
213. 7:28human desires, which I think keeps
214. 7:30things really simple. And then very
215. 7:32similarly, there's the life force 8 and
216. 7:34the secondary motivators, which was
217. 7:37something that was explored in the
218. 7:39popular advertising book cashising. I
219. 7:42actually saw this really great tweet
220. 7:43from Nick Shackleford the other day
221. 7:45about why narratives were so important
222. 7:48in your ad account. And if you take a
223. 7:50look at this and you're like, "Huh, how
224. 7:52can I have different narratives in my ad
225. 7:54account?" And uh this is the way that
226. 7:56you can do that. And essentially, you
227. 7:57can harness these desires to connect
228. 7:59with your customers in brand new ways,
229. 8:02leaning into romance, societal approval,
230. 8:06tranquility, even power. These are ones
231. 8:08that are very, very popular in
232. 8:10advertising. And once you know them, you
233. 8:12start to see them everywhere. And what's
234. 8:13really cool is these desires or
235. 8:15motivators go a long way in getting that
236. 8:18diverse range of messaging and even can
237. 8:21really help with the visual diversity as
238. 8:23well. Again, do a scan of your ad
239. 8:25account. How many desires or motivators
240. 8:27are you actually marketing to? And
241. 8:29number four, audience segment and use
242. 8:31case expansion, aka personas. So after
243. 8:36you've expanded on your formats and your
244. 8:39awareness levels and your key human
245. 8:41desires, the next thing that you can do
246. 8:44is start marketing to entirely new
247. 8:47groups of people. And the reason why I
248. 8:49also included use cases here is often
249. 8:51times different personas will have
250. 8:53completely new use cases for your
251. 8:56products or reasons why they are using
252. 8:59your product. Let's take Jones Miracle
253. 9:01Bomb product for instance. There's the
254. 9:03mommies who want a quick and easy
255. 9:05routine. There's the Gen Z crowd that
256. 9:07love a no makeup makeup look. And then
257. 9:09there's the millennial crowd that's
258. 9:11starting to age and have really dry
259. 9:13skin. Not that that sounds familiar.
260. 9:14Now, I've seen brands be able to
261. 9:16transform their business literally
262. 9:18overnight by just tapping into a newer
263. 9:21profitable persona. Hell, some brands
264. 9:23just need to figure out who they're
265. 9:24marketing to in the first place. Am I
266. 9:25right? But to really remain competitive
267. 9:27with the Andromeda algorithm, it is
268. 9:29super helpful to give that algorithm
269. 9:32more personas that it can target. And if
270. 9:33you're having a hard time figuring out
271. 9:35your personas, I've found the motions AI
272. 9:37tagging that now has an intended
273. 9:40audience tag to be super super helpful
274. 9:42here. And as a baseline gut check,
275. 9:44looking into your demographic breakdowns
276. 9:46directly inside of Ads Manager is
277. 9:48something that I do uniquely for every
278. 9:50single test and just as a whole every
279. 9:53single month on an ad account. And I'll
280. 9:55keep it 100 with you. Nothing competes
281. 9:57to actually just stalking your customers
282. 9:58on social media. Easier to do when
283. 10:00you're smaller, but I still think it's
284. 10:01really, really valuable even as you
285. 10:03start getting to the eight and nine
286. 10:04figure range. And then this brings us to
287. 10:06number five, true creative diversity.
288. 10:10I'm curious if any of you think that you
289. 10:12have this. Now, I think true creative
290. 10:14diversity can be reached in a number of
291. 10:16different ways. And candidly, it always
292. 10:18looks a little different every time I
293. 10:19see it. For some brands, it's going to
294. 10:21be excelling at everything above across
295. 10:25a suite of products. And many of these
296. 10:27products are going to be again tapping
297. 10:28into those unique personas or use cases.
298. 10:31And for others, it's going to be really
299. 10:33capitalizing on a unique and brandowned
300. 10:37organic content strategy. So, think
301. 10:39apothecaries documentaries or Clue's
302. 10:42episodic content. I also find brands who
303. 10:45are routinely engaging more with
304. 10:47celebrities tend to be inching more
305. 10:49towards this notion of true creative
306. 10:52diversity simply because they have the
307. 10:54budget and the creative operations
308. 10:56figured out. And another part of true
309. 10:58creative diversity is also just a
310. 11:00mindset shift to be honest. If you can
311. 11:02honestly say that your content strategy
312. 11:04is at the heart of everything that you
313. 11:07do within your business, then you might
314. 11:10be at level five. And that's it. I hope
315. 11:12you guys found this video helpful. I'm
316. 11:13curious which level of creative
317. 11:15diversity you and your business are at.
318. 11:17Let me know and I will see you guys next
319. 11:19week. Love you.