As we move toward a privacy-centric, less targeted future of growth marketing, the most significant lever will become creative on paid social channels such as the Facebooks of the world. The loss of attribution from our good friend iOS 14.5 has accelerated this trend, but media have increasingly focused on automating their ad platforms.
Due to this, I believe that every growth marketing engine should have a proper creative testing framework in place — be it a seed-stage startup or a behemoth like Google.
After three years at Postmates, consulting for various startups, and most recently at Uber, I’ve seen the landscape of marketing change in many ways. However, what we’re seeing now is being orchestrated by factors out of our control, causing the dawn of shifts, unlike anything I’ve seen. Creativity has subsequently risen to become the most powerful lever in a paid social account.
If you’re looking to leverage the power of creativity and succeed with paid social marketing, you’re thinking right. You need a creative testing framework: A structured and consistent way to test new creative assets. Here’s a breakdown of the pieces a creative testing framework needs to be successful:
- A defined testing schedule.
- A structured theme approach.
- A channel-specific strategy.
Testing creative should be a constant and iterative process that follows a defined testing schedule. A goal and structure can be as simple as testing five new creative assets per week. Inversely, it can be as complex as trying 60 new assets consisting of multiple themes and copy variations.
FThecreative testing should be leaner for a lower spending account ue to limited event signal and vice versa with a higher spending account. The most important aspect is that the testing continues to move the needle as you search for your next “champion” asset.
For a fitness app like MyFitnessPal, it can be structured as follows:
- Themes (product screenshots, images of people using it, UGC testimonials, before/after photos).
- Messaging (segmented value props, promo, FUD).
It’s vital to make sure you have a channel-specific approach, as each one will differ in creative best practices and testing capabilities. What works on Facebook may not work on Snapchat or the numerous other paid social channels. Don’t be discouraged if inventive between channels perform differently, although I do recommend parity testing. If you already have the creative asset for one track, it doesn’t hurt to resize and format for the remaining channels.