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

Summary

In this video, the speaker discusses the five levels of creative diversity crucial for successful Meta ad campaigns. Starting with the basics of static vs. video content, they explore how brands can expand their formats, target different awareness stages, tap into human desires and motivations, and diversify audience segments. The video emphasizes the importance of evolving ad strategies to stay competitive in the ever-changing algorithm landscape, with a focus on creating personalized, resonant content. True creative diversity, according to the speaker, is a mindset shift that centralizes content strategy across all business operations.

Takeaways

• 😀 Creative velocity and diversity are critical for success in the meta ads game.
• 😀 Level 0 is for brands that are still relying only on static images or videos for their creatives.
• 😀 Level 1 focuses on format expansion, where brands start diversifying their creatives beyond just static images and video.
• 😀 Visual diversity through different formats is a key factor in improving ad performance.
• 😀 Testing variations and iterations (e.g., swapping messages or hooks) is crucial to creative performance.
• 😀 StoryBlocks is a valuable resource for obtaining diverse and high-quality media assets, including stock videos and AI-driven editing tools.
• 😀 Level 2 is awareness expansion, focusing on tailoring creative to different stages of the customer journey (e.g., unaware vs. product-aware).
• 😀 At the awareness level, messaging must align with whether the customer is unaware, problem-aware, or product-aware.
• 😀 Level 3, desire and motivation expansion, emphasizes connecting with customers' core psychological desires (e.g., romance, societal approval).
• 😀 Level 4 is about audience segmentation and use case expansion, targeting new personas and exploring different reasons for product use.
• 😀 True creative diversity involves continuously diversifying content, expanding personas, and integrating organic content strategies like episodic videos or influencer collaborations.

Q & A

What is the primary focus for success in Meta ads today?

Creative velocity and creative diversity are the key factors to success in Meta ads. Brands need to adapt quickly and diversify their creative strategies to perform well on the platform.

What is the 'Five Levels of Creative Diversity' system used for?

The system is used to help classify where brands are in their creative strategy and identify areas for improvement in performance by focusing on different levels of creative diversity.

What does level zero of creative diversity represent?

Level zero represents the basic use of static images and videos as creative formats. If a brand only uses these two formats, they are at level zero.

Why is format expansion considered a step forward in creative strategy?

Format expansion is important because it introduces visual diversity into creative strategies. Changing the format of an ad can stretch existing messaging and persona targeting, offering a simple but impactful way to diversify content.

How does the algorithm prioritize visual diversity in creative testing?

The algorithm now prioritizes visual diversity, meaning that brands should focus on experimenting with various formats and combinations of static images, video clips, and even user-generated content (UGC). This helps improve performance and reach.

What is the role of Storyblocks in creative strategy?

Storyblocks provides a wide range of high-quality stock media, including videos, images, and music, which helps in creating diverse and authentic content quickly. It also offers AI tools that assist in video editing and voiceover creation, streamlining post-production processes.

What is the importance of awareness expansion in creative diversity?

Awareness expansion involves targeting users at different stages of the marketing funnel. By adjusting the messaging based on whether users are unaware or product-aware, brands can improve ad performance and drive conversions more effectively.

Why is it crucial to tailor content to different levels of user awareness?

Tailoring content to different awareness levels ensures that brands address the specific needs and pain points of users at each stage. For example, content for unaware users should focus on educating them about a problem, while content for product-aware users should highlight solutions and product benefits.

How does human psychology play a role in creative diversity?

Human psychology influences creative strategy by tapping into core desires and motivations, such as societal approval, romance, or power. Understanding these desires helps brands craft messages and visuals that resonate more deeply with their audience.

What is the role of personas in creative strategy?

Personas help brands target specific groups of users with tailored messages and use cases. By understanding the unique needs of different personas, brands can create more effective campaigns and reach untapped profitable segments.

What defines true creative diversity, and how can brands achieve it?

True creative diversity is achieved when brands expand across all five levels, excelling in format, awareness, motivation, and persona targeting. It also includes having a strong organic content strategy and the ability to adapt creatively to different personas and market conditions.