Why creative is so counterintuitive

  • 08/16/2019 12:00 AM
  • Source: Ad Age
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When it comes to advertising on social media, creative (the images and video for your ads) is very counterintuitive. 

A traditional marketing mindset leads us to assume that the images and video in our ads should be as professional and high-quality as possible. After all, the ads are essentially putting our best face forward. Our products and services are our babies, so of course we want them to look good! 

However, creative is pretty counterintuitive when you start looking at ad performance. After launching countless different campaigns, we’ve found that low-fidelity creative tends to convert better than high-quality creative. 

But before we dive in, let’s clarify: There is always a need for high-quality creative, whether that be on your product pages or within specific campaigns where it is actually converting well. This article focuses on the type of creative that tends to perform better for most Facebook ad campaigns. 

If low-fidelity creative is used correctly, it looks organic to most people scrolling through their Facebook news feed. Keep in mind that Facebook, as a social platform, isn’t built to be ad-first, in comparison to how Google Ads work. Google, for example, shows advertisements to people searching for a given keyword, whereas Facebook simply plops the ads sporadically throughout people’s news feed based on hypotheses that they will be interested in what they see. 
Read more at Ad Age

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