Creative Fatigue? A Guide to Taming the Insatiable Creative Hunger of Ads
There’s no denying that digital ads are hungry for creative, and staying ahead of the curve requires a constant flow of fresh and engaging videos, images, lead magnets and more… and that’s before we even get into the nitty-gritty of the multiple aspect ratios and optimal video lengths we need to supply to keep each of the platforms happy.
We appreciate that it’s exhausting. Rest assured, you are not alone - it’s a resource issue common to every e-comm business and as sales grow through ads, so does the appetite of the ever-hungry creative beast.
As a result, brand owners need to work smart to keep it fed, and these are our top tips for creative resource efficiency.
1. Create Content Pillars
Establishing content pillars is branding 101 but also a really helpful step in streamlining consistent creative. These pillars are key themes, concepts or topics that align with your brand values and resonate with your target audience. But by focusing on these content pillars, you can streamline your creative process and keep the messaging cohesive. This should save time but also helps in building a strong brand narrative that customers can easily connect with.
For example, imagine you operate a sustainable furniture brand. Here's how you could structure your content pillars:
Eco-Friendly Materials Showcase:
Emphasising the use of sustainable materials and their unique features and benefits in your furniture designs.
Artisan Craftsmanship Stories:
Highlighting the craftsmanship - skilled artisans and techniques behind the pieces.
Designs Inspired by Nature:
Offering insights into how the natural world influences your design process.
Customer Spotlights and Testimonials:
Encouraging customers to share photos and testimonials, creating a community around your brand.
2. Build a Stock of Evergreen Content
Investing in evergreen content is a smart strategy to build a bank of reusable assets. Evergreen content is timeless, so will be relevant whatever the season or new launch. By creating a bank of high-quality visuals and messages that stand the test of time, yes - you’re front-loading the work but in return you'll have a great pool of content to draw from, reducing the constant pressure to create new material. This can include product shots, lifestyle imagery, and brand stories that remain effective in various contexts.
3. Repurpose Content
Recycling is always good, and it’s definitely your friend when it comes to creative content. Images and videos that can be repurposed with a slightly different crop, audio or messaging can create new content with minimal input, equally using content from one platform on the next - don't underestimate the power of repurposing.
4. User Generated Content (UGC)
The biggest shortcut - get the users to create your best content. Quite frankly, who says it better than the brand? The customers! There is no denying that in the world of paid social, leveraging UGC is an utter game-changer! UGC not only provides an authentic and diverse perspective, but it really creates a beautiful community around your brand. When customers share their experiences of your products through photos, reviews, and stories, you’ll have a whole new stream of content that will be really engaging to other customers. The genuine touch that this brings to your ads builds trust - turning your customers into brand ambassadors and advocates - massively amplifying the reach of your message (and they do the work 🤫).
5. Outsource Creative Briefs
If the budget is available and resources or inspiration are stretched, outsourcing creative briefs to professional designers or creative agencies can inject new ideas and expertise into campaigns. Collaborating with external creatives not only takes some of the workload off your team but also brings a great range of skills and insights to the table.
6. Ad Testing
As always (and I think we might just mention it in 90% of articles), test, test, test! Getting to grips with what works best for your audience on each platform will inform and enable you to prioritise and refine the creative you need for the next project based on those data-driven insights.
So yes, generating ads creative is a beast of a job that will grow as your sales grow, but an important one, as feeding the beast will enable continuous testing as to what resonates best (and cheapest) with your tribe. With some strategic planning, versatility and a few of the shortcuts and strategies listed above, you CAN tame the beast and stay ahead of the curve.
To find out more about the specific creative (quantity and style), we’d recommend for your brand for each channel, book a discovery call and tell us more about your brand and your 2024 goals.