The Power of Creative Diversification on Meta
As the luxury market grows increasingly competitive, standing out becomes more challenging too. On Meta’s platforms — Facebook, Instagram, and beyond — brands are constantly vying for attention in an overcrowded feed. So, how can brands capture and maintain audience interest with their paid advertising? The secret is creative diversification.
Meta’s algorithm is now favoring fresh, engaging content, meaning that brand who diversify their creative assets are more likely to experience greater engagement, improved ad performance, and a stronger ROI.
Here, we explore what creative diversification is, why it’s essential on Meta, and how to diversify the creative of your paid social ads. Let’s jump in.
What Is Creative Diversification?
Creative diversification, or creative diversity, is when paid ad marketers use different ad formats, visuals, messaging, or copy to work with Meta’s algorithm, optimize campaign performance, and engage different audiences.
Using only one ad type in a campaign might capture the attention of some viewers, but others could scroll past without engaging. Incorporating multiple ad types grabs the attention of a wider pool of users. Plus, it reinforces your message by engaging with users in multiple ways, strengthening brand recognition and fostering customer loyalty.
Why Is Creative Diversification Important For Meta?
Creative diversification on Meta is critical for boosting ad campaign performance. With so many luxury brands competing in Meta’s ad auctions, having diverse creatives helps increase your chances of success.
Creative diversity also provides more opportunities to achieve your Meta ad campaign goals and drive conversions. According to Meta, an experiment with SMB advertisers showed — with 99.99% confidence — that ad sets with three to ten creatives outperformed ad sets with just one. The median cost per action for ad sets with multiple creatives were also 46% lower.
With your diverse creatives in action, you can monitor how each one performs and learn something new about your audience on Meta from each ad type. You may even see a new audience segment arise out of the Meta masses. Knowing what resonates most with your target audience allows you to optimize your creatives and continuously improve the ROI of your campaigns.
How to Diversify Ads on Meta
We’ve only scratched the surface of what creative diversity entails. Here’s a breakdown of how to achieve Meta creative diversification.
CONSIDER YOUR DIFFERENT PERSONAS
Use your branding guidelines to remind yourself of the different personas your brand is targeting — and keep them front of mind. Each of your ad types should be geared towards a specific brand persona, their interests, and values.
LEVERAGE DIFFERENT AD FORMATS
There are plenty of different ad formats across Meta’s platforms — including Facebook, Messenger, Instagram, and Whatsapp. Don’t just stick to one. Trial various formats and see which ones work the best with your audience to achieve your campaign objectives.
These ad formats include:
Static and carousel ads
Video ads
Collection ads
Catalog ads
Etc.
VARY YOUR VISUALS
Even when promoting the same product or using the same model, each visual used in your ads should be clearly different. The best approach is to showcase your product in various settings or use cases.
You should also test how high-production content performs against low-production. Remember, low-production does not equate to low quality, it could just mean promoting the product via user-generated content.
MODIFY THE TEXT
Remember when we mentioned blanket messaging? Don’t reuse the same text for all your ads. Your copy is where you can really target different audience segments based on their interests or where they are in the customer journey.
Try leading with a question, describing features and benefits, or detailing why your product will solve a problem for your customers.
Examples of Creative Diversification
Curious to see creative diversification in action? Here’s some of the diverse creatives put together at Block & Tam.
BEFORE AND AFTER SPLIT SCREENS
Customers want to see results. If your luxury product or service promises to deliver something to your customer — whether it’s shinier hair, clearer skin, or better cleaning products — they want to see evidence.
Before and afters in ads are usually presented in split screens, with the before on the left, and the after on the right.
STATISTICS
Using statistics in your ad creatives helps to highlight the quality, effectiveness, or benefit of a product or service. This could be in the form of a percentage or a comparison, demonstrating how it meets a need, solves a problem, or compares to a competitor.
Bold, eye-catching text works well here, with a brief explanation or icons to support the statistic.
This ad style is all about proving the value of your product or service, so you’ll want to keep the imagery simple, letting the product and statistics speak for themselves.
FEATURE POINT-OUTS
Feature point-outs do exactly that; point out the features of the product. Again, this one is all about keeping it simple and letting your product features and benefits speak for themselves.
These ads usually include a close up of your products, with clear and concise messaging, that speaks to your products’ unique value.
USER OR INFLUENCER-GENERATED CONTENT
On platforms like Instagram, users have grown tired of only seeing highly polished ads. They’re craving ad content that feels more authentic. UCG or IGC is content created by actual users or influencers, rather than your brand’s professional team. Not only do consumers trust other consumers’ words over brands’, but plenty of influencers have communities that love to purchase whatever their favorite influencers are into.
Partnering with an influencer helps brands to tap into those communities. Plus, the content created can be used by the brand as a paid ad type — it’s a win-win!
TESTIMONIALS
Trust is key to driving sales. One of the best ways to build trust between your brand and audience is through testimonials. This will often include direct customer quotes, as well as supporting photos or videos.
The best testimonials will drive an emotional response in your audience by discussing your product and its benefits in a personal, authentic way.
FOMO AND URGENCY
FOMO is an effective conversion tool. When a customer feels that they’re about to miss out on a product or a deal, they’re more likely to make a purchase.
FOMO is an effective conversion tool. When a customer feels that they’re about to miss out on a product or a deal, they’re more likely to make a purchase.
These ads highlight information like when a sale is ending, a one-time pop-up event, or whether an item is limited edition.
COLLAGES
A collage of images is the best way to show off a product, highlighting its features from multiple angles. This allows customers to really admire the item, creating a sense of desire.
Collages can also be used to showcase multiple products within a collection in a highly styled way using just one creative. That’s greater visibility for your product line up in just one ad!
MONOCHROMATIC
A great way to create eye-catching paid ads is to lean into color trends and new colorway launches. Making a single color the focus of your creative not only creates bold images users can’t help but notice, but also sets your ads apart from the competition.
For your next Meta campaign, try incorporating similarly diverse creative to see better results
Start Your Creative Diversification Journey With Block & Tam
With the help of Block & Tam’s paid search specialists, your brand can win big on Meta through creative diversification. Get in touch today to find out more about our paid social and paid advertising services.
