Why is Performance Creative the Future of Your Company’s Growth?
This is a question we have been thinking about a lot in relation to the Ad Creative Bank. After all, the demand to have a clearly defined and organized taxonomy with our performance creative best practices was partially driven by this growing need for companies to have top performing creative. To answer this question, it is helpful to look at a couple of trends, summarized below.
Digital ads on Facebook/Instagram are the most competitive they have ever been. With 7 million brands advertising on those channels, every piece of your Facebook strategy and execution must be stronger than ever before. As CPM’s continue to go up, getting in front of more customers for a reasonable price requires creative that has to work extra hard to stand out. (1)
Facebook’s algorithm gives preferential treatment to brands with better creative. Users are far more likely to engage, like, share, comment, and repost ads that have creative with movement that mimics the more native feel of organic posts, includes a “hook” in the first 0.5 seconds, and adheres to direct response best practices. You can read more about direct response best practices in Metric Digital’s 2019 Ad Creative Playbook.
Over a third of Instagram users have used their mobile to purchase a product online, making them 70% more likely to do so than non-users. (2)
(1) Number of active advertisers on Facebook, Statista, 2019
(2) Global Web Index, 2019
Given that strong performance creative is essential for a company’s growth in today’s digital environment, it is worth looking at some examples of top performing creatives.
To see examples of top performing ads (based on performance data from Facebook and Instagram) from some of Metric Digital’s clients, click on the "Show Me Top Performers" button here:
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