התמלול המלא של Your Creative Strategy Is All Wrong

similar, very similar in terms of the problems that we're finding at creative level in these ad accounts, from maybe starting at 1k a day in ad spend all the way up to like on the high end 30 to 35k a day in ad spend on meta. 00:02:38.240 --> 00:02:48.479 I think that a lot of them, a lot of the mistakes that you see across the entirety of e-commerce, you see commonly, they are common mistakes because you don't know what you don't know. 00:02:48.719 --> 00:02:55.360 Um, and I think one of the core mistakes is that we're gonna get into now is brands default to an assumed customer persona. 00:02:55.599 --> 00:03:02.159 Um is usually the customer persona that the founder likes to think he's for the brand, right? 00:03:02.560 --> 00:03:16.080 It's like is what when think about the conversation we had with all the eight hours, he was like all of our creative, all of our site, everything we do is about the athlete because that's what him and his co-founder are, and that's who they decided the product was for. 00:03:16.639 --> 00:03:29.520 But then when they got into the devil in the detail, it actually turned out that it was uh you know 40 plus women that were taking the product more often than not, and were the main core driver of uh of sales. 00:03:29.680 --> 00:03:35.759 So it's like, and I think that that is the core mistake that we see replicated for 90% of grants. 00:03:36.319 --> 00:03:38.000 Definitely, definitely. 00:03:38.159 --> 00:03:52.560 I mean, it all comes down to a thing that we seem to repeat all the time on this channel is like founders wanting to do and and position their content and creative around what's sexy rather than what's actually what the data's telling them, right? 00:03:52.639 --> 00:03:57.039 It's like yeah, we want to target 25-year-old ultra marathon runners because that's cool. 00:03:57.120 --> 00:03:57.759 That's cool now. 00:03:57.919 --> 00:04:01.759 It's probably not gonna be it's probably not gonna be cool next year because something you'll be trending. 00:04:01.919 --> 00:04:04.319 It also might even currently just be cool to that. 00:04:04.479 --> 00:04:12.800 Yeah, it's cut always cool to you as a founder, which is no, which tells us nothing about your time, which tells us nothing about how much your brand can scale. 00:04:13.120 --> 00:04:14.560 Has no bearing on results, no. 00:04:15.039 --> 00:04:23.360 Like your your your your opinion on how cool you think ultra marathons are will have no bearing on your results whatsoever. 00:04:23.680 --> 00:04:26.879 A good a good point of reference for this is the hydration space. 00:04:26.959 --> 00:04:36.720 Obviously, we've worked with a lot of brands in that space, and yeah, everyone in the hydration space for years, since going back to like liquid IV, they got a massive exit to Unilever a few years ago. 00:04:36.959 --> 00:04:47.680 Everyone in that hydration space for the longest time has been occupying the same customer, which is the 20, 30, 20 to 30 year old athlete, runner, gym goer. 00:04:47.839 --> 00:05:00.959 Yeah, but actually we've seen some brands out there now that have identified the bigger gap in the market, the actual time, which is 30 plus busy people who are on the go who don't necessarily lift weights six days a week. 00:05:01.120 --> 00:05:03.439 They just want to they just want to feel better. 00:05:03.759 --> 00:05:04.319 Feel better. 00:05:04.480 --> 00:05:06.079 Yeah, they just want to feel better. 00:05:06.240 --> 00:05:08.240 They've also got way more pain points. 00:05:08.560 --> 00:05:21.199 And you know, I think for your your fitness finale, your health free, like they'll probably feel electrolyzed less than somebody that's super busy and a little bit run down. 00:05:21.519 --> 00:05:27.199 Um, and also just your TAM's tiny in comparison to a 30-plus year old busy on the go. 00:05:27.279 --> 00:05:29.279 I mean, that's like most people. 00:05:30.079 --> 00:05:32.480 Yeah, it's it that's one example. 00:05:32.560 --> 00:05:37.279 Obviously, the sleep example is another one because Oli, as you pointed out a minute ago, Ollie said the same thing. 00:05:37.360 --> 00:05:47.759 He's like, we've alienated our biggest TAM, our biggest audience, because we've positioned the brand, speaking to ourselves and the founders, what we think is cool. 00:05:47.839 --> 00:05:50.160 But so I think that's a that's a key problem. 00:05:50.319 --> 00:05:56.800 I think it's most brands build creative around who they think their customer is, and it's just not data driven, right? 00:05:56.879 --> 00:06:03.600 And I think what we come in and do is, and where our creative strategy is led from is just data driven. 00:06:03.680 --> 00:06:03.839 Yeah. 00:06:04.000 --> 00:06:04.800 All data driven. 00:06:05.040 --> 00:06:09.360 It's who they think it is, it's who they want it to be, and it comes with no data, right? 00:06:09.519 --> 00:06:10.639 No data whatsoever. 00:06:10.800 --> 00:06:19.040 They're not looking into who's actually buying the products, the reason they're buying it, they're not trying to find any of these details out, and then using it to inform further decisions. 00:06:19.199 --> 00:06:21.759 So, like what happens next in my creative lever? 00:06:22.079 --> 00:06:36.079 Most people's creative strategy revolves around I like fitness, I've started a brand to go into fitness, and I'm gonna do fitness creative, and then all of my data points and strategy post-art will just be in add account results, right? 00:06:36.160 --> 00:06:38.160 And then I'll make my decisions based off of that. 00:06:38.319 --> 00:06:43.680 When in reality, you should be doing a lot more of a deep dive, and that's what we always see across the audits that you're doing. 00:06:43.920 --> 00:06:54.160 Yeah, I mean, I think we might have referenced it on another on another uh pod that we did, but there was a brand that I pitched back in, I think when we first merged, one of the first ones back in like April, May.

00:06:54.480 --> 00:07:03.759 And we'd found it was a health and wellness supplement, and we'd found that all their creative were targeting 25 to 30 year old men again, classic. 00:07:03.920 --> 00:07:04.160 Yep. 00:07:04.399 --> 00:07:16.480 All the UGC, all the static, all talking about performance recovery and and work from being optimal and working from home, and just talking to that core 25 to 30 year old male demo. 00:07:16.879 --> 00:07:34.240 Actually, when we dived into the breakdowns and ran the data and pulled Claude into it, and Claude did some deep research across Reddit and other places like that, did some mining, we found that the people buying the products in the market for this product was actually 40 plus women, and it was actually a stress-release product for them. 00:07:34.399 --> 00:07:35.600 That's what they were buying it for. 00:07:35.839 --> 00:07:41.040 So then when we gave feedback in the audit, you're targeting the entire wrong customer with your creatives. 00:07:41.120 --> 00:07:56.399 Yeah, we we caught up with that brand last month and they're now coming on, and they said to us, we implemented everything you said in the audit about creative, we re-ramped, we ripped the carpet up, yeah, we rebuilt the entire creative from the ground up, yeah, and we we're scaling hard now off the back of it. 00:07:56.639 --> 00:07:59.600 I think, and and it's just again the devil's in the detail, right? 00:07:59.680 --> 00:08:05.279 And it's about sometimes dropping your ego as well, and like understanding exactly what's best for the brand. 00:08:05.519 --> 00:08:09.199 And I think it goes one step further than just the creative in the ad account. 00:08:09.360 --> 00:08:11.920 Sometimes you can alienate them by where they're landing as well, right? 00:08:12.240 --> 00:08:12.560 100%. 00:08:13.120 --> 00:08:20.160 It's like also then you have the secondary problem is like, okay, so maybe you're going after the endurance niche, that's fine, it's doing somewhat well. 00:08:20.319 --> 00:08:31.519 If you then want to start going after the audience you just mentioned there, it it you know, you're gonna have to change landing pages or make some new landing pages that speak specifically to them for stress relief. 00:08:31.759 --> 00:08:33.600 Well, we did another pod on this, didn't we? 00:08:33.679 --> 00:08:35.440 On the congruency and relevancy. 00:08:35.600 --> 00:08:37.919 So anyone who's not listened to that, I would listen to it. 00:08:38.000 --> 00:08:46.000 But we talked a lot about the importance of relevance from creative to landing page, and and and what you're saying aligns with that. 00:08:46.159 --> 00:08:49.279 Like, that's another thing that we always tell our clients. 00:08:49.440 --> 00:09:09.279 Like, if if you're if you're seeing best results on meta when you're looking at your breakdowns, if you're seeing best results from 45 to 55-year-old women, and you don't have anyone of that age and gender in your ads, you don't

have anyone in that age and gender on your landing page, you could actually massively improve your results and your time by just addressing the customer who's actually buying. 00:09:09.440 --> 00:09:10.480 Simple, really simple. 00:09:10.720 --> 00:09:11.120 100%. 00:09:11.440 --> 00:09:14.240 I mean, we do persona by angle mapping, right? 00:09:14.399 --> 00:09:21.440 Which is the persona by the angle over a matrix, and we can see where we're represented and number underrepresented in that account. 00:09:21.679 --> 00:09:24.399 Most people don't do that, they don't know that. 00:09:24.480 --> 00:09:32.960 And I think that's a a really good first next step is one, go and see your breakdowns and go and have a look at who's buying. 00:09:33.039 --> 00:09:36.720 And you can probably work out why they're buying when you understand what the breakdowns are. 00:09:36.799 --> 00:09:42.559 And then secondary from that is go and have a look what's underrepresented or overrepresented in your ad account. 00:09:42.720 --> 00:09:54.960 Like the the key reason for going into a health and wellness market, for example, and you know, you see like Zach Stuck at Marsman talk about this a lot, is because they've got so many TAMs and audiences that they can go into. 00:09:55.279 --> 00:10:04.159 And for you to just choose one and say this is our one is a complete waste of uh angle, persona, uh demographic. 00:10:04.240 --> 00:10:07.200 Like you should be going into all of them, finding which one works. 00:10:07.440 --> 00:10:08.639 Yeah, definitely. 00:10:08.799 --> 00:10:12.879 I think you can learn a lot, and and we do this a lot as well. 00:10:13.039 --> 00:10:19.679 Both our growth strategies and our creative strategies spend a lot of time in breakdowns within meta, super valuable. 00:10:19.840 --> 00:10:25.519 And and again, going back to the fact that we always say for anyone listening, spend is our leading indicator always. 00:10:25.679 --> 00:10:44.080 Yeah, so we're trying to identify where's the algorithm pushing spend, what placement is it pushing spend to, what age is it pushing spend to, what demo is it pushing spend to, and we're learning from that data, and that data is actually informing our strategy because there's nobody knows more about your customer and your time than that. 00:10:44.559 --> 00:11:00.559 And understand that if you're if you're currently curating content that's aimed at a demographic, going back to the example of endurance runners, and meta's still delivering that to 40 plus-year-old women, and you're seeing somewhat decent results. 00:11:00.960 --> 00:11:07.200 Imagine what's going to happen when you actually tailor your creative strategy to the person and the pain point that's actually trying to buy. 00:11:07.440 --> 00:11:19.440 Well, you're just gonna appeal to everyone who saw your ad but didn't click on it because they didn't think it were for them, as well as the ones who clicked on it and bought knowing it's not for them, but

it was that relevant anyway that they still bought regardless. 00:11:19.519 --> 00:11:21.759 So, like you're just widening your pool massively. 00:11:21.919 --> 00:11:25.120 So because those ones that bought regardless will be problem aware. 00:11:25.279 --> 00:11:27.360 So they'll be somewhat aware of the problem that they've got. 00:11:27.440 --> 00:11:29.600 So they're gonna click through and understand what the product is. 00:11:29.759 --> 00:11:35.360 The ones that are problem unaware in your top of fun of ones won't even r resonate with the ad that they've been delivered. 00:11:35.519 --> 00:11:40.879 Whereas when you start to deliver them tailor-made ads, then your results are gonna go through the roof in comparison to where they are now. 00:11:41.200 --> 00:11:42.080 Yeah, definitely. 00:11:42.240 --> 00:11:52.720 I think spending time in play in uh breakdowns for sure is is one of the biggest levers your creative strategist or yourself, if you're still handling briefing and stuff, can pull. 00:11:53.039 --> 00:11:59.519 Um, I think the Reels problem specifically, I wanted to touch on because we I'm sick of talking about this. 00:11:59.600 --> 00:12:02.559 I literally speak about it in in every pitch. 00:12:02.639 --> 00:12:15.519 Like it's a it's one of the biggest things that we see in ad accounts, is like when you're looking at format uh and placement spend, we're looking at what percentage of spend is going to those key placements, right? 00:12:15.600 --> 00:12:19.679 Those key placements being feeds, key placements being reels, stories. 00:12:19.759 --> 00:12:22.720 Those are the big three, I guess, feeds, reels, and stories. 00:12:22.960 --> 00:12:38.960 And across 70 ad accounts that we have in the agency, we can see a direct correlation in every single ad account that we work in, regardless of niche, regardless of product, regardless of time, regardless of audience, we see a direct correlation every single ad account. 00:12:39.200 --> 00:12:46.799 In every ad account that has more spend going to Reels, a higher reels percentage of spend has a better first-time impression ratio. 00:12:46.879 --> 00:12:47.759 Guaranteed. 00:12:48.000 --> 00:12:52.559 Yeah, because it's the only plat it's the only placement on the platform that's actually growing. 00:12:52.720 --> 00:13:01.360 What and what that means is it's the only placement on the platform that's actually getting new users, new users and new customers, it's the only place that's growing. 00:13:01.679 --> 00:13:04.159 Everywhere else is either shrinking or flatlined. 00:13:04.320 --> 00:13:13.600 So for you to go and find the net new customers, especially if you're a brand that's been doing 10 mil plus for the last few years, you have to lean into the placement that's getting new customers on that. 00:13:13.759 --> 00:13:28.159 Because if you're doing 10, 20 mil plus every year for the last three, four years, and you're mainly delivering across feeds and other placements of which

have become stagnant, then you're gonna struggle to find the new users because they're not living on that. 00:13:28.399 --> 00:13:34.720 Well, I mean, just think about like being on mayor as a consumer for a second, right? 00:13:35.120 --> 00:13:38.639 The ads that I see on my feed are typically DPAs. 00:13:38.720 --> 00:13:43.679 Like on a news feed, I'm typically gonna see DPAs, or I might see a static with a bit of text overlay. 00:13:43.759 --> 00:13:48.960 Typically, like just thinking about my scrolling on Facebook scrolling on Facebook every day. 00:13:49.200 --> 00:13:53.360 But when are you ever gonna see a DPA or a static with text on a real placement? 00:13:53.440 --> 00:14:11.840 You're not you're gonna see you're gonna see an upper funnel, fast-paced, TikTok style video that's educational, and that's the sort of content that drives incremental reach, and that's the sort of content that takes a brand in terms of your frequency and your first-time impression ratio, and all these important things for scaling on meta. 00:14:12.240 --> 00:14:15.039 That's the placement that's gonna do that better than any other any other placement. 00:14:15.120 --> 00:14:16.960 And we can see that from the data, right? 00:14:17.200 --> 00:14:18.000 Yep, 100%. 00:14:18.320 --> 00:14:24.879 So that's why it becomes the most important because I've ultimately, if you're a brand that wants to grow, you need net new customers. 00:14:25.039 --> 00:14:27.919 So you've got to go to the placement that's gonna provide net new customers. 00:14:28.159 --> 00:14:44.399 Yeah, and you will see if you just look at your first-time pressure ratio, set the set the custom column up in meta, yeah, and have a look at placement level uh breakdowns and see what percentage of spends going to feeds, reels, and stories. 00:14:44.639 --> 00:14:49.120 You will probably see the lion's shares going to feeds and your first-time pressure ratio is feeling it. 00:14:49.200 --> 00:14:50.399 Yeah, it will be feeling it. 00:14:50.480 --> 00:14:58.960 I mean, in our best in our accounts that have got the best first-time impression ratio, we're typically seeing 40 to 50 percent first-time impression ratio. 00:14:59.200 --> 00:15:06.240 We're seeing uh probably about a similar percentage of spend go to go to reels as well, like 40 to 50 percent, right? 00:15:06.960 --> 00:15:12.480 But most other accounts I audit 10 to 20% real spend max. 00:15:13.519 --> 00:15:22.720 And I think the answer here isn't because some people will do this, the answer here isn't to go and exclude feed and all the placements and run story-only placements. 00:15:22.960 --> 00:15:26.559 The answer here is to go and invest in real-based content, yeah. 00:15:27.039 --> 00:15:38.559 And it doesn't always need to be fast transitioning content, there's multiple of formats that you can do, but it's got to be real, it's got to be designed in a real first way because that's how you lean into the content, that's how you solve the

problem. 00:15:38.720 --> 00:15:45.279 You don't solve it because ultimately, if you have really good real-based content, it'd already be getting the lion's show of spending your ad account. 00:15:45.519 --> 00:15:48.080 Yeah, I this is again a question I always get. 00:15:48.240 --> 00:15:49.840 So, should we just force spend to reels? 00:15:49.919 --> 00:15:56.960 Then it's like, no, no, because your if your meta isn't if meta's not pushing spend to reels, it's because your content isn't suited to reels, right? 00:15:57.039 --> 00:16:05.440 Yeah, go and have a scroll at Instagram Reels as a consumer, have a look at the type of content you're getting and compare that to your own and ask yourself, yeah, you know, does my content belong here? 00:16:05.519 --> 00:16:19.759 Because if it's a static with text, or if it's a you know, even like when I think about some of our brands that that love the more elevated type of content, the high prod stuff, the slow moving, high prod that word's banned from this series, yeah. 00:16:20.159 --> 00:16:20.720 Elevated. 00:16:21.039 --> 00:16:24.480 So, like when you think about that type of content, that's probably not Reels Native. 00:16:24.720 --> 00:16:58.639 So the answer is creative is your target, and don't force spend on reels, no, spend time understanding what content's suited to the placement and go and create it, go and build out an editing SOP for your editors to edit in that way, go and invest in, go and invest in better, better creators that create faster-paced content, all these things, as many levers we can pull to do that, and we need to be consciously trying to do it because if you keep feeding meta with the same lower funnel style content that's more suited to feeds and stories and things like that, you're just gonna keep feeling it in your first-time impression ratio and your frequency. 00:16:58.799 --> 00:17:04.799 Yeah, and then you're gonna have less new customers than you are churning customers, and then you're ultimately gonna become a shrinking sponge. 00:17:04.880 --> 00:17:06.079 That's what always happens. 00:17:06.319 --> 00:17:14.240 And I think a lot of brands will have will probably watch this and be like, Well, we've you know, we've we've tried investing into reels and it didn't work, right? 00:17:14.400 --> 00:17:19.599 I would I would say that you've got to continuously invest into reels, we've got to continuously invest into video content. 00:17:20.000 --> 00:17:26.880 I think the game is, as we always say, diverse, creative at volume without negating quality. 00:17:27.119 --> 00:17:44.799 And I think the job of the brands is to try and drive down the cost of a creative as much as physically possible when you're looking at doing this because this is an expensive game, like developing reels, curating creators, getting partnership ads, like all of that stuff is super creative. 00:17:44.960 --> 00:17:52.319 So definitely do it with a budget in mind and make sure that you're trying to drive down the cost per video as as much as physically possible as well. 00:17:52.559 --> 00:17:56.960 Yeah, I think a lot of it, to be honest, comes down to the way that your content's being edited. 00:17:57.119 --> 00:18:06.319 Like, I think because I do think like Reels, when I think about Reels, I think about like Reels was created as as meta's answer to TikTok, wasn't it? 00:18:06.400 --> 00:18:10.640 Like they they they built the place, but when TikTok became TikTok post-lockdown, right? 00:18:10.799 --> 00:18:11.119 Yeah. 00:18:11.359 --> 00:18:21.599 So when I think about Reels and I'm explaining to prospects what what sort of content belongs there, I say like TikTok style content, native, raw, you know, fast-paced, these sort of things. 00:18:21.759 --> 00:18:41.119 So I think based on that, a great lever to pull for more Reels native content, not only is editing, like having having an editing SOP in place that's that's quicker, it's more transitions, even like for a lot of our health and wellness brands, a lot of content we see going to Reels is you know AI voiceovers with loads of fast-paced transitions and things like that. 00:18:41.279 --> 00:18:47.039 But also, the best lever you can pull for this is TikTok shop affiliate content. 00:18:47.519 --> 00:19:01.279 Because you're gonna get you're gonna create an in uh you know a stream of inbound content coming in, and the only thing the only thing it's gonna cost you really is is product costs, like your cogs to send out a product, right? 00:19:01.680 --> 00:19:10.000 And if you're doing it in a way where like I spoke to a brand this morning that they're doing 10k a month on TikTok shop, they're doing 350k a month on Shopify. 00:19:10.079 --> 00:19:24.319 They literally only use TikTok shop for for this mass affiliate content that they then can plug that into meta and plug it into their editors, yeah, and they're creating more Reels native content at a really low cost, which is what you just alluded to. 00:19:24.480 --> 00:19:26.640 So I think you've just got to be creative. 00:19:26.720 --> 00:19:31.359 There's many ways that you can do it, you just have to know how to do it and then pull the levers you can pull, really. 00:19:31.599 --> 00:19:32.240 Yeah, 100%. 00:19:32.559 --> 00:19:34.559 I mean, the TikTok shop's a great shout. 00:19:34.640 --> 00:19:42.160 Uh, you don't need to treat it as a platform where you're trying to scale into it because sometimes it can have a few pitfalls if it's not done correctly. 00:19:42.480 --> 00:19:47.200 But what is undoubtedly true is that it's the biggest content flywheel there is out there. 00:19:47.359 --> 00:19:49.279 Like without a shadow of a doubt. 00:19:49.359 --> 00:19:54.559 When you start, you know, maybe we'll do a TikTok shop video at some point over the next couple of months or something. 00:19:54.640 --> 00:20:07.279 But when you start to dive into uh the WhatsApp groups, the competitions, the affiliates, like everything

else is in there, it's the only place where you can get two, three hundred creators to send you three, four videos a month, and you're paying commission based on sale. 00:20:07.519 --> 00:20:08.240 Yeah, exactly. 00:20:08.319 --> 00:20:16.319 And you're paying commission based on a sale on the platform that you're not even aiming to drive anyway because you're not bothered about sticking sort of shot revenue, you're just doing it purely for the content. 00:20:16.400 --> 00:20:17.680 And it's a flywheel. 00:20:17.839 --> 00:20:18.880 Yeah, it's a flywheel. 00:20:18.960 --> 00:20:26.400 So that's there's a lever that you can pull if you're struggling with Reels native, let's say, video content, which a lot of brands are. 00:20:26.559 --> 00:20:29.519 Um, and I think the next thing is age and gender breakdowns. 00:20:29.680 --> 00:20:41.279 We obviously spoke about briefly, uh, who's actually in the creative, um, understanding how well that aligns with your current creative, with your current landing pages and all that sort of thing. 00:20:41.440 --> 00:20:46.480 Again, reworking the creative strategy based on who's actually buying um is key. 00:20:46.880 --> 00:20:51.200 And then yeah, I just think that that's where I would start. 00:20:51.359 --> 00:20:56.160 If I was to rebuild my creative strategy today, I would go right to the data and build it from there. 00:20:56.400 --> 00:20:57.279 Yeah, I think so. 00:20:57.440 --> 00:21:08.720 I think if you've been stale for a long time as well and you've been hammering the same creatives to the same TAM, there's a good chance if you're spending a decent amount on that, there's a good chance you've tapped that specific TAM out, right? 00:21:08.880 --> 00:21:09.119 Yeah. 00:21:09.279 --> 00:21:14.799 Once you pull everything else out of it, you pull the Amazons out of it, and T News and Sheen and all those kind of people. 00:21:15.039 --> 00:21:25.200 Like once you pull those out and you're left with your D2C TAM, if you're niche specific, so you're talking to a very specific audience and you've been doing that for a while, there's a good chance you've hit your TAM. 00:21:25.440 --> 00:21:29.839 And the only way to open up new TAMs is new angles, new personas, new demographics. 00:21:29.920 --> 00:21:32.319 And a lot of those are hiding in your data somewhere. 00:21:32.559 --> 00:21:34.319 Yeah, they're hiding in your data somewhere. 00:21:34.559 --> 00:21:40.319 I think I love what our creative strategists do with reviews and stuff like that. 00:21:40.400 --> 00:21:51.200 Like our creative strategists are constantly exporting CSVs of brands, reviews, and plugging them into Claude, and then spending time in Reddit, in Reddit blogs, and plugging more data into Core. 00:21:51.440 --> 00:21:55.119 Like this is all real, actual customer data. 00:21:55.359 --> 00:21:59.759 You'll learn more about who your customer is and what the problems and pain points are if you spend. 00:22:00.160 --> 00:22:06.400 And you

spend an hour with your reviews and Claude, you'll learn more about who your customer is and who you should be creating content for. 00:22:06.480 --> 00:22:06.640 Yeah. 00:22:07.200 --> 00:22:08.400 And the language they use. 00:22:08.640 --> 00:22:11.920 The language they use, who they are, what the problems are, all these things. 00:22:12.079 --> 00:22:15.519 One of the one of the one of the GOATs at doing this is Happy Mammoth. 00:22:15.759 --> 00:22:16.319 Have you seen them? 00:22:16.400 --> 00:22:16.480 Yeah. 00:22:16.720 --> 00:22:17.839 Guys over in the stage. 00:22:18.079 --> 00:22:19.759 First of all, caveat. 00:22:20.000 --> 00:22:22.160 Yeah, they are wild with some of their claims. 00:22:22.559 --> 00:22:23.920 They've been smashing Twitter ads. 00:22:24.000 --> 00:22:24.720 Have you been getting them? 00:22:24.880 --> 00:22:26.240 No, I haven't been getting them, no. 00:22:26.400 --> 00:22:28.960 Mate, they're hammering me with testosterone on Twitter ads. 00:22:29.039 --> 00:22:30.240 I must wait for my test. 00:22:32.799 --> 00:22:34.079 What have you been googling? 00:22:35.279 --> 00:22:36.240 They're the only brand. 00:22:36.400 --> 00:22:38.000 They're the only brand, just quickly there. 00:22:38.079 --> 00:22:40.799 They're the only brand I'm seeing hammering X ads right now. 00:22:41.039 --> 00:22:42.079 They probably have credits. 00:22:42.240 --> 00:22:43.920 X are pushing credits at the minute, aren't they? 00:22:44.000 --> 00:22:47.119 So you're getting like three free credits if you're a big spender. 00:22:48.319 --> 00:22:52.240 But they have, yeah, they make some wild claims. 00:22:52.480 --> 00:23:03.039 But what I specifically like about them is they're obviously super data driven, and they do a lot of the research piece that you're talking about because they use terminology that's relevant to the creative. 00:23:03.200 --> 00:23:03.440 Yeah. 00:23:03.759 --> 00:23:07.039 They make the creative relevant with terminology that the user uses. 00:23:07.279 --> 00:23:08.640 And they differ per product. 00:23:08.720 --> 00:23:16.559 So the testosterone crave will have completely different language to the uh menopausal creatives and whatever products they do. 00:23:16.720 --> 00:23:21.359 So it's like being super niche and specific and opening up TAMS is something that they're unbelievable at. 00:23:21.440 --> 00:23:26.000 So I would definitely go and have a look at their uh Crave ad library if I was if I was you. 00:23:26.319 --> 00:23:28.559 Yeah, they're one of the goats, and I've been for years. 00:23:28.640 --> 00:23:32.559 I think it the very direct response as well, which is pretty good. 00:23:32.880 --> 00:23:38.640 I think the usual names of the iMates of the world, uh you know, woofs are really good at it, you know. 00:23:38.720 --> 00:23:41.680 You've got like your typical AG1s and those type brands. 00:23:41.759 --> 00:23:54.480 Basically, Nutrition Geeks, any brand that runs come on, any any brand that's got like a huge TAM that's a massive brand, yeah, they are they will be doing this because this is the only way to get to that stage, right? 00:23:54.559 --> 00:23:55.359 It's the only way. 00:23:56.720 --> 00:23:58.640 But instant hydration are pretty good here. 00:23:58.960 --> 00:23:59.680 There's loads. 00:23:59.839 --> 00:24:01.519 Like, go go and have a look at those ones. 00:24:01.680 --> 00:24:06.480 Rise superfruits, like all the top spenders, like they've got like five, six thousand ads live. 00:24:06.559 --> 00:24:12.720 You can only have that many ads live if Mars men, you can literally only have that many ads live if you're trying to unlock as many TAMs as possible. 00:24:12.880 --> 00:24:17.279 You can't have six thousand ads for you know marathon uh ultra marathon rummers. 00:24:17.440 --> 00:24:19.039 Like there's just there's just not enough. 00:24:19.119 --> 00:24:23.200 There's not just not room, unless they're all iterations and then you're just doing it wrong. 00:24:23.519 --> 00:24:28.240 Points anyway, because the creative NCID is just gonna class them as one creative, it's not diverse enough. 00:24:28.400 --> 00:24:30.160 That's another thing that I would say on this. 00:24:30.240 --> 00:24:33.680 It's not actually on the notes for this pod, but I think we've touched on it before. 00:24:33.839 --> 00:24:55.519 The way that creative NCIDs work, iterations are basically because I'm still seeing loads of agencies and brands that are doing loads of iterations just for the sake of it, and they say for numbers, just for the disguise, they disguise volume, like they say, yeah, well, you know, we're testing 150 creators a month, and then you look in the ad account, you think on the base of it, you're like, well, that is a decent number for your level spend. 00:24:55.599 --> 00:24:56.799 Let me have a look at the creators. 00:24:56.960 --> 00:25:01.759 Then you look at it, and it's like all 150 creatives are the same with a different CTA, right? 00:25:01.839 --> 00:25:02.400 Or whatever. 00:25:02.480 --> 00:25:14.480 And it's like the way that Meta works post-Andromeda with the creative entity ID pieces, any creative that's similar, meta's going to assign it the same creative entity ID, so the algorithm treats it the same. 00:25:14.640 --> 00:25:16.319 That is the same creative to the algorithm. 00:25:16.480 --> 00:25:17.839 That's the way it works, right? 00:25:18.319 --> 00:25:23.839 So it's a quick way for you to think you've got 100 ads live, and actually in meta's eyes, you've got five, right? 00:25:24.240 --> 00:25:27.119 It's like be as diverse as physically possible. 00:25:27.359 --> 00:25:36.799 And uh, another point that's not on here that we definitely have covered before is do not do not cap yourself in this brand box that people always do. 00:25:37.119 --> 00:25:56.160 You have uh a founder that has this brand identity, then you have a CMO that only likes you know 35% of that identity, and then it goes down to your growth

strat that only likes 35% of that 35%, and all of a sudden you end up in this tiny little box of what's allowable, and it just restricts you from being uh diverse at all. 00:25:56.319 --> 00:26:00.720 You know, well you've really got to open it up if you want to go after new Tams. 00:26:01.119 --> 00:26:14.880 Again, it's like looking at looking at the big boys that we always keep referring back to, the brands that are doing like like what like what the guy at Caden said to us everyone wants to be the coolest brand, but actually the coolest brand is just the biggest brand, isn't it? 00:26:14.960 --> 00:26:16.400 That's the one that's made. 00:26:17.039 --> 00:26:19.839 Yeah, and even the big brands like some of them are getting found out. 00:26:19.920 --> 00:26:22.160 Actually, it's the ones that are making the most money, you know. 00:26:22.720 --> 00:26:26.799 And they are not look at our highest spending biggest brand, yeah. 00:26:26.880 --> 00:26:44.160 We obviously won't we we won't name them because they don't like to be named, but uh, or one of them, but they couldn't care less about brand, they will try anything to open up new time, new audience, new yeah, uh new segments, new anything that's gonna drive more volume through the door. 00:26:44.400 --> 00:27:19.119 I think we were talking about this actually in London last week, and like not at the event, just like just I think when we were grabbing lunch or whatever, I can't remember specifically when it was, but we were discussing it and saying, like, the mad thing is that all these brands get obsessed with brand and this keyword when, like you said, the CMO's got a different definition, and the CEO's got a different definition, and you have these brands now that have got a head of brand and chief brand officer and these types of things, but it's like what all these people forget is a lot of the time, it's like we are direct response marketing on social media, yeah. 00:27:19.440 --> 00:27:32.720 This isn't it's not a TV ad, it's not, it's not, you know, like think about out of home, like it's not tube ads, it's not this like piece of creation, it's not the it's not the MS Christmas advert, right? 00:27:32.880 --> 00:27:37.440 It's not there to make a a distinct, long-lasting impression. 00:27:37.599 --> 00:27:39.039 You're there to make an impulse. 00:27:39.359 --> 00:27:45.680 But you yeah, you're there to make a uh an impulse and you're there to to drive a reaction in the immediate, like now. 00:27:46.000 --> 00:27:47.920 We're working on a seven-day attribution window. 00:27:48.000 --> 00:27:49.279 We need to get an action now. 00:27:49.440 --> 00:28:09.119 We like so with that being said, people are going to social media for the most part to have a nosy, see what the mates are up to, learn something, find out gossip, doom scroll, you know, like ultimately 80% of users just passing time, they're not even going on there because it's just because they're bored, they pull the phone out, and they're just doing it. 00:28:09.359 --> 00:28:16.480 So when you actually think about that and deep it for a second, you're how are you gonna stop the scroll and grab that attention that's so scarce? 00:28:16.559 --> 00:28:26.240 Well, you're gonna do it by building an ad that people are gonna remember, people that people are gonna stop the scroll, and that is not gonna fit into this little brown box that you just alluded to. 00:28:26.400 --> 00:28:33.839 And what always makes me laugh about it is like when we talk to like obviously your pod with Sam at Wolf's 100 millier brand, massive brand. 00:28:34.799 --> 00:28:36.640 His his take on it, what did he say? 00:28:36.720 --> 00:28:40.720 He said that they test 300 new creatives a week and that he doesn't really care what they look like. 00:28:40.799 --> 00:28:42.079 I can't remember his exact words. 00:28:42.240 --> 00:28:45.440 I think it's like 400 new video assets a week. 00:28:45.599 --> 00:28:50.160 Uh, and that he just loads them into the ADACA and never looks at the data. 00:28:50.559 --> 00:28:50.880 Yeah. 00:28:51.119 --> 00:28:54.079 But the only thing he looks at is NCPA, that's it. 00:28:54.160 --> 00:28:58.960 And if his NCPA is down, he doesn't go in there turning off loads of creative, he just loads 400 more in. 00:28:59.200 --> 00:28:59.839 No, exactly. 00:28:59.920 --> 00:29:02.880 And like you listen to you listen to the guys that are true, classic. 00:29:02.960 --> 00:29:05.920 I've listened to them on a few pods again, another 100 mil plus brand. 00:29:06.079 --> 00:29:08.640 I think they've got a$750 million valuation. 00:29:08.720 --> 00:29:10.640 They've only been a brand for three years, yeah. 00:29:10.799 --> 00:29:13.359 And they they don't care, they will test anything. 00:29:13.440 --> 00:29:31.359 And it's like there's so many founders that are trying to get to that next revenue stage and and they're looking at these brands, but they're not doing what these brands are doing, they're not willing to do what these brands are doing, and it's gonna get caught up in that brand box, that brand guidelines, but oh, but that's not really you're going after. 00:29:31.519 --> 00:29:38.480 Like, we know we can't take the brand there, the brand's more elevated than you know, going after the boring 40-plus-year-old woman. 00:29:38.720 --> 00:29:39.519 Is it though? 00:29:39.839 --> 00:29:41.119 Yeah, it says who? 00:29:41.920 --> 00:29:42.400 Definitely not. 00:29:42.720 --> 00:29:53.279 That's just purely based on like the founder's opinion of the brand, or whoever it, whether it might be a head of brand, like we mentioned, it might be a CMO, might be all three of them, might be all three of them, yeah. 00:29:53.519 --> 00:29:58.319 But it's just the the whole thing about creative is mad because, like we always say, it's so subjective, right? 00:29:58.720 --> 00:29:59.599 Same as flavours. 00:29:59.839 --> 00:30:08.799 You can get you can get me 10 people who all work at a

brand in a room, and and we can show them one static ad and they'll all have a different opinion of whether or not it's good for you. 00:30:09.119 --> 00:30:32.720 And then what ends up happening is, and this is why one person should own crave only, because what ends up happening is you're gonna you're gonna do a brief for an asset to cover a persona or angle, and then it's gonna go to Growth Strat, then it's gonna go to CMO, and then it's gonna go to CEO, and then you know, maybe COO might be around that day and decide that you know they've got an opinion on it. 00:30:32.880 --> 00:30:39.200 And by the time you come five rounds of iterations, four rounds of iterations, the asset doesn't do what you've designed it to do in the first place. 00:30:39.359 --> 00:30:42.799 It now actually probably looks like everything else you've already done in the past. 00:30:43.039 --> 00:30:44.319 Yeah, it's mad, isn't it? 00:30:44.400 --> 00:30:59.200 Yeah, it always reminds me of that comment that that our meta agency partner said to us when we went for dinner with her, and she said, uh, the biggest battle she's having with her clients now that are all eight and nine-figure brands, is just getting them to step out of this brand box. 00:30:59.440 --> 00:31:00.319 Yeah, 100%. 00:31:01.039 --> 00:31:01.279 100%. 00:31:01.599 --> 00:31:04.480 They're seeing diversity is the single biggest problem with creative. 00:31:04.720 --> 00:31:21.119 So to wrap up, before your next creative brief, pull age, gender, placement breakdowns over the last 90 days, check rules, there's a share of spend, and just be honest about the gap of who where your creative should be built for versus what you're doing at the minute. 00:31:21.519 --> 00:31:32.160 Remove ego, remove bias, which a lot of people have, and actually just follow the data and then go and look at the full flow and watch the congruency video. 00:31:32.240 --> 00:31:38.480 Like go and look, add through to Lander or PDP and just see if it's built out for your target demographic. 00:31:38.559 --> 00:31:40.960 And if it's not, then you've got some work to do there too. 00:31:41.599 --> 00:31:48.559 Yeah, we'll uh we'll copy that congruency video onto this one so people can access it easily because that's quite relevant to this one. 00:31:48.640 --> 00:32:03.920 Um, but yeah, I think just build your creative strategy based on data, just remove human opinion, look entirely at the data, and you'll probably find that you've spent a lot of time and money producing creatives that actually aren't relevant to the end customer who's buying the product. 00:32:05.440 --> 00:32:11.519 So if you need help, audit in, having a look at this stuff, you're struggling with auditing, your creatives get in touch. 00:32:11.599 --> 00:32:21.759 We we do a uh very detailed uh creative audit during that kind of you know conversational phase at the start before we onboard brands, completely free, no obligation. 00:32:21.839 --> 00:32:26.319 So get in touch and we can have a look and and spot spot some of these crave gaps for you. 00:32:26.480 --> 00:32:26.960 100%.