"Creative is the new targeting," was emphasized at Meta's Performance Marketing Summit this year, with some brands testing up to 50,000 creatives annually.

We recently hosted an Efficient Growth Community Chat, “Beyond Best Practices: Spilling the Tea on Creative Strategy”, where five Efficient Growth members shared tips, tricks, and resources to enhance creative strategies and drive stronger results. 

Our community members recommend aligning your approach with each platform’s behaviors and specifications, seamlessly blending ads with organic content and avoiding overt promotion. Billo, Insense, Brkfst, Trend.io, and Tribe are some user-generated content (UGC) platforms worth exploring. You can also utilize the Facebook Ad Library, TikTok Creative Center, and YouTube Ads Library to gain inspiration and study successful campaigns from top brands. 

Embrace diversification and experiment with a variety of creative formats and draw from successful content on different channels. Heather Melcer, Founder and Creative Strategist, suggests tailoring upper and lower funnel creative and aiming for industry-specific metrics. Heather recommends the following benchmarks: TSR above 30%, Retention above 90%, Video CTR above 1%, and Statics above 0.60%. 

Efficient Growth community member Amanda Gordon shared a win after discovering new tools during this chat. “Shout out to the legends on the last Efficient Growth call that recommended creative strategy tools including Frame.io - we've implemented it in our workflow & I just LOVE IT. It makes liaising with our compliance team smooth as butter, which is a sentence I never thought I'd type out. Amazing how the right tools can make your job flow!”

To learn more, watch the full recording below. You may just discover more useful tips and resources to integrate into your creative strategy… Enjoy!