1 minute read
Introduction
from The Reel - March 23
Last year was a pivotal moment as brands finally recognised how creative drives performance on paid social. With marketing teams looking for more efficient spend in 2023, what does the year have in store for creative? Explore the latest creative trends for ecommerce brands in the Reel.
Ben Ryder Head of Creative, Nest
This year will see numerous paid social creative trends come to a head.
Most brands now acknowledge the key role creative has in driving paid social performance. After all, social media is crowded. Your ad needs to stand out in that environment whilst also getting your brand across.
Meanwhile, in a post-iOS 14 world where data is limited, creative optimisation is more important than ever to get a competitive advantage.
Despite the wider recognition of the impact creative has, how brands tackle it remains inconsistent. Ad quality differs greatly – and many brands are still not deploying channelspecific creative.
Your ads are the first touchpoint people have with your brand. They tell your brand's story, in addition to driving people to buy your product. That's why you should be leveraging creative to build your brand whether the goal of your ad is for awareness or direct response.
Brands view of creative also remains too short-termist. Over-deploying tactics that drive initial results, and then not pivoting quickly enough when performance declines.
You need to have the building blocks in place to maximise the impact of your creative over time, to know how it works on different touchpoints, what your audience is looking for, and how you want to speak to them throughout the funnel.
Creative can be expensive, but the right approach will reduce CPA and CPC at scale, paying for initial investment tenfold. This means that, in an environment where every penny of marketing spend matters, creative is a strong lever for efficiency.
Still, many brands have lots to learn. With platforms changing all the time, and audiences even more quickly, having a creative strategy you can rely on is crucial for success.
