Why creative matters so much
Meta and TikTok increasingly decide who sees an ad based on the ad itself. Broad targeting with strong, varied creative usually beats narrow targeting with one tired video. That makes a steady testing process one of the most valuable things a paid social account can have.
Test big ideas first
- Angles: different reasons to buy, drawn from customer research.
- Hooks: different openings on the angles that work.
- Formats: talking head, demonstration, comparison, testimonial.
- Details: captions, length, calls to action.
The right metrics at the right time
Hook rate and hold rate tell you quickly whether people watch. Click-through rate shows interest. Cost per acquisition and return on ad spend decide what to scale, which only works if conversion tracking is accurate.
A loop, not a one-off
Every round produces learnings that shape the next briefs, so creative improves over time instead of starting from scratch. Results are reported alongside the rest of your performance marketing.