In recent years, there has been a growing consensus that creative is the number one driver of success in paid social media. As more media is consumed online and competition intensifies, it’s more important than ever for brands to develop creative that engages users and captures attention.
But, despite this increased focus, a disconnect often remains between performance marketing teams and the creative departments responsible for producing the content.
Here, we explore the evolution of modern paid social strategy, providing practical recommendations for enhancing creative performance. Partnering with Meta, Vervaunt, a London-based eCommerce and paid media consultancy, conducted in-depth testing to examine the role of creative diversity, uncovering how a broader range of content can drive significant improvements in campaign results.
The evolution of paid social strategy
Historically, best practice in paid social involved building campaign structures with numerous ads and ad sets tailored to specific audience personas. This highly segmented approach ensured relevant creative reached …