Key insights

• Congruency and Iterations

  • 🔄 Making small iterations to sustain performance; ensuring congruency between ad creative and landing pages; creating attention-grabbing ads and explanation-based landing pages; resolving creative differences through data; emphasizing open-mindedness and simplicity in advertising; building congruency in content creation.

• Ad Creative Testing

  • 💡 Allocating budget for new and iterative concepts; launching new ads with statistically significant spend; avoiding iteration paralysis and taking a generalized approach; allocating time and budget for statistically relevant ad creative testing.

• Talent and Testing

  • ⭐ Building long-term relationships with content creators and actors for best content; finding the right talents with time and training; dedicated spend in creative testing for effective market output; allocating budget for new and iterative concepts; avoiding iteration paralysis and taking a generalized approach to testing creatives.

• Creative Team Operations

  • 🎬 QA for brand messaging and quality; deep dive into individual creative tests and macro data for performance analysis; compliance checks and feedback cycles for regulated industries; sourcing talent for effective content creation.

• Creative Production Process

  • 📝 Quick production cycle with ad inspiration and data research; collaborative ad brainstorming; use of Notion and TikTok Creative Center for AI script writing; emphasis on a six-part process involving research, roadmap, production, editing, feedback, and performance analysis; prioritizing based on performance and calendar for efficient production.

• Ad Creation Considerations

  • 🎶 Ripping copyrighted audio is not permissible; explore non-copyrighted formats like ASMR and use AI for content creation; consider new ideas, taking inspiration, or copying other brands to improve production skills and back proven ideas; understanding the competitive landscape and core human desires are crucial in creative execution.

• Sound-First Approach to Ads

  • 🔊 Adopting a sound-first approach to creatives, focusing on emotions, incorporating sound effects and seasonal themes, replicating trending sounds, and utilizing sound AI to create brand-specific songs.

Q&A

• How do teams resolve creative differences?

  Teams resolve creative differences through data, testing various concepts, emphasizing open-mindedness, and the value of simplicity in advertising. Building congruency in content creation is also strongly emphasized.

• What are the key considerations for ad creative and landing pages?

  The value of making small iterations to sustain performance when creative ads are hitting and ensuring congruency between ad creative and landing pages is crucial. There's a shift towards attention-grabbing ads and explanation-based landing pages. Involvement in landing page development varies among speakers based on expertise and project needs.

• What is the recommended budget allocation and frequency for ad creative testing?

  When testing ad creatives, it's recommended to allocate 80% of the budget to new concepts and 20% to iterative ones. Brands spending $10,000 to $50,000 a month should launch two new ads a week with statistically significant spend. Avoiding iteration paralysis, taking a generalized approach to creative testing, and allocating at least a week and three times the expected CPA are crucial for statistically relevant testing.

• Why is building long-term relationships with content creators and actors important?

  Building long-term relationships with content creators and actors is essential for getting the best content. Finding the right talent takes time and training, and dedicated spend in creative testing is crucial for effective market output.

• What aspects of the production process do creative teams focus on?

  Creative teams emphasize the importance of research, collaboration, QA, analyzing performance, compliance checks, and sourcing talent for content creation. QA is critical for ensuring brand messaging and quality, while compliance checks and feedback cycles are essential, particularly for regulated industries.

• What tools and processes are commonly used in the creative production cycle?

  Teams commonly use Notion and TikTok Creative Center for AI scripting. The production process typically involves a six-part process: research, roadmap, production, editing, feedback, and performance analysis. There is also emphasis on quick production cycles, ad brainstorming, and prioritizing based on performance and calendar for efficient production.

• What are the key considerations for sound optimization in ad creation?

  Ripping copyrighted audio is not permissible; instead, creators should use tools like AI and explore non-copyrighted formats such as ASMR. It's essential to consider new ideas, take inspiration, or even copy other brands to improve production skills. Backing ideas that are proven to work, understanding the competitive landscape, and appealing to core human desires are crucial in creative execution.

• What creative approaches are effective for making ads that convert?

  Adopting a sound-first approach, utilizing AI tools, leveraging new features for optimization, mimicking native content creation on platforms, focusing on emotions associated with the product or service, incorporating sound effects and seasonal themes, and replicating trending sounds have been highly effective for making ads that convert.

• 00:03 In 2024, adopting a sound-first approach to creatives, utilizing AI tools, and leveraging new features for optimization have been highly effective for making ads that convert. The sound-first approach involves mimicking native content creation on platforms, focusing on the emotions associated with the product or service, incorporating sound effects and seasonal themes, and replicating trending sounds. Additionally, the increasing focus on sound optimization applies to various social media platforms, not just TikTok. The use of sound AI to create brand-specific songs is also recommended.
• 06:28 It is not permissible to rip trending copyrighted audio; use tools such as AI and explore non-copyrighted formats like ASMR; when ideating, consider new ideas, taking inspiration, or copying other brands; copying can improve production skills; mostly back ideas that are proven to work; understanding competitive landscape and appealing to core human desires are crucial in creative execution.
• 12:34 Teams discussed their creative production processes, emphasizing the importance of research and collaboration. Tools like Notion and TikTok Creative Center are used for AI scripting. A six-part process involves research, roadmap, production, editing, feedback, and performance analysis.
• 18:11 The video segment discusses the production process in creative teams, focusing on QA, analyzing performance, compliance checks, and sourcing talent for content creation.
• 25:00 The importance of building long-term relationships with content creators and actors, finding the right talent takes time and training, and the need for dedicated spend in creative testing for effective market output.
• 30:53 When testing ad creatives, allocate 80% of the budget to new concepts and 20% to iterative ones. Launching two new ads a week with statistically significant spend is recommended for brands spending $10,000 to $50,000 a month. It's crucial to avoid iteration paralysis and take a generalized approach to making individual creatives the best they can be. Allocate at least a week and three times the expected CPA for ad creative testing to be statistically relevant.
• 36:31 The discussion covers the value of making small iterations to creative ads when performance is sustainable, the importance of congruency between ad creative and landing pages, and the shift towards attention-grabbing ads and explanation-based landing pages. The involvement in landing page development varies among the speakers based on their expertise and the needs of the project.
• 43:11 The team discusses resolving creative differences through data and the importance of testing various concepts. They also highlight the need for open-mindedness and the value of simplicity in advertising. Building congruency in content creation is emphasized as well.