We constantly consume content on social media. In 2020, the average time spent per user on social media apps is 2 hours 25 minutes per day, which is where 47% of all internet users first discover a new brand.
Consumption has diversified across a variety of platforms, from Facebook and Instagram to keep up with friends and family, to Pinterest for visual inspiration, LinkedIn for professional connections, and Snapchat and TikTok for bite-sized content.
As users’ habits grow and evolve over time, so should your ad creative and testing methodology. Taking an iterative approach to design is key, as a user’s mindset, intent, and purpose across platforms varies.
With a robust Paid Social Creative Playbook, gone are the days of the last-minute design scramble to pull together ad designs in time for an imminent campaign launch. Rather, the Playbook outlines a sound strategy for your future ad campaigns, and executing on designs in advance becomes that much easier.
Interested in creating your own Paid Social Creative Playbook? Follow the steps below or watch our on-demand webinar, “Level Up Your Paid Social Strategy with Data-Driven Design“.
Identifying creative opportunities from social comes from more than just your campaign performance – leave no stone unturned when compiling historical and current data to maximize on potential creative ad concepts.
Now that you’ve compiled trends and patterns not only from your brand, but also from your industry in relation to social media platform-specific best practices and trends, it’s time to map out your creative concepts.
Leveraging the data from Step One, spend some time brainstorming how your findings can visually come to life in ways that resonate with your audience and solve their pain points. Actionable concepts should include:
Your qualitative and quantitative data sources, art direction, and visual inspiration come together to flesh out a roadmap of fully formed campaign concepts. At this point, the process shifts into your Paid Social team’s hands to put the playbook into action and finalize concept prioritization, campaign sprint planning, and testing methodologies.
Your Playbook should be a living and breathing document that is regularly updated with campaign learnings and additional creative concepts to ensure your ad creative is appealing to your target audience, and ultimately, drive ROI.
In a digital landscape where thumbstopping creative is a must to receive engagement, having an actionable roadmap in place prior to executing on designs is imperative.
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Source: www.seerinteractive.com, originally published on 2021-10-06 17:17:50