An Inspiration Guide for Agencies: Part II

Although an effective campaign relies on a well-thought-out media plan and learning agenda, these factors don’t make up the full story. If a brand’s creative doesn’t stand out or it’s not tailored for the environment in which it’s being delivered, then it won’t drive the outcomes they were hoping to achieve.?

To help their clients delight people throughout the customer journey, agencies should bear these three creative principles in mind, using the Facebook Discovery Commerce system to put them into practice:

1. Creative Experimentation

Marketers may know who their consumers are and what they want from their ads, but chances are they could be missing out on opportunities to reach and convert new people—which is where creative experimentation comes in.?

By using A/B testing to experiment with different messaging or creative approaches, agencies can gain foundational learnings and determine what is resonating best with people in a broader environment. All of which could help their clients drive success and unlock new audiences. You can find examples of best in class work on this subject in Facebook for business website (https://www.facebook.com/business/success).

2. Engaging Surfaces

For any creative to reach its full potential, it needs to be delivered in the right format, on the right platform. Get this right and agencies can capture the attention of people where they most enjoy spending their time.?

Whether it’s a Facebook Story, Instagram Reel or Instant Experience, Facebook’s ad formats offer agencies the diversity their clients get from selling in multiple shopping destinations, on a backdrop that engages the mobile-first consumer.?

3. Creator Partnerships

As the new publishers and media monoliths, creators are building spaces for people where they feel connected to them on a personal level and comfortable enough to trust their recommendations—a trust that is reflective of what they have in their friends and family.?

These deepening connections mean creators not only hold the power to drive discovery, but to also inspire a purchase, which offers agencies a huge opportunity. By forming an authentic partnership with a creator through Facebook’s Branded Content tool, agencies can tap into their influential voice and leverage their audience to build brand visibility.?

These principles are only stepping stones in the journey to creating a standout, mobile-first campaign. A quick reminder for those of you who missed the the principles of great creatives on FB family of apps please check out Part 1 of ‘Winning with Inspiration: The Agency Perspective’.

Stay tuned for the next article! ?