Your Creative Is The Flaw

Got a question for you.

Have you ever dipped your toe into the pool of Facebook & Instagram advertising to only pull out feeling that it “doesn’t work”? I completely remember this experience. The painful shock that maybe all the hype was like everything else that ever was to be hyped up.

Drop shipping.

 A YouTube channel.

Bitcoin.

Instagram & Facebook pages.

They come and go and I’m not saying that these are hyped up phases that have all now passed. But each of them all had their individual times of being the new thing to get on to gain some attention and money.

I’m recalling the time at which Ads through Facebook and Instagram were the thing to get on. It wasn’t long ago.

It felt like everything that I’d heard before it but I gave it a try to only come to the conclusion that it was just like everything else. I missed the train. The time had gone.

Wrong.

This shit is still thriving and it takes a small understanding of the possibilities and variety of advertising within the platform to believe that its not the platforms fault it didn’t work.

It’s yours.

If you think about your possibilities of marketing 30 years ago…to when I didn’t exist… but hey ho that really has nothing to do with this… You could go with a classic infomercial or commercial. Maybe try the radio? The papers? Billboards?

Okay, there’s a few options for you. If I was the creator of an ad at that point in time. I would feel like there was a limitation to the creative as it has to attract a larger audience. Unless you created a different ad to put in every local newspaper of every town… Could have been a shout. However, the distribution of this operation seems a bit extensive. The point I’m trying to make is this.

Your ad didn’t fail because of the platform that you used. That ￡500 you put towards ad spend wasn’t eaten up by the evil bastards at Facebook. You burned that shit. The variable within social advertising is in the creative. Unless the creative you made for the ad is relevant to who’s been targeted no one will be interested and it won’t work.

So, to keep relevancy you need to be specific. You have the tools. I can target the most random person in the world to the point that I could probably be like…

“Hey Jonathon, I saw you look at that adult seesaw at 1:04 this morning. My shop sells adult seesaws and I’m 300 yards from your house. You could maybe drop by on your way back from the gym tomorrow? You know you want it Jonathon” …

Don’t do that. Guaranteed it wouldn’t work anyway.

You get my point though? You can build a creative for the exact person that will be interested in what you’re selling with the capabilities of targeting now. But you can’t leave it at that. You need to come up with 10, 15, 20 individual creatives with specific copy and maybe graphics so that it is specific to the exact demographic that you are targeting. That is when it works…

When you get the creative bang on.

And that’s the hard bit to this all…