👋 Hey - welcome back to Brainstormed.

As the ad platforms become more advanced and targeting becomes more reliant on artificial intelligence, the content of ads has become more important than ever.

Social ads are made up of two main elements - ad copy (the message) and ad creative (the visuals.)

But what makes good ad creative? 🤔

Let’s find out 👇

Audience, Audience, Audience

The first thing that you need to think about is who’s going to be looking at your ads?

Your creatives have to resonate with your specific audience.

Make sure that you use images or videos that reflect the unique challenges and aspirations of your target learners to establish an immediate connection.

For example, if you are promoting corporate training, use visuals that depict professionals engaging in learning activities, such as a group participating in a workshop or an employee completing an e-learning course.

What’s the Message?

You need to think clearly about the message that you want to convey within your creative. Make sure that it ties in with your campaign objective.

Highlight the benefits that address a real problem that your training or event is trying to solve, making it easy for potential customers to understand why they should engage.

Include a clear call-to-action (CTA) to push your audience to complete the desired action (e.g. Book Now, Register Now, Buy Your Ticket, etc.)

For example, if you are promoting a conference for educators, emphasise how attending will help them gain new teaching strategies and earn professional development credits. Your CTA might be ‘Book Now’ or ‘Buy Ticket’ for a conference.

Pick One Format, or Multiple?

The age old question. What ad format should I use?

There’s no correct answer here, but we’d usually recommend a mix of images and videos. Testing multiple formats helps determine which resonates most with your audience.

Video is fantastic for engagement, but can struggle sometimes to generate conversions. With you video content, try a combination of professionally edited footage and more organic, UGC-like content.

Image ads are what many consider the default creative type, and we’d agree here. Try to include 3 or 4 image variations for the campaign to begin with, preferably in different styles for testing.

You should remember to consistently add new creative to campaigns, particularly campaigns that are evergreen and always active. Depending on budgets and audience sizes, ad fatigue can become a factor quite quickly (usually between 2-6 weeks.)

🥳 That’s all for today - thanks for reading!

To learn more about Lucha, check out our website.

You can also reach out to Jonny, author of this newsletter, on LinkedIn: @jonny-thompson