What makes High Performing Creative?
In the fast-paced world of performance marketing, where attention spans are short and competition is fierce, the key to success lies in creating high-performing creative, but how do you consistently create high-performing ads month after month?
Using ‘hooks’ to capture attention
The first step in capturing your audience’s attention is to create a “scroll-stopping” hook.
Your creative is competing with friends, family and content creators on social media. This means that your best-performing ads or posts on social are likely to be good content first because you have to be incredibly interesting just to get a small percentage of relevant people to engage without resorting to clickbait.
Clickbait may generate initial clicks, but it often leads to low-quality traffic as users find the content doesn’t meet their expectations. Instead, focus on crafting a hook that is engaging and relevant to your offering, then immediately communicate what you have to offer and why it matters. By providing a clear and honest representation of your brand and product, you establish trust with your audience right from the start and enable the ad platform to target people who are most relevant to your business.
A compelling hook is the gateway to engaging your audience and drawing them into your brand story. Remember, the goal is not just to capture attention momentarily but to create a meaningful connection with your audience.”
Kelvin Wan, Senior Creative.
Articulating product benefits
Great creative clearly articulates the benefits of your product or service, highlighting the core reasons why someone should make a purchase. It goes beyond merely showcasing the features, it conveys the value and impact your offering can have on the lives of your customers.
The difference between benefits and features. A feature is something that your product provides, for example, a personalised wine subscription from Good Pair Days.
