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Differentiation through Creativity: The Key to Success in Paid Social
In a world of algorithms, creativity on social media makes all the difference in terms of both performance and brand awareness
Sandra Segura , Paid Media Supervisor
How to use creativity in the different stages of the conversion funnel
TOFU - Top of the Funnel: Creating Need Through Visual Appeal
We are in a situation where the user does not yet know us, so we believe it is necessary to create more generic, discovery content ( top categories, top products, new collections, seasonality ) with an inspirational character, with a lookbook style and visuals that integrate the product to generate memory, notoriety and brand recognition . The objective at the highest stage of the funnel is to create brand awareness so that the user keeps it in mind in the following phases of the funnel.
We communicate the brand's value proposition through a text designed around the Buyer Persona, attracting the audience and including a clear and direct call to action to discover.
MOFU - Mid Funnel: Focus on promotion and campaign concept
Our goal here is to get the public to consider the brand among their first options when a purchase need arises. At this stage it is important to communicate the need, showing the benefits and functionalities of the product.
The user is now in the consideration stage , and these leads are more informed than those at the top of the funnel.
We opt for formats that can integrate promotion and product , communicating the action to be highlighted while associating it with a concept (category, new collection, re-stock, best sellers...) in a natural and native way to increase the user interaction rate .
BOFU - Bottom funnel: Closing the conversion through personalization
Our main objective in the last phase of the funnel is to close the sale , converting prospects into final customers by making the purchase decision.
The content of our creative will once again be oriented towards increasing the CTR, attracting quality traffic and generating microconversions. At this stage, it takes on greater importance during promotional periods .
In terms of format, we opted for dynamic ads and video formats focused on the product to be highlighted (selected based on current promotions, ROAS or best-sellers). The copy must have an urgent character and show a message related to the need to be covered by the product , as well as including a clear and direct call to action for purchase.
In addition, we must combine creativity with catalog optimization to display the right products in a personalized and automated way .
In summary
How Rocket Digital uses creativity to optimize its clients' campaigns
Leveraging our partnership with Meta , Rocket Digital's Paid Specialists team successfully used Meta Gamma Score , a creative measurement tool, and historical performance data from their creatives to run a campaign for one of our clients, analyzing the impact of their ads to improve their effectiveness .
You can read more details about this Case Study here .
In short, creativity is essential for Paid Media campaigns . To achieve optimal results, we must adapt the creatives (which must be product focused , where the product is shown in a dynamic and creative way and is carefully chosen) based on the phase of the conversion funnel in which the user is and the objectives of the campaign , trying to unify the brand actions with the sales actions.
Why work with us?
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