5-step creative strategy for FB and TikTok ads

Step 1: Establish the Creative Foundation

• Understand the branding guidelines and existing ads in the account.
• Analyze top-performing and worst-performing creatives over the last six months.
• Consider conversion rates, creative formats, and messaging themes.
• Determine the success of different age and gender targeting as well as ad placements.

Step 2: Conduct Reputation and Competitive Research

• Review the brand's organic social media presence, email campaigns, and website.
• Examine content, messaging, engagement, and common customer questions.
• Explore customer testimonials, press hits, and reviews to understand public perception.
• Utilize the Facebook Ads Library and TikTok Ads Library to analyze competitor ads.

Step 3: Compile Features, Benefits, and Testimonials

• Collect the best testimonials across social media and websites.
• Identify frequently mentioned features and benefits in the messaging.
• Revisit the client's branding guidelines and gather additional information about the brand.

Step 4: Develop the Initial Creative Roadmap

• Create a monthly roadmap for content delivery, typically four creative concepts.
• Use a ticketing system to prioritize and assign tasks to video editors.
• Each ticket will result in three to six assets testing a core creative strategy.
• Consider variables like different upgrades or variations for testing.

Step 5: Refine and Iterate

• Collaborate with the growth and creative teams to select and refine concepts.
• Write detailed tickets outlining messaging based on research findings.
• Use frameworks like the ADA (Attention, Interest, Desire, Action) model for messaging.
• Plug in the gathered messaging from research into the UGC (User-Generated Content) outline.
• Continuously review and optimize creative strategies based on performance data.