Let’s first mention WHY it’s a problem if there’s no creative diversification, because there’s a 45% average drop in associated likelihood to conversion after four repeated exposures of the ad. Because of that, everyone started preaching creative diversification on Twitter, but

Meta shared some examples of how different messages & styles are impacting creative diversification. You can see the example here, but let’s dive more into it, so you can improve your results and scale.

Think of your Total addressable market as a big pie. That pie represents your whole audience that might buy from you, and you can reach it in different ways.

Now you are probably wondering how this has any connection to my product. Well, each different content piece would resonate with different pockets of the audience. Some would overlap, of course, but you get the picture. The more formats you do, the bigger your chance of

But you don’t want to just reach people, you want them to convert. That’s where we are getting to the next stage of creative diversification - angles. And what’s the angle? An angle is a method of conveying information about your offer to potential customers.

Choosing the right marketing angle will help you engage, influence, and persuade your customers to do business with you. Again, different angles will resonate with a different pocket of the audience. That’s why you often hear people saying, “I just unlocked a new angle that

Obviously, just don’t want to just randomly start throwing different angles and expect you’ll scale all of them. The reality is that you’ll probably find one or two that you’ll be able to spend the most. Initially, those would most likely be the angles that resonate with the

That’s why your goal is to try to tap into the unaware level of awareness. That’s where real magic happens - when you start converting people who don’t even know they have a problem. Obviously, it’s gonna be harder to do it initially - you’ll have to educate them more, use

To expand on this, I created this chart based on the level of awareness by Eugene Swartz, which can help you craft your hooks and convey the level of awareness into the messaging. That is, again, unlocking different parts of the winning angle.

What’s your best process to do this? First is to do a deep dive into customer reviews & comments on the ads. You’ll often identify a few core groups of people/avatars to whom you should switch most of the messaging. You can use ChatGPT or Atria for the analysis.

Next is to build static ads towards those avatars and to identify key phrases or key messages to which these avatars would react. Once you get some traction, then you move these messages to videos, and once you get winners on the video, you build advertorials around them.

This way, both image & video ads are congruent with the landing page that also spoke about the same avatar. Even the problem & images on those landing pages are about these avatars. The third way would be to use different formats of the ads /statics, videos, gifs, carousels)

Which can then be broken down into smaller subsets or styles. For example, for videos it can be: Podcast video, UGC, unboxing, street style videos, product demonstration, UGC review, It can also be high production vs low production. An example of images can be Sticky note ad

But if you are not selling a self-explanatory product, like apparel, jewelry, or toys, it will be very hard to scale and reach top-of-the-funnel audiences with just images.

You can see by frequency & % of new visits that image ad and offer or discount overlay would always do retargeting, no matter how tight the exclusions you use. Facebook just knows that this type of ad can resonate only with the BOF audience.

So, to conclude, what is Creative diversification? It’s running different angles, different customer personas, different styles of videos, and creators from different races and age groups. This would allow you to tap into as many pockets of the audience.

Which is then a path to the scale. We had multiple clients that took their winning angle & script and just redistributed it to asian creators, older demographic, or translated it to Spanish. And each of these things had a bump in revenue as we unlocked new portions of the

If you are someone who wants to see this level of process in your ad account, which would allow you to scale horizontally, book a call with me.