The 3-Part Creative Diversity Framework I Use To Scale Past $10M On Meta Ads transcript

Anybody running a Meta Ads account right now knows that creative diversity and creative volume is really important. Creative diversity is really really important. If If you are paying any attention to what is conversation that is happening in the world of Meta Ads, you know that creative diversity matters just a ton. And so that's great. You're 100% right if that's what you think. Creative diversity matters a whole bunch.

To be successful on Meta Ads right now, you have to create a high volume of highly diverse creative. It is necessary for real success and real scale. You must do that. So that conversation point is out in the world. Meta is saying it. Good advertisers and sort of influencers in the space, people who are building very large brands and agencies and all those kinds of people who are contributing on LinkedIn and X and podcasts, they're all saying that same thing.

It is a universally true thing and and agreed upon thing and people are right about that. I'm not going to take a contrarian position here that somehow, you know, it doesn't matter. But what I want to do is instead say, what does that phrase mean? What does it actually mean to generate creative diversity? Because if you answer that question correctly, you are going to build a system or you will have a chance at least to build a system that produces creative diversity in a way that really makes an impact.

And if you answer it incorrectly, you will spin your wheels. And I think it is very possible and a lot of people are answering it incorrectly. So before I answer, by the way, tell me in the comments if you are consciously building a system for creative diversity. If you're actively pursuing creative diversity in your ad account right now, whether it's an agency or an operator, if so, how are you doing that? What are your tips for doing that?

Help people out who are reading those comments. I read and respond to every comment. Leave a comment there. Tell me about that. I would love to hear about it. Also, you should know, before I dive in any further to tell you what creative diversity actually means and how we're seeing it make an impact and drive performance in our ad accounts at our agency, I want you to know this is part two of an episode, really. It'll work as stand-alone.

If you haven't listened to the other episode, it'll be okay. But this is this is part two of an episode I started last week by talking about CPMR and the idea of a big emphasis right now on maximizing your reach on Meta ads. I did that episode last week, so go check that. The link for that's also in the show notes. That episode is a helpful precursor to this, not totally necessary, but if you like this episode, if you like what I'm talking about here, you'll like that one, too.

So, go check it out. And subscribe while you're at it. Hit that subscribe button. There's common mistakes that are happening all the time. I've got some interviews around this theme. I've also got Ezra Firestone coming soon. That's like a You don't want to miss him, so subscribe. Okay, so before I tell you how we create generate creative diversity, I want to tell you why we generate creative diversity with some specifics.

I want to I want you to understand this sort of theoretical foundation and anything like technical foundation that is inherent in the act of generating good creative diversity. And the reason I'm going to do that is not because I'm trying to belabor this and not because I'm not going to get practical. I am. But, because I want you to understand. I think if you can think through what Meta ads is doing right now, you can better be equipped to keep your eye on the ball, so to speak, about what kind of creative diversity to generate and what kind of creative diversity is kind of a waste of time, okay?

So, you need to be aiming at the right target if you want to hit it. So, the key here to start is to think about how creative is related to targeting on Meta. Of course, if you've been around Meta ads for a while, you may remember the old days of interest targeting and lookalike targeting being really core to what you did. I remember when we'd scale ad accounts in the past, the first prospecting ad set we would always make was a 2% or 1% lookalike ad set.

You'd get an audience of 2 million people. Meta would use that and and give your serve your ads to those people. And then from there you'd go and maybe to a broader lookalike or maybe to a maybe to interest targeting or something like that, right? Those were the way that we that was the way we did things for a long time. I remember clients used to sometimes say like an intake calls or whatever and I was at CTC and and and elsewhere like, "Oh, we're going to use microtargeting, right?

Microtargeting is going to be this great thing that we can do with Meta ads because of all this information Meta has about about its users and or Facebook at the time, right? And that sounds so compelling. Microtargeting was such a great idea. You go get the exact right person, right? But then, over the last bunch of years, if you paid any attention at all to anything Meta has done, you also know that Meta has basically had a whole different attitude about how you ought to think about targeting your ads.

And that attitude could be summed up with the phrase, "Get out of the way." "Get out of our way so that we can go do the targeting for you." Meta builds instead of telling you to target people, Meta says, "Target everyone and then critically," and this is the point to understand, you've been saying this for a while, but it's really important to think about this and the implications that it has. Meta has said, "We will do the targeting for you at the level of creative." We will ba- basically build look-alike audiences for each piece of ad creative that you make.

So, when somebody gets served your ad and a bunch of people in and in that person engages or doesn't engage with it, in real time, we find other people like that person who engages or doesn't engage with your ad and then we serve the ad to them or don't, whatever the case may be. And we use the responses of those users to your ad to generate the audience bases basically as a look-alike down to the level of the ad. So, the little phrase that we sometimes use to sum this idea up is creative is targeting.

Meta just sees your creative, sees who's interacting with it, and then scales your creative if it's performing to more people like that. Creative is targeting, okay? And then, that phrase has been out there for a while, creative is targeting. I've said it on this podcast plenty of times. So, it's been helpful for a while, but something happened last year, which is that Meta and then a bunch of people following Meta started talking about some different elements of of how Meta's ad serving system actually works.

And they talked about something called Andromeda. They talked about GEM. I think Lattice is one of them. I forget the other names. I can't keep up with all of them all the time. And it's not super important, actually, that you understand all the details of this. What you need to understand is what these tools do on Meta's side of the fence, okay? And as as far as what Meta is telling us and what seems to me to be true from everything I can tell, okay?

What these tools do, these ad ranking and ad serving tools, is they allow Meta to do that kind of work of letting creative be your targeting faster, with more compute, at more scale, and better. And critical to the way they do that is that they have now eliminated one aspect of how they used to do this and replaced it with another. Well, the thing that they have gotten rid of or moved at least moved away from who knows, they're never going to show us the total black box, right?

But the thing that they have moved away from is building a social profile of a user and then serving ads based off of that user's social profile and their their characteristics. Oh, it's it's this is the gender of the person, this is the age, this is where they live, these are the kind of bands they like, this is whatever, and then sort of matching people like that. Instead, the ad serving system, so this is called Meta system, okay?

Whether it's Andromeda, Jam, or anything else, okay? What it seems to do instead is move entirely towards engagement-based ad serving. So, now the only signal for whether or not to serve your ad is what kinds of content does the user engage with. And in this respect, that makes it a more powerful system for serving the right ad to the right person at the right time because it's based on different kinds of content types, okay?

And in in so doing, Meta ads functions more like organic feeds tend to function in the in the modern day, okay? Alex Skryfeld has said it like this in a post that I will link that is really helpful about good ads in the age of Andromeda, okay? This is this is Alex's quote. After Andromeda, content is matched to users based almost purely on engagement, likes, comments, shares, saves, and for videos, watch time. It's also informed by use of search within Facebook and Instagram and by web browsing behavior on pixel sites.

So, so the point is it's all based on your actual behavior, not based on an estimated social profile, okay? And Alex continues, "This content matching model is basically a clone of TikTok's strategy. An individual user doesn't need to be following any other pages or users to start receiving high-quality content." And that little notion, that it's more like TikTok's organic strategy, is is kind of the key way that I've conceptualized this and that I've I've gotten this in my mind.

It functions today more like an organic feed and more like TikTok's system. So, if that's the case, okay? If it's it's if it's engagement-based, etc., then what you then can do is generate content that as long as it is highly engaging will work. And oftentimes actually what happens that your your ads, now that's not news, of course. This has this has been the case in ads for a while, but that now Meta can more efficiently serve that ad to the right person at the right time.

And I'm I'm going to give you another implication of this that's more detailed in a second, but I want to keep teasing this point out just a little bit more, okay? One way one simple way of putting this all, okay, is that if you want to reach the maximum number of people the most effectively, right? At the best price for you, for your CPA, with your ads, you need to create the kind of content that the maximum number of people will engage with, okay?

That's the key. Now, maximum number of people doesn't mean the broadest, and actually this is a critical distinction, okay? And this is where I find the TikTok analogy really helpful. Um, and I've definitely noticed it to be true. The point here is not that you need to speak to the most people, it's actually the opposite. You need to speak specifically to a sort of a narrower group of people, and what you will end up finding is that your ability to be specific with your content to certain kinds of people in specific situations will allow you to reach more people because their specific scrolling behaviors, the the specific kind of content that people engage with, is actually based on on more specific desires and more narrow desires than what we often think of in advertising.

If so much as asking of advertising at points is the recognition that there's going to be a bunch of like {quote} waste in your ad spend. You You to say something that of course takes a point of view and says something interesting and and maybe even shows some people that you're not for them in some ways or whatever, right? But at the same time, you sort of need to speak broadly enough to make it so that it's relevant to a broad number of people because you couldn't get it just in front of your narrow audiences.

If you wanted to serve to a narrow, niche-y kind of community, the best way to do that actually wasn't always with something like Meta. It was something like, "Okay, if you want to serve a CrossFit audience, you go to the CrossFit Games and event market and do event marketing." Or you you go on a on a CrossFit podcast, okay? If you want to serve if if you want a a beauty-focus, you need to get into um specific beauty circles, right?

And maybe maybe you know, I don't know. You you get the idea, right? You you go to the specific, narrower, more niche places and you go and serve to those people where only those people congregate if you want to go that narrow. In this case though, um but but if you wanted to do something like digital programmatic advertising and I don't know that I'll just give you the best examples of this, but I think you get what I'm saying.

In digital programmatic advertising, the idea was you you needed to be broad enough to reach a broad number of people within a certain group. Narrow enough to sort of speak specifically, but broad enough to reach a broad number of people. Now, you can be much more specific with your content and that is the kind of content that's going to resonate the most deeply, that people will engage with the most deeply, and therefore, that will help Meta's um system to serve it to more of those kinds of people.

The other day I had a conversation with Lara Guevara, the CEO of Move Supply Chain, and I said, "Lara, if you break down everything that you guys do as a supply chain agency based in the Philippines working with brands, you do a whole bunch of stuff, but like what is the biggest, highest value thing you do for brands that you think brands are the most excited about?" She said, "Oh, that's easy. It's uh vendor sourcing to lower the COGS while maintaining product quality for brands." And I loved that [music] answer.

First of all, it's extremely measurable. How much better would your business work if you had cheaper COGS? Probably a lot better. Like, more gross margin in your business is a superpower. The problem is, as Lara implies in her answer, is that [music] it's actually hard to figure out if if you're just working with one vendor, then negotiating your COGS down is really tough. And so, what Lauren and her team do is they go to other vendors and they source other vendors and they send samples of your products and they get samples made and they take you all the way through sampling with other vendors, through vendor sourcing, and through and and through just just their process of of identifying other vendors, and they help you get better prices on your products.

And that ends up being a huge value to their clients because they save money and they get gross margin back. And that makes their business more profitable. And amazingly, Move's whole team, Lauren and her team, are based in the Philippines, which is really good news for you on at least two levels. The first is they're affordable. So, you can get this work done that you probably don't want to go do yourself, right? You don't want to go through sourcing 60 Chinese vendors to see which one of them can make your product.

That's a whole bunch of work and you don't have time for it. They do have time for it and they know that space really well, and they can do it at a cost reasonable for your brand. But secondly, their proximity to China and to Vietnam and other parts of East Asia, and the ease of visa and travel in those in those situations, makes it so that they can go actually represent your brand to vendors in person, visit them on your behalf.

Last time I talked to Lauren a couple days ago, she was literally in Vietnam, hour and a half flight from where she lives in the Philippines. So, the her location in the Philippines not only is a cost savings, but it's actually really makes it easier for you and your team or representative from your team to be boots on the ground with vendors, seeing how they work, all those [music] things. They're really great. They have like a whole bunch of years on their team of D2C supply chain experience across pretty much every part of it.

If you want to try to start sourcing products, sourcing vendors to get better price of product, better COGS, cheaper COGS, while maintaining really high product quality, give them a call. Get a call on the books and see if they can do it for you. Move supplychain.com. Lauren will tell you very fast on an intake call if she can if she can do it for your brand. Move supplychain.com. Go check it out. Tell them I sent you.

And and again, I find the TikTok analogy really really helpful here, okay? And I've definitely noticed this to be true. I'm going to give you Let me give you an example of what I mean. In in world of meta ads, there is an increased ability to and this is now we're coming kind of full circle here to be quote-unquote micro-targeted with your ads, to be hyper-targeted. Except, you don't do that with targeting itself of media buying and you do it with messages.

You can reach the exact right person and you can do that by creating content for the exact right person. So, like I said, the the TikTok analogy is really helpful here and let me give you an example from some social feeds that my wife and I are seeing right now. I am I am coaching Little League baseball. It is four-year-olds and six-year-olds, okay, that I'm coaching. I'm coaching an early age of Little League baseball.

These kids are just learning to throw and to catch and to swing a bat. Really, really early, okay? And something I've noticed is that in our social feeds, we are now getting, of course, served algorithmically uh youth baseball coaching. My wife and I are getting youth baseball coaching content served to us. But, the thing that's really fascinating to me is that we're not just getting generalized youth baseball coaching content.

We're getting some of that and I do engage with that some. We're actually getting content specifically about coaching like four-to-six-year-olds. So, so it's so the content is narrowly targeted at that group because the content will be about like how to teach a kid to catch, which is a really specific skill for a very early stage of baseball. And if you think about that, it's really, really uh it's really narrow. It's a it's a it's a group that does that.

But, critically, it's exactly the kind of content I'm most likely to engage with because while some broad coaching content is helpful to me, what's actually more helpful is coaching content that solves the specific problem that I have, which is it's really hard to teach a six-year-old to catch a baseball, okay? It's really hard to do that. And because it's really hard to teach a six-year-old to catch a baseball, content that helps me solve that problem is really, really helpful.

That, I think, is the is the algorithmic world that your ads are going into. It's a world where content can get very specific. And if you can create content that speaks that specifically to people's situations, okay? If you can do that, then guess what? You have a really good chance to reach a pretty broad number of people with your content. Because it turns out this time of year in America, there's actually a lot of people trying to figure out how to teach a 6-year-old to catch.

And so that content can actually reach those people and a meta amazingly will reach those people really specifically. Now, as part of this, one of the things I'm saying here is that in the current ad ranking world, and I think this is broadly true even aside from this sort of more narrow targeted stuff, what I'll say is I think just generally Meta has gotten better and better and better at more efficiently matching the right ad to the right customer so that your ads reach the right group first, okay?

And this is sort of like a a point along the side of the one that I'm making. Not only can you reach those people specifically, but you can also reach them quickly and immediately. And those audiences may be smaller at times, and therefore at times, your ads, just as an implication of of the more efficient distribution of your content to the right person at the right time, just as an implication of that, if you if you think about that, one of the implications of that is that your ad is more likely to burn out more quickly.

Because your ad is getting to all the right people as fast as possible. Well, maybe not as fast as possible, but really fast, really impressively fast. And therefore, you burn through your core audience more quickly, okay? Now, that is a big win for you because that means your ad performs better. And we have definitely seen, as we have done the things that I'm laying out in this episode, we've definitely seen that we have had really high-performing ads that really work, and at times those ads have had a very short life cycle.

And that is the other point here, which is that um again, if if to quote Alex Gryffindor I mentioned earlier uh from a post that I really loved, she says an individual con- an individual piece of content tends to have a shorter life cycle because Meta does a better job at getting in front of the most relevant audience faster, or at least that's what they say, right? And therefore, you you you go through your content quickly.

And like I said, we've definitely experienced this. Now, what that means is not only do you need diverse creative, but you need a high volume of it. You need to keep it going all the time because of the way that ad system and that matching system works, okay? So, if you think about all that, what I'm saying is in the current world of Meta ads, all the things I've said for a long time are obviously true. Run broad targeting, run your manual bids, set a price at which Meta can spend, get out of the way, let the machine learning do the work.

All those media buying principles are truer now today than they've ever been and you should do them, okay? But secondly, and secondly, creative is targeting is also truer now today than it's ever been. But the the critical thing to understand here is that you can now speak very specifically to very specific people instead of broadly and Meta will do a great job matching your content to the right person. And at the same time, you also will see a pretty short life cycle on some of your best performing ads.

Not always, but not but sometimes. And we've seen this again for some accounts by which where an ad will spend go from $5,000 a day a day in the account to 15,000 a day or two later to 50,000 and then back down to 5,000 like pretty quick. Now, there's some other things you can do that sort of solve that, but I've seen this repeatedly recently and it's it's a fascinating thing. I have to tell you about how I got my newest sponsor whose first ad on the show is right now.

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Uh and and you can do that by going to ecomexperts.io. Really, if you need a dev agency for anything with your Shopify store, they are the go-to to go do it. Go check it out right now. ecomexperts.io. Very excited to have them as a sponsor on the show. Go check it out today. Tell them I sent you. Okay, so having said all that, what's the actual brass tacks? What's you know, uh like I promised at the front of this episode, how does this inform your strategy for creative diversity?

And what does this mean for creative diversity? I think it means three things at least, and these are the things that we are pursuing that I think you should pursue, and I think you should pursue them basically in this order. The first is messaging diversity. Number one, create the foundation of creative diversity is diversity of messages, okay? If you get nothing else from this episode, I want you to hear that. You must speak to different people in different ways and build your ad creative on the message.

What are you trying to tell people about your product and how it fits in their lives and how specific can you be about it? We've got some really good versions of this in some of our ads right now that I'm really really proud of seeing. We've got some ads being that are specifically talking about the pains of divorce for divorced for divorced women, uh, okay? Something like that. We've got um, some ads focusing on the moms of rainbow babies.

If you don't know what a rainbow baby is, a rainbow baby is a baby who is born sometime after a like a miscarriage or something like that, some some tragedy with a birth, okay? Uh, that's what a rainbow baby is. And those rainbow baby ads have performed very well. Not the widest reach of all the ads that I've got, but they've definitely performed really really well. I'm going to shout out here Cara from my team who is a creative monster who does an incredible job and who wrote a bunch of these ads that I've seen recently and it's just written beautiful moving ads to people in sensitive situations and that have spoken to people's hearts in a real way, right?

Now, speaking to people's hearts is not at odds with the message. The idea of the message actually is that the the more effective you can be. A message starts with an idea but to communicate an idea as effectively as possible, yet you want to hit people not just in their brain but in their feelings. And and Cara has done an incredible job of writing those ads. Uh, big shout out also to Paula and Pauline from my team, designers who are creating visuals that fit these things really really well um, in ways that again are sensitive and that allow those messages to to translate to without feeling salesy or scammy or whatever it is because you got to be sensitive with topics like this.

Um, Cara also has written some ads about it's Mother's Day time uh, for for some clients of ours. She's written some ads to boy moms, uh specifically, you know, to to to moms of boys, but obviously the two were phrased boy mom. Uh Cara herself is a boy mom. She's a She's the mom of young young boys, and so she has written movingly about the the sort of the the specific experience of what it is like to be the mother of young boys.

And let me tell you, those ads resonate for people because they're real and they're really where people's feelings are, and it gives voice This is the other thing. Clients are proud of these ads because it gives voice to their product and the unique fit it has in the customer's lives in a way that is actually, like I said, real. It doesn't just feel like salesy advertising kind of stuff. It actually touches people's life in a meaningful way.

And that's what you have to do. That's why this work is actually really fun in a lot of ways because whatever your product, even if it's not as sort of sensitive or as moving or as emotionally freighted as something like being a boy mom or a rainbow baby or or the pain of divorce or whatever, you have a way to get into people's lives in a way that is actually probably what somebody set out to do when they started the brand in the first place.

You want it to matter. And so, um and so we've done that. And at the foundation of all that is messaging diversity. Um because you could take the same product and give them to all three of those audiences that I just mentioned to you potentially around Mother's Day in particular. What is it like to be a divorced mom during Mother's Day? What's it like to be the mom of a rainbow baby? What's it like to be a boy mom? Same product, three different messages.

You could do that in different ways and speak to these these situations in different ways. Or maybe you pick different products from the product collection because they lend more to one of those than the others, but you're thinking about each of those customers in those different ways. Our entire process is purposely built on the foundation of messaging for this reason because we believe messaging is what comes first.

And so So, what we want to do is feed great messaging to real people with real interests engaging with content at the foundation of the algorithmic engine in which they are sort of living and playing each day whenever they scroll on their phones, okay? Um And And so So, that's the starting point of our system. Before we ever talk about a format or anything else, when we talk about a high volume of high-quality, highly diverse creative, Before we do any of that, we start with the message.

And the more we can do that, the more that we can be effective. And and and again, subscribe wherever you're watching and listening to this because I'm going to be talking more about this in the future. So, if this is helpful to you, you're not going to want to miss future episodes about that. It's going to come up a lot. Now, there's a way that our process can get better in this, which is more customer research, and we're starting to think about better ways to to do that, to sort of source some of these.

I'll tell you, I'm just not super expert on this yet. Obviously, AI is really helpful here as you sort through ideas and sort of chat with it and talk through what you're trying to get to. And and and we've definitely had strategists kind of take this on as part of their work, but yeah. Another little implication of this, by the way, is that this is so much of why I think the creative strategist core function is actually not being a visual thinker, but it's being a copywriter.

The creative strategist, one of the reasons that that position goes so wrong for so many people is because you are you think you're looking for somebody who's really good with a camera, and you're not. You're looking for somebody who's good with a message, and that means somebody who's good with words first and foremost. And I think most people get this wrong. A creative strategist is a copywriter first, a messaging person first, okay?

An idea person. Again, Cara, Nikki on my team, these people are really good with words, and that's why they're good at their jobs, okay? Uh all right. Number two, format diversity, okay? Once you have that message, now what do you want to do? You want to put lots of different outfits on that message. You want to find as many creative and clever ways to reference your message as you possibly can. And and that and and I really like the the analogy of putting on different different sets of clothes.

Same person, different sets of clothes, okay? Same message, different sets of clothes. And and that's what format diversity does. And it is really important. It gives you the broadest shots, the most chances to be engaging, the most chances to be interesting by sort of changing up at different times what your how you communicate that message. There's a lot of ways to talk about what it's like to be a boy mom, okay? There's a lot of ways.

You could do it in an explainer video about how the product is great for boy moms. You could do it by telling a story about the boy mom experience. You could do it by doing a problem agitation solution ad about how when you're a boy mom crap gets all over your clothes all the time sometimes literally because you know your kids are crazy and running around or whatever it is like and you could talk about how bad that is.

There's just a million different things you could do there. You could talk you could do that in a few words in a socially native static image. You could do that in a few words in a beautifully designed headline focused piece of graphic design right still image. You could do that a lot of different ways and what we do to solve this problem is we keep an ever running format library that's growing all the time. I've said before like well, we keep a library of formats and templates all the time and we don't want true like templates quote unquote.

We're not just moving pieces around in the exact same organization every time but we want to notice replicable features of ads that we can take and shove a lot of different messages into. So it's just a different it's a pair of clothes that'll look good on any message, right? There's different ways to style that style the clothes so to speak on any different message and that's what we're looking to for all the time. The more we can build that library the more that we give our strategist options for for what kinds of for different ways to create visually interesting story rich ways to convey the message that they've already started with, okay?

That's what we're trying to do. And so having that template library is really critical and even identifying in those templates what it is that makes it a good template. I've said sometimes at times that when I'm on social media at all these days I'm like a scientist going through the jungle in some unexplored territory with a notepad looking for animals looking for new species that I've never seen before and what I'm trying to do is identify them and then like put them on a boat and bring them back with me so I can identify the genus and species of this creature that nobody's ever seen before except I'm not looking for creatures I'm looking for ads.

I'm I'm in the jungles of Instagram searching around looking and and going oh look there's there's an ad type I've never seen before. Oh the podcast ad of course I've seen that a million times but like what makes that good and how can and can we replicate that and what are the features of the podcast ad that are good and bad and how can it go right and how can it go wrong? And then how can I make that a replicable thing uh for somebody else?

And and so so we're doing that work kind of all the time, all right? So, number two is format diversity. That's simple enough, but it's really important. Number three, I'll call account diversity. Uh this might also be called talent diversity and this is one simple version of this is partnership ads. Uh partnership ads do seem to pull in the audiences from the partner account in some way, even though I just told you that um ad this point is based on content, not not really account and social profile.

Something about the account of the partner, the creator that you're using in a partnership ad, seems to send some signal to Meta that allows you to do this. Either that or just different kinds of people appeal uh different kinds of creators and different kinds of partners appeal to different kinds of users on Meta and so so maybe it's just kind of a a work-around to create this that maybe has nothing to do with the account that you pull in and maybe has everything to do with just different kinds of creators working for different kinds of people.

But for whatever reason, that seems to help. And the key idea here is just like again, in this diversity kind of conversation, different ages of creators, different kinds of creators, different genders, all these different people. It's by putting different talent on screen, you can relate to different people. Just think again about what it's like to take my divorced mom example. What is it like to to serve that out to a 30-year-old divorced woman versus a 60-year-old divorced woman, okay?

If you want to talk about divorced moms. It's going to look a little bit different. It's a different life stage and it may still really matter a lot for their experience. And so having different talent is is a way to build on the different messaging um and seems it seems to me also that's part of the diversity approach that really matters beyond that. Yeah, now, this is where like getting lots of different creators can be really really helpful.

Also, sometimes they just have their own styles, so it just sort of is a work-around way to create diversity by getting different creators to make ads, you know, the way that creators do and that can be really helpful. This is where like an agency like AJF Growth is no help at all. Like it's it's the kind of thing where you need an agency who's going to go find and source those create It's the kind of thing where you need an agency that's going to go find those creators, pull them in, have them do a great job for you and you know, get content from them, get them into your account.

Then of course you can use that stuff in your B-roll library as well. But I do think it matters. Getting different kinds of people in your ads, talent versus no talent, I think it matters a lot. All right. So, account diversity can matter, talent diversity can matter a bunch. And so if you go to those three, right? Messaging diversity is the foundation, format diversity and talent diversity can really matter a lot, too.

And I think they both really make a big difference, actually. It really extends the reach of your ads to have different kinds of people. Building that engine of that kind of content is an operational challenge. Okay? The notion of a creative supply chain is so right in this respect. Getting that is really hard. It takes a ton of work, there's a ton of moving parts, uh tons of hands chipping in. A full creative supply chain, like I said, that's what it takes to be successful, though.

If it's the case that your best ads are going to get to the right people at the right time the fastest, you need to build it. Whether that's through building a bunch of creative partnerships that can do it at scale, whether that's through building a performance engine, or hiring somebody like us to do that for you, um that's what it takes to be successful. And so we're always working on improving that. I expect that I only expect that to keep getting better over time.

I'm going to keep talking about this, like I said, uh because I think it's really important. Subscriber, wherever you're watching or listening, hopefully this has helped you to think about and conceptualize what creative diversity means, and then get to work on building the process in your business. >> [music] >> Thanks so much to you for listening, for watching. Leave a comment, like I said, I'd love to hear how you're thinking about this issue in your business.

I read and respond, uh I read every one of them, I respond to almost every one of them. Uh I think over 95% at this point, probably. It's actually one of the best ways to get ahold of me. So, so leave a comment, I'd love to interact with you there. Email me, podcast@ajfgrowth.com. I also would love to hear your questions. I haven't done a Q&A episode for a long time. If you have questions, things you're sorting through, shoot me an email, podcast@ajfgrowth.com, so that I can read those questions.

And go to ajfgrowth.com, fill out the intake form if you want to work with me and my team on your business. I would love to uh look into what's going on in your business. Just tell me a little bit about your business in that intake form, so I can understand it, and then we'll get an email conversation started. I'll see if I can be some help to you. I would love to do that if I can. Uh big thanks to my sponsors for this episode, Move Supply Chain, huge fan of Move Supply Chain, uh, and Ecom Experts, new new sponsor [music] on this one.

Go check both of those out. The links for those are in the show notes. Otherwise, thanks so much for watching or for listening. I'll see you >> [music] >> next time.