THE HUGE UNFAIR COMPETITIVE ADVANTAGE OF PROPER CREATIVE
We’ve seen head-to-head creative tests where one post out-performs the other by thirty two times over. Same brand, same basic message – different creative approach.
High quality creative is the secret to unfair competitive advantage in the marketplace. Proper social creative will drive sales today and build a long term point of difference, with valuable brand equity.
Not convinced? Think of it this way; it often takes much the same time and money to create ill-thought out copy and an average image… compared to a decent copy with a compelling image. You may as well do it properly:
It starts with creative concepts and “scamps” (hand drawn ideas for posts) that align with the brief for your approval.
This saves time and money and ensures everyone is on the same page (as creativity is a subjective discipline).
Then you need an agile, flexible team to bring the right ingredients together to bring the concept to life; copy, design, styling, photography, video, grading, editing, studio etc.
You need senior creative oversight to make sure that each individual message builds a consistent brand long term.
You need experienced social creatives who understand that the devil is in the detail – and how each message fits with the huge variety of social formats viewed within a range of digital environments and across different devices.