How are the most successful ad campaigns created? The answer might be more obvious than you think.
I’ve been reading Adam Grant’s Originals, and I’m enthralled by his argument for quantity being one of the greatest drivers of quality. He argues that some of the world’s greatest innovations — from musical compositions to viral videos to technological advancements — have come about because of the sheer quantity of attempts an individual takes.
In social advertising, marketers don’t always know the best image, headline or call-to-action that will drive action from their target audience. However, the more attempts a marketer takes at exploring various combinations of media and ad copy, the more likely she will be to find something that produces truly remarkable results.
And that’s not entirely different from how Thomas Edison delivered groundbreaking inventions or how Mozart wrote some of the world’s most renowned musical compositions.
How Quantity Leads to Quantity
Grant tells us: “Edison’s 1,093 patents notwithstanding, the number of [his] superlative creative achievements can probably be counted on the fingers of one hand.” He recounts the works of Mozart, Bach and Beethoven, who combined to produce over two thousand pieces, yet are remembered for just a handful of great ones.
The list goes on. Grant notes “in a study of over 15,000 classical music compositions, the more pieces a composer produced in a given five-year window, the greater the spike in the odds of a hit.” Many of the most famous artists, musicians, entrepreneurs and leaders owe much of the success of their most iconic achievements to their prolific overall output.
The same results can be achieved in social advertising.
How Creative Exploration Leads To Advertising Results
In the world of social media, marketers who experiment heavily discover what delivers the best results. Grant highlights Upworthy, a site that focuses on helping good content go viral. In one campaign, two different staff members wrote headlines for a video of monkeys reacting to receiving cucumbers or grapes as rewards. One headline drove 8,000 video views while another led to nearly half a million. “Upworthy’s rule is that you need to generate at least twenty-five headline ideas to strike gold,” Grant writes. One might be average while another could be extraordinary.
Yet it’s not always about simply creating great content, but identifying what truly resonates, that is the biggest obstacle in achieving results. Social media marketers are lucky in this respect — because if they’re willing to explore many creative variations, they have instant access to analytics to determine what content is performing best.
Making Exploration Easy … and Worthwhile
It’s not always fast or easy to build and test creative. Experimentation often sounds like a great idea but then falls to the backburner in order to meet a campaign deadline.
But what if it was easy to test creative, interpret results and make use of those findings? What if experimentation was the natural beginning to a campaign that automatically discovered top performance and allocated ad dollars accordingly?
At Quantifi, we’re building exactly that platform. We’ve created a social media advertising platform that allows marketers to run campaigns that explore dozens (or hundreds) of combinations of ad creative, target audience, and ad channel, quickly determine top performers, and reallocate budgets to the ads that exceed all others.
We’re focused on helping marketers work smarter and identify and capitalize what truly resonates. Visit our website to learn more and start delivering better results.