How Brands Like Spotify and WeWork Get Creative with Facebook Advertising

Christine Göös

Marketing

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Smartly Connect events are exclusive evening seminars that bring together the brightest minds in digital advertising. In late October, we invited some customers and partners to the Hotel on Rivington in New York’s East Village for talks, panels, and networking. For those that missed the event, don’t worry! We’ve compiled some interesting highlights and insights below.

Rockstar Creatives on Facebook: Partners and Customers Discuss

Our Creative Partner Panel invited Jonny Mole of Shuttlerock, Brett Klee of ReFUEL4, and Jerry Bell of VidMob to share the stage with our CEO, Kristo Ovaska. In addition, the Advertiser Panel put three of our progressive customers front and center to share their expertise. Moderated by our very own Stephanie Semaan, the audience had the chance to learn from Yfran Garcia of WeWorkEd Staples of M. Gemi, and Patricia Jimenez of Spotify.

Read on to discover what’s new with Facebook advertising and how our customers and partners cater to the ever-growing need for creative at scale. While you're at it, check out the highlights from the video below, too.

 

 

The 1.57 Second Rule and the Need for Testing

“Advertisers have 1.57 seconds to catch the user’s attention,” explained Jonny Mole of Shuttlerock. Ed Staples of the shoe retailer M. Gemi echoed the urgency of capturing the user’s attention right off the bat.

Marketers need to become agile in their processes to test all the different ad units to find what works. All panelists agreed that you have to adapt on the fly. Don’t assume anything – even Facebook’s own Creative Shop rarely guesses the highest performing creative in advance.

In addition to understanding high performers, it’s also crucial to “embrace creative fatigue”, said Bell of VidMob. Marketers should not be afraid to fail as even failures bring in data – it’s all part of the new creative process.

Yfran Garcia added that WeWork has also adopted the testing mindset. They partner with Shuttlerock and the Facebook Measurement Team to find the highest performing variations throughout the purchase funnel and automate their campaigns through Smartly.io. Their brand team then uses the performance data as a basis for creating new assets.

 

 

Different Perspectives on Advanced Automation – watch the entire panel. 

 


Scaling Video

Video has historically been expensive and scary. Today there are multiple solutions that ease the production load while saving resources. According to our panelists, an essential part of becoming a video-native brand is to look beyond the notion of a TV commercial and instead (or in addition), tap into easy-access formats.

User-generated content resonates well with certain types of audiences, while simpler formats like cinemagraphs and GIFs amp up the engagement easily. Brands should consider animating static assets with ad formats like Facebook’s Slideshow ads. You can even automate the production of this format with partners like Smartly.io.

Some advertisers have even repurposed their big bang TV productions like Super Bowl ads successfully. The creative partner panel stressed that brands should create their videos for mobile-first viewing: capture attention fast, keep them short and sweet, and caption the content for audio-off viewing.

To encourage production agility, Spotify creates content newsroom style in-house, explained Jimenez. Spotify’s campaigns are always data-driven and audience specific. Unsurprisingly, their Facebook campaigns are dominated by video: artist videos, GIFs, and localized creatives all perform well for the music streaming giant.

Brett Klee added that when it comes to video, it’s important to note that the performance may not come right away, yet it still pays off to be first to market with new formats. Staples agreed, adding that as an advertiser, you want to have that first mover advantage.

 Rockstar Creatives on Facebook – watch the entire panel.


Powered by Machines, Crafted by Humans

“I was burning out quicker than our ads. We were updating everything manually in ad sets split between 40-50 markets. Smartly.io helped us refresh creatives automatically. It allowed me to take back my nights and weekends.”Yfran Garcia, WeWork

When it comes to creative automation, tech might never replace human talent, but it can help fuel and scale the process as well as boost performance. There isn’t a one size fits all solution, either; while Garcia of WeWork said he’d dreamed of the level of automation he can access through Smartly.io, M. Gemi shoots and creates everything manually in-house.

Many of Smartly.io’s feed-based advertisers including travel, gaming, and e-commerce brands automate their prospecting and retargeting campaigns with our bespoke Dynamic Image Templates. The editor standardizes the look-feel of ads and pulls content automatically from any product feed.

To summarize the two panels, advanced Facebook advertisers leverage a variety of assets and resources to keep creative fatigue at bay. Assume nothing, base your actions on data, and leverage creative and tech partners to scale when needed. We hope you enjoyed this creative recap – to learn more about our solutions, visit our service page from the link below.

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