The 5 Levels of Creative Diversity (most brands miss this)

This is the age of creative strategy after Andromeda and here's what you need to know. So if you have any skin in the

to know. So if you have any skin in the meta ads game right now, you know that the most important thing to your success is creative velocity as well as creative diversity in the platform. So I actually built a system that we've been using

inside our agency at PGM that talks about the five levels of creative diversity so that we can help classify where our brands are at and what we could actually focus on that could help improve performance. [music] And that's

improve performance. [music] And that's exactly what I'm going to show you today. So let's dive in. Now, we're

today. So let's dive in. Now, we're

going to start at level zero, statics versus video. So, we're going to keep it

versus video. So, we're going to keep it really easy at this level right now.

Right? If you only have statics or video, then you are at level zero. Many

people start off using statics on the platform, that is totally fine. But in

order to have any success on it, you're going to have to emerge into video at some point. Also, if you're still

some point. Also, if you're still thinking about your creative diversity in the sense of, oh, I have both statics and videos in the mix, and that's kind of where you stop with it, then you're

probably still at this level yet. So,

let's move on to level one, right? Where

things start to get a little interesting. Level one, format

interesting. Level one, format expansion. Now, format expansion is

expansion. Now, format expansion is actually where I find a lot of brands stop, which is why they end up leaving so so much money on the table and really spinning their wheels with the creative strategy thing. But, I'm going to keep

strategy thing. But, I'm going to keep this one really simple for you. In order

for you to have true creative diversity, you need to have visual diversity, which is why I still love doing an analysis at the format level because that's one of the easiest ways to change up your visuals. Now, this is actually a list of

visuals. Now, this is actually a list of all the different formats that we use at the agency, which honestly comes in really handy when we're in a pinch to change things up for a brand. But to be

honest, I found that there are very few unicorn ads that come as a result of just changing up the format. But it is important. I also like thinking about

important. I also like thinking about the formats as a really great way to stretch the learnings that you do have, especially from a messaging and angle or a persona side. Now, another thing that I want to sidebar on too, which is

really important, is how I'm thinking about iterations or variations and creative tests moving forward. So, in

the past, the way that I'd often see this being executed is you would have a image and you would simply swap out the messaging for the test. Similar thing

for video, changing up the hook a little bit. Now, with this new algorithm really

bit. Now, with this new algorithm really prioritizing visual diversity, something that we often do is we'll actually put all of our statics into one ad set,

maybe we'll do that one to two times per month. I haven't found much of a

month. I haven't found much of a performance reason to really segment them out in the way that we used to. And

for video, we really do try to have the biggest visual range as possible within our tests. Sometimes we'll even combine

our tests. Sometimes we'll even combine it with images or shorter video clips alongside our creator content for instance. However, let's take a UGC

instance. However, let's take a UGC video as an example right now.

Typically, we'll try to do one standard video and then also have a green screen variation and then maybe a Tik Tok response bubble variation or maybe even a completely new visual altogether. My

team often uses Story Blocks to get these unique visual assets, which has come in super handy, especially when we are doing more of that VSSL style content. Storylocks is also a longtime

content. Storylocks is also a longtime friend of this channel, and they are also the sponsors of this video.

Storylocks has unlimited downloads of diverse and highquality media for one predictable subscription cost. They have

4K and HD videos, music, sound effects, images, and so much more. And something

I also appreciate is their stock library is truly authentic, created by real artists. There's no generative AI

artists. There's no generative AI content here. But something I am excited

content here. But something I am excited about for them that they've launched recently is their new AI toolkit. We've

actually tested this on some ads recently and it's really cut down our post-production time. Specifically, they

post-production time. Specifically, they have AI video editing right now, which helps you take any footage clip and quickly customize it to make the perfect fit for your project. And then there's

also AI voice over which gives you the ability to generate, refine and customize narration for any project. The

AI voiceovers have crushed and resulted in a lot of top performers for us. The

way that Story Blocks describes it, it's like having a post-production team right in your browser, which is actually really beneficial for your actual post-production team. I found in my

post-production team. I found in my experience. And the best part is is that

experience. And the best part is is that everything on Story Blocks is 100% royalty-free, even for ads. To get

started with unlimited stock media downloads at one set price, head to storyblocks.com/doraenny

storyblocks.com/doraenny or click the link in the description.

And now that brings us to number two, awareness expansion. Okay, so at this

awareness expansion. Okay, so at this point, you've probably managed to get a number of different formats circulating in your account for both statics and videos. The next thing I really want you

videos. The next thing I really want you to do is analyze which part of the marketing journey you're primarily creating messaging to. At the unaware stage, for instance, users are unaware,

unconcerned with a specific problem and they're not looking for solutions.

Whereas, if they're product aware, they're already aware of their problem, potential solutions, and also how you compare in the marketplace. So, when you really think about it, when you're marketing to these different parts of

the user journey, the messaging is very, very different. Now, often times what I

very different. Now, often times what I tend to see with ad accounts that I'm doing audits for is they'll complain about launching an ad creative that does well for a week or two and then falls

off a cliff. And when I actually investigate those creatives, I find, oh, these are actually more product or solutionaware type creatives and they're just churning out at the people that are

available in that stage. So, for them specifically, they need to go further upfunnel. We've actually had major

upfunnel. We've actually had major unlocks creating content that looks just like this for several of our clients cuz it was really able to not only get a conversion at a really great price, but

also really fill more of that top of funnel. Now, I believe that your organic

funnel. Now, I believe that your organic strategy is going to be even more important coming into 2026. I actually

had a brand recently tell me that they've had their team stop working on organic content the last year. And

candidly, those are the brands that I'm the most scared for. Another thing too that I want you to think about when it comes to awareness levels is sometimes what the actual industry or product is

really does come into play here. For

instance, I was working with a brand that sold a form of collagen and this is highly competitive in the US. So we

realized, okay, what would actually be better for us was to go to the more solutionaware and really show users why we were better than what was out there in the competition. whereas they had a

different product that honestly didn't have as much awareness. So we were like, "Oh, okay. We actually need to introduce

"Oh, okay. We actually need to introduce more consumers to what this type of product is and really provide a lot more education." So that's where we decided

education." So that's where we decided to strategically go a little bit more upfunnel with our creative strategy. I

actually have a video that dives into all of this, how you can market at each of these awareness levels. Definitely

take a look if you haven't seen that yet. Next up, level three, desire and

yet. Next up, level three, desire and motivation expansion. Now, the next

motivation expansion. Now, the next level of creative diversity is when your messaging and your content angles begin to expand on your customers core

motivations and desires. This is where real human psychology comes into play and how you're able to develop creative that users can't help but feel like was

made just for them. Now, there are a few different schools of advertising psychology thought, right? I've taught

on this channel a few times about the 16 human desires, which I think keeps things really simple. And then very similarly, there's the life force 8 and the secondary motivators, which was

something that was explored in the popular advertising book cashising. I

actually saw this really great tweet from Nick Shackleford the other day about why narratives were so important in your ad account. And if you take a look at this and you're like, "Huh, how

can I have different narratives in my ad account?" And uh this is the way that

account?" And uh this is the way that you can do that. And essentially, you can harness these desires to connect with your customers in brand new ways,

leaning into romance, societal approval, tranquility, even power. These are ones that are very, very popular in advertising. And once you know them, you

advertising. And once you know them, you start to see them everywhere. And what's

really cool is these desires or motivators go a long way in getting that diverse range of messaging and even can really help with the visual diversity as well. Again, do a scan of your ad

well. Again, do a scan of your ad account. How many desires or motivators

account. How many desires or motivators are you actually marketing to? And

number four, audience segment and use case expansion, aka personas. So after

you've expanded on your formats and your awareness levels and your key human desires, the next thing that you can do is start marketing to entirely new

groups of people. And the reason why I also included use cases here is often times different personas will have completely new use cases for your

products or reasons why they are using your product. Let's take Jones Miracle

your product. Let's take Jones Miracle Bomb product for instance. There's the

mommies who want a quick and easy routine. There's the Gen Z crowd that

routine. There's the Gen Z crowd that love a no makeup makeup look. And then

there's the millennial crowd that's starting to age and have really dry skin. Not that that sounds familiar.

skin. Not that that sounds familiar.

Now, I've seen brands be able to transform their business literally overnight by just tapping into a newer profitable persona. Hell, some brands

profitable persona. Hell, some brands just need to figure out who they're marketing to in the first place. Am I

right? But to really remain competitive with the Andromeda algorithm, it is super helpful to give that algorithm more personas that it can target. And if

you're having a hard time figuring out your personas, I've found the motions AI tagging that now has an intended audience tag to be super super helpful here. And as a baseline gut check,

here. And as a baseline gut check, looking into your demographic breakdowns directly inside of Ads Manager is something that I do uniquely for every single test and just as a whole every

single month on an ad account. And I'll

keep it 100 with you. Nothing competes

to actually just stalking your customers on social media. Easier to do when you're smaller, but I still think it's really, really valuable even as you start getting to the eight and nine figure range. And then this brings us to

figure range. And then this brings us to number five, true creative diversity.

I'm curious if any of you think that you have this. Now, I think true creative

have this. Now, I think true creative diversity can be reached in a number of different ways. And candidly, it always

different ways. And candidly, it always looks a little different every time I see it. For some brands, it's going to

see it. For some brands, it's going to be excelling at everything above across a suite of products. And many of these products are going to be again tapping into those unique personas or use cases.

And for others, it's going to be really capitalizing on a unique and brandowned organic content strategy. So, think

apothecaries documentaries or Clue's episodic content. I also find brands who

episodic content. I also find brands who are routinely engaging more with celebrities tend to be inching more towards this notion of true creative diversity simply because they have the

budget and the creative operations figured out. And another part of true

figured out. And another part of true creative diversity is also just a mindset shift to be honest. If you can honestly say that your content strategy is at the heart of everything that you

do within your business, then you might be at level five. And that's it. I hope

you guys found this video helpful. I'm

curious which level of creative diversity you and your business are at.

Let me know and I will see you guys next week. Love you.

week. Love you.