I recently stumbled upon a really interesting quote by Josh Hayes from Liftoff, a company that helps ecommerce brands optimize their mobile apps. In a blog post, Josh says, “Creatives aren’t a beauty contest, so let performance drive your ad appearance decisions. Oftentimes, the best performing creatives run counter intuitive to what we might think because they aren’t necessarily the most aesthetic. We see this time and time again.” (Source: https://liftoff.io/blog/4-quick-wins-improving-mobile-marketing-campaign-performance/)
I completely agree with Josh’s assertion about “creatives”, which are the photos and videos that brands use in their Facebook and Instagram ads. When I build an advertising campaign for a client, I’m not necessarily looking for the client’s most beautiful photo and video assets. In fact, the beautiful photos are usually the ones that perform the worst in advertisements. They tend to look too polished. Listen to this episode for more information about why jewelry marketing is not a beauty contest.