4. Can Stories-first drive better business outcomes?

You’ll learn:
– How to create ad creatives that work well for your business?
– Data proven experiments on winning creatives

Transcript:
That is probably the most important question that, and the one, not most important question, but that’s the most commonly asked question of whether creativity drives outcome, right? So as creative people in the industry, we believe in big ideas, right?

We always believe in the big idea. What is the big idea? What is the most aesthetically pleasing. We appreciate beauty. We’re drawn to craft. We’re drawn to certain aesthetics and that’s very Instagram. Instagram is a visual platform, but the number one question that we often get asked, what is the value of creativity? How can creative help solve my business challenges?

And I can confidently. And thankfully say this that yes. Stories-first, creativity can drive better business outcome. The past year or so, we’ve been running a couple of experiments with about 16 clients, 16 brands. To understand stories-first creativity. But also if Stories-first creative performance, better than optimize assets. And these other results across 16 studies, we noticed that we observed that 83% of the chance, the stories-first asset did outperform the stories optimized, which is huge.

It is a very significant number that we’ve got. And case in point, I want to show you this great example even this example, we’ve got a really good optimized asset. And when we start thinking about the stories-first, we were worried that maybe the optimized asset might do better, but in this case, interactivity, that changed the game interactivity.

They didn’t make this stories-first execution perform a lot better than the stories optimized. So I’m going to play the optimize again is a beautifully optimized asset.

So taking the same sort of like proposition, benefit, message. What we did with a brand was like. How can we inject a bit of interactivity to make this more stories-first? One of the key native control on stories is that when you tap on whole, it, you basically pause on the video playing with this native control.

There is an opportunity to create sort of like a interactive experience where you’re giving control into someone’s hands. Almost like a remote control, like content by demand, right? So this is the same concept, but delivered in a interactive, a lightweight, interactive experience. That’s still within the stories.

15 seconds.

So really, really, really simple. Again, tap in whole controls in their hand, instead of passively watching a linear video your users, your consumers have the opportunity to partake in an experience. You make the communication a lot more participatory, and thankfully we saw great results. You saw the optimize the sentence, beautiful, but Hey, let’s try and explore a lightweight, interactive approach and see how they perform and which is what we did.

And thankfully from really well. So on top of that, I think some of the positive results we saw was that. When it comes to content view objectives, there was also a really high, significant 95% chance that the stories-first asset actually outperform the optimized.