Do You Need Strong, High Quality Creative To Drive Success? The Experts Say Yes.
Large ad spend and targeted marketing can only get you so far. Strong creative is critical for successful marketing campaigns.
High-quality creative drives success
The most important factor for driving advertising effectiveness is strong creative, according to a recent Nielsen Catalina Solutions study. This study looked at advertisements on TV and online over a 10-year span, and they found that creativity had the greatest impact on the effectiveness of advertisements.
We’ve known for years that high-quality creative is important. But reaching a wide audience was only possible on television which could only be afforded by large companies. Now with social media, digital ads, and Connected TV (CTV), businesses of all sizes can afford to reach their audience.
This also means there’s a lot of content out there. A lot. So if you’re advertising online —Facebook, Instagram, YouTube, TikTok—then strong creative is crucial. Even if you have the best data for target-marketing, that can’t overcome low-quality creative, according to the Nielsen study.
What is high-quality creative?
High-quality doesn’t always translate to the highest production cost. Video or photos captured on the most expensive cameras aren’t always the best for achieving your business goals.
According to Nielsen, high-quality means the content is built with the consumer and the platform’s format in mind. For example, online video advertisements on Facebook or Instagram should be short, the messaging must be clear and concise, and most likely use vertical visuals. If it’s a television commercial, the run time is longer so the message can follow a narrative—but it should also use engaging visuals.
During our pre-production process at Swng Productions, we make sure to align our production with your marketing goals. Whether it’s a high-end commercial with more than 15 different scenes or a :15 second vertical motion graphics video made for Stories—we’ll tailor the package to provide the best value.
How do I create high-quality creative?
The answer to that question depends on your bandwidth and budget.
Do-It-Yourself (DIY) Approach
There are lots of video and photo apps that allow users to easily add text and filters to their videos and photos. Check out sites like Canva, CapCut, or Creator Studio to spice up your content.
- Pros: The most cost effective.
- Cons: The most time consuming (learning new programs and storytelling skills).
Advertising Agency
You can hire an advertising agency who will provide all services under one roof: market research, creative ideation, production, buying ad placements, running campaigns, analytics, and more.
- Pros: Less time consuming; all services under one roof.
- Cons: Very expensive and often requires an annual package deal; less flexibility.
Video Production Company
Hire a video production company like us, Swng Productions, who provides creative services from ideations to production and post-production.
- Pros: Great value for your budget because we have less costs than a large ad agency; way less time consuming than DIY; lots of flexibility in offerings and project sizes.
- Cons: Our services do not include running campaigns or buying ad placements. But we often collaborate with trusted partners who specialize in ad buy.
Not sure which path is right for your business? Send us a message to book an intro call, and we’ll help find the right offering for you.
Main Takeaways
- High-quality creative drives success in marketing campaigns.
- High-quality creative is built with the platform format and consumer in mind.
- High-quality creative is not the most expensive production plan.
