Scrolling on social media, I see a lot of ads and pop-ups, and what do I see all the time? Companies and
Brands are testing creative ads on me. I call it creative testing.

All ads’ artwork shows the same message and selling point, but the themes are blue, green, and so on.

They are not testing; they are playing with your thumbs like a seesaw.

From my perspective, true artwork/creativity is not replacing design or elements but testing multiple concepts.

Let me quickly break down my idea:

If brand ads are doing the same thing over and over, then it’s just repeating itself louder. Concept testing is about ERA:
• Emotional
• Rational
• Aspirational

Say the story in three completely different ways, and one of them will click.

Occasionally the problem isn’t in the idea but in its delivery. It might be that a shutout feels real, motion is attention-grabbing, clarity in static artwork or an actor’s feeling makes it speak out. Each part of the artwork hits a different part of the audience’s brain; I mean the first stage of perception or AIDA model mapping.
One message/content/copy will never work for everyone in your T, I mean STP’s T.
Let me get this into the audience funnel:
ToF: They are looking for a story and curiosity about the brand.
MoF: They need proof and credibility of the brand.
BoF: They need a signal to buy.

Testing different content for different people isn’t overcomplicating things; it’s how you win and stand alone.

What I say is optimize, optimize until you find a winning concept.

If creative bottlenecks are slowing your growth in MoF and MoF, then smash through it, BoF.