Have you ever had the feeling a headline is being projected onto a page by your own sub-conscious? Well, that's exactly how we felt when we saw Ad Age's feature, “Repeating Ads Wastes Billions and Annoys Viewers, Study Confirms.”
And, while most people don’t have the resources to go full Larry David “Spite Store” on you, repeatedly bombarding customers with the same ads could drive them into your competitor’s open arms — competitors with a nimbler marketing ecosystem that allows for a diverse range of content that’s tailored to the right platform and audience.
A big challenge faced by marketers is the fact that reach and frequency (the Flotsam and Jetsam to television’s Ursula) are two measures more outdated than my Disney reference. The other challenge, and truly the crux of the issue, is that too many brands simply don’t have the infrastructure to produce enough good creative to switch it up across all the platforms where they want to be showing up. In part, because they’re often using outdated production models to try to program modern channels at scale.
In an age where 50 million+ people self-identify as creators, processing power has skyrocketed, and the cost of equipment has plummeted, good creative should never be scarce, which is why we’re breaking down a few tactics to help you ensure you never have to take a dip in the “Sea of Same.”
Unlock a Constant Stream of New Creative Ideas:
Every great piece of content starts with a great idea. So, when it comes to scaling your content output, the logical place to start is by unlocking a stream of new ideas. And who better to turn to for those ideas than your biggest fans?
Old Navy took this to an amazing extreme with their latest ad entirely scripted by social media comments. When engaging in real-time conversations with your fans is as easy as posing a question on social, why not go straight to the source and ask your audience what they want to see?
Along those lines, when it came time to develop their holiday campaign, PayPal started by launching an ideation project on Tongal, using our platform to tap into passionate Creators who came up with hundreds of ideas in a matter of days. This led PayPal to an idea from a mom and teacher in San Antonio that became the basis for Ad Age’s #2 holiday ad of the year.
Looking to tap into Tongal Creators with your own ideation brief? Get in touch.
Prioritize Finding the Right Creators for Every Project:
Once you’ve unlocked a stream of new ideas, the next step is executing on them to make sure you’re always armed with “enough” creative.
To that end, there’s an adage that “when you make something for everyone, you make something for no one.” Never has that been more true than right now. With seemingly every social media platform and ad unit demanding a different set of best practices, “great” content looks different for every medium. Said another way, what works on TV doesn’t work on TikTok – and vice versa.
As you focus on making great content tailored to each platform, your focus should be on finding the right creator for every job – a creator who is well-versed in the platform and audience for which they’re creating. That’s where our global community of creators comes in.
Beauty brand eos does this brilliantly. Case in point? When they were looking to produce content for Gen Z, they partnered with a Gen Z-led team on Tongal that was passionate about the eos brand. So it was no surprise, when their Ice Cream Flavor Lab campaign outperformed typical benchmarks by 8X.
And when they wanted to engage with their community on TikTok, they found a TikTok-native creator on Tongal for the job. The results? Let’s just say, there’s no way their audience can claim repetition.
All to say, you have other options before resorting to repeating ads. So get in touch. And help us help you keep your customers happy by not showing them the same content hundreds of times. There’s another way, we promise.
