Thread by @TaylorLagace

1/ How to:

Set Up,

Launch,

& Scale

Your FACEBOOK AD ACCOUNT through the use of mass INFLUENCER creative
(THREAD - Part 1/3)

🧵🧵👇👇

2/ Due to our INFLUENCER seeding efforts, our team has a minimum of 60-90 unique pieces of content each month- FREE of cost

3/ When including the iterations that are able to be created off of these unique assets, you have yourself well over 100+ ad creatives

4/ So the question is, how should you launch all of this creative that you have at your disposal within your Facebook ad account?

5/ Should you pick and choose your personal favorites and dispose of everything else?

Should you launch the content incrementally over the course of the next several months since you have so much?

What should you do?!

6/ Before jumping into what you should do...

We'll need to agree on a foundational principle before pressing on together

7/ I say this politely, but I want to it make clear, you should NEVER pick your personal favorites

or

Even try to make decisions on what content to use/not use based on historical data...

8/ I'll explain this further in my next thread, but in short, you can only LOSE by NOT launching a piece of content.

Steer clear of picking and choosing.

9/ Lean into Facebook's superior machine learning system and allow them to decide what will be the winning creative.

Facebook will always be smarter than you and I, and everyone (combined), for that matter.

Lean into that.

For example 👇👇

10/ Perception:

This piece of Influencer Generated Content (IGC) doesn't look like a top performing asset

Reality:

This IGC achieved a CPA 42% lower than the brand's target CPA

Conclusion:

Remove personal biases when adding content to an ad account

Always Test & Scale 🚀🚀

11/ In short, don't worry about what content you should and shouldn't launch...

Lean into Facebook's machine learning system to make these decisions for you

12/ Facebook will identify the top performing creative FOR YOU

& ONLY allocate spend behind such content

Due to the way we'll get your ad account's structuring built out together 🙌🙌

13/ Why trust Facebook you might ask?

While the IOS14 update has impacted visibility into ad account level attribution...

Facebook's machine learning system remains the most sophisticated platform in the world.

14/ Facebook's ad platform continues to make updates that takes human decision making out of the equation

- Campaign Bid Optimization, Detailed Targeting/LAL Expansion, Etc. -

15/ Translation - FB continues to let us know they're done allowing people use their flawed human decision making,

which leads to worse off performance for advertisers/brands,

Ultimately risking less money being spent on their platform due to pulled budgets from OUR mistakes

16/ Facebook is over it- So they continue to make updates to the ad platform that doesn't allow us to make the wrong decisions.

17/ It's no longer about being a "guru" and outsmarting the system, but instead,

It's about knowing how to work with and best leverage the machine learning system of Facebook!

18/ So long as you understand how to best leverage the tool, the biggest competitive advantage advertisers have is CREATIVE!

19/ Lucky for you, Facebook is continuing to make it easier and easier to "leverage" the tool.

20/ That was a longwinded answer to say this, but as you can probably tell what I'm getting at...

You should set up your ad account in a way that enables you to LAUNCH ALL OF YOUR CREATIVE!

21/ Creative has always been and always will be the largest lever we can pull on for FB ad success

So we want to use ALL of the content we're able to get from our influencer seeding efforts to our advantage.

22/ So how should you best leverage the tool to launch such mass amounts of creative from INFLUENCERS?

23/ We'll get into the the nitty, gritty, tactical detail of how to set up and launch your FB ad account within my next THREAD...

Stay tuned!

P.S. Ad account build out guides, budget/cost cap calculators, and ad-decision making trees to be included...