Creative fatigue is when you show an ad too many times to the same audience, and that causes the ads performance to decline. Now, if your campaign relies on those ads that previously you're doing really well and their frequency has increased, which causes their performance to go down, your campaign is then at risk in terms of your cost leads going up, your engagements decreasing.

Now, the way to combat that is by one of three things that we do at SOS. We will film at new installations with our clients. We will also introduce new messaging concepts and we will introduce new creative concepts. So the main thing is how do we bring innovation and new ad formats into the account, which are different from what other customers are seeing in their math feeds?

By shooting multiple times, we capture purely different visual formats, so you'll see different locations, different people on camera. That all adds into creative diversity, which is what the meta algorithm rewards. Since I started, we've onboarded two full time graphic designers, and we now churn out around 50 image ads a week, which all delve into different formats.

So we have customer testimonials. We have carousels. We have different USP focused formats. We introduced handheld installation walkthroughs because we found that our high prod install overviews were performing great across our clients accounts, and we thought, how do we take a step back and see how we can put this format that we know is doing really well, in a different variation as to what customers will see on their feed, which is why we introduced the handheld walkthroughs.

This is where the installer is ultimately recording a selfie video of them walking around their installation, telling us about the cable routes, the different equipment, any challenges they came into. Essentially everything we film on our high prod install walkthroughs, but with a handheld selfie video, and we find that with minimal editing we only add subtitles.

We put a bit of background music and a bit of B-roll in, but no high broad effects. These actually perform really well because they look like genuine UGC and the matter feed, so people are way less likely to scroll past them because they don't think that they're an ad. UGC is user generated content. Essentially me or you sat talking to camera without any effects feels really natural.

Can be glitchy, can be a bit low focus, a bit low prod, but essentially it is as natural as possible to clients to mind that. Handheld walkthroughs have done really well. Are eco renewables, who are national and solar and infinite energy who are more of a local installer. So I think this just proves that regardless of your spend or who you're targeting, actually, these formats can work for you very well.

This is a great example of a format that S.O.S has brought into the industry from a creative standpoint that is ahead of the rest, and where we continue to strive to stay ahead. If you like what you hear and you want to work with an agency that always strives to push the creative boundaries, then send me a message or booking a call via our website.