#ICYMI: Our Head of Commercial (that’s Rachael Webb, if you’re new here) was part of the panel at Meta’s recent event series: Meta Beach
To a crowd of 450+ of the world’s largest brands, creatives, and agency partners, Rachael represented the Independent Agency voice on this panel – and we’re so proud to have Sticki be the sole agency presenter across Meta’s entire series.
Now we’re extending a (virtual) invite to our recap of the event.
That is, this blog post – of key Meta Beach takeaways, some of Rachael’s top insights, content and creative formulas, plus heaps more.
Following the annual Cannes Lions International Festival of Creativity, Meta hosted a series of activation events that showcased Reels as a conduit for cultural connection, whilst unveiling new Gen AI product features.
Where does Sticki fit in all this? Content, of course. Being in the primetime of all things digital and content consumption, brands and marketers need to capitalise on these ever-evolving opportunities to develop all-new strategies for competitive success in today’s fast-paced media landscape.
This applies to all brands, no matter how established.
After all, guests that were present for Rachael’s panel discussions included Coles, McDonald’s, Mecca, Commonwealth Bank, Virgin, Mondelez… The list goes on.
On Messaging:
When it comes to content, you can’t discount a message for failing once. You have to consider that there’s psychological factors completely outside of your control when you’re using people as your vehicle – and that the message might work, but it might not have worked because of the creator.
So, repetition across a lot of different creators with similar messaging is something we find really helps.
On Creators:
At Sticki, we never work with creators on a one-piece of content basis as well.
Make sure you’re getting multiple assets from each, which allows you to either test them as a person, test them as a storyteller, and test the messages all at once.
Also, always keep that feedback loop really tight with your creators. It shouldn’t be a one and done but rather, they’re a vessel for you to repeat.
On Measurement:
There’s also things you can consider outside of just your standard click-through rates and things around performance and messaging. Look at your thumb-stop ratio. How many people stop scrolling?
On Cadence:
Try not to think about creative content in monthly batches. You’ll ultimately run out, like running a race that has no finish, so it’s better to think in smaller doses.
Every fortnight or every week, you’re starting that circular process again. This also helps avoid relying on all these creators at one time delivering multiple assets – which could also be subject to delays.
Thinking about it frequently also makes sure you always have a back-up plan.
On Generative AI:
You need to be able to accelerate your ability to originate and create stories at the speed of culture. An obvious example of Meta’s AI functionalities designed to facilitate this is Meta.AI Assistant – which can improve your creative processes to increase velocity, volume and relevance.
AI can also be used for content creation, with your insights as prompts.
On Reels:
Include this placement in ads. Why?
Those data points speak for themselves, and Meta’s top tips for getting started are:
(Know who specialises in exactly that? No prizes for guessing… But it starts with an S, ends with an I, and you can reach out to their experts here)
On Scaling:
Budget isn’t the only way to scale when it comes to Meta ads. And during Meta Beach, auction insights were provided to help advertisers determine how your creative can contribute to boosting performance through estimated action rates, user value, and other algorithmic factors.
Budgeting for creator marketing doesn’t need to be a mystery – and it definitely shouldn’t be a shot in the dark. Whether you’re building your first UGC campaign or ready to scale with influencers, the smartest move is knowing what your budget can actually do.
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