What is creative testing? The importance of creative testing
This is where the power of creative testing comes in. Creative testing allows us to test a large number of different creatives. We can pick out the videos and graphics that are not working and those that are performing best. This allows us to shift our advertising budget to those creatives that work, so the client is not wasting their money but spending it on something that actually helps them win.
Remember! Creative testing is essential to discovering what really resonates with your audience. We can understand which creatives, messages, and formats drive engagement and conversions by testing multiple creatives. This approach allows us to optimize your campaigns, continually making them more cost-effective.
Is your brand ready for creative testing?
The answer is simple: yes. Whether the brand is big or small, just starting out, or well established in the market. We are always capable of planning creative tests. Not even a limited budget can stop us!
The important thing is to plan everything properly. Of course, the bigger the budget, the more we can afford. But even small companies can try creative testing. In fact, it may be even more essential for them to – especially in the early days of brand development, it’s a big blow to burn through the budget on campaigns that don’t work.
Creative ideas that actually work: Real-life examples of success
OK, but what does it look like in practice?
You can test many types of creatives. Below, I’ve included examples that work well for our clients. You can also see why we think these particular creatives deliver good results.
It is important to note that many of the creatives below have been running on accounts for months and are still delivering great results. This means that this is fairly stable content that won’t get outdated quickly, so you can feel confident about using it in your ads in the future. For example, these graphics could be the benchmark for marketing campaigns in 2025.
Split screen
Why does it work?
- Short and clear copy.
- At least one of the images is a lifestyle shot, showing how the product is used.
- A split screen to show the product in two different shots.
Unusual formats
Why does it work?
- The note format uses the familiar look of a note on the iPhone to build trust.
- At first glance, you can’t even tell it’s an ad.
- You can fit more text into this format.
- You can test other similar templates, such as a conversation on Messenger, an Instagram DM, or an answer to a question shared on Instagram stories.
Social proof
Why does it work?
- Social proof format — shows a specific user’s review of a product or service.
- The testimonial allows the USP to be shown in an unusual way.
- With customer reviews, we can show solutions to problems that the product/service solves.
- User feedback builds trust in the brand.
- The review is shown very naturally, mimicking a comment added on Facebook.
Us vs. them
Why does it work?
- We can clearly show that we are better than the competition.
- We can easily show the USP of the product/service.
- This format allows more information to be communicated in an easy-to-read way.
USP
Why does it work?
- Very focused on the product’s USP.
- Strong emphasis on competitive advantages.
- Lots of information is presented in a clear, readable way.
Remember, you don’t have to copy these ideas completely.
For example, these creatives can greatly push your Black Friday campaigns. You can also use these creatives to boost sales from your Christmas campaigns. Honestly? The sky’s the limit.
Other creative inspiration to use in your campaigns
Want more? No problem! It’s not just blogs and social media that can inspire you. There are tools for that. I particularly recommend Foreplay and Creative OS.
Here are some ideas that we are sure to use in future campaigns for our clients (source: Creative OS):
OK, but how do I start creative testing?
When it comes to introducing creative testing into your campaigns, you have two options: do it yourself or delegate it to an expert.
If you want to do it yourself, it’s worth understanding what creative strategy (which includes creative testing) is. You can find out more about this in this article.
My main piece of advice is not to get discouraged too quickly. You don’t need to develop a very complicated strategy that outlines your plans for several months of testing. Start with small steps. Create a creative test where you plan several different creatives for one specific campaign. Decide what you want to check and what information you want to get from the test. Then, launch the campaign and, after a certain period of time, check the responses you get from the test. This should give you an idea of which direction to take next.
If you want more detailed information and guidance on creative strategy and creative testing, I also recommend the free e-book I wrote with Jakub Michalak and Piotr Ostapkowicz. You can find it here.
But what if you’re overwhelmed? Not sure where to start? That’s where I come in. You can contact me or mta directly, and we’ll see how we can help you.
Fingers crossed for your creative tests! Good luck!
