Eric Siu breaks down how the top 1.4% of ad accounts generate 36% of all ad creative. The key: stop tweaking the same ads and build a "Creation House" structure that produces wholly new creatives, not just new hooks. Volume and diversification separate winners from everyone else.
How many ads do you think these top 1% of ad accounts are responsible for? There's 150,000 ecommerce stores, Neil. If you're to use the Pareto principle here, if you're to look at maybe the top 1% of ad accounts, I would go with somewhere around 50%, 60%. Because it's actually 36%. So Meta actually reported on this. So this comes from Brian Bumgarner shared this. So the top 1.4% of ad accounts are responsible for 36% of all ad creative on Meta. Creative diversification is key, not just hooks, but completely new ad creative. So your marketing team should look like a Creation House.
