Jimmy Kim describes how a low-effort meme that skipped the logo and product details outperformed dozens of polished ads on Meta. He argues you can't predict what works, so treat creative as an iterative machine that constantly tests and replaces assets. Early adopters are already using AI to speed up production.
We work with so many different companies and I see so many weirdest ads, the weirdest format, the weirdest creative that you see. Just to give you a simple example, we had a company that was putting out 20, 30 creatives to start on Meta ads. The one creative that wasn't talking about, it didn't have the logo, it wasn't talking really about the product, it was just talking about the problem they were trying to solve in a meme. I could have posted this, but it ended up being their best winning creative in a certain timeframe, right? And then it gets replaced by something else. And so you iterate and you build that machine. It's more than ever comes down to understanding that the creative process is a machine you build, constantly telling the story and the benefits and the, the USPs of your product in creative ways. Now, the second big trend, obviously with AI coming into the picture, many people in the marketplace early on started to leverage it hard for their creative production.
