Meta's AI now uses creative itself as the targeting signal, not media buying. Define your target personas first, then build diverse creative assets around each one. Static image variations no longer work; the platform rewards tailored copy, visuals, and video designed for specific audiences.
It's really important at the beginning to understand who you're trying to market to and what's important to them. Like, that's really important. If you don't have that, there's no point marketing. And all of that then turns into the creative direction for what we're actually going to put onto Meta— your ad copy, your creative ideas, your videos. Now, another aspect of what you need now for Meta ads to work well is creative diversity. Meta now knows you can't just put a static image with a different headline or a different color behind it, they know that that is basically the same and they'll treat it as such. 6 years ago when we first started, it used to all be about the structure, your targeting, how you would layer targeting, how you would set everything up. AI has allowed Meta's platform to become a lot more intuitive, and because of that, the creative and what you're actually putting out there creatively is now your targeting. So What we're actually building is a framework. The framework starts with the personas. We understand what's important to them, and then we build creative around that specific persona. All the creative around that is what we're sort of moving towards and gearing towards.
