Good creatives copy, great creatives steal

Pablo Picasso's quote, 'Good artists copy, great artists steal,' applies to ad creative as well.

In the world of advertising, especially in social media, this isn’t just relevant, it's essential. The best ads are those that adapt commonly used and understood framing techniques and trends, which package the value of the product or service in a way that’s immediately and easily digestible.

Creative direction doesn’t happen in a vacuum. Everyone is drawing inspiration from everyone else, and stealing the most interesting and entertaining concepts for their own brands.

Case in point, the mass adoption of user-generated content and influencer footage in the last few years. By adapting the styles and ideas that emerge from these individual creators, advertisers create content that resonates more authentically with the audience, often leading to higher engagement and stronger profitability.

These ads feel more like a part of the user's social media experience, rather than an external intrusion. I often find myself watching even though I see the little label that lets me know it’s an ad.

So what are ways to draw inspiration?

1. Watching Ads Across Various Platforms
   • Diverse Platforms for Varied Insights: Each social media platform has its unique style and audience. Watching ads on platforms like Instagram, TikTok, Facebook, and YouTube can provide a plethora of ideas and trends.
   • Analyzing Engagement: Pay attention to how users interact with these ads. What makes them comment, like, or share? This understanding can guide how you adapt these elements for your brand.
2. Browsing Ad Repositories and Swipe Files
   • Going straight to the source: Rather than waiting for ads to serve, you can be proactive and access libraries of ads - often allowing you to spy on competitors. Examples include Facebook Ads Library, TikTok Creative Center, and Youtube Ad Leaderboard where you can browse ads and posts created by others on each platform.
     

1. • Organizing Inspirations: Tools like MagicBrief allow you to create swipe files, a collection of ads and content that inspire you. This organized approach makes it easy to reference and draw upon these ideas when brainstorming for new campaigns.
     

1. • Analyzing Effective Elements: Swipe files help you break down what makes certain ads successful. Is it the humor, the visuals, or the storytelling? Understanding these elements can help you incorporate similar strategies into your own creative process.
2. Engaging with User-Generated Content and Influencer Campaigns
   • Observing Trends from the Ground Up: User-generated content and influencers are often at the forefront of social media trends. Keeping an eye on popular content in these circles can provide raw, unfiltered insight into what's currently engaging audiences.
3. Participating in Social Media Challenges and Trends
   • Staying Current: Engaging with ongoing social media challenges and trends can be a goldmine for inspiration. It keeps your brand relevant and relatable.

So before you go reinventing the wheel, first take a look at what others have done to turbocharge your brainstorming and ideation. It’s a lot more fun this way.

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