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Episode 241: The Truth About Creative Volume, Meta’s Shift, and What Still Works

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Manage episode 513788155 series 2821365
Content provided by John Grimshaw and Smart Marketer. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by John Grimshaw and Smart Marketer or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Episode 241: The Truth About Creative Volume, Meta’s Shift, and What Still Works Episode Description

Everyone’s talking about creative volume but more doesn’t always mean better. In this honest, behind-the-scenes conversation, Molly Pittman and Smart Marketer’s Creative Director Ben Bennett unpack the current state of paid creative in a post-Andromeda world.

From team leadership to what Meta is really optimizing for, this is the high-level conversation marketers need right now.

“You're never going to put the wrong image in front of the right person and get a conversion.” – Ben Bennett

You’ll learn why more assets don’t equal better performance and how to feed the algorithm with the signals it actually needs.

You Will Learn
  • Why creative volume is being misunderstood in the current media landscape

  • What Meta actually wants from your assets (and what it ignores)

  • Why the wrong kind of testing can kill your ROAS

  • The myth of “scaling through background color changes”

  • How to structure a creative team that can adapt and win

  • Why the best creative still comes down to fundamentals of persuasion

  • How Smart Marketer is evolving its agency model for better performance

Links & Resources Timestamps

00:00 – Welcome from Anthony: New two-part series with Molly & Ben 01:12 – Ezra shares why he trusts Omnisend for email & SMS 02:15 – Live from Danville: Meet Ben Bennett & his creative journey 04:04 – From Spanish degree to Smart Marketer: Ben’s origin story 07:21 – Why understanding media buying makes better creatives 08:48 – How Meta’s shift toward AI impacts your creative strategy 10:26 – The “hungry machine” problem: Feeding Meta with meaning 12:22 – The high cost of low-quality volume 14:22 – Creative testing ≠ slapping on a new background color 17:53 – What Meta actually needs: Real variation & signal 20:34 – How Ben leads his team through creative pressure & change 23:29 – Stop chasing “perfect”—start getting adaptive 25:55 – Why creative is now the currency of performance 27:59 – Integrating creative into the media buying process 30:26 – Final thoughts: Trust the fundamentals, stay fluid

Your Engagement Matters

Thank you for listening! Your support helps this podcast thrive. If you enjoyed this episode, please:

  • Leave a 5-star review on Apple Podcasts → Click here

  • Share this episode on social and tag us using #WeOutHere

  • Email feedback or questions to [email protected]

Serve the World Unselfishly and Profit.

  continue reading

244 episodes

Artwork
iconShare
 
Manage episode 513788155 series 2821365
Content provided by John Grimshaw and Smart Marketer. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by John Grimshaw and Smart Marketer or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Episode 241: The Truth About Creative Volume, Meta’s Shift, and What Still Works Episode Description

Everyone’s talking about creative volume but more doesn’t always mean better. In this honest, behind-the-scenes conversation, Molly Pittman and Smart Marketer’s Creative Director Ben Bennett unpack the current state of paid creative in a post-Andromeda world.

From team leadership to what Meta is really optimizing for, this is the high-level conversation marketers need right now.

“You're never going to put the wrong image in front of the right person and get a conversion.” – Ben Bennett

You’ll learn why more assets don’t equal better performance and how to feed the algorithm with the signals it actually needs.

You Will Learn
  • Why creative volume is being misunderstood in the current media landscape

  • What Meta actually wants from your assets (and what it ignores)

  • Why the wrong kind of testing can kill your ROAS

  • The myth of “scaling through background color changes”

  • How to structure a creative team that can adapt and win

  • Why the best creative still comes down to fundamentals of persuasion

  • How Smart Marketer is evolving its agency model for better performance

Links & Resources Timestamps

00:00 – Welcome from Anthony: New two-part series with Molly & Ben 01:12 – Ezra shares why he trusts Omnisend for email & SMS 02:15 – Live from Danville: Meet Ben Bennett & his creative journey 04:04 – From Spanish degree to Smart Marketer: Ben’s origin story 07:21 – Why understanding media buying makes better creatives 08:48 – How Meta’s shift toward AI impacts your creative strategy 10:26 – The “hungry machine” problem: Feeding Meta with meaning 12:22 – The high cost of low-quality volume 14:22 – Creative testing ≠ slapping on a new background color 17:53 – What Meta actually needs: Real variation & signal 20:34 – How Ben leads his team through creative pressure & change 23:29 – Stop chasing “perfect”—start getting adaptive 25:55 – Why creative is now the currency of performance 27:59 – Integrating creative into the media buying process 30:26 – Final thoughts: Trust the fundamentals, stay fluid

Your Engagement Matters

Thank you for listening! Your support helps this podcast thrive. If you enjoyed this episode, please:

  • Leave a 5-star review on Apple Podcasts → Click here

  • Share this episode on social and tag us using #WeOutHere

  • Email feedback or questions to [email protected]

Serve the World Unselfishly and Profit.

  continue reading

244 episodes

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