What are the latest Facebook and Google creative trends for Entertainment Apps?
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Facebook ads and Google ads provide powerful ways to reach and target your current and potential customers. And, as the algorithms for these ad targeting platforms have become more sophisticated, marketers should lean more on the platforms to do the heavy lifting for targeting, bidding, and optimizing their ad campaigns. So, what is left? Creative.
Creative is king in a world rapidly moving towards automated media buying. Optimizing creative is the most effective way to drive ROAS for Facebook and Google. To be effective, generating fresh creative ideas must be strategic, efficient, and ongoing. Knowing the latest creative trends is a great first step in this process.
Creative trends change fast, and they also vary dramatically across genres. While it is good to know broad creative trends, you will also want to home in on your niche, such as with Entertainment Apps, if this is relevant for you. Here is an overview of the latest Entertainment App Creative Trends:
Top Competitors: Netflix, Hulu, Disney+, Tubi, Philo, Pluto TV, Starz, Sling, Crackle, Paramount Network, SyFy, BET Now, Shudder, Vudu
Movie Trailers: Videos with movie trailer style content, featuring multiple titles. (Vudu, Pluto, Shudder, Netflix, Sundance Now)
Promoting Exclusive Content: Videos or images promoting exclusive or original content. (Hulu, Vudu, Netflix, Starz, BET, Crackle)
Special Offers: Videos or images with special offers. (Netflix, Hulu, Philo, Starz)
Competitive: Videos or images comparing prices to competitors or cable. (Sling, Hulu,Pluto)
Movie Poster: Images leveraging a singular movie or TV series to promote the service. (Vudu,Hulu)
Genre content: Video or images promoting a specific genre (sports, horror, etc.). (Sling, Shudder, Hulu)
Shared Passion: Videos or images that engage passion communities (e.g., Star Wars fans) with quizzes, trivia, and profiles. (SyFy)
What are you looking for in an Entertainment app?
Something to put me in a positive mood
Background noise until I finally fall asleep
Something short before work
“Anything to help me wind down from work”
Why do you open an Entertainment up?
Relax and escape
A quick laugh
What need are you fulfilling when using an entertainment app?
I need my time to not worry about anything and just relax, catch my breath, be lazy and pamper myself
Elevate mood + aid sleep
Laugh and have good thoughts before going to bed
Access to content
Fulfills some nostalgia of shows I used to watch with family or siblings growing up
Catch up on new/old movies I have not seen before
I can select from a huge pool of movies and shows, and I am not limited to what I can and cannot watch
Find movies I might have a hard time finding another service
Concept: “Only on…” / “Not on…”
Focus on exclusive content. User profiles suggest hard-to-find content is a big reason for using multiple entertainment apps
“Only on…”, “Only free on”, “Not on <competitor>…” are all appropriate messages.
Leverage specific exclusive titles, especially if those that are free to watch.
Feature hard-to-find titles that have remakes/sequels that competitors are hyping, e.g. Tubi promoting the original “Dolemite” when Netflix went all out on “Dolemite is My Name”.
00:15-00:30 second trailers that feature a combination of scenes and dialogue from multiple movies and alongside “Only on…” or “Not on…” messaging.
Given the popularity of Netflix and Disney+, it may be advisable to target them as competitors
Concept: Genre-Focused Creative
Evolve current movie poster creative to focus on genres and seasonal titles, from Black cinema and Nostalgia TV to Academy Award-winners and seasonal/holidays
Users see specific genres not necessarily available on category leaders such as Netflix & Hulu.
Image ads include
Awards season focuses on Oscar-winning titles, e.g. Chinatown. Movie poster or multiple titles.
Seasonal focus: summer blockbusters, holiday movies, etc.
Call out unique genre titles available.
00:15-00:30 second trailers hype specific genres and seasonal offerings with scenes/dialogue from multiple titles.
Concept: Creativo Centrado en el Género
Evolve current movie poster creative to focus on genres and seasonal titles in video and image creative, specifically targeting Spanish-speaking audiences
Memes with captions in Spanish.
Genres focused on Spanish-speakers, e.g.:
Para niños y familias
Peliculas en Español
Telenovelas y series
Escape the commute
Relax and enjoy some “Me Time”
Looking for a good action/family movie
Concept: Shared Passion
User profiles suggest a love of nostalgia, old movies, and TV series. Let us reward that passion by using memes, quizzes and trivia to engage film buffs, movie fans, and TV addicts
Expand memes to use scenes from nostalgic TV and film.
Simple quizzes about old and new films and TV shows:
What actor starred in Greatest American Hero?
Random trivia about new and old genres:
John Travolta turned down the role of Forrest Gump. (Photoshop his face into iconic Tom Hanks pic?)
Combine with competitive “Only on…” or “Not on…” messaging.
SyFy and Shudder are currently running similar campaigns.
Concept: YouTube Pre-Roll with Google Vogon
TV and movie fans regularly look up scenes on YouTube. Create pre-roll ads that target the specific genre they are looking at, with Google Vogon ads
Example of how Campbell’s Soup utilized technology here
00:10 second pre-roll ads target a range of categories, with emphasis on competitive messaging:
Horror: “Scared of costly subscriptions? Stream your favorite horror movies for free with <app>.”
Sports: “Don’t pay to play with <competitor>. Stream great sports movies for free with <app>.”
Kids Show: “Put the money you’d spend on <competitor> in the kids’ college fund. Stream for free with <app>.”
Creative Testing to Optimize Advertising
It’s not enough to just stay on top of Facebook creative and Google creative trends, it’s also important to remember to continue testing, testing, testing.
Quantitative Creative Testing is an A/B split-testing methodology we have developed for ad creative. It is designed to be super-efficient with both time and ad spend, to find the sort of breakout ads that can replace a campaign’s previous control. To do Quantitative Creative Testing effectively, we take batches of new Concepts and run them against each other in an ad set. Each new Concept gets about 50,000 impressions before we decide if it is a winner or a loser. If it is a winner, it gets moved up into another ad set where it will run against another winning mobile ad creative, including the current control. If the new ad can outperform all the other ads in that ad set, then it gets moved into another, primary ad set and gets the bulk of the campaign’s spend.
You can also check out our video and whitepaper on creative testing best practices:
As mentioned, while knowing general creative trends is helpful, dig deeper into the trends most relevant for your product. Further, you will also want to overlay all this creative development and testing with actual performance data. This is because you will want to chase trends that boost ROAS, not just chase every trend that comes along. Keeping testing, and testing, and if you have any questions on how to streamline your creative testing process, reach out to us to discuss.
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