
# Organize Videos for Great Ads

![Organize videos](/images/postImages/7_organize_videos_for_great_ads.png)

What is the challenge many DTC founders face (more than creating captivating video content)? It's organizing and optimizing this content to build ads that reach and resonate with your audience. A well-organized video library allows you to find winning ads faster. So how do you organize your way to winning ad campaigns?

## 1. Cut Your Footage into Scenes

Traditionally, when you organize videos, what do you think of? Dropping all of your recent video content into the folder version of a nesting doll?

The problem is that 1 raw video can contain a lot of different assets you and an editor need easy access to. Think back the times wasted spending hours searching for that one video where that one person said that one thing...

It could make you cry, right? "But it's organized." Then how is it still so hard to find what you're looking for?

\***\*You're not breaking down footage into specific scenes.\*\***

Scenes allow for specificity in organization and repurposing content. Before you store all of your footage in your video library, consider cutting it into scenes like:

- Hooks
- Benefits
- Product B-roll
- Testimonials
- CTAs (Calls to Action)

Try to think of scenes like a copywriter. What are the key segments you need to craft your message for impact? Then, organize your footage into scenes to ensure each clip serves a strategic purpose in your storytelling.

## 2. Label Your Files (with naming conventions)

Once you clip all of your footage, it's time to start sorting them. You're going to want to do this through specific file naming. Labeling files in a way that works for your team and their creative workflow is vital. Do it wrong and your team gets lost. Do it right and it streamlines the process of finding and repurposing content.

The best practice would be to label based on shoot, scene, visual/audio, date, and version/take. Always keep in mind that <a href="https://massive.io/file-transfer/video-file-naming-convention/" target="_blank">this may look different depending on your footage</a> and needs.

Some things to consider while developing labels around these questions are:

**UGC format**

- Is it a head-on filmed review?
- Is it a creator unboxing a product?
- Is the product being tested? Consider including

**By Audio**

- Is it high quality audio?
- Is the audio low quality but salvageable?
- Is it unusable audio, but visuals are good?
- Is the audio unique for the campaign? (Is it ASMR style, is it filtered, is there music baked in, is there Nat sound, etc.)

**By visual quality**

- Is it high quality audio?
- Is the visual low quality but salvageable?
- Is the visual unusable, but audio are good?
- How was it filmed? (Is it POV style, is it selfie style, is it filmed on a tripod, etc.)

## 3. Categorize Your Footage

Now that you have a foundation of scenes and solid labeling, it’s time to categorize it all. This is also where we recommend customizing your team's creative workflow the most.

If you can only use a drive, use folders. If you have an asset management system, use tags. If you use Recharm, well--- sit back and relax, I guess. Since we auto-organize for you, you wouldn't even need this blog. But otherwise try categorizing by the following criteria:

**UGC Creator**: Break down videos by who films them. This will help you track performance and evaluate partnerships you have.

**Method of Filming**: If you didn't include this in your naming convention, this may be a good way to categorize your footage. It helps differentiate styles your audience responds to. As you test in ads, you can determine if professional shoots or smartphone footage works best

**Campaign Objectives**: Consider building categories around the campaign objectives. This can be “Brand Awareness”, “Engagement”, “Traffic”, “Conversions”, etc.

## 4. Ask for feedback and Implement

Understanding the needs of various team members who access the video library is crucial.
Here are some actionable steps:

**Who Needs Access:** Determine the necessary access levels across roles and departments.

**Adjust Based on Feedback:** Regularly consult with users of the video library to refine and improve the system.

## 5. Maintain your system

An organized system is not a one-time effort. Let me repeat that for those in the back...

This is not set it and forget process. It requires ongoing maintenance. Here are vital habits to maintain your video library:

**Purge Unusable Footage:** Keep the library lean and relevant to your brand.

**Update Metadata:** Ensure labels and categories evolve with your content strategy.

**Organization Efficiency:** Regularly reassess the structure as your library expands.

## Conclusion

When you are creating ads you need a video library that is organized and easy to navigate. If you are looking to organize your footage yourself, remember to...

- Cut your footage into scenes
- Label with naming conventions
- Categorize Your Footage
- Ask for feedback
- Maintain your video library

Organizing and Maintaining your footage yourself can be painstaking, but it’s valuable beyond measure. Remember that if you don’t have the time or energy to organize your footage, that our team can do it for you! Check out [Recharm](https://www.recharm.com) for auto-organization that helps you scale your ad production.


A well-organized video library allows you to find winning ads faster. So how do you organize your way to winning ad campaigns?

Organize Videos for Great Ads

# The 5 Behaviors of a Successful Ad Creative Team

**Why You Should Focus on Your Ad Creative Team**:
Do you want a team that consistently drives engagement, conversion, and revenue? The heartbeat of any direct-to-consumer (DTC) e-commerce company lies in the hands of the ad creative team. Today, let's dive into the 5 behaviors you must inspire to have a highly successful ad creative team.

## 1. Collaborative

The journey to impactful ad creatives begins with collaboration. Imagine a brainstorming session where every team member contributes their unique perspective. That synergy sparks creativity and ensures that each ad campaign is diverse.
Working together means talking and sharing ideas. The right tools to improve your ad creative team’s collaboration are vital. In the exciting world of making ads, using tools helps the team work well and create great ads! Here are some essential collaborative tools that can elevate your team's efficiency:

- ### Project Management Platforms:
  Tools like Trello, Asana, ClickUp, and Monday.com are great for collaboration. They help create transparent communication while tracking the progress of each project. Some of these platforms may seem familiar to you. However, this serves as a reminder that your team should utilize whiteboards and Kanban boards effectively.

* ### Inspiration and Creative Workflow Platforms

  Collaborative tools designed to streamline the creative process for ad creative teams. To build a creative workflow, you will want creative assets, insights, and competitive analysis in one place. This will help your team find inspiration, ideate, and refine concepts.

  One of our favorites for this work is [Foreplay.co](http://Foreplay.co). Foreplay provides access to a vast, curated ad inspiration library. It enables teams to discover over 2 million winning ad ideas. All while leveraging AI search and filtering tools to find the most relevant ads. This resource helps your team stay on top of trends, find competitors, and access top ad creatives.

  Another great tool is [Motion](https://motionapp.com/). Motion analyzes creative performance and turns insights into visual reports. The app allows your team to easily share learnings to direct the creative process. It groups ads by common attributes for actionable insights. Plus, the reports are digestible! It's a great way to facilitate sharing and streamline creative production.

Look into updating your creative process and fostering collaboration with these tools. It may be the key to leveling up your ad creative team!
![Gif of Bill Nye from Netflix’s ‘Bill Nye Saves the World’ talking about collective collaboration - ‘If we work together, good things are going to happen](/images/postImages/10_Image2_5-behaviors-of-a-successful-ad-creative-team.md.gif)


<br/>

## 2. Multifaceted

Picture this: a team where individual strengths complement each other seamlessly. Sounds great, right? That’s why it is crucial to be deliberate in building a team like this. But it is easier said than done. You have to consider these factors when hiring.

For example, you may be looking for an addition to the ad creative team. Finding a candidate with video editing experience could be valuable. They would understand how a video should be built and how it should be distributed. That means they can better give creative feedback to a freelance editor. Or, if a candidate has sales experience, they have better skills to upgrade clients.

In addition, hiring decisions like this break down concerns of siloed departments. When your ad creative team has multifaceted expertise, there is a higher level of empathy across departments. It can also mean getting rid of analysis paralysis. Having a clear decision-maker on an ad creative team is priceless. Use overlapping expertise to transform your team's good campaigns into exceptional ones. From copy to design, analytics to research – a diverse ad creative team results in better ads.

<br/>
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## 3. Organized

An organized team member enhances productivity and adapts quickly. However, there are a couple of ways you can help!

- ### Project Planning:

  With help from the tools section of this blog, create clear objectives, deadlines, and task prioritization. Try setting specific, measurable, achievable, relevant, and time-bound (SMART) goals for each project. Get clearly defined deadlines on a shared calendar with your ad creative team. Then, communicate the project’s vision clearly and frequently. This will allow your team members to understand the what and the why. The added context will inspire motivation and commitment from your ad creative team.

  Also, consider how you are allocating resources for your team. Organizational tools can triple your team's productivity. Let's dive into one you'll love below!

* ### Video Content Organization:

  Content organization is the least appreciated and understood way to help an ad creative team. But focusing on this makes a HUGE difference as it makes day-to-day work more efficient.

  We know video is crucial in creative ad strategy. And with the demand for content, more videos are being produced than ever. Efficient video organization allows your editing team to find the perfect clips. And although Google Drive is a valid option, it can get messy as it's meant for storage. Organization though? Not so much.

  But if your team could easily auto-organize assets, it could unlock a mine of potential. That's what we try to help with here at [Recharm](https://www.recharm.com/)!

  Recharm significantly speeds up the creative process. We cut videos into scenes, label them, and make them searchable. This organization and easy-to-use UI make it extremely easy to find videos and cuts. Plus, your editing team can save substantial time in building batches of creatives! Our goal is to get your team organized and productive. All while taking processes for your ad creative team that took hours and reducing them to just minutes.

  Recharm helps teams speed up the creative process and A/B test for better ads. If video organization is something your team could use help with, [consider signing up for our trial](https://www.recharm.com/get_started).

<video width="620" controls>
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</video>

<br/>

## 4. Diverse

Remote work has become the norm, for better or worse. So, we need to leverage it to get the most healthy output from our teams. A successful ad creative team thrives in the virtual space.

We have seen study after study released since the remote boom in 2020 due to the Covid-19 pandemic. However, it is safe to say when looking at the data that [remote employees work longer and harder](https://thehill.com/business/4110598-remote-employees-work-longer-and-harder-studies-show/). And with remote work comes diversity.

Building a diverse team is imperative to having a successful ad creative team. And it’s even more important to leverage internal and external team members.

Recruiting internal members brings an in-depth understanding of the brand and its values. In comparison, recruiting external contributors injects fresh perspectives and industry insights. This hybrid allows for wisdom and new eyes. There is a balance between continuity and innovation. And if you find the right one, it creates campaigns that captivate while staying true to your brand.

## 5. Globally Aware

<img src="/images/postImages/2_website_graphics_v4.png" width="500"/>

Let's take #4's “Remote Work” and turn it up a notch...

Picture a scenario where creativity transcends borders. A successful ad creative team does that by embracing diverse skills AND locations. The easiest way to implement this behavior is to look for ad creative team members worldwide. By finding talent globally, the team can consist of the best of the best - no matter where they are from.

Having team members from various countries can bring new and different ideas to the team. People from different cultures and backgrounds see things differently. This can help the team develop new ways to solve problems and create ads. This makes the ads more appealing to a wider audience. With a globally aware team, ads will include views and ideas from different parts of the world.

On top of that, hiring team members from places with a lower cost of living can help save money. This is because the salaries needed to support living in these areas can be lower. This can result in a higher quality ad creative team that is budget-friendly for your company.

By building an ad creative team from all over the world, you can use resources wisely. And do it all while incorporating a wide range of ideas and perspectives.

## Conclusion

Highly successful ad creative teams need 5 key behaviors to thrive. They must be collaborative, multifaceted, organized, diverse, and globally aware. Inspiring these behaviors within your team can change the game for your brand. Now, leveraging these insights, it's time to empower your team.

Discover the 5 behaviors to transform your Ad Creative Team into a powerhouse. Elevate your brand with these strategies for your DTC brand.

5 Behaviors of a Successful Ad Creative Team


# Winning Ads Are A Perishable Opportunity

![hook iteration](/images/postImages/thread-about-iterations.png)


## What is a winning ad
There are times when you launch an ad that is so successful that you want to spend as much as possible. Delivery is excellent, ROAS is great, CPA is astonishing, and you are getting profitable spend. It may feel like hitting the jackpot 💵




## Perishable, why?
When a creative scales and becomes a winning ad, it is party time 🥳 . We want to keep that party going. Alas, all good things have to end. Winning ads are a perishable opportunity, and here’s why:



1. **Ad Fatigue:** Every ad fatigues out. The algorithm has shopped it around to the audience it deems best. The audience has seen it multiple times, and those who wanted to click have clicked. Eventually, delivery will decrease, CPAs will rise, and the ad will show signs of fatigue. The winning ad has perished.



2. **Non-repeatable Factors:** The conditions that made the ad successful aren’t repeatable. The factors may not even be discoverable. It could be the time of the year, national mood, economy, news cycle, world events etc. The opportunity winning ads presents is unique and can perish without repeating itself.



3. **Your Process:** Every media buying and creative team operates at a cadence — weekly, bi-weekly creative delivery and assessment. Well, a week is just too long to react to a winning ad. Most teams don’t realize that their process contributes to the perishability of winning ads.



## 3 Step Process:


#### Step 1: Embrace a Sense of Urgency

Your team processes are too slow. Ditch your team’s processes to react quickly to this ad. You shouldn’t think about days but the hours needed to make changes to capitalize on this opportunity.


#### Step 2: Make Hook Iterations

![hook iteration](/images/postImages/3_add_hook_to_winning_ad_with_frame.png)
Create new hooks (using text-to-speech, your voice) and attach them to these winning ads. Make iterations. Don’t wait for your creative team, don’t write briefs, just do it.


#### Step 3: Monitor Rigorously
You can’t wait for your weekly creative meeting to monitor and assess changes. Do it daily or even hourly. Make changes and address feedback quickly.

Hook iterations in video ads are often overlooked. Here's what you need to know.

Winning Ads Are A Perishable Opportunity


# 3 Reasons For Making Hook Iterations

![hook iteration](/images/postImages/3_add_hook_to_winning_ad_with_frame.png)

So, yeah, you want to know why bother making hook iterations.

It’s a legit question that’s quickly answered but not easily understood. Because context matters, and every growth team’s situation is unique. So, no one but you can only tell you should use hook iterations. However, you can benefit from some common reasons why performance marketers use hook iterations.

> Think of hook iterations like a skilled chef refining a recipe, tweaking ingredients and proportions until the dish is a culinary masterpiece, resonating with the palates of the diners.



## 1. Don’t Abandon New Ad Concepts Quickly

We spend time painstakingly researching, writing a brief, hiring agencies and creators, and fine-tuning concepts. And when they bomb upon launch, we get disheartened and abandon them quickly. Well, now you have a strategy to perfect those new concepts. Don’t give up too easily.


> Hook iterations are like finding the keys to a treasure chest that are your creative concepts. It will take time, it will require trials and iterations, but you will unlock that treasure.


## 2. Extend Winning Ads

Isn’t it nice to find an ad that wants to consume all your ad dollars? Congrats -- you have a winning ad. Well, those winning ads are rare, but when you get those moments, you should make the most of it. How -- By making hook iterations of winning ads.

> We've been able to revive old winners that were winners twelve months ago, 16 months ago. We've used Recharm to bring those back to life because a good ad is a good one, and sometimes, it just needs a new lens. Recharm allows us to give an existing winner a new lens. 


## 3. Backup Creatives

Hook iterations are relatively faster to make (provided you have the right tools like Recharm). So, when nothing is working in your ad account, you can quickly whip up hook iterations to try new things out. Sometimes, creatives team take longer, agenceis don’t deliver or you are just facing a creative block. Hook iterations is a reliable backup plan.



> Harness hasty hooks with the help of handy Recharm; a haven when hindered.



_[Learn more](/for_media_buyers) about strategies to make hook iterations_

3 Reasons For Making Hook Iterations


# 5 Tips for Shooting UGC

User Generated Content (UGC) is exploding in popularity it is relatable content for commercials, viral videos, and ad campaigns. Instead of expensive video shoots, UGC features real individuals in their authentic environments, which, when done right, can give the consumer a feeling of relatable authenticity that is hard to replicate in a studio.
Here are 5 effective tips to maximize the impact of your UGC: 

## Tip 1: Invest in a Ring Light
Ring lights eliminate shadows and add different shades of light and color to your video. The circular-shaped lights are typically placed on an adjustable tripod with a built-in phone mount, but if you prefer to shoot your content while holding your phone, they make smaller clip-on models as well.


<div style="display:flex;justify-content:start;">
  <div style="display:inline-block;position:relative; margin-right: 40px">
    <img style="margin:0; padding:0" src="/images/postImages/5_tips_ugc_1.webp" alt="Image 1">
    <div style="text-align:center;margin:0; padding:0">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.jmsbeauty.co.uk/post/zing-on-zoom">Source</a></p>
    </div>
  </div>
  <div style="display:inline-block;position:relative; margin-right: 20px">
    <img style="margin:0; padding:0"  src="/images/postImages/5_tips_ugc_2.png" alt="Image 2">
    <div style="text-align:center;margin:0px; padding:0px;">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.walmart.ca/en/ip/Selfie-Light-Ring-Led-Circle-Clip-On-Cell-Phone-Laptop-Camera-LED-36-Adjustable-Brightness-Video-Lights-Rechargeable-Compatible-Photography/PRD7ET41B3I0VPF">Source</a></p>
    </div>
  </div>
</div>



Here are a couple of links where you can find both the [tripod](https://www.amazon.com/Extendable-Sensyne-YouTube-Compatible-Phones/dp/B08B3X7NXC/ref=sr_1_5?crid=1073ONP94CBDB&keywords=Ring+Lights&qid=1675693539&sprefix=ring+ligh%2Caps%2C207&sr=8-5)  and [handheld models](https://www.amazon.com/Selfie-Rechargeable-Retaining-Photography-Lighting/dp/B089CYYC65/ref=sr_1_9?crid=3GUUWP8ZL95KY&keywords=Ring+Lights+clip+on&qid=1675693987&sprefix=ring+lights+clip+o%2Caps%2C229&sr=8-9). 




## Tip 2: Keep natural light behind your camera
When you position yourself directly in front of a window, the natural light entering the room tends to produce a “washed-out” look which can add shadows and take away from the natural color and intensity of your shot. Don’t let the light hit your back. Keeping natural light in front of your face and behind your camera can help create the look you want to share with your viewers. 

The Verge gave a great example [here](https://www.theverge.com/2020/4/8/21202907/zoom-tips-video-call-lighting-audio-look-your-best).

  <div style="display:inline-block;position:relative; margin-right: 40px">
    <img style="margin:0; padding:0" src="/images/postImages/5_tips_ugc_3.png" alt="Image 1">
    <div style="text-align:center;margin:0; padding:0">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.theverge.com/2020/4/8/21202907/zoom-tips-video-call-lighting-audio-look-your-best">Source</a></p>
    </div>
  </div>


## Tip 3: Invest in Audio Quality

Spend equal time on how you look on camera and how you sound. Here are some audio tips.

* Get a USB Shotgun microphone to capture sound from further distances when the you can’t use a lavaliere or handheld microphone. You can plug this directly into your phone and use it as the native microphone for your camera.

  <div style="display:inline-block;position:relative; margin-right: 40px">
    <img style="margin:0; padding:0; width: 250px" src="/images/postImages/5_tips_ugc_4.png" alt="Image 1">
    <div style="text-align:center;margin:0; padding:0">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.amazon.com/Movo-VXR10-Microphone-Windscreen-Smartphones/dp/B0723D3FVL/ref=sxin_15_pa_sp_search_thematic_sspa">Source</a></p>
    </div>
  </div>

* Consider using wireless earbuds. The built-in microphones in even mid-range brands are still pretty good and will almost always be able to pick up better audio than the built-in mic in your phone. 

* If all else fails, get a miniature recording device or even a second phone that can be closer to you but still out of the shot. There are many digital recording devices out there that are made for this exact purpose. This way, even if your camera's native audio is not up to par, you will still have a clean audio source that can be overlayed into your video in post-production. Better safe than sorry!

Here are a few links to some of Amazon's best selling [USB mics](https://www.amazon.com/Movo-VXR10-Microphone-Windscreen-Smartphones/dp/B0723D3FVL/ref=sxin_15_pa_sp_search_thematic_sspa?content-id=amzn1.sym.f0c5ad8f-c1b9-48f0-8868-482b84b2d5eb%3Aamzn1.sym.f0c5ad8f-c1b9-48f0-8868-482b84b2d5eb&crid=3E0J9XLHFXME1&cv_ct_cx=shotgun+mic+for+phone&keywords=shotgun+mic+for+phone&pd_rd_i=B0723D3FVL&pd_rd_r=9de7101f-310a-406b-8929-e19d3f174f90&pd_rd_w=UGzX1&pd_rd_wg=reNTC&pf_rd_p=f0c5ad8f-c1b9-48f0-8868-482b84b2d5eb&pf_rd_r=7E6CS9482DEN0K91Y2SN&qid=1675771415&s=musical-instruments&sprefix=shotgub+mic+for+phone%2Cmi%2C166&sr=1-1-a73d1c8c-2fd2-4f19-aa41-2df022bcb241-spons&psc=1&smid=AJJXN514E694T&spLa=ZW5jcnlwdGVkUXVhbGlmaWVyPUExVkZUOFJCSkw0M1JZJmVuY3J5cHRlZElkPUEwMzUyODYxMzEzTzFUTVBRSFNaTyZlbmNyeXB0ZWRBZElkPUEwOTg4NzQzMTI1TE4yNTFWNjVKRSZ3aWRnZXROYW1lPXNwX3NlYXJjaF90aGVtYXRpYyZhY3Rpb249Y2xpY2tSZWRpcmVjdCZkb05vdExvZ0NsaWNrPXRydWU=), reasonably priced earbuds, and [mini recording devices](https://www.amazon.com/Sony-ICDPX370-Digital-Recorder-Built/dp/B06XFTWCBJ/ref=sr_1_4?crid=2N5S8PDUDBFGQ&keywords=digital+recorder+with+microphone&qid=1675771721&sprefix=digital+rec%2Caps%2C220&sr=8-4).



## Tip 4: Vary Your Angles
UGC should make the viewer feel a personal connection to you and your space. 
Set up a specific area to record
Move around your space and share additional angles to make your viewers feel closer to you. They should feel as if they are in the room with you and have access to the same space you are filming in.
Investing in a selfie stick or a motorized camera slider will give you better control over your shot while moving.

<div style="display:flex;justify-content:start;">
  <div style="display:inline-block;position:relative; margin-right: 40px">
    <img style="margin:0; padding:0" src="/images/postImages/5_tips_ugc_5.gif" alt="Image 1">
    <div style="text-align:center;margin:0; padding:0">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.jmsbeauty.co.uk/post/zing-on-zoom">Source</a></p>
    </div>
  </div>
  <div style="display:inline-block;position:relative; margin-right: 20px">
    <img style="margin:0; padding:0"  src="/images/postImages/5_tips_ugc_6.gif" alt="Image 2">
    <div style="text-align:center;margin:0px; padding:0px;">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.jmsbeauty.co.uk/post/zing-on-zoom">Source</a></p>
    </div>
  </div>
</div>


Here are a couple of links to some of Amazon's best-selling selfie sticks and motorized sliders.


## Tip 5: Product Placement

Recording your content in the appropriate aspect ratio -  9:16 for TikTok, Reel,s 4:5 for Instagram, and 1:1 Facebook. A simple trick you can use for all 3 formats is to create an invisible box around your head. Inside of this box you should create equal space (roughly a hands worth) on all 4 sides of your head. This should give you ample space to showcase both your face and your product all while keeping everything central to the video.

If you put your product too high or too low, you run the risk of having it cut off or covered up by marketing copy which will typically be added to the top or bottom of your video in the editing phase. Not every platform has the same viewing format so ensuring you shoot in the proper format is key to the impact of your content!


Easy and effective tips to maximize the impact of your videos.

5 Tips for Shooting UGC


# 9 Interview Questions for Creative Strategists

Creative Strategist is a new and emerging role in a marketing team. A person becomes a creative strategist with experience. One doesn’t go to college to get a degree in creative strategy. Individuals graduate into these roles. Some are performance marketers with a creative bent, and some are creative designers with an analytical mind. Some are great brand marketers with clarity of value-prop and customers.

Only a few in marketing have worked as creative strategists or hired one. Therefore, it is sometimes unclear how to interview a creative strategist.

Here are 9 interview questions you can ask when hiring a creative strategist for your creative team.


## 1. Define what a creative strategist does?

Look for clarity in their idea of a creative strategist’s role. Look for substantiation of that clarity with specific examples.

Everyone’s perspective on creative strategy is different. There is no definition of creative strategy, after all. A candidate’s description of creative strategy should match (or inform) your definition of creative strategy.

Best creative strategists will elevate your understanding of what a creative strategist can do.


## 2. **What qualities make a creative strategist successful?**

Look for specificity.

It is very easy to rattle off a list but hard to give personal examples. You are looking for a diverse set of skills -- creativity, process, familiarity with data, collaboration, etc.

Essential qualities to look for:



* Communication skills – Can they explain complex concepts in simple terms?
* Focus on understanding the customer – Do they know how and why strategists need to understand the customer deeply?
* Experimentation mindset – Can they translate any idea into an experiment?
* The mix of creative and analytical skills.
* Detailed oriented

The answer to this question requires specificity. An average candidate would rattle off a list of generic qualities. Great candidates cite examples.


## 3. What is the most important part of being creative strategist?

Look for the "why." 

This is a “why” question disguised as “what.” Why is a creative strategist’s role important? What impact can it have? How can a creative strategist fail? Without explaining the “why,” the answer to this question is not complete.

Through this question, you can dig deeper into the candidate’s record as a creative strategist. You can ask about the specific impact they have had in the past, either as a creative strategist or in a role that qualifies them to be one.


## 4. What trends have you seen in the DTC regarding ad creatives?

Look for curiosity. You want a person who is hungry to learn and will bring in new ideas continuously.

Knowing trends is less important than having a process to spot trends. How much time do they spend on social media? Have they utilized trends in social media before? Do they create content that rides trends? Who do they learn from and follow to be in the know about DTC direct response advertising?

Only some people can be on top of trends all the time. Only a curious person will find an inner passion for keeping up with this arduous task.

 


## 5. What does your creative ideation process look like?

Look for examples, and avoid falling for abstraction.

It is very easy to talk about a process as a professor and in abstraction. Not easy to talk about a process with a specific example.

The ideal candidate should clearly articulate their creative ideation process with examples. Creative strategists lead the creative ideation process and decide on what creative to run next. Therefore, you are looking for a structured thinker who can break down complex ideas into simple executable experiments designed to maximize learning and find winning creatives.

Things to look for:



* Can they lead brainstorming sessions?
* Can they get everyone in the room to contribute?
* Can they effectively organize information?
* Can they apply past creative performance data to establish priority?
* Can they help frame experiments in hypotheses?
* Can they make decisions and get the team to execute those decisions?

 


## 6. Where do you go to find creative inspiration for ads?

Look for depth.

Very easy to cite all the usual places to find inspiration. Depth is when a creative strategist can cite specific inspiration from specific brands. For example – _I love Masterclass ads because they have fast cuts and powerful background music. It creates engagement._

Creative strategists should cite examples of top creatives they have seen and why they were so great. Inspiration stimulates the growth and evolution of an idea, so it is important to know where the candidate looks for it.

An ideal candidate can critique creatives by applying high-level frameworks to gain a deeper understanding. For example – understand a creative from the lens of content pillars. Is it entertainment, educational, or aspirational? Do they cite how creatives speak to customers psychologically?


## 7. How would you define “variations,” and what changes would you make in a creative for variation?

Look for why, what, and how.

Use this question to judge the seniority and experience of the person. This question brings marketing, data, and creativity — all three together.

Why use variations – An ideal candidate can tell you why variations are important in the iterative process. This one should be easy.

What types of variations – An ideal candidate tells how to use data to inform the kinds of variations to make. Should there be variations on the hook, content copy, music, or something else?

How to make variations – An ideal candidate works with a designer or video editor to specify what changes need to be made. Look for a detailed orientation of the candidate. 


## 8. Can you give an example of how you've adapted an ad concept cross-platform?

Look for execution.

This is where the theory of creative strategy meets the hard reality of multiple ad platforms. Someone who has experience knows this well and can speak to it.

An ideal candidate has adapted an ad concept cross-platform and driven higher conversion. Even more important is understanding what works on different platforms and whether to repurpose a creative on other platforms. If the candidate demonstrates a nuanced understanding of what works on various platforms is a strong indication of experience and knowledge and will be a crucial indicator of success.


## 9. What script-writing formulas have you used successfully in the past?

Look for the craft.

Building creatives is an art. You need to understand direct-response advertising and marketing concepts.

Candidates can take this question as deep as they want. Deeper they go, the more craft they show.

Ideal candidates clearly articulate the anatomy of an ad (hook, features, and CTA) and ad building blocks. They demonstrate insights into the script-writing formulas and their understanding of key performance metrics. They will repeatedly cite how vital the hook is in any video creative.



Ask these 9 questions to identify the right creative strategist. Interviewing creative strategists doesn't have to be hard.

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