Make the creative fit the platform; not the other way around

POV: Your boss and the creative team have spent months developing your new creative platform. It’s beautiful. It's ready for prime-time print, OOH, or network TV.

The only problem? They want to use this one creative on everything. Display, YouTube Shorts, Reels, TikTok... everything.

You tell them it’s not a smart idea. You explain that they need to design creative based on what works within each channel. But you’re overridden, and you’re forced to run what you’re given.

And then, performance is trash.

But it’s not the creative that’s blamed. It’s the channel, or the strategy, or you.

Ever face this problem? If you’ve worked at an agency or in performance marketing at all, I’m betting you have.

So what’s the solution? Education and testing.

Step 1: Education

It’s your job as a marketer to teach the client, the boss, and the detractors what works and what doesn’t. We have the challenging position of excelling in a role where everyone thinks they’re an expert.

They aren’t... but they think they are. That’s the Dunning-Kruger effect in action.

The only way around this is to proactively educate them on the types of creative that work best by platform (Facebook, Instagram, TikTok, YouTube, etc.) and provide concrete examples relating to your business.

Step 2: Testing

Since they’re “experts,” they’re probably going to override you anyway, and you’ll have to run their precious creative.

This is where you push to test.

Propose a test of the styles you know will work (short-form, non-polished, UGC, etc.) running alongside their "approved" creative. If you truly are the expert, you’ll be able to quickly demonstrate what works and what doesn’t.

You'll get the data, you'll prove your point, and you’ll be given more leeway next time.

This isn't just about being right; it's about getting the results everyone wants. And if you've been in this position, you know how cathartic it is to finally have the data on your side.