The Smart Marketer Podcast

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

Oct 15, 2025
Guest
Ben Bennett
Ben Bennett, Creative Director at Smart Marketer, shares insights from his diverse journey in creative production. He discusses the common misconceptions around creative volume, asserting that more doesn't necessarily lead to better performance. Dive into Meta's evolving AI landscape and why it craves meaningful, varied inputs. Bennett warns about the pitfalls of flawed testing and stresses that the fundamentals of persuasive creative still reign supreme. With a focus on adaptable creative strategies, this conversation is essential for modern marketers.
Ask episode
AI Snips
Chapters
Transcript
Episode notes
INSIGHT

AI Demands More Diverse Inputs

  • Meta and other platforms are shifting toward AI and want more diverse assets to feed their models.
  • But sheer quantity without meaningful variation wastes budget and confuses the algorithm.
INSIGHT

Wider Foundation Needed For Big Winners

  • Big winners can still exist, but the foundation now needs wider inventory of meaningful creatives.
  • The algorithm requires a broader set of distinct signals to scale reliably.
ANECDOTE

Client Burned By Meaningless Volume

  • A long-term client shifted from producing a few strong ads to hundreds of slight variants and performance dropped.
  • Tests ate budget and ROAS declined because many creatives lacked meaningful differences.
Get the Snipd Podcast app to discover more snips from this episode
Get the app