How and Why to Lead with Creativity

Developing data-driven solutions to measure and promote your business is important. Identifying suitable business practices and understanding the strategies that yield better results will lead to less trial-and-error in the future, saving the time and money you invest in a business.

Leading with creativity can boost efficiency, lower your expenses, and promise a satisfactory result each time. All you need to do is understand the systematic measurement and creative intuition needed to make your business thrive. Think about it as a mathematics problem. By following specific steps, you can always ensure the best results.

You can learn to lead with creativity by following the steps below:

1. Measure the Genuine Reach of Creative Content

To understand the quality of a post, measure the reach of creative content rather than how good it looks, it’s aesthetic, or how many awards it could win.

Identifying how a creative quality affects business outcomes is the key to accurate data measurement. To do this, you must isolate the impact of the creative content from the campaign settings. This includes results from the placement of the ad and the number of times it was shown to an audience. Pay attention to how the creative quality performed without the help of any strategy.

While there are many ways to do this, the main purpose is to understand the impact of different campaign features on business outcomes, while viewing the reach of the creative content separately.

2. Decode the Content

Next, you must quantify the results of the creative content by breaking it down and categorizing it to different groups.

Subjective elements that such the tone or flow of the content may seem like they cannot be measured, but that is not true. You can quickly figure out the emotions that the content is looking to induce and what production decisions were made to encourage reach, such as quick or methodical pacing.

The main is to decode the creative quality into categories and understand the impact of each one.

3. Experiment

To optimize your content, you must think of it as a scientific theory. Once your content has been subdivided into categories, you can use a meta-analytic approach to create a hypothesis and calculate what elements need to be tested. This will give you a clear formula to apply to every post and achieve the results you want.

To identify and ensure the outcome of a creative variable, you can use randomized experimentations. Through these experiments, you can serve creative content to different test groups and control groups. This will help you determine which creative post did well with which group, which strategies resulted in better engagement, and which decisions were unsuccessful.

To do this, you could, for example, pick two sets of creative content. One could display the logo of your brand, and one could remain ordinary. You split your test audience into three groups- those who see the ad without the logo, those who see the ad with the logo, and those who see both together. This will help you determine the impact your logo has on an audience and help you make informed decisions in the future.

It is important to remember that these control groups are not your real audience- you must not try to impress them or invalidate the results in any way. Neither group should know why they are being tested. This will lead to valid, reliable results that you can then use to increase your business value and promote your products.

Remember, all you need to do is patiently follow these steps, and within no time, you will start seeing guaranteed results to make your business thrive.