What Works on the Meta Platforms?
The goal of the event: deliver first-hand insights and exclusive knowledge to a hand-picked group of brands. Andreas Rau, Head of Media Agency DACH at Meta, kicked things off and served up the unambiguous answer:
"Creatives are becoming more and more important, targeting more and more automated."
Because it has never been harder for brands and products to get seen on social media. Just about every company is playing the social media game, still trying to land the decisive punches. Media buying hacks and mass-producing ads doesn't cut it anymore — or as Simon puts it:
"'We did it exactly like we used to, and it worked great back then.' I can't hear that sentence anymore."
What's needed is a structural rethink of how you approach content creation and branded content. In Berlin, we shared exactly that knowledge with our guests — in previously unpublished insights, blueprints, and cases.
"Entertainment is not what it used to be. Short video is the way to go. Highly entertaining, surprising and engaging. The challenge is to create innovative, imperfect and authentic content," says Will Rolls, Creative Agency Partner at Meta.
Paid Social: Always in Flux
Advertising on social is a fast-moving business. You can't rest on past successes. New platforms, new features, algorithm changes, new policies — and users who see through the advertising game more and more. Creatives are, and will remain, the decisive lever for your campaigns' success.
Whether it's brand building, targeting, messaging, or simply standing out — creatives that work are the way to go.
The Speakers:
- ADBAKER Founder Simon Mader
- ADBAKER Managing Director Marius Rakowski
- Will Rolls, Creative Business Partner at Meta
- Lisa Wachter, Agency Partner at Meta
The Topics:
- Creative is your targeting – Find the right audience with this modular creative system (ADBAKER)
- Creative framework – The best blueprints for your Reels (Meta)
- Creative uplift – The most successful cases on the Meta platforms
- Exclusive Q&A – ADBAKER & Meta advanced performance knowledge session
- Global best performer showcase (Meta)
- Metaverse showcase – The future of social advertising (Meta)
Sharing Knowledge Across Platforms
It's not just the Meta platforms that are constantly changing. TikTok is growing at breakneck speed and sets trends faster than many businesses can keep up with. And it's not only young audiences who want to be entertained with snappy, fast, authentic content. Ads have to deliver their message in an entertaining way — in ever-new formats, and in step with new trends.
With the Growth Circle events, we pass on this knowledge together with our partners. This year, we also brought that expertise to the point at the TikTok office in Berlin.
Stay tuned.
