Speed and volume of creative could be killing your performance

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I can’t tell you how many times I have heard the phrase, “2025 is the year of creative volume.”

I think I could be rich just hearing that phrase from marketers.

People are optimizing for speed and volume in ad creation.

The argument is, “you don’t know what works, so you need to do a ton of creative volume and fast.”

They say, “you waste so much time planning you could just create something quick”

Those marketers are trying to do thousands of small pieces of content thrown together. They are hoping that with more creative they will get lucky and have more hits.

And that’s right - it is just luck.

See, the downfall of going after volume and speed, is that you are not able to focus on the message or build a piece that is truly scalable for your brand and message.

I want to challenge that today.

What if we spent the same amount of time on just two concepts and opposed to eight.

This would require 4x the time spent on 1 concept from writing, to planning, and shooting.

We did just that this past week.

Now having wrapped up the shoot, I believe we have two ads that could scale a lot with many options for iterations and optimizations.

We did take longer to write and plan.

We did take longer to shoot each shot.

I also have a lot of confidence with the ad because of the prep work we did.

Should you always go this slow?

No.

There is some wisdom of being able to move quickly on more simple ideas.

There are a lot of low-hanging fruit for ads that don’t need to be overcomplicated.

As you grow as a brand, you do need to mature in your creation process.

You need contrast and diversity of content in your advertising.

To get the diversity, your process needs to look different.

Having different styles of ads gives you creative diversity which is essential for growth.

Achieving diversity helps you in two ways.

1. New ways to communicate

If you have different styles of ads, you have different ways to communicate to customers.

Some customers will react differently than others to ads.

Having a wide base of how you talk about your product can increase who buys from you.

2. A system for new ideas

Your current process could be the thing that is not allowing you to create new ideas.

To actually achieve diversity, you need to get a lot more shots on goal.

Volume is good in theory, but if it is a lot of the same ad, that is not helpful.

You may be making thousands of ads, but nothing is working because it is thousands of the same ad.

But volume of different ideas is helpful.

To consistently have diversity, you need to have a system that helps you produce different ads week after week.

The irony is that by going slow, you get volume and diversity.

By slowing down at times, you might find a new piece content that you can iterate on many times which actually gives you volume.

Volume is not bad.

You do want more shots on goal.

You just want different shots on goal.

So focusing on new ways to create content versus a homogenous machine of ads is imperative.

To break the mold of your ads, you must change up your system.

I think there is a perfect hybrid of speed and slowness.

Maturity in marketing is knowing when to go fast and when to go slow.

You need to have both paces.

I hope this was helpful. Let me know if you want me to address anything in the future for you. Just reply and I can write about it.

Make sure to check out the podcast.

Until then, keep creating!

Matthew Gattozzi

PS. My team has some openings and I want to work with you. If you need creative that scales, reach out to me here.

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Did you know we had a podcast called In the Cutting Room. Episodes drop every Tuesday. Make sure to listen to it on Apple, Spotify, or Youtube.