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Performance Creative

Owner: Performance Media Vendor, Video Producer (Assets), Content Manager (Insights)
Framework: Gary Vaynerchuk's Day Trading Attention

The Gary Vee Creative Philosophy​

"Creative is the critical variable. Targeting and data matter, but if your ideas, stories, and visuals don't resonate, you lose."
— Gary Vaynerchuk

The shift: Instead of one "big idea" campaign, test 20-50+ creative variations to find what actually resonates.

High-Volume Creative Testing​

The Approach​

Traditional: Create 2-3 ad variations, run for weeks, hope one works
Gary Vee: Create 20-50+ variations, test simultaneously, kill losers fast, scale winners

Why volume matters:

  • Different creative resonates with different people
  • Algorithms favor fresh creative (performance decays)
  • One winning creative can 10x campaign performance
  • You don't know what works until you test

Creative Variation Framework​

One project completion video → 20+ ad variations:

Vary by:

  • Hook (first 3 seconds): Before/after reveal vs. cost breakdown vs. client quote vs. problem statement
  • Format: Vertical video vs. carousel vs. static image vs. UGC-style
  • Angle: Design focus vs. value focus vs. trust focus vs. process focus
  • Length: 15 sec vs. 30 sec vs. 60 sec
  • CTA: "See more projects" vs. "Get free estimate" vs. "Calculate your cost"

Performance Media Vendor tests all variations, kills bottom 50% after 48 hours, scales top 10%.

Asset Requirements from Your Team​

Video Producer Provides (Creative Library)​

  • Raw footage from every project (before, during, after)
  • Multiple angles and moments per project
  • Client testimonial soundbites
  • Behind-the-scenes clips
  • Team on camera
  • Variety of formats (vertical, square, horizontal)

Delivery: Weekly batch to Performance Media Vendor

Content Manager Provides (Insights)​

  • Top-performing organic content (what resonated on TikTok, Instagram)
  • Trending formats/sounds/hooks
  • Audience insights (comments, questions, engagement patterns)
  • Big 5 topics getting traction

Delivery: Weekly report in Revenue Team meeting

Testing Process​

Week 1: Performance Media Vendor creates 20 variations from Video assets
Week 2: Test all with small budget ($5-10 per variation)
Week 3: Kill bottom 50%, increase spend on top 50%
Week 4: Kill next bottom half, scale top 5
Ongoing: Refresh winners with new variations when performance decays

Result: Always running proven creative, constantly testing new

Platform-Specific Creative​

Meta (Facebook/Instagram):

  • Reels format (9:16 vertical)
  • Before/after carousels
  • UGC-style testimonials
  • Short-form transformations

TikTok:

  • Native TikTok aesthetic (not polished ads)
  • Trending sounds when relevant
  • Educational hooks
  • Behind-the-scenes authentic

YouTube:

  • Pre-roll ads (6-15 sec skippable)
  • Longer storytelling (30-60 sec)
  • Case studies as ads

Measuring Creative Performance​

Key metrics:

  • Hook rate (% who watch past 3 sec)
  • Completion rate (% who watch to end)
  • Engagement rate (likes, comments, shares)
  • Cost per result (CPR: click, lead, view)
  • Creative fatigue (when performance drops)

Performance Media Vendor reports: Weekly creative performance, monthly top winners

Vendor Requirements​

Performance Media Vendor Requirements:

Performance Media Vendor must:

  • Have Gary Vee "Day Trading Attention" mindset
  • Be comfortable testing 20-50+ variations constantly
  • Strong social media advertising expertise
  • Data-driven creative iteration
  • Work closely with Video Producer (assets) and Content Manager (organic insights)

Learn More​

  • Read: Paid Media Philosophy — Organic-first strategy
  • Resource: Gary Vee's Day Trading Attention — Chapters on creative and amplification

Test everything. Kill losers fast. Scale winners hard. Creative velocity is your competitive advantage.