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# Chapter 11: Platform-Specific Creative Excellence

## 11.1 Meta (Facebook/Instagram)

> Full specs and copy frameworks: `ad-creative-platform-meta.md`

| Placement | Key requirements |
|-----------|-----------------|
| Feed | Static/video; hook in first 3s; 1:1 or 4:5; text overlay <20% |
| Stories | Full-screen 9:16; native-style > polished; polls/sliders boost engagement |
| Reels | Entertainment-first; trending audio boosts reach; first frame stops scroll |

**Primary text (125-char truncation):** Problem-Agitation-Solution, Curiosity Gap, Social Proof Lead.

**Headlines:** <40 chars. Keyword or benefit. Power words: "Free," "New," "Proven," "Guaranteed." Test questions vs statements.

**CTA buttons:** Conversion (Shop Now, Sign Up, Get Offer) | Lead gen (Learn More, Download, Apply Now) | App installs (Download, Install Now) | Traffic (Learn More, See Menu, Watch More)

## 11.2 TikTok

UGC-style outperforms brand creative. Authentic > polished.

**Ad structure:** Hook (0-3s, pattern interrupt) → Setup (3-15s, context) → Value (15-30s, educate/entertain) → CTA (final 3s, clear next step)

**Hook types:** Visual (transformations, before/after) | Audio (trending sounds, curiosity gap) | Text ("POV:," "Things I wish I knew," controversial) | Pattern interrupts (jump cuts, prop reveals)

**Production:** Phone camera, natural lighting, authentic talent, casual settings, visible imperfections.

**Formats:** Tutorial/Tip ("3 ways to [result]," "Stop doing [mistake]") | Story (personal narrative, day-in-the-life) | Trend-jacking (adapt trending sounds/challenges — move fast, trends last days) | Duets/Stitches (react, add commentary, collaborate)

## 11.3 Google Ads

> Full specs, RSA formulas, and extensions: `ad-creative-platform-google.md`

### Search (RSA)

8-15 headlines covering different value props. 2-4 descriptions. Pin critical headlines (brand, key offer). Include target keyword naturally; lead with strongest benefit; use numbers.

**Extensions:** Sitelinks (Pricing, Features, Case Studies) | Callouts (Free Shipping, 24/7 Support) | Structured Snippets (categories) | Call/Location/Price as applicable

### YouTube

Users skip after 5s — hook immediately, core message within 5s, reward longer viewers.

- 15-30s direct response; 30-60s brand
- Design for sound-off viewing
- Bumper ads (6s non-skippable): single-focus message only
- TrueView for Action: clear CTA overlays, persistent branding, strong offer in first 5s
- Shorts: vertical for mobile

## 11.4 LinkedIn

Professional context — outcome-led creative, industry-appropriate tone.

**Formats:** Sponsored Content (image/carousel/video; thought leadership and case studies) | Sponsored Messaging (InMail/Conversation Ads; personalized; ABM and enterprise) | Lead Gen Forms (native capture, pre-filled profile data, reduces friction)

**Creative:** Professional settings; data visualizations; avoid stock photos. Lead with business outcomes, specific metrics, professional pain points.

**Audience alignment:** C-Suite (strategic outcomes, ROI, competitive advantage) | Managers (efficiency, productivity, budget) | ICs (skill development, career growth, tools) | HR (talent acquisition, culture, efficiency)

## 11.5 Pinterest

Discovery/planning mindset — ideal for lifestyle, home, fashion, food, travel.

Vertical 2:3 essential; bright aspirational imagery; text overlay improves performance; branding in corner. Top content: how-to, style guides, recipes, home decor/DIY, fashion/beauty, travel planning.

**Seasonal:** Plan 30-45 days ahead; use Pinterest Trends tool; life-moment content (weddings, moving, new baby) has long shelf life.

## 11.6 Twitter/X

Real-time platform — brevity and timeliness drive performance.

**Formats:** Promoted Tweets (conversation-focused, newsjacking, threads) | Promoted Trends (branded hashtag, premium cost, major launches)

**Best practices:** Short copy | 1-2 hashtags max | Images/video boost engagement | Conversational tone | Real-time relevance

## 11.7 Cross-Platform Consistency

**Visual identity:** Consistent color palette, logo treatment, typography, photography style.

**Messaging:** Core value props consistent; tone adapts (professional on LinkedIn, casual on TikTok); proof points and CTAs aligned.

**Adaptation workflow:** Master asset → Platform specs → Tone calibration → Element optimization → Cross-platform review → Launch and monitor

**CTR benchmarks** (vary by industry, audience, objective, creative quality):

| Platform | Expected CTR |
|----------|-------------|
| Meta Feed | 0.9-1.5% |
| Meta Stories | 0.5-0.8% |
| TikTok | 1.5-3.0% |
| Google Search | 3-5% |
| YouTube | 0.3-0.6% |
| LinkedIn | 0.4-0.6% |
| Pinterest | 1-2% |
| Twitter/X | 0.5-1.5% |

## 11.8 Testing Strategies

Test creative on the platform where it runs — don't repurpose Meta creative for TikTok or LinkedIn.

**Cross-platform winner identification:** Identify winning concept on primary platform → Adapt format/specs for secondary → Execute authentically (not direct copy) → Measure vs native benchmarks → Scale if justified

**Emerging platforms:**

- **Snapchat**: Ages 13-24; AR lenses/filters; vertical video; casual/authentic
- **Reddit**: Community-native; transparency about advertising; value-first; AMA/discussion formats
- **Amazon**: Purchase-intent audience; product-focused; A+ Content for brand storytelling; Sponsored Brand Video
