Creative Diversity Matrix
Express every proven audience angle through three distinct ad formats
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 98%
The Creative Diversity Matrix crosses audience angles with three ad types: narrative, bumper, and static image ads. Narrative ads use a person and a longer story. Bumper ads are short, product-centred videos with motion or on-screen text and no central narration. Static ads communicate through an image and concise copy. For every promising pain point or audience angle, create an execution in all three formats rather than relying on detailed ad-set targeting to do the segmentation. The creative itself tells Meta and the viewer who the message is for. Repeating this process across genuinely different pains and users creates a diverse portfolio in both message and form. The matrix also avoids treating image ads as obsolete; Menard says they can contribute inexpensive conversions and remarketing performance.
Origin
Extracted from The Foundr Podcast
Core principles
- 01Creative now performs much of the targeting
- 02Each format plays a different communication role
- 03One angle should be tested across multiple formats
- 04Message diversity matters more than cosmetic variation
How to run it
- 1
Choose an audience angle
Select a specific pain, use case, or customer perspective the product can credibly address. Phrase it so the intended viewer can recognise themselves.
Pro tip Prioritise angles supported by customer language or prior performance.
Watch out A vague product benefit is not a distinct audience angle.
- 2
Make the narrative version
Build a longer-form, person-led ad that tells a relevant story around the angle. Use a founder, influencer, actor, or customer-style narrator as appropriate.
Watch out Do not make the production style so polished that it loses its native social feel.
- 3
Make the bumper version
Translate the same angle into a three-to-fifteen-second, product-centred video using motion, visuals, and on-screen text. Remove dependence on a central spoken narrative.
Pro tip Reduce the message to one quickly understood idea.
Watch out Do not compress so aggressively that the claim becomes misleading.
- 4
Make the static version
Express the angle in an image ad with enough clarity to work without video. Keep it in the testing mix for both acquisition and remarketing roles.
Pro tip Let the offer or customer pain do the communication work.
Watch out Do not dismiss static ads simply because video receives more attention.
- 5
Expand the matrix
Repeat all three formats for additional, materially different audience angles. Compare outcomes while recognising that some ads may prospect and others may close returning viewers.
Pro tip Track message diversity, not just the raw number of ads.
Watch out Hundreds of near-identical variations do not create true diversity.
In the wild
A skincare brand identifies a verified customer complaint as an angle. It creates a founder story describing the problem, a short product demonstration with text overlays, and a static ad pairing the pain with the offer. The three ads address the same audience need while giving the platform different ways to deliver the message.
→ The brand tests the angle independently from the format and broadens its creative coverage.
Common mistakes
Mistaking volume for diversity
Many ads aimed at the same user with the same message do not create the audience coverage that the matrix requires.
Ignoring static ads
Removing image ads discards a format Menard says can support low-cost conversions and remarketing.
Is it for you?
Best for
It is best for Meta advertisers that need broader reach and a systematic creative production plan.
Not ideal for
It is not ideal when a brand has not yet identified credible customer pains or messages to test.
From the transcript
“we break this down into three main ad”
“the ad creative does the targeting”
“distill it through all three ad types”
From the episode
561: $300M Worth of Facebook Ads Advice in 45 Minutes
Jordan Menard