Meta to Mexico: Facebook Ads Insights from a Former Meta Employee

The Smartest Podcast

Meet Tevah El Emmet,

The Genius behind Creative Facebook Ad

Marketing Campaigns

When it comes to online advertising, Facebook is a company that needs no introduction. For years, they have been one of the foremost leaders in social media marketing, and a lot of their success has been thanks to their intelligent use of data and cutting-edge advertising technology. But who are the people behind the campaigns, the people who are responsible for shaping the way ads are created and distributed on the platform? In this blog post, we will be talking to Tevah “The Idea Man”, former Content Strategist on the Global Advertising Team at Meta Facebook, and one of the top minds in advertising today.

Link to Video ---> https://www.youtube.com/watch?v=hTpoDJOQdrg

0:45 John introduces Tevah El Emmet

1:41 Tevah’s location

3:25 Things that Tevah is missing having a homebased

4:22 Tevah talks about Meta

6:47 John asked Tevah about Ads back-end

15:41 Missing components with Creative

22:21 How customers work with Tevah

24:05 Things needed in order to keep people’s attention watch longer

31:53 Tevah contact information

34:08 Tevah tells about future of marketing

Tevah “The Idea Man” is a former Content Strategist on The Global Advertising Team at Meta Facebook. He earned the nickname because he always has an idea. Tevah has a wealth of experience in developing innovative creative marketing campaigns using both Facebook Ads and art. He’s an expert in performance creative – the art of using creativity to drive an increase in performance in Facebook ads. Over the past five years, he worked with the world’s largest agencies on optimizing their campaigns, writing Facebook Help Center articles and developing certifications.

Tevah has spent years working with some of the most innovative and advanced companies in the world, and as a result, he has a unique perspective on what works and what doesn't when it comes to online advertising. Tevah is a digital nomad, and has spent the last few years traveling the world while working with clients from all over. He explained that being a nomad has allowed him to have a broader perspective on advertising, as he’s had to deal with clients from different cultures and with different advertising goals. This has taught him how to adapt his strategies to fit different markets, and has allowed him to develop a more global perspective on advertising.

Routine is Key

Without a doubt, routine is essential in any work environment. It provides structure, stability, and a sense of familiarity. Unfortunately, remote work can make it challenging to establish a routine. There are no set office hours or regular face-to-face interactions with colleagues. Tevah, for instance, has struggled with finding a consistent schedule that works for him. He misses being able to get up and go to a particular facility or grabbing breakfast from his favorite spot on his way to work. These simple habits helped him start his day on the right foot and kept him energized throughout the day.

Inside Scoop on Content Education

Tevah is an experienced marketer who has a passion for teaching and helping businesses succeed. Five years ago, he landed a job on Facebook's content education team, where he was responsible for educating and teaching businesses how to market on Facebook. His role involved creating the Facebook Help Center article and being a subject matter expert on certain Facebook products. Tevah worked directly with the engineers who built these products to ensure businesses could maximize their use of Facebook's marketing capabilities.

One of Tevah's responsibilities was creating educational content for businesses to learn how to market on Facebook. His team developed e-courses, trainings, and certifications, which were essential for agencies spending multi-million dollars on the platform. Through these educational tools, businesses could learn best practices for creating ads and content for their target audience. These courses provided certifications that marketers could take, proving they understood the platform, leading to better job positions and performance.

Tevah also played a key role in ensuring that the test questions for Facebook's certifications were accurate. As a subject matter expert, he collaborated with other marketers to create questions that were comprehensive and reflective of the platform's capabilities. His role in creating accurate test questions enhanced the credibility of Facebook's marketing certifications, making them more valuable for marketers.

Tevah's work at Facebook helped businesses grow by providing them with the knowledge and tools they needed to market themselves effectively on the platform. Through his content education, he educated businesses on Facebook's marketing capabilities, enabling them to create strategic campaigns and reach their target audience. His contributions to Facebook's educational resources were invaluable and helped take the platform's advertising capabilities to the next level.

Why Creative is Key to Facebook Ads

Large agencies understand the importance of creative in Facebook Ads. If you take a look at their Facebook ads library, you will see hundreds of different visuals and creative that have helped these ads blow up on social media. However, small and medium-sized businesses are not optimizing on creative as they should be. For instance, businesses producing five to ten million often overlook the creative aspect of their ads and focus more on audience targeting.

Creative is important because it plays a significant role in capturing users' attention. With the rise of automation in Facebook ads, media buyers who focus less on the creative face a great risk of underperforming ads. Attention-grabbing, visually stunning ads that stand out in the crowd are the ones that will make a lasting impression, leading to more clicks, conversions, and ultimately better ROI.

Impact of Social Media in Creative Marketing

Social media platforms are an incredibly effective tool for creative marketing. With social media, you can reach a vast audience at a relatively low cost. However, as mentioned earlier, businesses often miss the mark by focusing on the wrong platforms. It's crucial to identify which social media platforms your target audience is most active on and focus your efforts there. Additionally, businesses need to focus on creating content that resonates with their audience. Not all content is created equal, and you need to make sure that the content you create is engaging and shareable.

How Tevah Helps Customers Create High-Converting Ads and Marketing Campaigns

Teaming up with Tevah on your marketing campaigns offers a wealth of benefits, regardless of your business size or niche. Premium clients, for instance, get a luxury retreat in Mexico where Tevah shoots and edits all their ads and creative for them. Clients who opt for this package are picked up in a black car and flown in to meet with Tevah in person. Together, they map out their entire campaign, bring in a videography team, shoot all the ads, and edit them for the client.

Tevah understands the importance of creating captivating ads that hold viewers' attention throughout their duration. He leverages his knowledge of the drop-off points on video ads (i.e., 3 seconds to 11 seconds) to ensure he places essential elements at different times during the video to keep viewers engaged for longer. This understanding is critical in creating high-converting ads.

Tevah also works closely with small business clients, providing 1-on-1 creative strategy sessions where he audits their current marketing campaign and offers insightful recommendations. The 2-day Facebook Ads intensive training is ideal for small business owners who want a high level of training that rivals that given by leading agencies worldwide. The training covers tools, tips, tactics, and strategies that help clients stay ahead, whether on social media media buying or creating compelling ads.

Another way Tevah helps small business owners is by showing them how to create high-converting performance creators. This type of content is essential for businesses that want to get their message across effectively to their target audience. Tevah offers valuable insights to clients to help create these types of ads—the types that get results and generate more leads.

Tips for Creating Engaging Facebook Campaigns

First impressions are everything, and that rings true for Facebook ads. The first three seconds of any ad is the hook that can either capture or lose the viewer’s attention. So, how to make the most of those few seconds? Start with a visually stimulating image or video, craft a captivating headline, or present an impactful message that speaks to your audience. The point is to grab their attention and create intrigue.

After the initial 3-second hook, the next 7 seconds are all about building a connection with your audience. This is done by addressing their pain points that lead them to engage with your service or product. Sharing tips, advice, and experiences that resonate with them, builds their trust in you, and establishes a personal connection with your brand. This stage should create emotion within the viewer and motivate them to keep watching.

Once the connection is established, the next 11 seconds is where you can really push the limits of creativity. This is the ideal stage to showcase powerful visuals, shocking images, or bold statements that are more likely to push them to stick around for the second half of your ad. Keep in mind that the modern-day viewer has a short attention span, so make each of those 11 seconds count.

Creating engaging content that keeps people’s attention is more critical now than ever before. It is a combination of creativity, storytelling, and data analysis. The first three seconds should be your hook that grabs their attention, followed by the next seven seconds that address the viewer's pain points. Finally, for the next eleven seconds, add something visually stimulating or engaging to keep them hooked. Posting content on the right platform and analyzing data are also essential components to ensure that your content is reaching a larger audience. Incorporate these tips into your content creation strategy, and watch your engagement and views soar.

The Future of Marketing

Traditionally, marketing has operated on a simple principle: create some good content that your audience enjoys, then pattern interrupt it with an ad that hopefully they like or want, whether it's on TV, radio, Pandora, Spotify, Hulu, or Netflix, we're all familiar with this experience. But as people start to seek out customization and control over their own content, marketers are realizing how important it is to make content the centerpiece of their strategy. That's because content is the biggest lever of marketing success - it draws people in and keeps them engaged, building trust and authority for your brand over time.

Tevah said that content is the biggest lever of your success in marketing. This means that brands that create authentic, valuable, and consistent content will have an edge in the market. This content should be created with the audience in mind and offer them something that is relevant, useful, and entertaining. Brands that embrace this approach will build trust with their audience and win their loyalty.

One of the key trends in future marketing is the idea of ‘content as ads.’ This means that the content will be the ads themselves, and they won’t be any different – they’ll be synonymous. This idea is based on the fact that people are more likely to engage with content that is entertaining, informative, or educational, rather than ads that interrupt their browsing experience. Brands that can seamlessly integrate their products or services into their content will have a much greater chance of reaching their target audience.

The future of marketing is all about content. Brands that embrace this idea and create authentic, valuable, and consistent content that resonates with their audience will have a competitive advantage. By seamlessly integrating their products or services into their content, creating personalized and interactive content, and being active on social media, brands can build trust, loyalty, and a community of dedicated followers. With the digital landscape continuing to evolve, it's essential to embrace a content-centric approach to stay ahead of the curve.

In conclusion, Tevah is truly a marketing genius that brings something unique to the industry. Her astute understanding of technology, creativity, and innovation shows that she is equipped not just to compete but to be a trailblazer in an increasingly crowded and challenging field. As we look forward to the future of marketing, there is no doubt that Tevah El Emmet will be one of the industry leaders shaping it. So if you're looking to market your product and ensure maximum growth, contact Tevah today, and see for yourself what he can do.

Tevah, the Idea Man, is an inspiration to many people who use social media platforms for personal development and growth. Following him on Instagram, TikTok, YouTube, and his website provides a continual stream of engaging content that inspires and offers practical tips for personal development, entrepreneurship, and creative expression. We hope this guide has made it easier to follow Tevah and gain access to his ever-flowing well of ideas and inspiration. Do yourself a solid by making Tevah a part of your social media following today!

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