🎙️Episode 249: The Meta Algorithm Shift: How to Adapt Your Creative Strategy – Part 2

(with Ben Bennett)

📝 Episode Description

Want more winning ads with less guesswork? In Part 2 of this creative strategy masterclass, Smart Marketer's Director of Creative, Ben Bennett, takes you behind the scenes of a real ad campaign to show how small, intentional changes to your message and creative experience can lead to major performance gains on Meta.

Forget pumping out 20 random creatives a week. Ben shows you how to scale creative purposefully by testing strategic variables like persona, tone, and setting instead of scrambling to change formats.

"With the right variables, small changes become big changes. That's real creative strategy." – Ben Bennett

This episode is packed with examples, frameworks, and a fresh way to approach Meta's evolving algorithm by focusing on people first.

✅ You Will Learn

• How to turn one winning hook into multiple high-performing ads

• Why Meta's algorithm rewards creative diversity based on experience

• What variables matter most: persona, setting, tone (not just format)

• How to create "purposeful volume" instead of creative noise

• Why human-first strategy beats algorithm-chasing every time

• A repeatable system for long-term creative testing & scaling

🔗 Links & Resources

• Smart Marketer – smartmarketer.com

• Smart Marketer Agency – smartmarketeragency.com

• Omnisend (Email & SMS tool) – smartmarketer.com/omnisend 👉 Use code SMART for 50% off your first 3 months

⏱️ Timestamps (Chapters)

00:00 – Welcome back: What You'll Learn in Part 2 01:00 – Ezra Firestone's Omnisend Shoutout: "That's how much I trust that platform." 02:04 – Ad Case Study: 3 Winning Ads, Same Hook, Different Experiences 03:54 – How Changing One Variable (like persona) Unlocked Higher Performance 06:52 – From Winning Image → UGC Video: Building Iterations with Confidence 07:41 – Persona Shift: Human Activity vs. Human Connection 08:58 – Why Format Isn't Strategy (And What Actually Is) 10:05 – Why People First > Algorithm First Creative 11:01 – The Real Director of Meta's Algorithm? Humans. 12:08 – Purposeful Volume: How to Test Strategically 13:02 – Final Thoughts: Real Creative Strategy is Human-First 14:01 – Outro & YouTube Shoutout

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