Now what's really important is what works on Facebook
usually doesn't work on YouTube. That's because, on Facebook, you'll have very simple creatives that work well, while on YouTube, you actually need proper production and ad content needs to look good as professional YouTube videos. On Facebook, people scroll through the news feed, looking at text and images. There's not that expectation of high-quality production. Good creative is part art and part science
. The art part is more intangible. It relates to creativity and coming up with unique ideas and unique hooks. It's what makes your ad connect with the viewer, and this is where finding good creative production people, creative coordinators, or creative directors is essential.
How to consistently build impactful YouTube ads that will work? The answer is - having the right system. You have to have a team that can dedicate itself to churning out creatives and testing variations. Come up with the scripts and do the whole creative process. The creative coordinator is responsible for managing the whole production and post-production process.