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REPORT
State of Creative Effectiveness
Social video has changed the rules of advertising. With brands creating more content, for more platforms and in more formats than ever. What does it take to make a social video ad that stands out and drives action?
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WHAT YOU'LL GET
What makes social video advertising work?
In this report, we analyzed over 3,000 social video ads across YouTube, Facebook, Instagram and TikTok, tested with real consumers in the US and UK, to quantify the impact of the creative choices brands are making.
You'll learn:
- Which creative characteristics drive effectiveness — and which ones don't — across social video advertising.
- Why visual hooks are so powerful, with ads featuring a memorable visual 2.4x more likely to rank among the top 20% of ads in our study.
- How to use surprise and humor to earn attention without letting the idea overshadow the brand.
- What the data says about creators and native content, including the difference between genuine creator content and brand-made ads designed to look like it.
- How celebrities can help an ad stand out — and why a famous face can't do the branding or selling for you.
- Why product demonstrations can drive persuasion, particularly when they show a clear outcome rather than simply showing the product in use.
- How animals, distinctive brand assets and positive endings can influence creative effectiveness.
- How social video performance varies by age and platform, and what that means for reaching different audiences.
Download the report to discover what the most effective social video ads have in common — and how you can apply those lessons to your own creative.
