Hey, brand teams! Stop scrolling through cat memes for just a second (though, yes, they’re majestic creatures), because we’ve got something big to talk about. Turns out, ad campaigns everywhere could be more than just good. They could be wow. Thanks to a little something called creative effectiveness, a.k.a. the magic potion of storytelling, and knowing what people actually like and which creative levers drive greater ad effectiveness on mobile devices and beyond.
The geniuses at Meta, Kantar, and CreativeX got together and analyzed over three years, 56,984 Meta ads from 1,295 campaigns from five countries across a range of CPG, auto and restaurant categories. That’s a lot of ads for creating a lot of confidence in what the results showed! Like “I’m going to need five coffees to get through this” kind of a lot. Here’s what they found about why some ads crush it and others result in a page turn.
The Big Four for Creating Serious Awesomeness
Mid-century style advertising touting and shouting nothing more than product benefits (like how our product gets laundry whiter than white) just doesn’t cut the mustard anymore. While sharing competitive points of difference are essential to helping to set brand expectations and value, no longer do they alone a powerful story make. Today’s consumer wants content that helps them form a personal connection with a brand – messaging that conveys “we know you, we get you, and you are important to us.” Here are some insight nuggets to consider in crafting brand ads that will help shoppers fully tap into the functional and emotional value of your brand and understand why it was meant for them.
- 1. Put a Face on It (The Human Connection)
People love seeing and looking at other people. And the data proves it because ads with actual humans in them perform 81% better than those without. It’s the equivalent of adding hot sauce to tacos—everything just clicks and combines for an elevated experience. But get this: only 31% of campaigns are using this hack, so put faces in your ads – faces of those making up your target audience that emote and scream, “I’m living my best life with this brand!” And, of course, if those faces happen to have puppies or babies, you’re golden. - 2. Blend the Brand, Don’t Scream It (Seamless Integration)
Without question, brands that shout out “LOOK AT ME!” will draw attention and be remembered, but sometimes for the wrong reasons. Instead, evidence shows that ads that sneak the brand name into the story—like slipping spinach into a smoothie—perform 46% better. So, don’t be so obvious. Stop beating your audience with your brand name. Instead, be subtle and weave it into your tale so that consumers come to understand what your brand is all about and associate it with a way of life. Today’s consumer is seeking authenticity and brands they can trust, that relate to them – not showboats. - 3. Go Big with Lifestyle Visuals (Dynamic Dynamism)
Apparently, people are like crows—they love shiny, fast-moving objects. That’s why ads with animations, quick cuts, or a sense of “LOOK ALIVE!” see a 74% boost in effectiveness. Yet only 37% of campaigns actually include visual elements to engage their customers. So, make your ads pop – add some pizzazz to your visuals and keep things dynamically interesting. And make sure those visuals reflect the lifestyle of your target audience so they can immerse themselves in the situation and envision enjoying your brand. - 4. Set the Vibe (Distinctive Atmosphere)
Give your ad a soundtrack, a color palette, a vibe so unique that people say, “Oh, that’s you!” Own the creative approach for the brand. Ads with distinctive atmospheres perform 67% better. Think of it as your ad’s signature profile: it needs personality to stand out. So be sure to create your own unique vibe – a specific, memorable vibe. Not just stock material, but something that captures the true essence of your brand with flair, that will enable shoppers to feel and get into your groove of your brand.
Source: “A New Era of Storytelling: Inspiration for Today’s Brands Report,” published 11/19/24
Why it Matters
This isn’t just about ads; it’s about the importance of connecting. It’s about creating storytelling that are light years beyond fluff, but deliver real substance that shoppers identify with on a functional, emotional, psychological and lifestyle level. It’s measurable, effective stuff that turns heads and opens wallets. It takes applying strategic insight into what makes your customers tick, capturing what’s important to them, and demonstrating how your brand delivers the value they want and need in ways that stimulate the senses. Together, it all works to activate and deepen the value of human connection.
So, get out there, storytellers. Use the data, keep learning, and create ads that speak to people in ways that say your brand gets them, is the right choice for them and needs to get placed into their cart. Because in a world full of noise, it’s the best stories that win and are the ones that get remembered and retold.
