Do You Need Creative for Paid Social Ads?

Creative content has become the cornerstone of successful paid social campaigns. The shift from data-driven targeting to creative-focused strategies has transformed how brands connect with audiences.

The shifting landscape of Paid Social:

• Meta’s move toward AI and machine learning (Advantage Plus)
• Reduction in interest-based targeting options
• More advertisers on platforms creating higher competition
• Creative now accounts for approximately 60% of an ad’s effectiveness

iOS 14 changes limited data sharing. Cookies are disappearing. Platforms rely heavily on AI now. Standing out requires compelling creative.

Types of hooks for stopping the scroll:

• Verbal hooks that address pain points or desires
• Visual hooks that grab attention (like viral video “stitching”)
• Text overlays that immediately identify who the product is for
• Questions that viewers automatically answer in their heads

The first 3 seconds are critical. Hook rates and video engagement are essential metrics. Longer viewing times correlate with conversions.

Best practices for creating effective hooks:

• Call out immediately what the product/service is or who it’s for
• Address specific pain points that resonate with the target audience
• Keep messaging simple – explain in the clearest way possible
• Test both positive hooks (focusing on benefits) and negative hooks (addressing pain points)

Combine multiple hook types instead of using just one. Test different angles. Discover what resonates best with your audience.

Technical considerations for creative:

• Utilise a mix of videos, images, and carousels
• Consider aspect ratios for different placements (square for feed, 9:16 for stories)
• Be mindful of “safe zones” in stories and reels due to UI elements
• Create placement-specific versions (story ads lack accompanying copy)

No single format consistently outperforms others. Platforms push content with better engagement. Ongoing testing is key. Don’t abandon formats based on limited data.

Content approach by funnel stage:

• Make ads appear native to the platform rather than obvious advertisements
• Create authentic, relatable content that matches where customers are in their journey
• Consider employee-generated content (EGC) for brand awareness
• Focus on conversion-driven messaging for bottom-funnel audiences

Effective ads often don’t look like advertisements. They blend with organic content. They create authentic connections before revealing commercial intent.

Moving forward with creative strategy:

• Understand your audience psychologically, not just demographically
• Test multiple hooks and creative approaches continuously
• Maintain authenticity while being entertaining (when brand-appropriate)
• Adapt creative strategy based on funnel stage and campaign objectives

Consumers crave authenticity in the AI era. Brands creating genuine connections will stand out in the competitive paid social landscape.

___

👋 Never miss an update. Sign up to T.E.A Break, our weekly newsletter.

👉 See our case studies to discover how we grow brands online.

👉 Subscribe to our YouTube channel.

👉 Follow our Grow with Evergreen podcast on Spotify, YouTube & Apple Podcasts.

👉 Download our new Home and Garden sector paid media report