Social media isn’t just a platform for connection anymore. It’s a primary way to explore, search, and even make purchasing decisions. The digital landscape is shifting faster than ever, with users gravitating toward immersive experiences on platforms like TikTok, Instagram Reels, and YouTube Shorts. Notably, 74% of Gen Z internet users use TikTok for search, challenging traditional search engines in a fundamental way.

As user preferences change, businesses have no choice but to meet them where they are at. For today’s marketers, adopting a fast-paced, user-centric format is essential to appeal to Gen Z audiences. In this process, short-form video content has become a necessity to drive social media ad success, especially given that 60% of people lose interest in a visual recording after two minutes. Modern buyers don’t just want to watch an ad; they want to connect with it on a personal level – whether it’s a hair product or the latest smart device. This shift has ushered in a new era of social media advertising, relying on short video ads and the power of niche communities carved out by micro-influencers to foster trust and influence purchasing decisions.

Decoding the Perfect Ad

Amidst the “TikTokization” of advertising, brands are well aware that they must move away from polished, scripted videos to authentic content featuring everyday moments of life that resonate with viewers. But it’s not that simple. In working with micro-influencers and brands for the last several years, I’m often asked “what makes the perfect ad?”

The truth is there is no formula for success when it comes to guaranteeing high-performing ads. As brands and influencers seek to create the ‘perfect ad,’ so many factors are making this impossible from evolving consumer behaviors to short-lived cultural trends.

However, while the ‘perfect ad’ might not exist, there are several elements that successful ads often have that can be replicated for the best chance of success. Some of them include:

• A strong hook: The opening moments of a video are make-or-break. An effective hook grabs attention immediately, keeping viewers engaged and increasing retention by up to 30%.
• High-impact sounds: High-quality visuals are a critical part of every video, but catchy music, compelling voiceovers, and sound effects can drive engagement. The best ads strike the right balance between visual aesthetics and effective sound design.
• Product placement: Viewers today don’t want to feel like ads are being forced upon them. Subtle product placement throughout ads can reinforce a products’ importance, while maintaining an organic nature.
• Solution-oriented ads: Identifying customer pain points and positioning a product not only as a choice, but as the necessary solution is a powerful conversion tool, as viewers respond positively to personal challenges reflected in an ad.
• Quick cuts: Fast paced editing with rapid scene switches and frame changes create a sense of excitement and urgency that keeps users hooked, driving viewer retention.

Marketing Technology News: MarTech Interview with Elizabeth Maxson, CMO @ Contentful

From Idea to Impact, It Begins with the Creative Process

It’s not just about checking the box on all these factors though. You might only see 30 seconds of the final product, but there’s a lot more that goes on behind-the-scenes to ensure the impactfulness of an ad. With evolving criteria for what makes ‘perfect ad,’ how can brands and creators keep up to determine what will captivate their audience? Having a well-defined ad creation process is key for delivering ad campaigns to achieve optimal performance.

It all starts with research. Staying well-versed in the latest industry trends and keeping a pulse on competitors’ strategies helps brands shape content that’s both relevant and distinct. Doing this groundwork on a regular basis is what makes or breaks a brand’s ad strategy.

Moving into the development of a specific campaign, a clear creative brief serves as the blueprint to guide the entire process. A well-defined brief ensures alignment and success in every step, from selecting the right creator to executing on the vision.

Creating a viral ad isn’t about a one-time spark of magic. True success comes from experimenting at scale across numerous creators. There’s always a bit of randomness—magic even—in what resonates, and the best strategy is to increase your odds by testing a wide range of creative approaches. Experimenting broadly with diverse creators maximizes the chances of finding the formula that resonates most.

Get By with a Little Help from AI

AI is taking the world by storm, and influencer marketing is no exception. In fact, 91% of influencers and creators say they are using generative AI at least once a week. While generative AI offers huge benefits to influencers from a productivity standpoint, human creativity remains at the foundation of successful video ads as AI-generated ads lack emotional connection that resonates with viewers.

So, where is AI making a true impact? It begins before a brand even reaches out to a potential creator.

Finding the right creators—those who align with a brand’s values and have the potential to perform well—is critical. Each creator brings a vast amount of data that brands need to analyze: audience demographics, average views, relevant hashtags, engagement rates, past content performance, and more. With 200 million creators available, manually identifying the best matches becomes nearly impossible. Without AI, brands often rely on intuition to select creators—a “creative lottery” that risks poor results and wasted resources.

By processing large volumes of data, AI matches brands with creators who align with specific campaign needs, increasing the likelihood of success. We call this approach Creative Intelligence, a strategic alternative to the “creative lottery” that optimizes the client’s entire creative budget by focusing on partnerships with the highest potential for impact.

Winning with Scroll-Stopping Ads

In today’s fast-evolving landscape, crafting successful social media ads demands a blend of creativity, strategy, and the right use of technology. By applying principles that work, grounding campaigns in thorough research, and harnessing AI to select the right creators and optimize performance, the probability of brands delivering an ad that resonates skyrockets. Trends rise and fall in a matter of days now, but brands that embrace strong processes and the right tools are best positioned to captivate their audience and make a lasting impact.

Marketing Technology News: How Marketers Can Use AI to Boost Holiday ROI