Want to get more from your ad creatives? Here are four often-overlooked tips that can give your performance a serious boost:
1. Trendspotting
Why: Stay ahead by tapping into real-time trends on TikTok and Instagram. Watch for trending content styles, challenges, and industry-specific topics like “glass hair” or “cortisol face.”
How: Track popular hashtags, viral sounds, and trending formats to integrate fresh insights into your content.
Caution: While trends can boost engagement, relying too heavily on them can lead to short-lived ads. Our most successful campaigns have often been live for 2+ years, proving that evergreen content often outperforms fleeting trends.
2. Break the mold + find the balance between authenticity and promotion
Why: The traditional problem/solution framework of “I had X problem so I’m happy I tried Y product” can feel predictable and sometimes inauthentic at this point. Breaking the mold and balancing promotional messaging with genuine content can drive better engagement.
How: Present solutions in creative ways that align with real-life scenarios. Combine authentic storytelling with subtle product mentions—think of it as blending genuine user experiences with light promotional touches. Make it even more real by including personal tidbits. For example, you can have the creator say their favorite colorway or demo how they use/style a product. Another great example is naming people: “my coworker Cheryl mentioned this to me…” Any time you can make it more personal, it will be more authentic and compelling.
3. Dive deeper than just demographics
Why: Simply knowing your target is "women aged 35-45" isn’t enough. A nuanced understanding of your audience goes beyond basic demographics to include their motivations, challenges, and daily realities.
How: Analyze Reddit threads, comment sections on Instagram and TikTok, and reviews to pull authentic language and sentiments. Use this data to uncover deeper insights into what drives your audience. Craft messages that mirror their true needs, and aspirations, making your content more relatable and impactful.
4. Match On-Camera Talent with Your Brand
Why: It might sound like a no-brainer, but finding the right on-camera talent can be easier said than done. Your on-camera talent should reflect your audience to enhance relatability and trust. Mismatches can create disconnect.
How: Choose talent who embodies your target audience’s characteristics. If you’re targeting people who struggle with acne, your talent should probably have acne or blemishes. If you target fitness enthusiasts, it’s a good idea to source talent that looks more fit and appears to know what they’re doing in the gym. Your audience is smart and can catch on quickly otherwise!
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Stay creative,
The Laurens