Grab your customers’ attention with the power of creatives
Competition to get noticed by customers is fierce, which means businesses have to work hard to push their services to the fore. That means using the kinds of creatives that truly capture attention and drive growth.
In this blog, we’ll highlight the formats that will help your organisation rise above the rest.
1. Short-form video
Twice the engagement of longer clips: Videos under 90 seconds generate more than double the engagement of longer ads.
Under-30-second dominance: Two-thirds of video ads now run under 30 seconds, with video ad spend expected to hit $99 billion this year.
Best ROI format: According to HubSpot, 36% of social media marketers consider short-form video their highest-return ad format.
Why it works: In an era of eight-second attention spans, succinct, emotive clips hook audiences fast — especially on mobile devices, where 72% of ad spend now lives.
Example: Labubu, a niche designer toy brand, had been quietly building a cult following for years. But when Lalisa (BLACKPINK’s Lisa) casually posted about them, Labubu exploded on social media. Short, punchy TikTok and Instagram Reels showing off “the Lalisa effect” racked up millions of views overnight, driving a surge in demand they could barely keep up with.
2. Shoppable and interactive ads
Shoppable video growth: Integrating product feeds into short-form video allows viewers to buy instantly, part of a broader trend towards social commerce.
Interactivity boosts attention: Quizzes, polls or 360° views can increase attention by up to 47% compared to static ads.
Why it works: These formats do not just entertain. They convert. They guide audiences seamlessly from discovery to purchase, reflecting consumer expectations for quick, action-oriented content.
Example: Beauty brand Charlotte Tilbury uses Instagram Stories with AR filters that let customers “try on” lipstick shades before swiping up to buy. Combined with shoppable Reels, they’ve built a seamless discovery-to-purchase flow that feels more like playing than shopping.
3. User-generated content and influencer creatives
UGC is more trusted: 92% of consumers trust UGC more than traditional advertising.
Micro-influencers win: Micro- and nano-influencers deliver up to 60% higher engagement than big influencers.
Shifting budgets: Over 50% of brands are increasing spend on influencer marketing, often dedicating 20–50% of their marketing budget to it.
Why it works: Authenticity reigns supreme. Ads that feel peer-to-peer, or come from creators audiences trust, are more relatable and engaging than polished corporate productions.
Example: When homeware brand Our Place launched their Always Pan, they sent it to micro-influencers and food bloggers rather than A-list celebrities. The result? Organic, real-life cooking videos and posts flooded Instagram and TikTok, helping them sell out repeatedly and grow into a household name.
4. Augmented reality and immersive experiences
AR delivers 70% more engagement: AR campaigns lead to significantly higher interaction and memorability.
Conversions surge by 40%: Features like virtual try-on boost sales intent and reduce returns.
AR ads entering social platforms: AR ads on Facebook and Instagram now facilitate try-ons and 3D placements directly in-app.
Why it works: Immersive ads let audiences interact with products in context, enhancing memory, confidence and emotional connection to the brand.
Example: Nike’s AR “try before you buy” sneaker filters on Snapchat and Instagram made it fun for users to test out new releases, contributing to sellouts in minutes.
5. Meme marketing
High engagement rates: Meme campaigns can hit around 30% engagement versus 1% for generic ads.
Rapid virality and cultural relevance: Memes tap into humour, trends and shared culture, but require timely, sensitive deployment.
Why it works: Appropriate memes encourage user participation by creating a sense of community thanks to shared humour. They build brand personality at low cost.
Example: Duolingo turned their owl mascot into a meme icon on TikTok, using trending sounds and tongue-in-cheek humour to create videos that audiences share for fun, not because they’re ads.
The 2025 creative checklist
If your goal this year is to grow your audience, your ad creatives must be:
Fast: Capture attention within seconds.
Authentic: Built around real experiences and voices.
Interactive: Let people engage actively.
Relevant: Match the platform and cultural context.
Combine short-form video, community-style creatives, AR experiences and micro-influencer partnerships to build trust and growth. In a saturated media landscape, the right creative isn’t just seen - it’s experienced.
Are you ready to harness the power of creatives to get your business in front of the right people? Contact POW today and get started!