Top 10 Creative Performance Insights for 2021
At the end of 2020, we took our time to analyze the creative highlights of the year so we could figure out what has made the biggest impact and what we can learn from it.
In this post, we’ll go through the top key findings from our in-house creative design team that we know will help you kick off 2021 with strong performing ads.
1. One Message. One Ad.
Make sure your ad has a clear message manifested through a distinct voice.
According to our findings, it’s better to create multiple ads, each focusing on a single message, than a single ad that crams in multiple messages.
2. Let Influencers Influence!
An influencer is someone who has the power to affect the purchasing decisions of others. They are social relationship assets with which brands can collaborate to achieve their marketing objectives.
Influencers are your marketers on the inside; they make regular posts about the topic of their expertise and generate large followings of enthusiastic, engaged people.
3. There’s No Second Chance To Make A First Impression!
The first seconds of a video are the most valuable seconds of an ad.
After testing and comparing different editing methods, we’ve found that showing an app logo, a CTA, and the main message right at the beginning of an ad will perform better than alternative options. So, make sure to include all of those in the first 3-5 seconds of your video.
See more of our creative findings in our full Social Casino Ad Creative Benchmark Report.
4. Visualize Your Viewer
This one works on two levels:
- Visualize your audience to understand them on a deeper level, and answer their needs better.
- Literally visualize your users: if you’re targeting females – make the cursor a woman’s hand.
Help your viewers see themselves using the product.
5. The Gift That Keeps On Giving
Iterations, alterations, duplications – it doesn’t matter how you phrase it, as long as you make it!
Got yourself a top performing creative? Time to milk it until the last drop. Do that by altering the basis of the ad, but make sure not to change too much (or not enough).
Also, be informed on results to make sure that ad keeps performing well.
6. All Aboard The Trend Train!
Be in the loop!
RTM (Real Time Marketing) is the online manifestation of the phrase “hitting the iron while it’s hot”, and you should do so with an engaging RTM ad that can perform faster and stronger than any other creative in your arsenal.
Trends come and go, but when they’re relevant – they’re strong. Use them to your advantage – ride their success!
7. Be Native to The Platform
Always be aware of the platform you’re advertising on. For example, slow paced videos will never work on Tiktok.
If necessary, re-edit your ad so it would fit the tone of each of the platforms.
8. Data-Based Creatives are Da-Best Creatives
There is a new wave on the horizon of making data-based decisions with creatives.
Our creative analytics platform, Alison, looks at thousands of data points to make recommendations on top-performing elements to incorporate in an ad, suggest how to rejuvenate a fatigued creative, and even provide competitive intelligence so you can stay ahead.
9. The Power of the Cinemagraph
Cinemagraphs are still photographs in which a minor and repeated movement occurs, and are published as an animated GIF or in other video formats.
Basically, it’s a short repeating video containing your ad’s highlights.
Never underestimate the power of a moving banner – silent but deadly.
10. Always Innovate and Never Stop Experimenting
As creative people and marketers, we all know it’s all about finding the right idea at the right time. Sometimes success lasts longer and sometimes it’s short-lived, but we must always keep searching for the next big thing.
So, for 2021 we suggest creative teams stay up-to-date on all ad types, new features, trends and memes, and to be on top of all campaign results and numbers; as these are crucial for successful creative performance.