What Makes a High-Performing Creative?
/In a changing digital media landscape, one thing has remained constant: the power of great creative. According to a 2017 Nielsen study on advertising effectiveness, 46% of advertising sales are attributed to creative quality, compared to 22% from reach and 15% from brand. In other words: “even the best media plan won’t save a campaign with poor creative.”
For this reason, it is essential to invest in high-quality creative for an artist, particularly video, and to choose engaging thumbnails. We found that Facebook videos outperform static images by an average of 300% (CTR). High-performing organic video content shared by artists can also be repurposed for paid campaigns too.
Here are some great creative examples. Note that these creatives are for illustration purposes only and do not depict Wavo campaigns.
Beyond this, there are a number of additional factors that lead to better performance:
Playing the hook/chorus at the start of the creative
Prominently displaying a human face
Showcasing the artist’s personality
Bright/high-contrast colors
DIY/user-generated content
Engaging live footage
Short copy
Using emojis in the copy
HD videos
For events campaigns raw, unedited live footage tends to perform better than professionally edited content in events campaigns.
For more creative tips, see our guide Wavo Creative Best Practices.
Explore creative best practices by platform:
