The marketing landscape is constantly evolving. What worked yesterday might not work today, and keeping up with the latest trends can feel like chasing a moving target. However, one thing remains constant: the importance of creatives.

This blog dives into the changing role of creatives and how marketers are adapting to this shift. 

The Evolving Power of Creatives

The landscape has shifted. Creatives, once relegated to a supporting role behind data-driven targeting, are now a crucial element for user engagement. This evolution can be summarized in three key points:

1. Changing Formats: Static images are a thing of the past. Users crave more engaging experiences, leading to a rise in video ads and even playable formats.

2. A User-Centric Approach: Today's creatives need to resonate with user needs and preferences. Ads that connect on an emotional or social level are more effective at driving engagement.

3. Adaptation to Societal Shifts: Marketers must be aware of current trends and consumer behaviour. The increased screen time demands compelling visuals and storytelling to capture attention.

Creative Trends to Watch in 2024

Here are three key creative trends expected to shape 2024:

1. Purpose-Driven Creatives: Consumers are looking for brands that stand for something. Showcase your value propositions and connect with users' desire for belonging and meaning.

2. UGC: Ads that Don't Feel Like Ads: Leverage User-Generated Content (UGC) to foster a genuine connection with users. These relatable ads keep viewers engaged and bypass the "skip ad" button.

3. Creatives as the New Targeting System: Move away from solely relying on traditional targeting methods. Compelling and contextually relevant creatives are key to grabbing user attention and driving meaningful interactions.

Creative Production in a Fast-Paced World

Here are some valuable insights for managing creative production in a changing landscape:

• Be Organized: Plan your creative production. This includes anticipating seasonal fluctuations, streamlining communication, and potentially having a dedicated in-house team.

• Tailor Production to the App Lifecycle: The volume and type of creatives should adapt to the app's stage. New launches require more creatives for visibility, while established apps might focus on maintaining a brand presence with fewer creatives.

• Increase Volume for Predictability: Generate a larger pool of creatives and analyze their performance with machine learning to achieve better predictability in user acquisition outcomes.

Mastering the Art of Creative Testing

Effective creative production is only half the battle. Here are some key takeaways from creative testing:

• Testing Trifecta: Force traffic to each creative, utilise proxy regions, and have a control creative for comparison.

• Focus on Eliminating Losers: Identify and remove underperforming creatives quickly to optimize resources and streamline the testing process.

Actionable Tips to Elevate Your Creatives

Here are some practical tips to enhance your creative strategy:

• Embrace User-Generated Content: Leverage the power of UGC to create authentic and relatable content.

• Utilize Existing Tools: Platforms like TikTok's Creative Challenges can spark user engagement and generate a wealth of content.

• Benchmark and Refine: Continuously analyze your creatives' performance and iterate based on the data.

• Set Clear KPIs: Define measurable goals to track the success of your creatives accurately.

• Prioritize Measurement: Track and analyze results to continuously improve your creative strategy.

• AI for Inspiration: Explore AI tools for ideation and overcoming creative block.

By staying informed about the evolving role of creatives and implementing these valuable insights, you can elevate your marketing strategy and drive user conversions in 2024 and beyond. Remember, compelling creatives are no longer just an afterthought – they drive user engagement and conversion. Want to know more about creative marketing, Feel free to contact us. Targetoo help you!