Success in digital advertising doesn’t happen overnight. Instead, it’s the result of thoughtful planning and strategic creativity. With 87% of shoppers saying social media influences their purchase decisions, it’s more important than ever to ensure your campaigns are hitting the mark. Rather than reactively thinking of creative shifts as last-minute adjustments, it’s never too late to carve out time during your campaign to take stock of your creative strategies and set yourself up for sustained success.
One of the best ways to do this? Developing a strong creative pipeline by diversifying your creatives. Having a variety of ad concepts that speak to different audiences and needs is critical for staying relevant and driving results throughout the year. Here’s how to get started:
Keep it Fresh
Running the same ad creative for two or more weeks won’t cut it anymore. Customers are prone to ad fatigue, so it’s essential to refresh your creatives regularly. This doesn’t mean you have to reinvent the wheel every week.
Start by building on what you already know about your audience. Which ads performed well recently? Was it the snappy deal-focused copy or the lifestyle-driven visuals? Use those insights to inspire your next set of ads. Aim for a steady cadence and test each ad in real time. As a best practice, consider dedicating 20% to 30% of your overall budget to testing new ads. The key is to keep a continuous pulse on what’s working so your campaigns don’t lose their spark.
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Work Smarter with Generative AI
Generative AI tools make it easier to quickly produce multiple versions of copy, imagery and formats, all while staying true to your brand’s voice and tone. By automating tasks like copy and image generation, these tools allow advertisers to quickly produce multiple ad variations that feel cohesive and impactful every time.
An easy way to start is by defining personas for your audience. What motivates them? What challenges might prevent them from making a purchase? Generative AI can take these insights and help you shape different angles for your creatives.
For example, one persona might prioritize discounts and deals, while another responds better to storytelling or social proof. Instead of manually tailoring ads for each segment, AI can generate variations that align with these unique preferences — saving time without sacrificing quality.
Tap into the Power of Partnerships
People trust voices from their community — so it’s no surprise that creators have become a key part of effective social campaigns. By collaborating with creators, you can tap into their loyal audiences and add a layer of authenticity to your ads.
Creators are especially powerful for brands looking to diversify their creatives because they hold a unique perspective outside your brand that can help you tell your story in fresh and relatable ways. In a recent study, businesses that used partnership ads reduced their CPAs by 19% on average. Whether it’s a product demo, a how-to video or simply a creator speaking to their own experience with your brand, this content often performs with audiences in ways traditional ads can’t. Consider working with creators to produce content that feels natural to their style. When done right, creator partnerships can significantly boost engagement and lower acquisition costs.
Let Data Guide Your Creative Brief
A strong creative brief doesn’t need to be complicated, but it does need to be focused. It can be as simple as identifying what’s working now, spotting a new opportunity (like a segment you’ve yet to tap into) and brainstorming how to reach that audience.
With clear direction, you can develop creatives that connect on a deeper level. Performance data takes the guesswork out of what’s working and how to reach new audiences. For example, perhaps your data shows Gen Z customers are interested in creator-led content, while older audiences are clicking on ads focusing on product quality or value. Use this information to shape your diverse creative brief and develop a series of intentional, short-form videos with creators as spokespeople to grow a younger audience incrementally.
You could also focus your brief on emphasizing value or trust-building messaging in formats that resonate with different audiences. With a clear brief backed by data, you can make smarter decisions about what creative formats, messages and storytelling approaches will bring your campaign to life.
A well-crafted social campaign offers a golden window of opportunity for advertisers as consumers continue to shop, discover and engage with brands. Diversifying your ad creatives ensures you’re meeting them where they are. And with creative diversification, you’ll set your campaigns up for success throughout 2025.
With over 25 years of experience in the retail and fashion industry, Karin Tracy is passionate about driving digital transformation and growth for brands and businesses. As the Head of Industry, Retail, Fashion, Beauty, Luxury at Meta, Tracy leads a team of experts who help clients leverage the power of social media through advanced innovation in ecommerce and omnichannel product development to drive maximum impact for those industries.
