Study Reveals Creator-Style Video Ads Are Less Likely to Be Top Performers

Research firm Zappi analyzed more than 3,300 social video ads across TikTok, Instagram, Facebook, and YouTube in the US and UK, concluding in its fourth annual report on content effectiveness that creator-style ads were 30% less likely to be top performers.

The results showed that ads featuring a strong visual hook were 2.4 times more likely to be top performers, while ads using three or more brand assets were 30% more likely to do so.

The report noted that the 25 to 34 age group was more inclined than the 18 to 24 age group to say they like the digital ads they watch, contrary to the common assumption that younger generations are the most receptive to digital advertising.

The findings indicate that simply mimicking the format of creator content is not enough to drive performance, and that elements building brand presence and capturing attention in the first few moments remain the most impactful factors. This benefits advertisers in the Arab region when preparing short video campaigns.

What do these terms mean?

Visual Hook: The shot or visual element that grabs the viewer's attention in the first few seconds of the ad. Brand Assets: Elements such as logos, colors, and fonts that introduce the brand to the audience. Ad Content Effectiveness: An ad's ability to achieve its marketing goals, such as recall and conversion.