Advertising on social media has become more competitive than ever, and standing out amongst the crowd is getting more challenging each day. When every brand is using the same platforms, product feeds, and audience targeting, how do you differentiate your own? The answer is your ad creative.
Whether you are advertising on Facebook and Instagram only, or have expanded your presence to other networks like Pinterest, TikTok, Snapchat and others, the content of your ads is the easiest way to introduce your brand, showcase your products, and make an impact on your audience. Sometimes that’s easier said than done.
Looking for some ideas for content that resonates with viewers and stops the scroll? Here are 28 ideas for new ad content that you can try today.
Paid Social Ads Best Practices
There are a few paid social best practices that are important to remember for all content you are producing. These tips matter on any social media platform where you are advertising, and should be the main focus as you create ads.
Paid Social Ad Creative Best Practices:
Optimize creative for the platform - create a mix of square (1:1), vertical (9:16), and horizontal (16:9) content so your ads make sense for any ad platforms that you choose
Create content for each channel - Your approach to Facebook ads should be different to your approach for TikTok Ads. Study each platform and make ads that appeal to that platform’s core user
Use both static and video ads in your strategy - Each type of content can have a place in your marketing strategy and in your purchase journey
Show your brand and logo clearly - Don’t be afraid to feature your branding, but make sure people can actually see and read it!
Respect safe zones - Place important text and information where it won’t get covered up by descriptions, profiles, comments, etc. Details for safe zones for Meta, TikTok, and Pinterest linked here
Capture attention early - When using video content, have a hook that captures audience attention within the first 3 seconds
28 Paid Social Ad Ideas To Try Today
There are an infinite number of unique ad ideas to try, and trying to choose the best ones to start with is an overwhelming task. To make it easier, we’ve focused on four creative themes and shared content examples for each.
Theme 1: Educate Your Audience and Showcase Your Unique Selling Points
Before you can convert customers, they need to understand who you are and why your product matters in their lives. Different segments of your audience will respond to different educational approaches, so have a mix of content running to hit them at different points in their purchase journey.
Educational Ad Examples
Problem-Solution Format: Identify a common challenge your audience faces, then demonstrate how your product provides an elegant solution. Keep it concise—set up the problem in 5-10 seconds, then reveal your product as the answer.
Quick Wins: Showcase immediate benefits that users can experience. "See results in just 7 days" or "Set up in under 5 minutes" appeals to our desire for instant gratification.
Quick Tutorials: Demonstrate a simple, useful feature of your product that solves an everyday problem. These should be under 30 seconds and focus on a single benefit.
Step-by-Step Guides: Break down how to use your product into clear, simple steps. This works especially well for more complex offerings that might intimidate new users.
Routines: Show how your product fits seamlessly into daily life. These "day in the life" style ads help viewers visualize incorporating your product into their existing habits.
Product Styling: Showcase the versatility of your product through different applications, styles, or use cases to appeal to diverse tastes.
Unboxings: Leverage the excitement of opening a new product while highlighting your thoughtful packaging, quality materials, and the complete experience you provide.
Theme 2: Highlight Your Product's Excellence
Once the audience understands what you offer, you need to build confidence in your product's quality and effectiveness. There are a number of ways to do this in your ad content.
Social Proof Ad Examples
Success Stories: Feature real customers sharing authentic experiences. User-generated content showing before/after results builds credibility and helps prospects envision their own success.
Customer Reviews: Feature screenshot compilations of positive reviews with key phrases highlighted. Show the star ratings and quantity of reviews to establish credibility.
Video Testimonials: Short clips (15-30 seconds) of real customers explaining their experience have tremendous impact. Pair these testimonials with footage of the specific products they're discussing. Keep testimonials specific and results-focused, not generic praise
Impressive Statistics: Numbers tell a powerful story. "Over 10,000 units sold," "Sold out 5 times this year," or "95% customer satisfaction rate" create urgency and validation.
Expert Endorsements: Feature industry professionals or experts who validate your product. This could include dermatologists for skincare products, nutritionists for food items, or tech experts for gadgets.
Awards and Recognitions: Showcase any industry awards, certifications, or recognition your product has received from reputable organizations or publications.
Comparison Content: Create side-by-side comparisons that highlight how your product outperforms competitors or generic alternatives (without mentioning specific brand names).
Durability/Longevity Tests: Show your product withstanding stress tests, extreme conditions, or demonstrate its lasting quality over time through time-lapse or accelerated usage scenarios.
Detail Spotlights: Create close-up footage that emphasizes quality craftsmanship, premium materials, or thoughtful design elements that differentiate your product.
Theme 3: Be Authentic and On-Brand
Modern consumers can spot insincerity from miles away. Authenticity builds trust and emotional connection with your audience. Some of the easiest ways to do this are to put a face to your business and embrace imperfection! Lo-fi content shot on an iPhone can be just as effective as heavily produced studio shoots, and is much more cost effective. Similarly, Founders, team members, or brand ambassadors create personal connections that logos alone cannot achieve. Show the humans behind your company.
Authentic Ad Examples
Day in the Life: Follow a team member through their workday, showing how your products are created, tested, or shipped.
Behind the Scenes: Show product development, packaging, quality control, or other aspects of your operation that customers rarely see.
Brand Owner/Creator Profiles: Let your founders or key team members share their inspiration, challenges, and vision for the company.
Brand Story or Mission: Share what motivated you to start your business, the problem you saw in the market, and how you're working to solve it.
Test Longer-form Content: Platforms increasingly reward deeper engagement. Try 2-3 minute stories that dive deeper into your brand values, impact, or community.
Bonus: Genuine moments that show personality and vulnerability are embraced on these platforms, even in ads. Don't be afraid to be funny or show personality, but ensure it aligns with your brand values and resonates with your audience. Humor can be memorable when done right.
Theme 4: Embrace Organically Trending Content on Social Media Platforms
To maximize engagement, your ads should feel native to the platform where they appear. When your content mirrors what users are already consuming and enjoying, it's less likely to be scrolled past. Use formats that feel intimate, like diary-style videos or talking directly to camera, to connect with your audience. Study what's performing well organically and adapt those formats for your promotional content. Your ads should feel like a natural part of the user's feed.
Trending Content Ad Examples
Creative Product Features: Incorporate popular dances or movements while showcasing your product benefits or features. This works especially well for lifestyle, fashion, or beauty brands.
Meme Adaptations: Tastefully incorporate trending memes or sounds that resonate with your audience, but ensure the connection to your product feels natural, not forced.
Platform-Specific Features: Utilize the latest platform features (Instagram Reels templates, TikTok effects, etc.) to show you're current and plugged into the platform ecosystem.
Duet-Style Responses: Create content that responds to viral videos or popular creators, using side-by-side or stacked video formats to join existing conversations while showcasing your products.
Trending Format Adaptation: Utilize popular video formats like "Get Ready With Me," "What I Eat in a Day," or "Things You Didn't Know About..." but customize them to showcase your products naturally.
"How It Started vs. How It's Going": Use this popular format to show product evolution, customer journeys, or business growth in an engaging before-and-after style.
Trending Filter Usage: Incorporate popular AR filters or effects in creative ways that highlight your product while participating in what's currently capturing user attention.
Important Programming Note: trends can have short lifespans, and it’s easy to look outdated if you jump on a trend too late or run with a trend beyond its lifespan. Be quick to test trends and quick to move on from them if the moment has passed. It’s also important to have a unique, brand relevant POV on a trend, not just copy them exactly. For these reasons, trending content is best tested organically before investing media dollars into them.
Optimizing Your Paid Social Advertising Strategy
The most successful paid social advertising strategies combine intentional audience targeting with compelling ad content that resonates with your target audience across platforms. By experimenting with your ads to find new things that work for your audience, you can find ways to not only stop the scroll but also drive meaningful engagement and conversions.
Remember that the digital landscape continues to evolve rapidly, so maintain a mindset of continuous testing and optimization. What works today may need refinement tomorrow. Stay keyed in to your analytics, listen to your audience's feedback, and be willing to adapt your approach as platform features and user preferences change.
Ultimately, the brands that thrive in paid social are those that balance creativity with strategy, authenticity with polish, and innovation with proven techniques. By thoughtfully applying these principles to your advertising efforts, you can create campaigns that not only perform well but also strengthen your overall brand presence in the digital space.
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