Creatives for Instagram, TikTok & more – the guide

Being seen in the gigantic world of e-commerce can be a real challenge. Digital advertising on social media forces you to get creative and design your advertising campaigns to be as targeted as possible. And this is where creatives come into play. Find out what exactly creatives are and how you can achieve real success with them!

What are creatives? What are the different types of creatives? Implementing creatives in your own marketing 5 helpful tips for your next visual creation Tools to use when creating your content Trends, ideas& inspiration for creatives Tips for your creative campaigns Conclusion

What are creatives?

You scroll through Instagram, TikTok or Facebook routinely and aimlessly and probably don't realise it at the time, but you're actually looking for something that really catches your eye. How long does it take you to decide whether to look at a post for longer or not? It usually happens within a few seconds.

Social media creatives are visual marketing strategies that are tailored to the needs of your target group. But that's not all, because behind successful creatives there is always a well thought-out concept. Being seen in the gigantic world of e-commerce can be a real challenge. Digital advertising on social media forces you to get creative and design your advertising campaigns to be as targeted as possible. And this is where creatives come into play. Find out below what exactly creatives are and how you can achieve real success with them.

If your potential customers can identify with your social media post, there is a good chance that you will win them over - or at least arouse their interest.

Whether videos or statics - if you manage to position your brand with the creatives in your advertising campaign without placing them obtrusively in the foreground, you have understood the principle and goal of creatives. When it comes to creatives, it's all about performance!

What are the different types of creatives?

When creating advertising material, you have to decide on a type of preparation. Ideally, you should position the material in one of the following three categories depending on the intention:

Concept Ads

The aim of concept ads is to remain in the user's memory as much as possible. For your online marketing, this means getting creative and building trust! Testimonials and unboxing videos are particularly suitable in the beginning to give users a first impression of your product and when creating advertising material, you have to decide on a type of preparation. Ideally, you should position them in one of the following three categories depending on your intention:

Content Ads

As the name suggests, content ads are primarily used to provide information. Users should better understand your product in order to make a purchase decision. Explainer videos fulfil this purpose most effectively. But keep an eye on the attention span of your target group.

Commerce Ads

Now it's time to present your product as attractively as possible. And who knows the needs and expectations of your target group better than they do? UGC marketing is therefore a good option. Have experienced creators create promotional videos at low cost and create incentives that motivate potential customers to engage with your product.

Implementing creatives in your own marketing

If you want to attract new customers, retain existing ones and make your products visible, you can't do without strong creatives in social media marketing. They are not only helpful - they are essential if you want to be noticed at all in crowded feeds. The more often you try your hand at creative, the better you will be able to judge what will resonate with your target group. Creativity is important - but it is even more crucial that you recognise current trends, keep an eye on your competitors and understand which content really works on which platforms.

Each platform has its own dynamic - and that's where your opportunity lies. TikTok thrives on creative, entertaining content that spreads quickly and generates strong reactions. TikTok Creatives are particularly suitable if you want to reach young target groups and build brand awareness. The app makes it easy to engage with the community and jump on trends.

Instagram works differently: inspiration and aesthetics take centre stage here. Users are actively looking for new products, ideas and trends. A strong Instagram creative positions your brand in a visually high-quality way and arouses targeted interest.

Facebook is particularly suitable if you also want to appeal to older target groups or embed your creative in a shop funnel. The platform focuses more on personalised content, but offers good opportunities for content ads and direct links to third-party shops. It is important that you also match the communication style of the platform here.

Whether TikTok, Instagram or Facebook: Successful creatives don't happen by chance. They are created when you harmonise target group, platform and content - and never lose sight of the added value for your community.

5 helpful tips for your next visual creation

In order for your creative to be effective, it should be seen at the right time, on the right platform, in the right format - and ideally by the right people. There is no universal ‘right’ or ‘wrong’ way to do this: how you create content always depends on your product and your target group.

We have put together specific to-dos to help you better dovetail production, testing, analysis and optimisation - for creatives that perform better:

Tip #1: Know your target audience

Target group analysis is the first step in the conception of your social media creative. The process is similar to a real human relationship: you only get to know the needs of your target group bit by bit. Your analysis should include demographic characteristics such as age and gender as well as the occupation and education level of your target audience. It is also particularly important to ask about their opinions, wishes and motivations so that you can better anticipate them afterwards and hit the mark with your message.

Important: In your analysis, also examine changing processes, such as the user activity of your addressees, when they are online, what content they interact with and which channels they use most frequently.

Tip #2: A good concept is half the battle

With your target group analysis, you have already created a roadmap for how you can best reach your target audience and spark their interest in you and your product. Now create a temporary marketing plan. The aim is to integrate your creatives into your posts on Instagram, TikTok or Facebook as unobtrusively and naturally as possible. Create a positive advertising experience for users by focussing on the weaknesses of the competition and starting right there. Keep in mind: staying on trend and observing what's happening in the market is the be-all and end-all.

Tip #3: Keep design and technique in mind when creating content

Social media platforms now offer countless opportunities to make posts as personalised and interactive as possible. Whether videos, statics, rankings or surveys - choose your ad creatives based on your analysis results and optimise them with feedback from your audience. But be careful: don't forget the technology in the midst of your creativity. Clean formats and sizes for photos, stories and videos are particularly important for a convincing social media presence.

Tip #4: Concentrate on the first 3 seconds

Whether video or static, the first impression of your advertising post is crucial for user retention. That's why it's important to stand out, otherwise people will keep scrolling! Position your brand at the beginning of your social media creative if possible and incorporate interactive call-to-actions and eye-catching visuals. Make it clear why users need your product or what problem it can solve and wrap it up in an interesting hook. Try to find a good balance here too, so that your post appears harmonious and not too overwhelming to your target group.

Tip #5: Make sure your content can be watched on mute and still perform

Did you know? 85% of Facebook videos are viewed without sound. Your video creatives' moving images should therefore be all the more expressive. Try to present the features and benefits of your product in as self-explanatory a way as possible. It is advisable to incorporate keywords and brand messages in such a way that they can be received purely visually. For more complex content, you can also consider including subtitles - this would also make your posts more accessible for deaf people.

Tools to use when creating your content

Mood boards created with Miro, Pinterest or Canva are suitable for collecting ideas from your first brainstorming session. This allows you to quickly bring visual moods and creative approaches into shape.

Depending on the format, you can use tools such as Photoshop, Premiere Pro, After Effects, CapCut, InShot or the TikTok app itself for TikToks or reels.

If you don't want to create everything yourself, you can find suitable stock material at Envato Elements or Adobe Stock.

Tip: With Speekly, you can have your ad creatives produced directly by real creators - fast, trend-conscious and customised.

For project organisation, we recommend monday.com: plan, prioritise and integrate tools such as Miro or Canva on a clear Kanban board.

Trends, ideas& inspiration for creatives

Stay on trend - because social media is changing rapidly. Keep an eye on what the competition is doing and constantly adapt your content.

Video content and short memes perform better than statics - often combined with trend filters or AR elements. With tools like Spark AR, you can even develop your own filters to visually enhance your brand.

Popular TikTok formats currently include ‘Three reasons why’ or ‘What I ordered vs. what I got’ - typical UGC videos in which real users show products in real life.

Current hot topics for creatives:

Mental health & mindfulness
Fitness & Body Awareness
Fashion & Trends
Travelling & closeness to nature
Living & well-being

Tips for successful creative campaigns

Strong social media creatives need more than just a good design. These tips will make your campaigns measurably more successful:

📊 Performance analysis

Keep an eye on metrics such as click-through rate, engagement and conversion rate. A/B tests help you to find out which creatives are performing well - and which you should replace.

🤝 Integrate influencers

Influencers bring reach and authenticity. Make sure that your creatives match their personality - only then will the message remain credible.

📅 Seasonal thinking

Whether public holidays or seasonal trends: time-relevant content ensures more attention and proximity to the target group.

🧑‍🎤 Use UGC and social media challenges

User-generated content and competitions activate your community. This creates real interaction and stronger brand loyalty.

Conclusion: There is no great performance without great content

Good creatives decide whether your advert stands out or goes under. They are the key to successful social media marketing. One thing is clear: without a concept and understanding of the platform, it's difficult to achieve real results.

Speekly makes it easier: let your target group do the marketing. Create a job on our UGC platform in minutes - and get affordable, authentic promotional videos from real creators. Try it out now!