Increasing Creative Relevance: 5 Must-Have Practices

Matheus Figueiredo · 2026-10-07

Test different emotional hooks in your creatives

Identifying which emotion resonates most with your audience is crucial. Run A/B tests with hooks that tap into different emotions, like joy, nostalgia, or urgency. For example, if you’re promoting a product that improves quality of life, test creatives that focus on stress relief versus the happiness of achieving something new. Monitor engagement and conversion metrics to determine which approach gets better results.

Adjust colors and fonts for each target audience

Colors and fonts say a lot about your brand and affect how your audience perceives it. Use audience analytics tools to understand your audience’s preferences. For example, a younger audience may respond better to vibrant colors and modern fonts, while an older audience may prefer more subdued palettes and classic fonts. Keep your visual identity consistent, but adjust as needed to meet the needs of each segment.

Use captions and short text for better understanding

On social media platforms, users have limited attention spans. Write short, impactful captions that get your message across quickly. Use on-screen text to reinforce key points in your creatives, but don’t overdo it. The rule is: if the text can’t be read in under 5 seconds, it may be too long. Remember that many users watch videos with the sound off, so your message should be clear even without audio.

Use authentic, human images whenever possible

Images showing real people using your products create a stronger emotional connection. Avoid overly stylized stock photos and look for images that show everyday situations. This helps your audience relate to the content. Research examples of campaigns that used authentic images and see how they impacted engagement and sales.

Analyze your audience to adapt your visual content

Use demographic, behavioral, and interest data to shape your creatives. Tools like FreeSpy can help you understand which types of visuals are performing better across different segments. Regularly analyze your ad performance and adjust your visual content accordingly. If a creative isn’t performing as expected, test new approaches based on the information you’ve gathered.

These five practices are essential for increasing the relevance of your creatives and improving campaign performance.

Which of these practices are you already using, and what results have you seen? Share the numbers!