Fresh formats reduce ad fatigue, widen your creative testing surface, and capture different user intents. Marketers who use three or more formats in a campaign often see lifts of 18–32% in conversion rates thanks to diversified touchpoints.
Below are ten proven formats worth adding to your creative rotation.
1. Carousel Ads for Multi-Angle Storytelling
Average engagement rate per post by format — Carousel ads lead the pack
Carousel ads consistently outperform single-image ads in engagement. On Instagram, carousel posts see an average engagement rate of 1.92% compared to 1.74% for single images. Use them to highlight multiple features, steps, or product variations.
2. Vertical Video Ads for Maximum Attention
Vertical video drives significantly higher completion rates than horizontal formats, especially on mobile. Some advertisers report up to 12% higher conversions when switching to mobile-optimized vertical creatives.
3. Testimonial Screenshot Ads for Social Proof
Real screenshots or captured reviews offer instant credibility. Social proof-heavy creatives can increase conversion likelihood by over 270% compared to ads without reviews.
4. "Before & After" Transformation Ads
A visual comparison creates an immediate emotional pull. This format is particularly strong for SaaS dashboards, product improvements, and service outcomes.
5. UGC-Style Ads for Authenticity
Using UGC creatives in ads can cut acquisition costs by over 40%
User-generated content outperforms polished production in many cases. Brands using UGC-style ads often see cost-per-acquisition reductions of 20–40% thanks to their relatable tone.
6. Problem–Solution Explainer Ads
Simple structure: Name the pain point, show relief, present the offer. This format works well in cold audiences and can raise CTR by 15–30% due to clear messaging.
7. Animated Demo Ads to Clarify Complex Tools
Short animated walkthroughs make intangible products instantly understandable. Motion-based ads typically improve recall and interaction rates by up to 40%.
8. Stats-Based Proof Ads
Highlight numbers: time saved, money earned, performance lifted. Data-driven creatives strengthen trust—ads with quantifiable proof often produce 1.5–2x higher engagement.
9. Limited-Time Offer Ads
Scarcity and urgency activate decision-making. Time-bound creatives regularly deliver 2–3x faster conversions when paired with clear CTAs.
10. Comparison Grid Ads
A simple table comparing alternatives or showing "old way vs new way" can drastically improve clarity. This direct contrast helps reduce buyer confusion and can lift conversions by 20–35%.
Final Thoughts
These swipe-worthy formats give you a clear testing map. Rotate them frequently, layer in strong messaging, and monitor performance with disciplined experiments.
