Creatives in Paid Media: How to Collaborate with Design

In Paid Media, creatives serve as the visual touchpoints that shape your audience’s first impression. Requesting the right creatives from the design team is not just about formats—it’s about understanding how each type of creative supports specific funnel objectives, such as driving conversions, retention, or awareness, aligning with the customer’s decision-making cycle.

🔍 4 Types of Creatives in Paid Media:

Social Proof and Human Element

When the goal is to build trust, creatives that feature customer testimonials or show the product being used in a real-life context are invaluable. These creatives establish an emotional connection and enhance credibility.

Final Result and Transformation

Images that depict a "before and after" or highlight the final result provide clarity and a visual promise. These work well for products or services that significantly transform the customer’s experience.

Problem Hook + Solution

Presenting a problem and offering a clear, visual solution captures attention and often improves click-through rates. This direct approach highlights how your product or service addresses specific needs.

FOMO and Special Offers

Urgency and exclusivity create impact. Using creatives that emphasize limited-time promotions or special incentives can be the key to accelerating conversions during high-competition periods.

🎯 How to Request Creatives from the Design Team

To maximize the impact of creatives in your campaigns, the first step is to clearly define your audience segments and the specific objectives of each campaign. Before making a request, consider:

The Target Audience

What truly motivates your customers? A "Social Proof" creative is ideal for audiences that need reassurance, while a "Problem Hook + Solution" creative is more effective for those looking to solve a specific problem.

The Right Format

Is a short video, an image carousel, or a static image more effective? The format choice is critical and should be based on how your audience consumes content. A great tip is to analyze what other companies are advertising.

Once these needs are identified, communicate them clearly to the design team. Be sure to include details such as specific dimensions, mobile-friendly text, and the visual approach that best conveys your campaign’s message. Precision in the details saves time and improves the final quality of the creatives.

🛠️ Conclusion: High-Performing Creatives Are Planned, Not Left to Chance

Producing strategically designed creatives—aligned with data-driven insights, clear objectives, and brand consistency—will significantly improve results. With proper planning and clear communication with the design team, you can enhance campaign performance while strengthening your brand message with your audience. A well-chosen creative is one of your main differentiators in the digital space.