Creative is the new targeting in Paid Social

Paid social has changed. Targeting is no longer the primary lever. Our Paid Social Director, Sophie Somers, breaks down why creative is now the biggest driver of performance and how brands should be thinking about it in 2026. From broader targeting to platform-native execution and the need for more creative volume, these are the shifts shaping how paid social actually works today. The shift is clear. Creative now does the targeting.  

Why is creative so important in paid social in 2026?

Creative is one of the biggest levers in paid social. Some estimates suggest it drives up to 70% of performance. Platform updates have only increased its importance. Meta can now read a lot more of the elements within the creative, interpreting far more within each asset, from visuals to messaging to tone, and use it to match content to the right audience. The more variation and depth in your creative, the more effectively the platform can deliver it.  

How should brands approach creative for different age groups?

We are moving away from building creative around fixed demographics. Platforms now recommend broader targeting, which shifts the focus onto the creative itself. A better approach is to build a diverse mix of assets that reflect different perspectives, life stages and behaviours. That variation gives the algorithm more opportunities to find the right audience. Creative diversity is what drives scale.  

How should creative differ across platforms like Meta and TikTok?

Creative needs to reflect how people use each platform.

• On Meta, more polished UGC and branded assets tend to perform well, with clearer structure and messaging.
• On TikTok, content needs to feel native. Lo-fi, fast-moving and creator-led formats continue to outperform slick, polished assets. The principle still applies: create content that feels like it belongs in the feed.

When creative matches platform behaviour, performance improves.  

How important are trust signals in creative?

Trust signals can play an important role, especially for consideration-led campaigns. Reviews and ratings often perform well and can help build confidence quickly. Their impact is not consistent across every brand or audience, so they should be treated as one part of a wider creative mix. Testing remains key.  

Can awareness-style content now drive conversions?

We are seeing more content typically associated with awareness driving conversions. Reels-style formats, advice-led content and UGC are increasingly contributing to lower funnel performance. This opens up more flexibility in how brands approach creative. Content can inform, engage and convert within the same asset.  

How can brands re-leverage their paid social creative across channels?

There are clear efficiencies in reusing creative, particularly with formats like Reels and TikTok that share similar specifications. Performance improves when creative is adapted to suit each platform’s expectations rather than reused without changes. Consistency in message matters. Execution should still feel native.  

Creative is the strategy

Creative now sits at the centre of paid social strategy. The brands seeing the strongest results are producing more, testing more and adapting faster. Connect with our team to see how this applies to your strategy.