Hey there,Reader,

I was late in getting my newsletter out so I decided to send this one out today and podcasts later!
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Every day, we’re on a mission: create ad campaigns that stop the scroll, connect deeply with audiences, and spark genuine interest in the brands we represent.

Lucky for us, running hundreds of ad tests every month across multiple markets means we get a front-row seat to what’s actually working in 2025.

Today, I’m pulling back the curtain and sharing:

• My current Top 5 Meta ad creatives that are crushing it for our clients
• 3 essential trends behind today’s winning creative
• Real client examples from our agency
• Production tips for crafting high-impact ads (even on a shoestring budget)

Alright, let’s unleash some serious creative superpowers!

3 Trends for Winning Ad Creative in 2025

Before we dive into the ads, here are three big insights shaping successful creative right now:

1. Focus on the Right Problem.

Logic may drive arguments, but emotion drives decisions.​
Winning ads go deep into the real struggles your customers face — not just surface-level problems, but the ones that truly impact their daily lives.

One creative constraint we’ve embraced: Stick to ONE problem per ad.​
It simplifies the process and opens up a flood of powerful ideas.

2. Use a Native Style.

Ads shouldn’t feel like ads.
“Native” style means your creative blends seamlessly into the feed, looking more like a regular post than a polished sales pitch.
People are more likely to engage when they don’t immediately feel like they’re being sold to.

3. Authenticity is Everything.

User-generated content used to feel authentic. Today, it’s table stakes.
True authenticity comes from your creative’s tone, scripting, and style — not just slapping a selfie on a product video.
Real people. Real emotions. Real results.

Top 5 Meta Ad Creatives Crushing It Right Now

Here’s a breakdown of the best-performing ad styles and why they’re working:

1. Problem-Focused Contextual Ad with Pain Points

What It Is:​
Highlight one problem your product solves. Instead of telling people, show them experiencing it — in real, everyday scenarios.

Bonus Tip: Add “pain point overlays” to highlight emotional triggers and draw the eye.

Example: A skincare brand showing a stressed-out professional dealing with mid-day skin breakouts during an important meeting.

Superpower tip for high performance...

Want a secret weapon for leveling up your creative superpowers?

Most people sabotage their entire day without even knowing it.

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They wake up, scroll social media, turn on the news, chug coffee and unknowingly shift their brain into absorb mode.

Absorb mode taxes your creativity and problem-solving skills before you even get started.

Here’s the move elite performers use: Indexing.

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Instead of absorbing first thing in the morning, you give your brain the neutral space it needs to self-organize and prime for peak performance.

No screens. No noise. No crazy inputs.

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Just quiet, intentional time — like supercharging your mind before you even tackle the day.

Sounds like meditation? Close. But it’s really about gaining a strategic edge and activating your creative and leadership superpowers.

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Important Social Media News You Need to Know

The platforms are evolving fast. Here’s what’s new:

LinkedIn Video Trends:​
LinkedIn is heavily promoting video content.
Key changes:

• A new dedicated video tab and video carousels in user feeds.
• Focus on professional storytelling — workplace moments, career tips, and industry news.
• LinkedIn encourages users to post videos aligned with trending topics to boost reach.

TikTok Feature Updates:

• You can now mark viewers during your livestreams, making it easier to track their interactions.
• TikTok added an "Add alternative text" option for photo posts to improve accessibility.
• Creator Search Insights just leveled up: instead of just telling you what’s viral, TikTok now tells you exactly what to record — including hooks, copy, and hashtags.

Big Takeaway:​
Organic content and ad creative are blending closer than ever. Native-style, authentic content will outperform overly polished “ad-like” creative on every platform.

To your creative superpowers,
Aimee
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