Once upon a time, brand discovery happened through a Google search, a TV commercial, or a magazine ad. But today, if your brand isn’t showing up in a user’s Instagram Stories, TikTok feed or Facebook feed, you’re likely invisible. According to GWI, social media has now overtaken search engines and television as the top way consumers discover new brands. That’s a massive shift—and one that demands brands rethink how they advertise.
So, how do you stand out in an environment flooded with memes, influencers, and trending audio clips? The key lies in understanding the ad formats that work with social media, not against it.
Here are seven social ad formats that are delivering real results in 2025—from brand awareness to conversions—and how to use them to your advantage. We also have a helpful FREE social ad benchmarking tool so you can see how your ads stack up against your competition.
1. Story ads: The ultimate in full-screen immersion
Why it works: Story ads on platforms like Instagram, Facebook, and Snapchat are full-screen, vertical, and designed to blend seamlessly into organic content. They’re short, snappy, and tailor-made for attention-poor audiences.
Where to use them: Instagram, Facebook, Snapchat, TikTok (as Top View or Story-style ads)
Tips to succeed:
- Start strong. You’ve got less than 3 seconds before a user swipes.
- Use native design—think bold fonts, emojis, and stickers.
- Include a clear call to action—”Swipe Up” still works wonders.
Best for: Brand awareness, event promotions, flash sales.
2. Carousel ads: Tell a story or show more
Why it works: Carousel ads let users swipe through multiple images or videos in a single ad unit—ideal for storytelling, product showcases, or breaking down a service offering.
Where to use them: Facebook, Instagram, LinkedIn
Tips to succeed:
- Use a hook in the first frame to grab attention.
- Sequence your slides like a mini funnel—from teaser to details to CTA.
- Don’t forget headlines and descriptions on each card—they help reinforce your message.
Best for: Product collections, step-by-step demos, case studies.
3. Video ads: Short, snappy, and scrolling-friendly
Why it works: Video continues to dominate across platforms, but attention spans are shrinking. The magic formula? Short, mobile-first video content that gets to the point fast and keeps things visually engaging.
Where to use them: Facebook, Instagram Reels, TikTok, YouTube Shorts, LinkedIn
Tips to succeed:
- Keep it under 15 seconds for better performance.
- Use captions—many users watch with sound off.
- Highlight the problem and the solution—fast.
Best for: Product education, testimonials, behind-the-scenes content.
4. In-feed image ads: Classic but powerful (when done right)
Why it works: A well-designed image ad that appears in a user’s feed can still deliver strong performance—especially when paired with compelling copy and audience targeting.
Where to use them: Facebook, Instagram, Twitter/X, LinkedIn
Tips to succeed:
- Use high-quality, authentic-looking images (avoid stock where possible).
- Add short, benefit-driven copy and a clear CTA.
- Make sure it looks native to the platform—think casual, not corporate.
Best for: Promotions, announcements, quick product highlights.
5. Collection ads: Your shopfront in a scroll
Why it works: These ads allow users to browse a catalogue of products directly within the ad experience. Facebook and Instagram’s collection ads open a full screen instant experience, giving users a more immersive shopping journey.
Where to use them: Facebook, Instagram
Tips to succeed:
- Use an eye-catching cover image or video.
- Feature bestsellers or themed collections (e.g. “Top Picks for Autumn”).
- Ensure product feeds are well-optimised with quality images and accurate data.
Best for: E-commerce brands, seasonal sales, new product lines.
6. Lead form ads: Skip the website, capture interest immediately
Why it works: With built-in lead forms that open inside the platform, users can sign up or express interest in your offer without leaving the app—minimising friction and boosting conversions.
Where to use them: Facebook, Instagram, LinkedIn
Tips to succeed:
- Keep the form short—ask only for essential info.
- Offer something of value in return (eBook, discount, webinar).
- Pre-fill fields where possible for ease.
Best for: Service businesses, B2B lead generation, newsletter signups.
7. Influencer branded content ads: The trust factor at scale
Why it works: These ads combine the reach of paid media with the credibility of influencer marketing. You get the authenticity of user-generated content, but with the ability to promote it beyond the influencer’s audience.
Where to use them: Instagram, Facebook, TikTok
Tips to succeed:
- Work with influencers whose values align with your brand.
- Ensure transparency with branded content tags.
- Use storytelling, not sales speak—this format works best when it feels organic.
Best for: Brand trust, product launches, reaching niche communities.
Why these formats matter now more than ever
The landscape of social media advertising is constantly evolving—but the goal remains the same: connect with audiences in ways that feel natural, engaging, and relevant.
Recent research from GWI’s Social Media Trends Report highlights a significant behavioural shift—43% of global consumers now discover new brands through social media, beating out search engines (36%) and television ads (32%) in the discovery race.
And it’s not just Gen Z. Millennials and even Gen X are increasingly turning to Instagram Reels, TikTok videos, and LinkedIn posts to find everything from skincare and tech gadgets to coaching services and financial advice.
If your ad strategy still leans heavily on traditional channels or static formats, it’s time to rethink your approach. These seven ad formats aren’t just trendy—they’re built for how people interact with content today.
Choosing the right format for your brand
Not every format will work for every business. Here’s how to decide what fits your goals:
| Objective | Best Ad Formats |
|---|---|
| Brand awareness | Story ads, video ads, influencer branded content ads |
| Engagement | Carousel ads, in-feed image ads, video ads |
| Product discovery | Collection ads, carousel ads |
| Lead generation | Lead form ads, video ads |
| Direct sales | Collection ads, in-feed image ads, story ads |
Tip: Test different formats with A/B campaigns and see which ones drive the results that matter most—clicks, conversions, video views, or leads.
Creative tips that apply to any format
Regardless of the format you choose—whether it’s a short video, a carousel, or a lead form ad—what truly makes a difference is how well you craft the creative. In today’s fast-paced social media feeds, your content needs to stand out instantly. That means your creative approach has to be strategic, snappy, and in tune with how people scroll.
First, always start with impact. You have just two or three seconds to grab someone’s attention before they swipe away. Open strong with bold visuals, movement, or an intriguing line that speaks directly to your audience’s interests or pain points.
Next, think mobile-first. Most users are scrolling on their phones, so your ad should be designed with vertical layouts and tap-friendly buttons. Keep important text and visuals centred and legible, especially in formats like Stories or Reels.
Use language your audience relates to. That means ditching the jargon and sounding more like a trusted friend than a salesperson. Reflect the tone, style, and slang your target customers use in everyday conversations—this builds relatability and trust.
Every ad should also include a clear, compelling call to action. Whether it’s “Shop Now,” “Learn More,” or “Download the Guide,” don’t leave people guessing what to do next.
Finally, be human. Social media isn’t just another sales channel—it’s where people connect, share, and discover. Ads that feel authentic, personable, and visually native to the platform consistently perform better than overly polished, corporate-looking content.
When you apply these principles consistently across formats, you’re not just advertising—you’re creating content people actually want to watch and engage with.
Stay agile, stay social, sell more with our digital agency
Social media is now the top discovery engine for brands—and it’s not slowing down. Whether you’re a small business owner, an eCommerce brand, or a service provider, tapping into the right social ad formats is how you get found, build trust, and drive action.
From the immersive world of Stories to the conversion power of Collection ads, each of these formats offers unique advantages when used with purpose. So test, tweak, and scroll-stop your way to smarter results.
Need help choosing the right format or running effective social ad campaigns? At Digital Freak, we help small businesses create thumb-stopping social media content that connects. Book your FREE strategy session today and let’s make your brand unmissable.
FAQS
What is the most effective social media ad format in 2025?
In 2025, video and Instagram or Facebook story ads are leading performance across platforms. Their full-screen, immersive style makes them ideal for mobile-first audiences. These formats capture attention quickly and are great for brand awareness, product highlights, and conversions. They’re especially powerful when paired with strong messaging and clear CTAs. Not sure how to make them work for your brand? Digital Freak can help you craft scroll-stopping creative tailored to your audience and goals.
How do I choose the best ad format for my business goals?
The right format depends on your objective. Want to build awareness? Use Stories or influencer content. Need leads or sales? Try lead form or collection ads. Carousel ads are great for storytelling and product features. Testing and refinement are essential for success. At our social media ad agency in Melbourne, we guide small businesses through ad format selection, creative design, and performance tracking to make sure every campaign supports your goals from start to finish.
What’s the benefit of using carousel ads?
Carousel ads let you showcase multiple images or videos in a single unit, allowing users to swipe through at their own pace. This makes them perfect for product collections, step-by-step guides, customer journeys, or comparisons. Each card can feature its own link and message, improving click-through rates. If you’ve got a visual story to tell, our Melbourne agency can help you design high-converting carousels that bring your brand to life.
Are lead form ads good for small businesses?
Definitely. Lead form ads open directly in the platform, letting users submit their details without leaving the app—reducing friction and increasing conversion. They’re great for booking calls, growing email lists, or offering free downloads. Keep the form short and value-driven. Digital Freak in Melbourne can help you design high-converting lead form ads and integrate them into your sales funnel with email automation or CRM tools. Book a FREE chat with us today.
How can I improve my ad’s performance on mobile?
Design with mobile behaviour in mind: vertical formats, bold visuals, concise text, and a clear CTA. Avoid clutter, make it tap-friendly, and ensure everything loads fast. Most importantly, hook your audience within the first few seconds. Need help creating high-performing mobile ads? Digital Freak designs, tests, and refines mobile-first campaigns that look great on every screen and drive real results. Find out more today!
Prolific digital marketer with a passion for designing & beating the former "best yet". I write stories, create marketing campaigns, perform SEO and manage social media inside out. Passionate about leveraging cutting-edge techniques, I thrive in the ever-evolving world of digital marketing. Let's connect and innovate together!
