Welcome back to the latest edition of Funnel Vision, the weekly newsletter that puts performance creative & growth marketing in focus. Brought to you by the crew at Ready Set.

Some breaking news for your Friday: The U.S. Supreme Court has upheld the TikTok ban. The app will go dark on Sunday.

In this issue:

• These are the top trends shaping performance advertising in 2025

• More news from another wild week in the social realm

• What to do now the TikTok ban is official

Reading time: 4 minutes

Top Advertising and Creative Trends for 2025

Just like this writer’s new year’s resolutions, trends come and they go.

(Some faster than others.)

While the micro-trends that dominated 2024—”brat summer” and “very demure” spring to mind—will inevitably fade away and be replaced by new ones, others crystalize into lasting shifts in consumer behavior and preference.

This article breaks down the 5 major trends defining advertising and creative in 2025.

1. Authentic content is table stakes for brands in 2025.

Brand trust may be ticking up, but it remains below pre-pandemic levels, particularly with Gen Z. People don’t just see through standard corporate messaging, they actively turn away from it.

Building trust requires effectively tapping into the cultural narrative with authentic content to forge awareness, relevance, and trust across niche communities. Data confirms this: TikTok reports 67% of users favor brands working with a diverse range of creators, while Amazon's research positions influencers as critical for reaching young consumers.

Here’s what working: Authentic trend participation (not hijacking). Lo-fi, shot-on-iPhone aesthetics. First-person narratives. Take this UGC ad from Atticus, a law specializing in disability benefits & workers' comp, that leverages real customers’ experiences.

2. Video ads are getting shorter

Short-form video content has dominated digital advertising in the past few years. Some quick hit stats to serve as a reminder why:

• 73% of consumers prefer to watch short-form videos to learn about a product

• 93% of marketers have seen positive ROI from video content

In 2025, the trend we’re seeing with video ads is they’re getting shorter.

💡Facebook, Instagram, YouTube, and TikTok all cap recommendations at just 15 seconds for high-performing ads.

The takeaway is simple: Brands need to deploy creative that communicates their message in seconds to an increasingly distracted audience. Compelling hooks are a must to capture attention in the first few seconds.

3. Upper-funnel branded creative > direct response ads

Direct response (DR) ads will always have a place in an effective performance marketing strategy.

Yet several converging trends (performance tracking becoming less accurate, consumers craving authentic content; see above) have given rise to a resurgence in story-driven and entertaining ads. 

In other words—creative, brand-building content designed to influence consumer perception.

In Adobe’s 2025 Creative Trends Report, two themes jump out as especially relevant: 

• Levity & laughter: Making funny ads isn't new, but it’s historically hard for brands to get right. That said, nailing the punchline is a boon to your bottom line: 90% of consumers say they’re more likely to remember a funny ad. 

• The “time warp” trend: Nostalgia is having a moment. So is time travel. Incompatible? Not with AI. Brands are tapping into lust for bygone eras (real or fantasy) and excitement for imagined futures by using AI to blend vintage visuals with futuristic elements.

Another shift in this direction is the increase in brand collabs with micro-influencers (creators with between 10k–99k followers) portraying the idyllic lifestyle your customers aspire to.

Case in point: This Dr. Squatch ad with Canadian outdoorsman and builder, Noah Parry. The nostalgia is strong with this one.

4. Ads are becoming more accessible

Did you know 80% of Facebook users watch ads without sound?

According to the same research, 35% of YouTube users mute ads. Why? It’s part of a broader shift in preference among consumers for a more frictionless, less disruptive ad experience. 

This academic paper, which analyzes the effect of disruptive vs. non-disruptive ads on performance, concludes what we all instinctively know: no one likes ads in the middle of their YouTube videos.

🙉 Oh no: 67% of consumers think ads that automatically play with sound are the most annoying type of ad.

So, what’s an enterprising advertiser to do? 

Optimize creative for a sound-off experience:

• Prioritize compelling imagery and visual storytelling to convey the message without sound

• Add captions to video ads to communicate key information

• Preference pre-roll ads over mid-roll bumper ads on YouTube—these also yield higher brand recognition 

5. Alternative ad channels will keep growing in 2025

The increased prevalence of ad-supported streaming and advances in programmatic tech mean that non-social advertising channels will demand more and more attention, specifically:

• Connected TV: CTV’s growth is largely driven by more and more of the big streamers offering ad-supported tiers. Also, because many CTV ads are non-skippable, engagement rates are some of the highest in digital marketing. More here.

• Shoppable ads: Keep an eye on this one in 2025—interactive ads that allow consumers to purchase directly from the ad.

• Amazon is dominant: Amazon’s ad revenue has grown 4x in four years. They are by far the biggest player in the ecommerce ad space, accounting for 75% of overall ecommerce ad spend.

Honorable mentions

Two major trends that haven’t made this report (but have been written about extensively outside of this publication):

1. AI

2. Data

While this article’s scope was on more specific trends affecting creative strategy and performance marketing, the impact of advances in AI tech and changes in data rules are undeniable factors for advertisers heading into 2025. Ignore at your own peril.

CLICKABLE LINKS 👆️ 

 👩‍⚖️ The U.S. Supreme Court upholds the TikTok ban. The app will (more than likely) go dark on Sunday. It’s going to be a wild weekend on TikTok.

🏴‍☠️ Court docs allege Meta used pirated books to train its AI system. Reportedly not the “masculine energy” Zuckerberg was going for with recent rebrand.

💅 In brighter social news, Pinterest highlights the colors of 2025 in its newly-released Pinterest Palette report. Dill Green made the cut. Hue would have thought.

FROM THE SOCIALS 📱 

Ready Set’s very own VP of Strategy & Client Success, Susan Kirksey, lays out the three essential next steps brands need to take now in the wake of the TikTok ban.

Check ‘em out, and join the discussion, right here.

That’s it, that’s all

Thanks for reading! Seeya next week 🫶 

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