"Too often, we pick formats because they're "hot" (hello, TikTok and AR lenses) rather than because they align with our brand's outcome. As marketers, we must reverse the lens by asking what business objective we're pursuing-awareness, consideration, conversion, retention-and then choosing the format that best fits that objective. For example, if your goal is top-of-funnel reach with a younger demographic, then short-form immersive reels or stories might make sense."
"If your goal is demonstrating product value or solving a complex problem, longer-form video or spatial experiences may be more appropriate. And if your goal is community and retention, then livestreams or social commerce plus immersive formats may play a role. In other words, the creative format is a means, not an end. Establish your KPI (e.g., new brand consideration for Gen Z, or pipeline influence for enterprise sales) and map format to that."
Brands must select creative formats based on clear business outcomes rather than chasing trends. Marketers should define the KPI—awareness, consideration, conversion, or retention—and choose formats that align with those goals. Short-form reels or stories suit top-of-funnel reach with younger audiences, while longer-form video or spatial experiences help demonstrate product value or solve complex problems. Livestreams and social commerce can support community building and retention. Creative formats serve as means to achieve objectives. Measurement should focus on business metrics like cost per qualified lead, incremental revenue influenced, or cost per LTV instead of vanity view counts.
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