The Top 4 Creative Trends We Are Bringing into 2025
The 2024 election cycle marked a moment of reckoning for how creative campaigns communicate in a world that’s more fragmented, more discerning, and more digital than ever. It gave us valuable insights as to what resonates with voters.
As we step into 2025, the creative landscape continues to evolve, shaped by new technologies, changing audience expectations, and the growing need for intentional, impactful messaging. Here are the top four creative trends we’re keeping an eye on as we prepare to help our partners achieve their goals in the year ahead:
Video Still Stands Strong
Digital platforms are increasingly video-first. In an election year marked by division, the authenticity that video content is capable of communicating offers voters a reason to trust and engage. For this reason, we will continue to recommend our partners maximize video content to hit their goal.
This past election cycle, 15-second non-skippable ads became our bread and butter, delivering strong performance across platforms. This shows us that the right message, when delivered with clarity and intention, doesn’t need much time to have an impact.
Keep Key Info Front and Center
We also ensured the most critical information remained on-screen throughout each ad. This simple but effective tactic increased message recall and drove voter action. By focusing on what voters needed to know, we created an environment where action felt easy and natural.
Keep it Short and Sweet
With all the information available at our fingertips, our attention spans have shrunk in response. At the same time, when we do consume content, we want it to be engaging and honest, making bold and concise visuals key. Crowding your social media graphics with a lot of information is unnecessary. Viewers are overwhelmed and lose focus quickly. To avoid this, we recommend our partners keep graphic copy limited to one short phrase and their call to action.
Standout mailers in this past election cycle featured vibrant designs and clear calls to action, making them impossible to ignore. So, we are advising our partners to use one short phrase and their call to action on the front of mailers, and use the back of the mailers for any necessary information.
Visuals Drive Action
Another trend we recommend following is to include an authentic visual on the graphic or mailer, such as an icon or a photo. This will increase the likelihood of the audience and community engaging with their call to action as most people are visual learners.
2024’s election cycle reminded us that the most effective campaigns aren’t just creative—they meet voters where they are, with messages that feel relevant and resonant. We look forward to collaborating with our partners in 2025 to build on these lessons and create a roadmap for future campaigns to navigate an ever-evolving media landscape.
By Sean Pacheco
