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# Zappi: what makes social video ads stand out often isn’t what persuades
- URL: https://www.medianexis.com/zappi-what-makes-social-video-ads-stand-out-often-isnt-what-persuades/
- Published: 2026-10-06T13:53:49.000Z
- Updated: 2026-10-06T13:53:49.000Z
- Description: The Measure’s Jon Lafayette reports that Zappi studied over 3,300 social video ads and found visual hooks, surprise and humor boost its Creative Power score, but those attention-grabbing traits don’t reliably drive brand connection or persuasion.
- Author: The Signals Desk
- Tags: Measurement, Jon Lafayette, The Measure: social video ad attention tips

**Why it matters.** Marketers must validate thousands of creative variants against both attention and persuasion metrics, since optimizing for scroll-stopping alone can leave brand attribution weak.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=medianexis.com) *·* [*Jon Lafayette*](https://www.medianexis.com/tag/by-jon-lafayette/) *·* [*read the original*](https://www.themeasure.net/tips-for-making-social-video-ads-that-get-attention-and-work/?ref=medianexis.com)*.*