Great ads are designed for how they are consumed. What makes a great ad varies depending on your medium, audience and product. Meaning there is no one size fits all approach.
When it comes to social media consumption it is important for us as marketers to remind ourselves of several things. Platforms such as Facebook, Instagram and Twitter are a conversation platform first and an advertising platform second. The recent algorithm changes we’ve seen across Facebook in particular demonstrate Facebook’s commitment to this. They have prioritised relevant and timely content that contributes to trending conversations rather than interrupting them.