Ads incorporating genuine surprise are 1.7 times more likely to be top-performing and lift distinctiveness by 1.65 points
Source: Zappi: Mastering Social Video: Data-Driven Strategies for Creative Effectiveness — Zappi (2026)
Cite as: Zappi. (2026). Zappi: Mastering Social Video: Data-Driven Strategies for Creative Effectiveness. Retrieved from https://research.agilebrandguide.com/reports/zappi/zappi-mastering-social-video-data-driven-strategies-for-creative-effectiveness