Back in Lilycove the contests go based off of movesets as well. Different kinds of moves have a different affect on either the audience or on your competition. Like some moves will make the Pokémon before you get nervous, which results in you looking better.

[Voile gives an idle shrug.]

It's all about strategy and timing. And there are contests that judge segments on a Pokémon's talent, whatever it might be. Some can sing. Some can dance. It definitely differs from Pokémon to Pokémon.