Welcome back to another week of Nice Ads. In today's issue, we are going to be learning
Why founder ads are more important now than ever before
The UGC ad that you should be creating
How to make great faceless UGC
If you're reading this and you run a brand that's spending over 70,000 a month on ads and you're struggling with converting creative, then my agency would love to make you some ads you can click here to apply to work with us.
Blocout
Let's talk about founder ads and why they are becoming more popular in most ad accounts that we have access to.
Here's the thing: AI is everywhere, and many consumers are already sick of it. Although you might be using it a lot in your daily life as a marketer or a busy professional, the average person isn't, and in fact, they kind of hate it. I think that's one of the main reasons why founder ads are becoming so popular, because they show a side of the brand that's vulnerable and genuine, something that AI just simply can't achieve.
It builds trust faster than any other ad creative type, and if you have a charismatic founder, then it can really help build personality around your brand as well.
I can speak first-hand about this because Fraggell, my agency, is built around my personal brand. A lot of the people who come to work with us have consumed some of my content at some point, and when I speak to them, they often feel like they already know me.
And that's the same thing that you want to achieve with your e-commerce ads when including your founder. You want a customer to understand you on a deeper level than they would have if you never showed the founder in the creative.
The best way to do these is to speak with your founder to see whether they want something scripted or just notes, and then simply set up your iPhone, let them talk, and bring it all together in post-production. That's what we did with this ad that we made for Blockout. We sent the founder a script. Their team recorded it, sent it to us, and we cut it all together.
If you want something similar, Apply to work with us here.
Fahlo
Continuing down that path of genuine ads, I saw this creative while scrolling through a couple of swipe files. Going by the data available on the platform, it seems to be a fairly top-performing ad for the brand as well.
As I've mentioned, week on week, genuine, authentic-looking UGC is the only type of UGC that you should be making at this point. The main reason is what I mentioned above: AI-generated content is rife, and people don't like it. They are swaying and connecting even more with genuine feeling, UGC.
And this one really does feel like I'm on FaceTime with this customer. They're telling me why they love the product, and they're showing it to me as they discover it at the same time. I think that if you are interested in animals and you're interested in jewellery, then you're going to really connect to this piece of content. I think there's a really high chance that you’ll purchase from the brand, and if not from this ad, you might do so further down the line
TLDR:
Not only the script needs to feel organic, so does the setting
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Stepprs
I've got another video ad for you as our third creative this week, and it's a different creative format that I'm seeing work very well. That's the POV style. Apart from the hook, the entire ad is filmed from the creator's perspective, with them holding the product and showing it, accompanied by a voiceover of them behind the camera. This is a format that's extremely popular on TikTok Shop and has made its way over to Meta ads, and is converting like crazy. The important thing here is that you have a good creator, but really, anyone could fill me since it's a completely faceless piece of content.
But I think we also need to pay attention to the hook here, which is a bit of a step away from that POV content. But it's clearly a proven hook format, since you see it a lot in their ad account. visually showing the difference between the shoe soles you're using and the ones they create. Whenever there's an opportunity to include your product in the hook, you should take it.
If your creative strategists are spending a couple of hours every week scrolling through TikTok shop videos, then they're doing something wrong, because this is where winning formats are currently being created.
TLDR:
Faceless ad creative is on the rise, and you need to be creating it
That's all for this week's Nice Ads. I appreciate you taking the time to read this. Please do forward this on to a friend if they enjoyed it, and tell them to subscribe. I posted a new YouTube video over the weekend, breaking down a winning ad that we made for The Black Stuff. You can watch that here if you're interested.
See you soon
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