Welcome back to a new edition of Nice Ads. Strap in because we've got another three creatives ready to review. This week we're going to be learning
How to make better founder ads
Why you should think about making EGC content.
AI slop image ads.
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Humantra
Let's talk about founder ads and the different ways that you can use them to help engage and educate potential customers.
In almost every account that we're in right now, founder ads are crushing it. One of the main reasons for this is the rise in AI. More consumers are seeing it on their feed, whether they like it or not, and so they crave authenticity. What is more authentic than the person who founded the brand being on camera?
Humantra is a brand we've been working with for over a year now, and in that time, we've crafted them a multitude of winners, quite a number of which include the founder in some capacity. With this ad, we wanted to take what could have been a creator script and have the founder from Humantra use it as an opportunity to educate their potential customers.
Often enough, found her out to follow the same format. Moving away from that and trying something a little different will definitely help test new messaging angles and see which directions work.
So if you aren't already making founder ads, whether it's a voiceover from them or actual video footage, you really need to start because this is one of the number one ways that you can build trust with your customers.
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SURREAL
When it comes to building trust, another way you can do that is with creatives like this.
We're seeing it more and more on people's feeds, and that is UGC (employee-generated content). Instead of hearing from the founder, this time we're hearing from a member of the team, or at least someone that we believe to be a member of the team. We've filmed a lot of these in the past, faking them. I have my suspicions that this is also the case, but either way, the format absolutely kills.
I think the reason for this is that people like a bit of an insight into what happens behind the scenes. It gives you an opportunity to address people directly as the brand without any really heavy marketing. Instead, you can just speak to them like they're people.
The angle they go for in this video is to lead with a false negative to entice people to watch with a bit of curiosity, but that doesn't always have to be the case. We've done a lot of fake packing videos like this, where we literally just show what is in an offer that is currently running while packing it. If you don't already make these, you should definitely give it a go.
If you want to get footage like this, I'd suggest getting a POV neck rig that lets you mount your phone or another camera around your neck, giving you a great POV angle.
TLDR:
UGC is a great alternative to founder ads.
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Him+ Skin
So we're all probably seeing AI slop ads on our feeds at the moment, mostly in video, but you can still use similar techniques for your static ads. This isn’t one of our ads, but we've actually done quite a lot of these for other brands, where we make objects into characters. In this case, they're doing it with popular fragrance brands. I'm not 100% sure about the legality of things like this, since you are portraying a competing product in a negative light.
However, ads like this are incredibly easy to test at scale because you can generate so many of them in such a short amount of time. Particularly with the new ChatGPT image model, you can probably do all your creative strategy in there and then generate the ads without ever leaving the platform.
At the end of the day, ads like this won't do any harm to your ad account, so even if you might feel a little bit dubious about giving them a test, I really don't see a reason why you shouldn't just give it a go and see what the response from your customer is, but most importantly, to see whether they work.
TLDR:
Test any creative, even if it feels a little cringe
That's all for this week's nice ads. I appreciate you taking the time to read this one. Remember, if you haven't checked out my YouTube channel already, I post weekly videos on how you can make better ads. You can subscribe here.
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