Expertise is just a wardrobe change away

Welcome back to another issue of Nice Ads. The only weekly newsletter that helps you learn creative strategy from the ads and brands that you love.

This week, we're going to be learning:

• Why costume so important in UGC videos

• The secret to a good parody ad

• A simple B2B ad you can test today.

If you happen to run a D2C brand and need some help making regular, profitable converting creative, then click here to work with my agency.

The Foldie

👉 Watch in full here

This is a UGC video that we made for one of our clients, The Foldie. The idea behind this was to get an expert or person of authority to speak about why the Foldie is the best bag to use when you travel.

To achieve this, we use the power of costume.

It's shocking how a simple change of clothes can suddenly make someone into a different person. In this case, a blouse and a neckerchief. It turned someone who just looked like a regular woman into a flight attendant getting ready for her shift.

Because of this small factor, you suddenly trust what the person is saying much more than if it were just a random woman on your feed.

When you're making ad creative, you don't want to make your life any harder than it has to be when it comes to casting. So when the team came up with the idea of a flight attendant speaking about the Foldie, we had two paths:

1. Find a flight attendant who would be willing to film the video

2. Use an actor in the right costume

One of them was much easier than the other.

Expert videos like this are a secret hack that almost any brand can use to give your UGC videos much more authority than they usually would do. People like to hear from experts in their field because they trust them. And so using this psychology is a great way to help sell your product.

If you'd like us to think outside the box for your brand, I'd be happy to have a conversation with you. - Apply to work with us here.

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Hims

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I chose this video because I found it quite amusing to watch and a clever way to do something different with a popular ad format.

Everyone is familiar with the podcast ad - sometimes it works, sometimes it doesn't. However, many of us see podcast clips on our organic feed. What hims have done is take that format and make it a parody.

Using the TikTok effect, where it cuts out your eyes and mouth. They've managed to make a relatively heavy sales script quite amusing to watch. And they’ll probably get viewers watching the whole thing, just because of how ridiculous it is.

This simple trick of making a heavy sales script amusing in some way is a hack often seen in spokesperson creative to make a sales video more watchable. Ultimately, people are more likely to tolerate an ad if it's genuinely entertaining and enjoyable to watch.

So, if you've written an excellent script but it seems a little too salesy, it might be a good idea to pair it with a format that the viewer might find amusing, which can help increase watch time and probably also your hook rate.

TLDR:

• Make sales scripts enjoyable to watch.

• Don't be afraid to be a little bit silly.

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Wina The Freelancer

I often focus very heavily on DC Creative in this newsletter, but I wanted to showcase a creative format that I keep seeing work for B2B ads. It's this simple static.

Take a selfie of yourself with your desk in the background or something else that's relevant to the service that you're trying to sell. Then, add some copy about your Service and your lead magnet. Style it like native Instagram text, and hey presto.

One of the simplest ad creatives you can make, but I see so many service businesses running ads like this that it must be effective.

I think that's the beauty of B2B ad creative - often, you don't need to overthink it, and the simple approach typically works the best. For example, you may have signed up for this newsletter from one of our ads, with our most popular being me with a clone of myself sitting on a sofa speaking to the camera about why you should subscribe to Nice Ads. It took me half an hour to make and has been one of our best-performing ads in a while. It's so simple that it was bound to work.

TLDR:

• Keep your B2B creative simple for the best results.

• The more native your creative content looks, the better the overall engagement.

That's all for this week's nice ads. As always, I appreciate you taking the time to read and share some of your morning with me. If you think someone on your team might like this newsletter, then be sure to forward it to them and tell them to subscribe.

If you still want to learn a little more about ad creative, then be sure to check out my YouTube channel, where I post weekly videos to help you make better ads.

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