Welcome back to another issue of nice ads. Today we're going to be going over:
Why your podcast ads look terrible and how to fix them.
The ad format that you need to be launching this week
Why you should stop using AI for your static ads
So without further ado, let's get things started.
Blocout
This is a podcast ad our team at Fraggell made, and I wanted to break down how to make actually effective podcast ads. I see them all the time, but the number of things I've done completely wrong is unholy.
I want you to think back to the last podcast video that you might have seen on your TikTok or Instagram. The chances are it was a fairly high production. Podcasts have moved beyond video as an afterthought, and video is now one of the main ways people consume podcast content. So with that in mind, if you're making a fake podcast ad, then you need to match that production quality.
Getting a UGC creator in their bedroom to hold a mic that's not plugged in simply won't work. You need to go the extra mile and make it look, feel, and sound like a real podcast.
That's exactly what we did for this ad. In fact, here's a little behind-the-scenes photo of how it was made.
And that's why, when you're watching this ad organically on the feed, there's a chance that you might fall into the trap of realising that this isn't even an ad. If you pair that with a script that feels real and feels conversational, you're putting yourself in a really good position to find a new winner. Even if it doesn't work as a podcast format, you could very easily repurpose the voiceover and script of that ad, place B-roll over, and use it as more of a mash-up ad.
If you want an ad creative agency that goes to this much effort to create ads for your brand, then apply to work with us here.
Nord Fragrances
Yet again, I'm going to be talking about mini VSL ads here because I saw this one from Nord Fragrances, and I had to share it because I think it's a real master class on both script and visuals.
The idea behind a founder story VSL ad like this is to explain why the product was made. It doesn't need to be an interview with your founder or something so formal. It can just be a voiceover with B-roll of customers using the product, and potentially some archival photos from when the brand was created.
I see this format time and time again become the top performer in the account because, at the end of the day, there are a million brands that someone can purchase from, particularly in a competitive space like this one. The only thing that's going to separate you from everyone else is the thing that's unique to you, which is the story.
Honestly, don't complicate it. Write down the key parts of why the brand was made. Get the founder to record the voiceover in their own words. Edit it down to be short and snappy, then pair it with B-roll of your product. Done.
TLDR:
Founder VSL ads is the secret to unlocking a massive scale in your ad account.
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Almond Cow
Using platform features often found in organic social is a great way to help your ads connect with your customers a little more easily.
This example from Almond Cow. This could easily have been a headline-style creative that says, "Almond Cow can save you thousands of dollars a year," but instead, they opted for an Instagram poll graphic because it feels a bit more organic. It feels like something the user already consumes, helping the ad feel less ad-y.
It's the little touches like this, with an actual graphic designer paired with a creative strategist who understands the platforms, that can really give you leverage when it comes to static ads, because so many brands now rely entirely on AI to make them. Everything just looks the same.
Might cost you a little more per ad, but it is well worth it.
TLDR:
Don't just blindly use AI to make static ads
Use platform features that people are familiar with to help ads connect
That's all for this week's nice ads. I appreciate you taking the time to read this one. As always, if you want more tips and tricks for creating great ad creative, you can subscribe to my YouTube channel, where I post weekly videos.
See you next time!
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