Welcome back to Nice Ads. It's time once again to improve your creative strategy skills. In today's issue, we're going to be talking about
Why this one simple creative is scaling in one of our ad accounts
What you're doing wrong when it comes to organic-looking video ads
The most important element in a static ad
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Shay & Blue
This is probably one of the easiest ad creatives that we have ever made. And it's actually performing pretty well.
This came from seeing this style of video all over my TikTok feed. Someone reacting to the caption that's above them and then cutting to either a product demo or images of the product. So I decided to give it a go. We generated an AI reaction, paired it with a caption that had already proven to work for this brand, added some product images afterwards, and voilà.
I think more and more that I'm finding most of my inspiration for ad creative from organic social rather than scrolling through ad libraries. I think the reason for this is that so many of the best-performing creatives right now replicate what people see organically on their feeds more than ever.
I think the best-performing video ads sit on either side of the fence. They're either super organic-looking or very clearly an ad. I think this explains why we've seen a large increase in high-production ads performing better than ever.
But honestly, this format absolutely kills right now, so if you want to test anything during the next week, make it this.
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The Collective UK
Carrying on down a similar path to the last ad, we are yet again looking at a super-organic UGC ad. I think if we break this down, it works for a couple of main reasons:
The hook: she calls out something that is very relatable to the demographic they're targeting, whilst visually showing a quite aspirational home, which, again, would get a certain type of customer interested in watching the video.
The voiceover is really fast-paced and pairs well with the whole idea of rushing around in the morning. We aren't messing about building on the problem. Instead, the script mentions it and then goes straight on to the solution.
I think the tendency with this type of ad is to almost overcreate it, particularly if you're making these ads for a client rather than for your own brand. You feel like you need to put in more effort because the brand is paying you. At the end of the day, what they're paying you for is a well-performing creative, and if that is something simple and fast like this, then that's just what it is.
You don't always need to spend 30 seconds explaining the problem, because, more than likely, the potential customer watching this already knows it, since they suffer from it. Really, all they're looking for is a solution.
TLDR:
Get into the meat and potatoes as fast as you can
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Protein UK
This is a static we recently made for a tanning tablet brand, and it's performing really well in the ad account and showing real promise to become one of the top winners. It actually works for a very similar reason the video ad above did. We get right to the problem and present a solution.
No messing around. Here's a problem you probably have, and here's the perfect fix for it. It's giving people exactly what they want at a glance.
The imagery also works here because it looks a little strange, so curiosity gets the better of you, and you read the copy. Remember, in a static, your imagery is usually what stops the scroll, so take your time to think about what you can do to grab attention.
This is where AI can really help, because you don't need to go out and shoot anything. You can test out a ton of different imagery within a couple of minutes.
TLDR:
Your image is your hook when it comes to static ads, so spend time thinking about it
That's your lot for this week's nice ads. I appreciate you taking the time to read. As always, forward it to someone that you think might like it, and I'll see you next time.
I actually just made a really interesting YouTube video on how you can clone any static ad using an AI workflow. You can click here to watch it
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