Welcome back to Nice Ads. This week we're going to be learning

We are well and truly in Q4 now. If you still haven't found a creative partner to help you with performance ad creative for the rest of this year and into 2027, then it might be worth having a chat. You can click here to apply.

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Sometimes all you need is a bit of infotainment. This is from a set of ads that we made for the black stuff. It was based on one of the brand's soap scents to help educate them a bit on the history of the ingredients, and to make videos interesting enough that people will watch, then be retargeted further down the funnel with a more sales-oriented video.

We've been doing quite a lot of these ads recently, and I think the longer format is something people are consuming more on platforms like Instagram. I don't think you should shy away from making ads that might be a little longer than others in your ad account. At the end of the day, if someone is willing to put in the effort to actually watch all this, they're going to be a pretty easy sell when it comes to presenting your product to them.

Another reason why we actually made this was that one of the black stuff's biggest competitors sells a similar scent. What we realised in our research was that people were comparing the two and saying that the black stuff had copied it. In actual fact, this scent has existed for decades, and so it doesn't belong to just one brand.

This is why doing proper brand research can pay dividends with endless new ideas.

This kind of research is quite difficult for a lot of brands to do, which is why we do it every single time we make a new ad. If this sounds like something your brand could benefit from, apply to work with us here.

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I got to live this out of my feed over the weekend, and it really caught my eye. I think there are a couple of reasons that go into this:

The text styling: although it doesn't seem like something that might matter in performance, I'm actually finding that experimenting to make your text styles a little cleaner and designed actually pays dividends. It makes you stand out, particularly with a piece like this, with all the other stuff on the feed. For example, this ad would look really weird with native captions.

One thing we're doing a lot at Fraggell is limiting native captions to a certain type of video and moving much more toward nice-looking typography for higher-branded pieces like this.

The next is the footage choice. This is where having a really great database of high-quality footage pays dividends, because you can tell that this ad was created from a tonne of different stuff that they have from different creatives they've made over the years. Because it's all of a certain standard of quality, it continues this premium look that the brand has, and I really think it helps elevate this away from a pretty boring piece of creative

The next is the voiceover. Everyone knows that most of the voiceovers you hear on social are AI-generated. I think with the stricter rules coming into play in New York in the new year, this might be a good time to start diversifying away from AI voiceover and instead work with a set of regular creators across different demographics to help deliver quick, easy voiceovers. Because the one in this ad sounds so genuine and sounds like a friend, and in my opinion, the only way you get that is with real voiceovers.

TLDR:

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Again, we're in the educational content type here, even though this is UGC in format; I think, in terms of script, it does a really great job at positioning the brand to a certain set of customers because the average person will not care about the content of this video. To be honest, I don't, but there definitely is a persona that they're targeting that truly does, and this is the type of content that they will consume because it feels genuine. It feels like someone is educating them on something, and then it positions the brand in a very organic way: "These are the bad alternatives, and here is a better one." This is a great script format that works across multiple niches, particularly in fitness and protein. It works very well.

This is where casting a UGC creator who matches your persona is so important, because it makes the video feel more believable and like the information they're saying isn't scripted. Instead, it's just knowledge that they have. Casting is unbelievably important, and rushing it will tank an ad.

And I think if the person is engaging, the script is great, people will watch the entire thing, so really don't be afraid of making longer ads.

TLDR:

That's all for this week's nice ads. Appreciate you taking the time to read this one. Share it with a friend or a colleague if you think they'll enjoy it too, and I'll see you in the next one.

P.S. Brand new YouTube video out. It's definitely worth a watch if you have a spare 15 minutes this morning

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