Welcome back to Night Ants. Hopefully, everyone had a very successful Black Friday and Cyber Monday. And now we head rapidly towards the holidays. In today's issue, we're going to be covering.

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One of the most important things we learn when working with Foldie is the importance of showing the product in situ.

A lot of the time, the easiest route for UGC videos is to simply show the product in a person's home or a convenient location. With the Foldie, however, the most powerful visual was the product being used in the airport, on a plane, or in a foreign country.

So, the main things that we try to do when working with Foldie are to reach out to creators who are about to go on holiday or about to travel so that they can film the bag in that environment.

And we can see that the metrics reflect how important that is, because any video that showed the bag in these situations always performed better than those that didn't.

So what can we learn from this? Well the first thing is that you shouldn't cheap out when it comes to making your videos and the locations and situations that creators use your product in. It's always worth investing money or taking a little bit of time to find the right creators who can get you the right footage. Because it will always aid performance.

If you want a creative team that can pull off videos just like this, then Apply to work with us here.

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For a while, most of the Internet didn't watch videos on social channels with sound. In fact, I remember when I first started making video ads for Meta, it was basically a given that 99% of the viewers would watch without sound. However, because of TikTok and other similar platforms, audio has become increasingly more important.

When I saw this video, I thought it was just a funny way to play with sound to attract attention and hold attention to a video ad, which is basically entirely product-led.

If you were delivered this ad on TikTok, for example, you'd probably stick around to watch it, even though it was a commercial. And that's what sound can do. People will watch a video with poor-quality footage, but they won't watch one with poor-quality sound. And so you can use that to your advantage by paying more attention to the audio that goes with your video, from making sure that UGC creators can be heard, to going the extra mile in your sound design.

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HeyShape Absolute Masters at Positioning. This advertorial is a perfect example. It's designed like something that you'd organically see on Instagram Stories, calling out their core competitors, driving traffic to a comparison page where they compare their headline product to a similar one from Skims and surprise surprise, HeyShape comes out on top.

But the smart thing is that, of course, many of their customers are probably doing this comparison themselves when deciding whether to invest. So, by making this decision for them, we might unlock new potential customers that would have gone to Skims otherwise.

You can check out the landing page that they're sending traffic to here if you fancy a nosey.

This is definitely the type of creative and landing page that any brand in a competitive space should be running to help scoop up middle- and bottom-of-the-funnel customers who might be on the fence.

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That's all for this week's Nice Ads. I appreciate you reading. If you fancy learning a bit more about how we use AI to make ad creative at Fraggell, then it might be worth watching my newest YouTube video by clicking here.

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