Welcome back to this week's nice ads. Today, we are going to be breaking down
The only UGC that you should be creating
The secret hack to double your static output.
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Leaf Shave
This week, both of our video examples are very direct UGC videos. The reason for this is that I truly think the days of stereotypical UGC are gone. People know an ad when they see it, so I don't think there's any point in trying to hide it anymore in direct-response advertising. That's why quite a lot of our UGC videos have fit into two categories recently:
A storytime Yapper, created to fit within organic feed and almost be a hidden advert.
Videos like this example we made for Leaf, whereby we are so upfront that this is an advert, that realistically the only reason you're going to watch it is if you're already interested in their products or in investing in your self-care.
So instead, the script for this was to lay out the problem many women face with body shaving and then present the solution. Meta will then place this ad wherever it makes sense in the funnel. It could be top of the funnel, or perhaps even bottom of the funnel. The idea is that we hook people with a problem they relate to, and then make it clear there's only one sensible solution.
We don't cut to any cheesy B-roll of them attempting to shave and hurting themselves. We just stay on one shot of the creator delivering the message. It feels more authentic, even though it's more clearly an ad.
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Cautiecimal
This next one is another great example of exactly what we were just talking about. One shot of the creator with the product, showing it off and explaining why this is great. You see this style of stuff on TikTok shop all the time. In fact, I've been pushing my creative strategists to do much of their creative research on TikTok Shop rather than Meta, because, particularly for bottom-of-the-funnel video ads, I don't think you can get much better than TikTok Shop right now.
One of the key things that they've done in this ad is that they have put a TikTok comment response graphic that contains a core sales objection, in this case, about the sizing of the product. This fits perfectly with the video: she shows how the product fits, and she also talks about the size she normally buys for underwear and the size she bought for these.
Someone might be on the fence about buying these, and the only reason they haven't is that they don't know what size to buy. Ads like this are essential within your ad creative sets. There's no excuse for not having them. The best way to find your sales objections is simply to scroll through your ad comments and see the questions that people are asking, and then create videos around them
TLDR:
TikTok shop is a gold mine for a bottom-of-the-funnel ad creative inspiration
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The Black Stuff
As we're on the topic of organic-looking video ads, we might as well talk about organic-looking statistics. It's now guaranteed that all of our clients are going to get a well-designed version of a static and then an organic-looking static with the same messaging and the same persona targeting.
The reason that we do this is it is the easiest way to diversify your statics to ensure that they hit different demographics and Meta doesn't group them as the same creatives. With statics, variations used to be changing out your text or swapping an image. The fact is, with the Andromeda update, Meta will just give these the same asset ID and won't give you any lift in your ad account. By doing it like this, you're guaranteed to actually launch two different ads because they look entirely different, even though they carry the same fundamentals.
but the best part is how easy these native statics are to make, because you can pop them together inside Canva or go completely rogue and just do it inside Instagram Stories
TLDR:
You should always launch one branded static along with one native design
That's it for this week's newsletter. Appreciate you taking the time to read. If you have any questions, feel free to just reply to this email. I've also just released a brand new YouTube video. You can watch that here. I'll see you next time.
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