Welcome back to Nice Ads. It's that time of the week again where I break down another three ad creatives. This week we're going to be going over
Don't be afraid to make the same ad.
Your next winner is Inside TikTok Shop
How to make the most of your UGC creators.
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Leaf Shave
This is a video we made for Leaf quite recently, building on the lessons we've gathered over the last couple of years working with them. One thing that we found is that people respond very well to educational content on this ad account. Teaching people why it is worth investing in a Leaf raiser, rather than just listing USPs, often yields much better results for this brand.
We've done a lot of studio videos that follow that format, but never one completely UGC like this, so we pulled in one of our favourite UGC creators to film this. This hook is actually a little secret top performer that we found in a couple of brand accounts. Film a behind-the-scenes of the ad being shot and place a Snapchat text box over it. I'm not sure why, but it just always works. I think part of it might be because of the rise of AI, and you can't tell what's real and what's not, so this random POV makes things feel a little more authentic.
What you need to remember about ad creative is that, often enough, your winners will follow a very similar format, but that doesn't mean they need to be the same ads. You can try different creators. The UGC is a higher-production-style. Take the winning message and put it inside a static. There's a million ways that you can make the same ad without making the same ad.
If you're looking for something similar, why not work with me and my agency? Apply to work with us here.
Try Skintle
Guys, I cannot stress this enough: you are overproducing your UGC if all you want is to show your product in use. I'm sick of seeing ads where it's a creative speaker, and then we're cut into B-roll of them using the product when we could just see them doing it while they are talking. Videos like this are so successful on TikTok Shop for a reason. And if you want proof, one of my favourite places to get inspiration from right now is a website called Koladata. This is not an ad. It's just a genuinely useful tool that lets you spy on what's working in TikTok Shops.
And the one commonality you'll find is that the best-performing hours are the simplest, rawest type of UGC.
If you haven't already this week, go find yourself a TikTok Shop creator. DM them and ask them if they'd make a video for your product. This is actually how we source a lot of creators ourselves: we send them a script, and they send us the raw footage. This is, in my opinion, one of the best ways to find good creators that can actually film great footage and perform well on camera.
I know this is probably one of many times that I've mentioned that you need to make this type of content, but it baffles me that so many brands don't listen and are still cranking out the same boring UGC.
TLDR:
Get uncomfortable and make raw UGC
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Brand 3
If you're hiring a UGC creator, then you need to get as much content as they'll allow you to do for the fee that you're paying.
One thing we always ask our creators for is images of them holding or using the product so we can use them in static ads. You never know when you're gonna need a UGC image, and in my opinion, photos of real creators almost always beat AI. By just asking the creator to take a couple of photos while they're filming your video, you open up the possibility of more diverse ad creative you can create further down the line.
Do make sure that you have told them this in advance. Don't just spring it on them once they've already accepted the rate. Respect your UGC creators, and they'll make your life ten times easier.
TLDR:
Always get photos and videos
That's all for this week's Nice Ads. Appreciate you taking the time to read this one. I've just released a brand-new YouTube video breaking down the step-by-step process I use to research and produce brilliant animation AI ads. You can watch that here.
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