Welcome back to Nice Ads, the only newsletter on the internet teaching you creative strategy one ad at a time.
This week, we're going to be learning about
Why you're probably overthinking your ad creative?
A great hook for a Yapper ad.
The recipe for a perfect static ad
Humantra
Be honest, how often do you think that you might be overthinking your ad creative?
I think it's fair to say that, for a lot of people, the answer to that question is frequently. I see this all the time, particularly when internal teams are creating much of their own ad creative. They get stuck in what I call the brand bubble, where they keep coming up with the same ideas over and over and asking themselves, "Is this ad good enough?" The answer is, a lot of the time, an ad doesn't need to be complicated to work. It just needs to be well thought through and deliver the right information at the right time in the customer journey.
For example, this ad we made for Humantra. It just informs people: "Did you know that 60% of your body is made of water, and you should make sure that you hydrate properly using Humantra?" The visuals are just people opening sachets and pouring them into a drink, but the reason this works is that it attracts customers at the right time. For example, they may have already bought Humantra and haven't reordered in a while, or they've been on the fence. This is a firm reminder that they exist, so they convert through a super-simple creative. It essentially serves the same purpose as statics do in a lot of people's ad accounts.
I am a firm believer that most of the time, you just need to get an ad creative out and get feedback to determine whether it's any good. The faster you can do that, the faster you can close the feedback loop and start to create winners on a regular basis.
If you want a team of experts working on your ad creative, then apply to work with us here.
Lindy
I actually spoke to this brand last week, and while I was doing research for the call, I looked through the ad creative, and this one really stood out to me because I think it's a great example of the direction of ad creative is heading in the current social landscape.
So many of the winners I see are this lo-fi, one-shot-style UGC, but I think this one in particular does really well because it not only integrates the product organically but also hooks people with a compelling story that makes them want to stick around.
This is a great example of observing organic TikTok or Instagram reels, seeing what people are posting and what people are consuming, and then matching that within your ad creative. I actually saw a tweet the other week that said a good creative strategist should spend at least an hour a day scrolling through TikTok and Instagram for research.
I think this ad probably wouldn't exist if the person who created it weren't both a content consumer and a creator.
The more that we can replicate what we see organically with this style of creative, the more chance you have of people actually consuming and then purchasing.
TLDR:
Don't be afraid to spend an hour scrolling through TikTok and calling it research.
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Lemme
I can say with reasonable certainty that this ad is probably one of the best performers in this ad account right now, without even seeing any data. The reason is the format. I've shared it before, but this is absolutely killing on accounts right now because it feels so incredibly organic, but it's very clearly an ad. The best part is that these are some of the easiest ads that you can make right now.
Grab a UGC image from your archive or go and take one yourself.
Write some copy that sounds personable and answers a common objection that customers have.
Style it like an Instagram story, and you're done.
You can even take it an extra mile if you want, as they have in this, and add a question and answer box or a TikTok comment response graphic, whatever works to help quickly hook people in with a relevant topic.
If you take away anything from today's newsletter, please let it be to create ads like this. Go ahead, make a batch of 20 of them and launch them into your ad account this week. I can guarantee you will end the week with some new winners
TLDR:
Go make this creative today
That's your lot for this week's Nice Ads. Please feel free to share this with a friend or colleague if you enjoyed it. I've also just released a new YouTube video breaking down my process of making AI claymation ads. You can watch that here. Until next week, I'll see you soon
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