Why creative diversity matters more than ever in Meta

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It's time for another issue of Nice Ads, where each week I teach you something new about creative strategy to help make your ads convert better.

This week we're going to be going over

• How to achieve creative diversity.

• The secret to making anyone look natural on camera.

• A simple AI hack for your static ads.

Portland Leather

👉 Watch in full here

Let's discuss the creative we developed for Portland Leather. The brand approached us with one core goal: to diversify its ad account. Most of their creative was UGC and statics, so we wanted to start adding something a little bit different. One of the core creatives we've been producing for them is a mixed production style of ads, where we combine high-production video with customer UGC.

The goal of these is to help connect with the customer through UGC, but then showcase the premium feel of high production and differentiate it from the rest of the ads people see on their feed every day.

I probably mentioned this a couple of times in this newsletter, but this is becoming one of the best-performing creative styles for most of the brands that we work with.

However, what often happens is that when brands try a different style of ads for the first time, they don't always convert the first time. And so, some brands give up or revert to what was working before. However, with the updates Meta has made to the way creative diversity works, it's now more important than ever to continue taking big swings and testing different styles and concepts.

Because when you do find a new style of winning creative, it helps make everything easier.

If you want to test a new style of ads like Portland Leather, then apply to work with us here.

Find your customers on Roku this Black Friday

As with any digital ad campaign, the important thing is to reach streaming audiences who will convert. To that end, Roku’s self-service Ads Manager stands ready with powerful segmentation and targeting options. After all, you know your customers, and we know our streaming audience.

Worried it’s too late to spin up new Black Friday creative? With Roku Ads Manager, you can easily import and augment existing creative assets from your social channels. We also have AI-assisted upscaling, so every ad is primed for CTV.

Once you’ve done this, then you can easily set up A/B tests to flight different creative variants and Black Friday offers. If you’re a Shopify brand, you can even run shoppable ads directly on-screen so viewers can purchase with just a click of their Roku remote.

Bonus: we’re gifting you $5K in ad credits when you spend your first $5K on Roku Ads Manager. Just sign up and use code GET5K. Terms apply.

Use code GET5K now

Hot Box Pretzels

👉 Watch in full here

You all know by now that I'm a massive fan of the founder ad. But one thing I wanted to talk about is how this demonstrated really well in this creative on how to make anyone look natural on camera.

This is a technique that we use frequently with UGC creators, but now that I've mentioned it, you'll likely spot it everywhere.

If someone is uncomfortable speaking directly to the camera, then make them do something else while they do it. This can be something as simple as chopping some fruit or walking towards the camera. The idea is you give the person something else to focus on, away from just speaking to the camera.

And that's exactly what this founder does in this video; each clip is them doing something different. So, not only is it helping to demonstrate his point and keep the video active, but it's also helping him come across as more comfortable on camera than he may actually be.

I know this might sound like it won't work, but honestly, this is the best hack to make anyone look and sound better on camera.

Apart from that, this is actually an excellent founder video. It has so many key ingredients of great storytelling, as well as straightforward and impactful visuals to help the video move forward.

TLDR:

• Demonstrate your point by using visuals on camera.

• Anyone can speak naturally on camera when they're doing something else.

Looking for more?

Here are 4 ways I can help you 👇

• Fraggell - Looking for ads that turn scrollers into customers? My performance ad creative agency has delivered high-convert ads to brands like ALOHA, Chomps, and Nailboo… It’s worth your time to apply today to see if you're a good fit.

• The Ad Creative Course - Want to learn how to make converting ad creative yourself? Join over 100 students who are already learning with the help of my course. Grab your place today.

• Sponsor Nice Ads - Reach over 10,000 marketing decision-makers and fill one of our few ad spots available. Join brands like Motion, Triple Whale, and Minisocial by expressing your interest here.

• CreativeOS - Create static ads in seconds with over 800 pre-tested templates for DTC brands. Become a member today and get 50% off your first month.

• Poppy AI is my new go-to for ad creative — saves me hours, sparks better ideas, and just gets how I work. If you make ads, you need to try it. Click here and get $25 off any plan.

• Foreplay - Improve your creative workflow. Save ads, build briefs, and more. Claim a free trial here.

Babybub

As we close in on Q4, having great review statistics is more important than ever. That's why I wanted to showcase this really simple example.

All you need is:

• A great product image that shows your target customer using your product

• A nice quote taken directly from one of your reviews

• Some social proof or guarantee/offers

And It will end up being one of your highest converting ads.

One thing I really like to do is take an export of your website reviews, put them into Cloud, and then use the AI to extract different quotes that will be useful for static ads. The prompt doesn't really matter - you just need to give it as much brand context as you can do. Using something like Cloud Projects is really useful for this. Then, ensure you explain what you're trying to achieve with the quotes.

I actually did a video on static ads. You can watch that here for more information.

TLDR:

• Social proof is key in Q4.

• Your static ads don't need to be complicated.

That's all for this week's Nice Ads. Thanks very much for reading. If you enjoyed it and think a friend or colleague might do the same, then be sure to forward this and tell them to subscribe.

In a recent YouTube video, I broke down the top spending ads that we've made at Fraggell this year. You can watch that here.

Until next time, I'll see you soon.

✌️