Welcome back to Nice Ads. Black Friday is officially over and Cyber Monday is here. Hopefully, all your ads went out on time, and Meta didn't spend all your budget in one day.

Today, we're going to be learning about

Just a quick note, if you're looking for a new creative partner for your ads for 2026, I'd love to have a conversation with you. You can click here to apply to work with me

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This is an ad that we made for the Black stuff. This brand has been with us for over a year at this point and some of their most successful ads have been based around the founder and his story. But mostly those ads have been made with UGC clips and voiceovers. Since John was only a half-hour flight away, he came down to our studio to spend the day with us, and we filmed a bunch of creative angles.

We wanted to try founder stories in different creative styles, like this one, which is a full, high-production shot in our studio, and we also did some podcast-style interviews with him. The idea here is to see how well the customer responds to a different production style.

We already know the message works, and now we can see whether increasing production value also lowers the CPA.

This is why I always say it's crucial to choose an ad creative partner who can handle any creative you need. Creative diversity should be your number one goal in 2026 if it wasn't in 25. And this is an easy way to achieve it.

But to do this, you don't always need to go from UGC to high production. If you know a messaging works, you can simply test it in a static ad or a voiceover instead of a creator. There are lots of different ways that you can test creative styles or keep a winning message

If you want something similar and an agency that can handle any type of production, apply to work with us here.

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Goli is currently one of the fastest-growing brands in DTC. They have over 1,300 ads live over Black Friday, and quite a lot of them came from their TikTok shop affiliate scheme. I definitely suggest checking out their ad library if you want some inspiration.

One thing I wanted to pick up with this ad in particular is how they use visual demonstrations to help the viewer understand how a complicated product works, like a vitamin. We often use anecdotes or examples to explain how something works the news and visual demonstration work in exactly the same way. You're turning something which is perhaps quite boring to explain into something which is much more engaging.

This is something that I do see quite a lot on TikTok shop videos because it holds people's attention, and it usually hooks them in as well. This is definitely something we've started trying on Meta because it can really help educate people on how something works or why it would work for them.

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Here are 4 ways I can help you 👇

This is actually another ad that we made this Black Friday, and it's one that I want to share with you because I think it can probably work all year round, particularly when you have an offer on.

The idea is to write a personal letter to customers from the founder explaining the sale and why you're doing it. This uses several psychological triggers, like storytelling bias and social proof, to help the ad convert, but I think the main reason is that it just stands out from other ads in the feed.

Quite a lot of the time, they're heavily designed images with nice product photography, but instead, this is taking things to more of a bare-bones style: a clear piece of text that you can read in your own time at your own speed.

Again, a very easy ad for anyone to replicate. Just write the copy, send it to a designer, or maybe even just print screen your notes app.

TLDR:

Thanks so much for taking the time to read this issue of Nice Ads. Good luck with the rest of Cyber Monday.

I've actually just posted a brand-new YouTube video about the different ad formats you can test. You can watch that here.

See you next time

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