Welcome back to a new issue of Nice Ads. Although recently I seem to have been calling it Nice Ants (clearly I need to proofread this a little better)
No matter what it's called, it's the same newsletter that you love, where I break down three ads to help you get better at making creatives.
This week we're going to be going over
How to use Suno to make diverse art creative
The secret to lead gen ads that actually convert
How small improvements can dramatically improve UGC ads
The Black Stuff
This is an ad that I recently made for The Blank Stuff. I really wanted to do something completely different to break out of the norm and see if we could find a winner.
We generated the music and lyrics for the song in Suno and filmed a number of clips ourselves, then paired it with some founder footage in UGC Creative to help piece together this cheesy 80s-style product commercial. I think we often take ad creative a little too seriously, and if you can get a laugh from someone on the feed, you're pretty likely to win a click.
This was actually really fun to piece together. I had a real laugh to myself while generating the song, and when I saw the first draft the editors put together, it gave me very high hopes for performance on this one.
As I always say, if you are at the stage where you are looking for an agency to help you with creative, then you need to make sure that you find one that is able to create diverse ads and not just the same old UGC stuff that everybody else is running. If you're spending over 70,000 on ads, apply to work with us here.
MUD WTR
As I've mentioned a couple of times, the higher education videos perform best for health and wellness brands. They typically take the form of a VSL ad, but I saw this one from Mud WTR and thought it was a nice change of pace.
The script for this, as mentioned, feels like something you'd see in a VSL ad, but they also have a creator film and show themselves prominently on screen, which changes how the ad is presented to the user. This one was also whitelisted, and I feel that again reinforces the impression that it seems more organic and that the creator is telling a story rather than trying to sell you something.
I think the one thing, though, that lets it down is some of the b-roll they've decided to pair with it. I almost think this would have been better if we just stayed on the creator the entire time, because cutting away from them feels like there was thought going into the edit. Whereas if we just stayed on them the whole time and paired it with some simple captions, it would have felt much more authentic.
If I were them, this is probably a variation that I would test because I do genuinely think they'd see a big increase in performance.
TLDR:
You don't always need B-roll in UGC videos
A VSL script can work in multiple formats
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Emily Duncan Fitness
If you work in lead gen, then you need to pay attention to this ad. A lot of the time, service-based ad creative takes the form of a highly produced, sometimes pretty cheesy piece, but I think this is an example of someone who just gets how ads work.
The design is something that would fit absolutely perfectly into the stories feed on Instagram. Everything down to the copy, the way that the image is placed, and even pairing it with a selfie of someone who has the body goal that you might want to achieve if you take their service.
I can almost guarantee that this would convert better than a polished static with the same copy. I also want you to pay attention to the phrase "I'm looking for five high-performing career women”. This phrase is really clever because it helps the customer self-qualify instead of relying on other factors of the ad to do that. This means they likely receive more qualified leads that are ready to buy at much lower costs. Also, mentioning that they're only looking for five women conveys scarcity and exclusivity. The two factors that affect people when they're looking to buy anything
TLDR:
Copywriting is such a strong tool
The design of your static ads will always affect the performance
That's all for this week's nice ads. I appreciate you taking the time to read this one. If you want to learn a little more about how to make converting creatives for Meta and TikTok, then you can subscribe to my YouTube channel here, where I make weekly videos on just that.
I’ll see you next time
✌️