Welcome back to another edition of nice ads. I've got two really great ad creatives for you today, and in this issue, you're going to be learning:
How to make your ads stand out in an AI landscape
The super simple UGC format you should be testing this week
A hook technique for your high-production ads
If you are struggling to create a high-performance creative, I would love to help you. If you want to work with my team and me to help lower your CPA by an average of 30%, then click here.
Nathan & Sons
Nathan and Sons is an incredible brand that we're really lucky to have the opportunity to work with. They do absolutely numbers on TikTok Shop, and one of their main reasons for working with us is to help diversify their ad creative beyond just TikTok Shop-style UGC on Meta. This was one of the ads that we recently made for them. It's in our usual VSL style. We shot a lot of stuff in our studio for this to bring the storytelling to life. I just want you to give it a watch and enjoy the fantastic script that one of the creative strategists wrote here at Fraggell.
This, I think, is one of the ad creative formats that we excel at the best at. It's because we have the ability to create high-production stuff without it costing us anything, because we do it all in-house. A lot of agencies would rely on AI for this kind of thing or hire outside freelancers. We don't have to do any of that because we already have a really talented team.
Pairing high-production video with UGC really helps you cover all bases when it comes to educating your customers in a format that they want to watch. Pair that with great visual assets like caption design, and you're on to a winner.
As AI becomes more and more popular in ad creative, you need to get more creative with your ads to stand out, and this is the exact type of format you need to be using.
If you want something similar, apply to work with us here.
Opositiv
Now let's talk about an ad on the complete opposite end of the scale, with this POV-style UGC creative. Again, with the rise of TikTok Shop, more and more ads are super lo-fi, usually one-shot, and often take you 10 minutes to film.
And the reason for this is just that people want to consume stuff which is relatable. They want to feel like it's come from a real person because it helps them feel like they're not being sold to.
And so, believe it or not, grabbing your product, filming it in your hands, and then overlaying a voice-over is a great piece of creative. I also have a sneaky suspicion that the voice-over in this isn't the same person who is holding the product. That could actually be a really great way to test different variations, because you can quickly change the ad's persona just by the voice-over. Also, it can help you test out multiple different types of messaging without ever changing the visuals.
You could literally go away today and make ten different variations all in the next hour or so, get them live in your account to see whether your persona actually connects with this type of creative, because I'm pretty sure that they will do - a great way to make this a little more eye-catching is to call out the persona with captions in the first five seconds of the video.
TLDR:
Don't be afraid to go super simple and lo-fi with your ads
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Never Happy New Year
I usually go over a static ad at the end of the issue, but I wanted to cover this technique that I'm seeing more and more brands use when creating high-production-value video content. That is having your hook start with a behind-the-scenes shot of filming the high-production ad.
I've seen a couple of clothing brands do this, but this example came up, and I thought I'd share it with you.
I think the reason it works is that, often, when people see a high production shot in the first frame, they turn off because they think it's an ad. Showing behind-the-scenes not only sparks curiosity and interest in what's going on, but also is a really nice way to lead into the full piece without going entirely off-topic.
I think this is something we might try when we're filming in-house, because it allows us to grab people's attention organically without entirely distracting from the concept.
It's just the little things that can sometimes improve an ad's performance. I would definitely try this if you have high-production ads that aren't performing, to see if you can boost performance with a quick re-edit.
TLDR:
Simple tricks can have a massive effect on performance
That's your lot for this week's nice ads. I appreciate, as always, you taking the time to read this. Please do share it with a friend. If you have enjoyed reading, I've just posted a brand new YouTube video. You can watch that here to learn about a couple of mistakes I see every brand make that are very easy to avoid.
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