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Welcome back to another edition of Nice Ads helping you get better at creative strategy one ad at a time.

This week, we're going to be talking about.

• How calling up your customers can win you more customers.

• Why you shouldn't ignore how culturally important Snapchat is.

• Hacking people's brains with caption styles.

And remember, if you need help with your ad creative to make it convert new customers better, I would love to have a conversation with you. You can just click here.

Humantra

👉 Watch in full here

We've been working with Humantra for a couple of months now, and in that time, we've created multiple winners for them. It's looking like this is going to be one of the latest.

This came about after a conversation with the founder, who told us that he wanted to call up his best customers and film it to see if we could do anything with it.

Turns out, when he did that, the response was fantastic, and we got some fascinating conversations. I actually edited these videos myself, pulling together a couple of different variations with a couple of different conversations.

This video was one of the best conversations in my opinion since it gave us a lot of product and social proof. The customer is a scientist, so she spoke about the quality of the product and how she's recommended it to all of her friends and family because of how much it's helped her health.

This is the type of content that is so genuine that you know for sure it's going to make a winning ad. And that's exactly what has happened.

It's got a fantastic hook rate, a brilliant hold rate, and is already scaling up the charts.

And the thing is, it was so incredibly easy to make. The founder pulled a lot of their customer details, rang them up, filmed it, and sent me the footage. I spent an hour or so sifting through to find the golden nuggets, and another hour to chop them down into something entertaining.

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anahita.lee

👉 Watch in full here

Let me introduce you to the Snapchat hook. This is where you film something very organically, and the text that you write over the image is in the style of what you'd see and what has become synonymous with Snapchat. A black low-opacity background on some white text.

I know it sounds too simple to be true, but this is responsible for so many killer hooks.

This actually started in the TikTok shop space. I know several creators who have seen great success by using this style of video hook with Snapchat captions. I think the reason that it works is because it feels so familiar, and it feels like we're about to see a Snapchat video that potentially we shouldn't be privy to.

It doesn't really matter what age you are. Everyone knows that text styling is found on Snapchat. It just grabs our attention and piques our curiosity. It feels like something that we'd send a friend and not something that we'd post.

And the best part is, you can replicate this yourself, incredibly simply. All you need is a low-opacity black solid. That is the height of your text, but it goes the full width of the screen, and then to use the Open Sans font, and hey presto!

TLDR:

• TikTok shop can be a fantastic place for ad inspiration.

• Snapchat is still relevant.

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San Saru

Staying on the topic of organic-looking ads, I wanna talk about the fake Instagram story ad.

This is essentially where you take a photo of someone holding your product, and then write copy that feels like it's been written by your target demographic about why your product is great, and perhaps include a use case of how they're using it to improve their lives. Style it in such a way that matches the Instagram story format.

Make it look rough and ready, just like someone would post on their Instagram Stories.

The idea here is that we stop people from endlessly swiping through stories. They see your ad and they're fooled, thinking that it's one of their friends that's posted it, allowing you an opportunity to educate them on your product.

Again, a straightforward ad to make, but it can have fantastic rewards when done correctly. We've been doing this a lot on the fly for a lot of our clients. I've actually been using ChatGPT to help generate a couple of copy variations that sound like something that the customer would write. And then I've just been building them out in Figma or in Canva.

TLDR:

• Static ads don't need to be complicated.

• Playing with the familiarity that people have with caption styling can be really powerful.

That's all for this week's nice ads. Thanks so much, as always, for taking the time to read. If a friend or a colleague might be interested in this, be sure to forward it to them and tell them to subscribe so they never miss an issue.

And I also have a brand new YouTube video out where I help you understand whitelisting and partnership ads and when and where you should be using them. You can watch that here.

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