Thread by @HireFireTeam

Yo dog, I heard you like shot-for-shot breakdowns of creative with actual data.

Well lets do it! (breakdown in comments)

Stats on this vid for Jan 👇
Spend: $42k
Thumbstop: 45%
Avg watch time: 8 sec
Unique L-CTR: 1.18%
See-more rate: .82%
1min+ watch rate: 3%
FB ROAS: 1.66
TOF

This shot has traditionally worked as a thumbstopper for the account, but I wanted to bump it up by adding a "tik tok comment" overlay. I think these are perfect for some needed context and framing. They also make the content look more native. 👌

If you think one thumbstopper is enough... its not. You have to keep hooking them... or pulling on that line until the hook is SET. This "rubbing" footage is a thumbstopper that worked for another video and it comes in right at the 3s mark, to get eyes to linger just a bit...

Finally at 5 secs we show what it is, and get the brand mention in there. VERY IMPORTANT! I am using TTT (TikTok Text) style labels as they seem to work, but I add in some motion tracking just to pump up the visual intrigue. Pretty easy to do in Premiere.

We are at the 8s, the avg watch time. But it's important to think of AWT as just a number or KPI. It's NOT when most people drop off, or what most people reach. If the AWT is 8s, for every 1s watch, there is a 16s watch to get that average. 22% of people made it to this mark.

👆Some UGC here that also mentions the brand and is really just some social proof. I put in some TTT that is totally unrelated to the UGC or review, but is a USP just for the subconscious to feed on.

👆I cut the lower half of the video to get in more footage of the bars because many people are unfamiliar with shampoo in bar form, and otherwise, this is just a shot of a girl in front of the mirror. Get that product in there! Constantly. It's ever-present context.

Ramming in review call outs (social proof). Too much to read in just a few seconds, but the brain may pick out something, and we are just conveying emotion here, not information. Placed on top of lovely hair footage to again... evoke that it works. 20s in and 11% audience left

So this is the longest clip in the video. A full 36 seconds. It's very compelling if you watch the whole thing, but you can't start a video with it, you have to set the hook first. There 9% of the audience left at the start of this clip.

👆Because it's so long, I deploy both "you gotta see this!" and then a "wait for it" to string the viewer along. I also drop the music out entirely and then bring it back in the 'reveal' for effect. Old DJ habits die hard.🤘

👆Fun fact, the thing they are waiting for is the exact same thing they saw in the first 2 seconds of the video. Of the 9% that started this clip, about half stuck with it. There is 5% of the audience left. 🤔

Finally we get to the endcard, which I think are important. A great technique for endcards is to have the VO from the previous clip flow on top so viewers are more likely to stick around.

👆While the stats usually show that most video views have sound OFF, I'd be willing to bet that is skewed by all the 1 sec watches and that most people who get 15+ seconds in have the sound ON. So sound, music, etc absolutely matter.

👆 About 3% of people actually finish this video. Which doesn't sound like a lot, but it's 48,000 people. Who watched an ad for over a minute. Quality of impressions matter and time spent with your ad also matters, so employ whatever you can to get the most of it.

Here is the stats on this video. We LOVE employing long ads, and rarely do one that is less than 30 seconds. Most video charts look like this, there is a large drop in the beginning, but then it tapers off. If you do all that work to hook them, let them watch!

👆Why do a 15 second ad, when a 10% of people will watching something for 25 seconds, as they did in this video. Watch time is important because the more they watch the more likelihood they will purchase. Informercials know this.

Lastly, here is the copy. Which I do think is important. A little fun, then into a review that is lengthly and requires a "see more" to view. But the thing about "See more" is that when they click... they uh.. want to see more. They are engaged, so give them something!

If you found this helpful, give it an RT and maybe I'll do it again.

FYI, there is a more robust discussion of this thread in the Foxwell Founders slack group. Worth joining! foxwelldigital.podia.com/foxwellfounders