This was one of the projects where I had to go "out of the box" a little bit.
It's not e-comm but it's an app. But it was fun😎
Here are the three videos. Every video has a different hook and let me explain the logic behind it👇
A short 🧵 so you get some inspiration 💪
Hook #1
👉Visual is different and very dynamic.
👉"in video" headline is benefit-driven
👉Then I transition to the "in-app" footage and a "reward" in the background (a medal)
Hook #2:
👉Visual is a quick unboxing of what you get once you complete the challenge (this is also historically the best hook in the ad account)
👉"in video" headline is kinda inspirational and makes people curious
👉Then I added some quick cuts of preparing for running
Hook #3:
👉Visuals are quick cuts of a medal, preparing for running, running & in-app footage
👉"in video" headline is a bit different. I tried the native look of "ask me" design.
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This is an ongoing process every week, every month.
In this thread, I will give you a real-life example how I fight to make creatives work👇👇
1/5
I decided to test 4 creative styles with various angles:
👉Simple Unboxing
👉UGC Creator - Man with ADHD
👉UGC creator - Woman that wanted to be more productive
👉Explainer ad with some high-quality visuals of how the product looks like
Here is one example👇
2/5
👉Unboxing had good results
👉Man with ADHD had some good hooks
👉The unproductive woman had a good start but didn’t work well at scale
👉Explainer ad had bad results
So only 25% of creatives were good. But it gave me GREAT learnings.
When I onboard a client I make my own brain dump 🧠💩
And I go deep!
Problem: It’s very time-consuming…
…but if you want to level up in 2022 this is a must.
You need to know the product, offer, and target audience inside out.
This is my flow👇
Very in-depth 🧵
1/8 I have my own content questionnaire where I get a lot of very interesting information very quickly.
Some of the questions:
What is your elevator pitch?
Your target personas? Their pain points, desires.
Primary/secondary problems.
How do they FEEL about these pain points?
2/8 Then I go through their website and internet research
👉Homepage
👉Product page
👉Our story page (very important so you can understand the brand even more)
👉Amazon reviews of the product or competitor
👉Reddit analysis of the deep pain points
I split the hook into 3 segments:
👉Visuals
👉Main headline
👉Sound/voice
Let's dive into every segment🤓
Another 🧵
1/3 - Visuals
The most important part of the hook. People consume so much more information through visuals than reading.
Best visual examples:
👉Product in use
👉Reaction/facial expression
👉Point out the pain point
👉Showcase the benefit
[read more]👇
2/3 - Main headline
Lately, I test between two different styles:
👉White banner style where the white background can fit seamlessly in IG newsfeed
👉Native look caption design
I have my own library of headlines that I update weekly.
Here are some examples👇
Quick creative analysis of one of my favorite brands Waterdop🔥
They have a heavy focus on UGC (sorry AGC @herrmanndigital 🤣)
You will see some interesting elements and patterns.
Ready?
Let's dive in👇👇
1/5 Thumbnail analysis:
👉Face. It always grabs attention.
👉"Ask Me!" Headline - It's native and it points out one of the BIG problems of the target audience
👉They show the product
👉Subtitles point out the same problem
2/5 Hook analysis👇
Visuals:
They start with the talking head but immediately switch to "how to" use a product and then they switch back to the model.
Text:
They point out the problem and EASY transition to the solution.
I like how they point out that this solution is easy.
I get a lot of DMs on how I write scripts. So here is my template & this is how I work👇
👉First I work on the voice-over segment which sets the tone for a whole video
👉Then I support that voice with various visuals. I'm trying to have at least 3 camera angles
[read more]👇
👉Captions are sometimes just keywords or full subtitles. Sometimes "native" sometimes "on brand"
👉Then I include feelings. This is for a content creator. This video is pretty happy so it's really straightforward
[there is more]👇
Most of the b-roll footage is done in my studio but sometimes I want my creator to try something unique.
I shoot my ideas where I position the camera as I want it and send them examples.
Then I screen-record myself and send my ideas to the creator.