Most of the creative sucks! Until they don’t💪


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👇👇

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👇

👉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.

These were my next steps👇

Base on the data, I considered the unboxing video as my “base” video concept.

I made:
👉Unboxing with ADHD hooks
👉Unboxing with content creators mashup

Both concepts are working really well now.

Here is one example👇

My next steps are:

👉New visuals of unboxing. Even on a higher level
👉A mashup of unboxing & "what’s inside" visuals
👉Totally new concepts to find something new and fresh

To sum up👇
It hurts when my creatives suck.
I feel that pain every day.

But you need to fight.

Performance creative game is an ongoing process.
And there is no silver bullet. And it won’t happen overnight.

Dive into data and unlock creativity.


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More from @anzedetn

13 Jan
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
Read 4 tweets
10 Jan
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 🧵
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?
Then I go through their website and internet research
👉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
Read 9 tweets
13 Dec 21
"Hook mission" - part 3

I split the hook into 3 segments:
👉Main headline

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👇
Read 6 tweets
10 Dec 21
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.

Let's dive in👇👇
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
Hook analysis👇

They start with the talking head but immediately switch to "how to" use a product and then they switch back to the model.

They point out the problem and EASY transition to the solution.
I like how they point out that this solution is easy.
Read 6 tweets
7 Dec 21
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.

[to sum up]👇
Read 4 tweets
15 Nov 21
Creative is your targeting. And gives you SCALE.

But what does that mean?

Let me explain...

People respond differently to different motivations, messages.

Here are 6 ways how you can SCALE through creatives👇
[no 5 is my favourite!!]

Short 🧵
Make different creative styles. Not just UGC vs Explainer ad but also:

👉Image ads
👉Long form videos
👉Short form videos [boomerangs, quick animations]

FB knows who buys through image ads or through UGC video.
And algo will deliver that way

Next is...👇
Different angles. Different motivators.

It can be some value prop.

It can be FOMO.

It can be a special offer.

It can be some emotion.

It can be social proof.

[read more]👇
Read 8 tweets

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