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Anze Markovic | Performance Creative Profile picture
@anzedetn
Oct 19, 2022 • 5 tweets • 2 min read • Read on X
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Let's do a CREATIVE BREAKDOWN for one of our latest videos 👇

👉Angle: Better than beauty salons
👉Voice over is from a person working at a beauty salon

Let's dive into each segment👇
Short 🧵
The hook:

👉"I'm gonna lose my job in a beauty salon."

It sparks curiosity about what is going on Image
After the hook we do:

👉Quick unbox
👉Product demo
👉Product explanation Image
Then we transition "into how to segment"

1. Coat
2. Dip
3. Activate Image
Then we add secondary selling points:

1. Over 80 colors
2. Price comparison
3. No need for UV lamps

We end the video with a little bit of humor😉

If you like this breakdown please retweet it so others can learn from this 🔥 Image

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More from @anzedetn

Anze Markovic | Performance Creative Profile picture
Jul 15, 2024
Stop using testimonials randomly in your ads

Use them to GUIDE your creative scripts instead.

Here’s how we do it

A thread 🧵: Image
1. Testimonial Guidance:

We start by using testimonials to shape our scripts.

These can be in various formats:

- First-person
- Brand-centric
- Educational

For example, we might have a creator say,

"You should do X for your bald spots."
2. Social Proof:

Social proof usually comes in the second part of the video.

After explaining the product and its benefits, we address the viewer's potential objections.

This is where testimonials shine.
Read 9 tweets
Anze Markovic | Performance Creative Profile picture
Jul 10, 2024
Creating a storyboard for your creatives isn't throwing together some ideas and hoping for the best.

It's a meticulous process that perfects every detail for a compelling message.

Here's how we give instructions to the creator: Image
1. Product Understanding

- Explanation: We start with a quick explanation about the product.
- Connection: Ensures creators fully grasp and emotionally connect to the product.
- Immersion: Creators understand the role they’re playing, enhancing their performance.
2. Background on the Angle

- Context: Provide background on the angle to set the right tone.
- Emotional Connection: Helps the creator get the right mindset for the shoot.
Read 12 tweets
Anze Markovic | Performance Creative Profile picture
Jun 21, 2024
I recently signed on a client in the compression sock niche,

So I was thinking we do another breakdown of the creative analysis process

I’ll show you the guide I used to refine their ad strategy and maximize performance: Image
Step 1: Testing Various Angles

First, we identify multiple angles to determine what works best for the audience.

Here are some example angles for compression socks:
1. Swelling: Targeting individuals with issues like swollen feet.

2. Physical Conditions: Addressing conditions like neuropathy or poor circulation.

3. Work-Related Use: Focusing on people who stand for long periods.
Read 15 tweets
Anze Markovic | Performance Creative Profile picture
Jun 11, 2024
Behind every great strategy is years of experience.

So, you can either spend the next 5 years learning this…

Or you can pick it all up from reading this post.

The choice is yours.

After 8 years in the industry,

I’ve decided to share my PERFORMANCE CREATIVE process.

Everything from research → execution.

Here’s the only roadmap your DTC brand will EVER need:
1️⃣ Research:

This can be broken down into four simple steps:

Reviews

>Find the most frequent problems and results that people talk about.
>Learn how they talk about these situations.
>The most frequent are your main targets.

Post-Purchase Surveys

>A different perspective than reviews.
>We get an answer WHY people bought for the first time and not WHY they enjoy the product.

Ad Account Analysis

>We look at what angles they tried.
>What creatives they tried.
>What are their hook rates and what kind of people they stopped.
>What are their hold rates and the connection between hook & hold.
>Age and gender analysis, placements - We get a good idea about what creative styles we should run.
>What kind of visuals they tried.
>We look at how they demonstrate the product.

Competitor Analysis

>Most frequent angles.
>Hooks.
>Script structures.
>What is their editing
>What are their visuals.Image
2️⃣ Strategy:

Based on everything, we find patterns.

>Most frequent angles: These are the angles that consistently perform well.
>Creative styles: We analyze what styles work best for each angle.
>What they haven’t tried: Identifying missed opportunities.
>Internal hook document and script structure: How can we modify in our game plan.

Most common angles based on our experience:

Problem-focused
Results
Depositioning
Situational
Persona call outsImage
Read 4 tweets
Anze Markovic | Performance Creative Profile picture
Dec 7, 2022
Creative is your TARGETING🎯

But what does it even mean?

Your message in the hook actually stops the right people.

Let’s look at 9 examples👇👇👇 Image
1/9
Target persona: People who travel a lot✈️

Visuals are the actual situation at the airport.
2/9
Target audience: Parents with kids around 6 years old

Call out that with text but then also show kids that age.
Read 12 tweets
Anze Markovic | Performance Creative Profile picture
Oct 18, 2022
You found your winning hook...now what?🤔

Step1 - Look at the first frame
Step2 - Hook headline
Step3 - Thumbnail
Step4 - Headline in the ad copy

Short 🧵, how you can improve your hooks immediately.

Let's dive into each step👇
1/4 Look at the first frame.

Just changing the first few frames can make a HUGE difference.

That is just a split second. Think of some movement that can happen immediately.

Look at hooks from a "frames" perspective and not through "seconds".
2/4 Hook headline

Here you can have unlimited possibilities. And it has a BIG impact.

My favorite is "curiosity headlines"
Read 5 tweets

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