Introducing Parker: The world's first AI Creative Director.

100+ brands like Grüns, Lume and Legends use us already.

RT + Comment "Parker" and I'll send you 100+ AI prompt engineers for hire. 1. Giveaway:

Over the last year I've compiled 100+ AI prompt engineers ready for hire and trained to make AI ads.

Today I am giving the spreadsheet away for free.

RT + Comment "Parker" on the main launch and I'll send it to you.

I ran an analysis on 100 top performing ads across 20 accounts and $15m+ of adspend to see which ad creative styles have performed the best so far this year.

Here are a few things I found… 1. Is UGC back?

Well…yes and no. Single person UGC saw the biggest change (+10) on H2 last year.

That felt strange because I thought the number of traditional UGC ads performing in accounts had dropped.

So I decided to do some further digging by looking into these 28 ads and what I found was pretty interesting.

The number of performing ‘traditional UGC’ ads (lots of cuts, broll etc.) had dropped, but the number of ‘ugly ads’ had increased.

In fact, 64% of these single UGC ads had what I’d call an ‘Ugly Edit’.

(An ugly edit being one person, with one angle, without any broll cuts or special effects. Just like you’d see on the organic feed.)

There’s a great example of one that I shared last week below.

I have seen enough data now to show that the idea of ugly ads is here to stay and I don’t see that changing anytime soon.

It supports exactly what @binghott has been saying for the last 2 years. It’s not necessarily about who can make the ugliest ad. It’s thinking about the person on the other side of your ad and working out what content they already consume organically - then creating something that blends in to stand out.

Real customer testimonials also fall into this category. I’d highly encourage you to set up a post-purchase flow incentivising customers to make content for paid if you haven’t already.

With the right person they can crush and often produce classic ugly ads.

https://x.com/alexgoughcooper/status/1813692663990014359

Midjourney is a lethal weapon to put out a ton of ad creative quickly.

But there’s barely any content on how to use it to make direct response ads.

Here’s how to master Midjourney and put out 10x more creative for your brand… 1) Use simple prompts

You don’t need to be a Midjourney pro to make good direct response ads. Some of our best ads have come from the simplest prompts.

For example this one was ‘a man looking insecure about his dandruff’.

Instead, spend time thinking about creative ways to showcase your benefits/pain points.

The pyschology of the image > the design.

I ran an analysis on the 5 top performing ad creatives across 20 accounts to find out which creative styles have been the most successful.

Here are a few things I found… 1. UGC is dying

The number of performing single UGC videos have almost halved (18 to 10).

People are starting to suss it out - especially younger audiences.

If you want your UGC to work, it has to be 1) really great storytelling or 2) really ugly…or both.

Your ads aren’t failing because your creators aren’t good enough.

They’re failing because your briefs aren’t good enough.

Here’s how to write creator briefs that actually convert… Most briefs I look at tend to focus on tactics, not principles.

- Which TikTok hook should I use?
- Which ad formula?
- Which text style?

Problem is - tactics come and go…and when everyone uses them, they become ineffective.

My agency has made 1000+ ads this year.

We found that 80% of the best performers came from 25% of our scriptwriting frameworks.

Here are those 5 frameworks: 👇 Script #1 - Education 📚

Works best: When consumers need education on the product/industry (e.g. supplements)

- Hook
- Education (interesting stat/truism)
- Polarize (the problem is most…)
- Product Intro
- Benefit 1
- Benefit 2
- Results
- CTA

We send out 75+ creator briefs every month.

Our #1 Rule:

You won’t always get a good ad from a good brief, but you’ll NEVER get a good ad from a bad one.

Here’s the exact brief (and template) we use to produce high-converting ads 👇 I’m going to be embedding tables from our scriptwriting template, which I posted on Friday.

If you haven’t already, go and grab that.

(We hit the DM limit so scroll to the first comment)

https://twitter.com/alexgoughcooper/status/1578414176632012800?s=20&t=-9iaQ8yQQlmqBtmiGelw-Q

Struggling for ad ideas?

Here's the inspiration framework (and resources) we use to pump out 20+ UGC creatives per account every single week. /🧵/ I'm going to split this thread up into 2 parts: internal and external inspiration.

Internal inspiration is data collected from customers and prospects.

Here are some examples: 👇

TikTok Ads hack: How to download any video from the TikTok Top Ads library 👇 Once you've found an ad that you want to download, click on it to open it up, then right-click anywhere outside of the video frame and select 'Inspect'.

You're missing out by not tapping into Tiktok influencers.

We recently partnered with a 1.5m creator.

She’s now our clients’ top performing TikTok ad.

Here's how we did it. I’m going to break this thread up into 2 parts:

1. How to source, contact and negotiate with TikTok creators
2. How to manage the relationship and create great videos

It should take around 2 minutes to read.

Here's a thread of some of my favourite TikTok video ads.

Will be updating weekly - you'll want to save this one 👇 Things TikTok Made Me Buy #AdOfTheWeek

https://twitter.com/alexgoughcooper/status/1466055106894434312?s=20&t=mJflwvRIALQNK0wFJEuyVg

The first 3 seconds of an ad can be the difference between being a winner and unprofitable.

But most marketers still get it completely wrong...

Here why...(includes templates) /🧵/ It's important to remember that the hook has one purpose. And it's NOT to sell your product.

People aren't on social media to buy from ads.

They're on there to see what their family are up to, look at memes etc.

Your job is to disrupt that pattern.

How to make better video ads.

A master thread of all of my creative threads 👇🧵 Create effective UGC-style content 👇

https://twitter.com/alexgoughcooper/status/1467249432055975940?s=20