Stop using testimonials randomly in your ads

Use them to GUIDE your creative scripts instead.

Here’s how we do it

A thread 🧵: 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."

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: 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.

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: 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:

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.

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👇👇👇 1/9

Target persona: People who travel a lot✈️

Visuals are the actual situation at the airport.

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

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".

We've added 6 more brands in the last month and now we are making over 450 creatives per month🤯

Here are some of my top examples from Q3👇

P.S. - Not all creatives are UGC. Some are very highly edited [check the example no6]

Let's goo👇 Great UGC for @kenckofoods

👉The hook is a green screen style but the creator "pops" into the screen
👉The headline sparks curiosity
👉Then we add some reactions
👉Angle: Clean ingredients

Do you want some hook inspiration?

Here are TOP10 of my best hooks in the last 3 months 🧠

This 🧵will seriously transform your creatives before Q4

Let's goooo👇👇 Hook #1 - 43% ratio
"Throw something at the camera" for @kenckofoods

👉I tried to point out the "old way vs new way" of making a smoothie
👉Then I show it with quick cuts

Q4 is around the corner and I want to help you…

Here is a Q4 creative strategy example that I did last year for a brand spending 30K/day.

In this 🧵I will talk about:
👉Creative analysis
👉Creative strategy
👉Creative Concepting
👉Iterations

Let’s dive in👇 First, we did a creative analysis:

👉Offers
👉Landers
👉Creative types
👉Hooks
👉Script structures
👉Creative analysis of the last Q4
👉Creative analysis of the year 2021
👉We asked a client what kind of offers they would like to run

Holidays such as👇

UGC for apps is a bit different.

Less product-focused and even more storytelling.

Here is one video concept with three hook examples👇

V1:
Situational hook👉POV of someone looking for stuff all the time. V2:
The creator comes into the frame behind the object.
Then she explains a pain point [too many planners].

When you look at the creative metrics in the video I mostly look at:

👉Hook ratio
👉Retention
👉Outbound CTR

Today I will talk about retention and what I do when I get the data.

A🧵 The retention is:

How many people who watched the video for more than 3 seconds watched the video for at least 15 seconds.

@binghott says “hold rate”.
@HireFireTeam had an amazing thread about it yesterday.

But I want to talk about WHAT to do when you get the data

LFG👇

We all know creative moves the needle with Facebook and TikTok ads.
I make 130-160 video ads every month.

Here are my top 7 creative examples in the last 5 months Voice-over ad for @wearkizik

👉Start with a comparison to bad alternative
👉Quick & dynamic pacing
👉Native captions but in brand colors

When I work with brands...I don't provide them only content but also creative strategy, creative analysis, iteration phase, brainstorming sessions, etc...

This is my normal workflow with some creative examples👇

[thread] Step 1:
Questionnaire, research, ad account analysis

👉The questionnaire is for me to get 360 view of the product, value props, bad alternatives, etc
👉Then I make my own research. The goal is to understand a target persona’s desires, needs, values, and problems.

How I prep for a video shoot🎥

For every client, I make a video shoot in the first month that is structured by BLOCKS.

It saves so much time long-term and I think this thread will help you

Let's dive in👇 Step 1:
You need to do your research and creative strategy. I shared this info a lot but to sum up I do it like this:
👉My own content questionnaire [client fills it]
👉I look at the website, FB ads manager, Tiktok ads manager where I find some creative patterns
[read more]👇

Depositioning is always a great hook🪝

If we combine it with some education...even better😎

Let's analyze the script for one of my latest clients
@WOWSkinScience

👇👇 1/6
👉The hook educates which are the signs of a bad alternative [your shampoo].
👉I wanted to show visually every sign.

You need to LEVEL UP your UGC.

With the spike of UGC prospects became skeptical.

Is this real or is it fake?
One year ago you could have random UGC and it worked.

People believed as it was a random person on the other side.

Here are the key components of a great UGC
👇👇 Let's start with why?

People see UGC ads everywhere. Their "ad filter" is getting better and better.
That means your UGC shouldn't look like an ad.

But there is more 👇👇

PERFORMANCE CREATIVE ANALYSIS EXAMPLE
I had two ads that were working really well...

👉One had CTR 1.45% and a solid good ROAS.
👉The other had CTR 0.98% and even better ROAS.

I wanted to know why

Check out how I do creative analysis

[spoile alert - I go deep]

Let's go👇👇 The first thing I do is I make a spreadsheet where I put every video in blocks.

The first video was with great visuals & a voice over and it was highly edited.

👉The hook ratio was 28%
👉We showed the product in use with the main benefit.

The other segments were👇

Angles can unlock your scale📈

...but there is another layer.

Persona development can unlock your scale📈

Talk about the same angle to the same person but at a different stage of their life.

Here we have some examples👇 Let's say we sell a cold massage roller:

Suzy 22:
She is a very pro athlete. She trains hard and takes care of her diet. She likes creatives with nice visuals and cares less about education. She likes images of pro athletes with a product.

...10 years later👇

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

✅Strategy
✅Testing
✅Analysis
✅Iteration

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👇

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)