🥤 2024 Masterclass for Creative Strategy Trends Feat. Mirella Crespi

00:52:58
https://www.youtube.com/watch?v=bAUkf09jrtw

Ringkasan

TLDRCreative Milkshake er et bureau, der fokuserer på strategisk og produktion af direkte responsannoncer, som hjælper med at drive omsætning gennem betalte medier. De understreger vigtigheden af kreativ ekspertise ved hjælp af en kontinuerlig cyklus af forskning, udførelse og iteration for at skabe vindende annoncer. I videoen fremhæves tre hovedområder: forskningsmetoder, publikumskendskab samt konkurrentlandskabet og trendforskning. Forskningen er essentiel for at udvikle en effektiv kreativ strategi, hvor annoncerne justeres og forbedres. Derudover er diversifikering i kreative formater og en lyd-først tilgang essentielle værktøjer, ligesom brug af AI til idegenerering og toneændring i scripts kan fremme resultater. De opfordrer til at integrere grundig research og kreativitet for at opnå betydelig succes i annoncepræstationer, selv med små budgetter.

Takeaways

  • 🧠 Forskning er nøglen til kreativ strategi.
  • 🎯 Målretning via kreative ofnytænkninger.
  • 🔊 Lyd-design kan forenkle opmærksomhed.
  • 📊 Målrettet iteration hjælper med skalering.
  • 🌟 UGC som autentisk kundeoplevelse.
  • 🛠 Anvend AI til kreativ idegenerering.
  • 📈 Diversificering sikrer holdbar performance.
  • 🔄 Iteration af vindende kreativer.
  • 📱 Kortformat videoer: Fremtidens format.
  • 🖱 Lavet med små budgetter kan stadig klare sig.

Garis waktu

  • 00:00:00 - 00:05:00

    Um et kreativt milkshake-firmas introduktion og deres strategiske tilgang til at drive omsætning og ROAS gennem reklamer. De understreger vigtigheden af eksperimentering og iteration i kreative strategier og diskuterer sit fokus på kreativ excellence.

  • 00:05:00 - 00:10:00

    Forskning er en kritisk del af kreativ strategi. Dette inkluderer kontoanalyse, målgruppeforskning, konkurrentanalyse og trendforskning. At forstå, hvad der har virket tidligere, og at sætte realistiske benchmark-mål er vigtigt for at skabe kreative strategier.

  • 00:10:00 - 00:15:00

    Forskellige funnel-tilgange kræver forskellige kreative strategier. For eksempel kan produktfokuserede kampagner mere direkte promovere salgsfremmende tilbud, mens quiz- eller VSL-baserede kampagner kræver en anden kreativ tilgang til at engagere publikum.

  • 00:15:00 - 00:20:00

    Publikumsforskning fokuserer på at identificere følelsesmæssige motiver og brugerens sprogbrug, der kan anvendes direkte på reklameindhold. Kommentarer og feedback fra sociale mediekilder er værdifulde til dette formål.

  • 00:20:00 - 00:25:00

    Konkurrentlandskab kræver strategisk indblik i konkurrenters reklamer og deres varighed som en indikator for succes. Det handler om at forstå de emotionelle motiver, der anvendes, snarere end blot at kopiere.

  • 00:25:00 - 00:30:00

    Trendanalyse fokuserer ikke kun på kortsigtede trends men også på at genkende langvarige ændringer i adfærd på platforme som TikTok. Dette hjælper med at skabe mere tidløse reklamer.

  • 00:30:00 - 00:35:00

    Kreativ diversificering er nøglen til bæredygtig succes. Dette omfatter variation i meddelelsesformulering, format, perspektiv og tone for at nå forskellige målgrupper og influencere.

  • 00:35:00 - 00:40:00

    Vigtigheden af lydkvalitet og lydkroge i reklamer for at engagere publikum nævnes som afgørende. Det diskuteres også, hvordan lydeffekter kan forbedre engagementet i annoncer.

  • 00:40:00 - 00:45:00

    Betydningen af at analysere og analysere kreative præstationer ved hjælp af konkrete metrikker som fastholdelses- og engagementsrater, samt lavt brugerengagement, kan skyldes forskellige faktorer i annoncen.

  • 00:45:00 - 00:52:58

    Strategier for kreativ iteration, tilpasning til målrettede publikum og kontinuerlig forbedring ved at teste og optimere succesfulde reklamer beskrives i detaljen.

Tampilkan lebih banyak

Peta Pikiran

Video Tanya Jawab

  • Hvad er kerneelementerne i Creative Milkshake's strategi?

    Strategien bygger på forskning, udførelse og iteration for at udvikle effektive annoncestrategier.

  • Hvordan ser teamstrukturen ud i Creative Milkshake?

    De fokuserer på at have strategister med en god forståelse for forbrugeradfærd og metrics, samt stærke videoredigerere.

  • Hvad er vigtigheden af lyddesign i annoncer?

    Lyd er en kraftfuld komponent til opmærksomhedsskabning, og en lyd-først tilgang kan forbedre annoncepræstationer.

  • Hvordan navigerer man mellem performance og branding i reklamer?

    Prioritering afhænger af virksomhedens mål; hvis betalte sociale medier er centralt for kundetilgang, bør der fokuseres hovedsageligt på performance.

  • Er UGC stadig effektivt i annoncer?

    Traditionel UGC er mættet, men native indhold og autentiske kundeoplevelser kan stadig fungere godt.

  • Hvordan kan små teams eller enkeltpersoner skabe effektive annoncer?

    Fokusér på stærk research, brug brugervenlige værktøjer som CapCut og Canva, og evt. outsource content creation.

  • Hvad er hot takes på fremtidens annoncestrategier?

    UGC i traditionel forstand er død; fokuser på kortform og lyd foran ads, og bruge ægte kundeoplevelser.

  • Hvordan anvender Creative Milkshake AI i deres processer?

    AI bruges til idegenerering, tilpasning af script tones, og integration af teknologier som Synthesia.

  • Hvad er vigtigheden af diversificering i kreative formater?

    Det tillader at nå forskellige publikummer og opnå holdbare resultater.

  • Hvad skal lavbudgetvirksomheder fokusere på i annoncer?

    Brug kreative værktøjer som Canva og CapCut sammen med dybdegående research for at maksimere effektiviteten.

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Teks
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Gulir Otomatis:
  • 00:00:00
    um quick intro creative milkshake direct
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    response creative strategy and
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    Production Studio we deliver the ads
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    paid media teams need to drive revenue
  • 00:00:09
    and ra that's just a quick background
  • 00:00:11
    about us my team and what we do um some
  • 00:00:15
    of the brands we worked with in the past
  • 00:00:18
    year
  • 00:00:19
    alone arguably one of the biggest
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    Spenders in paid social so um there's
  • 00:00:25
    that we firmly believe that creative
  • 00:00:28
    Excellence is the result results of a
  • 00:00:30
    continuous cycle of experimentation
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    execution iteration and that's a lot of
  • 00:00:35
    what this conversation is going to be
  • 00:00:36
    about today right like how to develop
  • 00:00:39
    your creative strategy how to execute on
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    your creatives how to test and iterate
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    on them so you can unlock those winners
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    that really help you scale so I'll cover
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    these three topics again I'll try and
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    zoom through this so that we can spend
  • 00:00:55
    more time having a conversation and
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    answering your questions but let's start
  • 00:00:59
    with research resarch so I could spend
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    so long talking about research because
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    it's the most important part of creative
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    strategy arguably but I think the these
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    four um parts of the research are the
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    most important so the ad account
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    accounts audit the audience research
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    competitive landscape Trend research
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    you're at account audit um this is key
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    to understand what has been tested what
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    worked what didn't because you want to
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    build upon um what all that great budget
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    has already um done for the account um
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    it's important to understand creative
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    metric benchmarks because even though we
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    we have those like industry like agreed
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    upon metrics of what a good CTR is or
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    what a good hook rate is each ad account
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    is so different and it's important to
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    look at the creatives that have worked
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    and delivered the best results when it
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    comes to Performance in terms of CPA and
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    roas and looking through the creative
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    analysis for the creative and
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    understanding what was the hook rate on
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    that what was the CTR on that what was
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    the average watch time because you want
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    to understand what you're aiming for and
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    what you want to improve upon because
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    the default kind of benchmarks don't
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    necessarily apply to all ad accounts
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    right like we've seen in multiple cases
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    creatives that drive incredible results
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    and spend at scale for a long long
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    amount of time and you know they they
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    work with like a 0.5 CTR or a 15 or 20%
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    hook rate and it still gives fantastic
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    results because sometimes that's just
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    the best creative for that account the
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    creative is doing the job of filtering
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    the audience and resonating with a like
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    selective audience so just because the
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    hook and CTR are low for example it
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    doesn't mean it's not going to have a
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    very powerful conversion rate because
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    it's doing the job of resonating and
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    filtering through and doing the job of
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    the targeting right because the creative
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    is your targeting so understanding those
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    benchmarks are key then understanding
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    spend and account structure so this is
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    important
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    because creative strategy is equal
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    because all ad accounts are completely
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    different so if you're developing a
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    creative strategy you have to understand
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    like how much spend are we aiming to
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    support right right and what's the
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    account structure because there's no
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    right or wrong on this teams run at
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    accounts in completely different ways
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    sometimes you're dealing with accounts
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    that put everything in Dynamic creative
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    testing or they just use um Advantage
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    Plus or they rely on cost controls they
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    dump All creatives in One account set
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    their cost controls and they're like if
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    Facebook decides to spend on it it's
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    spending if it didn't spend it didn't
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    work while other teams go by a different
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    philosophy
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    and they have allocated budgets in a
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    more controlled method of testing where
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    they will dedicate creative testing
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    budget and spend x amount or let these
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    Concepts run for a certain amount of
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    time or you're talking about an ad
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    account that will run um top of funnel
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    and retargeting campaign so really
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    understanding when you're developing
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    your strategy are we going for a lot of
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    net New Concepts and these big swings or
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    are we does the ad spend a allow for
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    that are we maybe developing a couple
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    new Concepts and then we're doubling
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    down on what's working and I'll touch
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    more on this later when we talk about
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    iterations but it is important to
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    understand what that ad account is and
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    and how is it run and what does it need
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    in order to decide what ads you should
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    create so then the last part of it is
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    understanding the funnel and the offer
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    analysis right like if this is a brand
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    that drives traffic straight to let's
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    say a product page with a buy one get
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    one free offer then that's going to
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    inform your creative strategy where your
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    ads should be very product focused you
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    need to bring that offer into your call
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    outs if it's the case where the brand
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    runs um quiz funnels or vsls or
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    advertorials then that's a very
  • 00:05:25
    different strategy right like maybe your
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    creatives are less product focused
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    about um speaking to the audience
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    getting them engaged and bringing them
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    into um that quiz or vssl so that will
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    definitely inform um your creative
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    strategy as well and helping you
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    determine what kinds of ads you're going
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    to make and how you're going to make
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    them so second part is audience research
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    arguably the most important one um when
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    we make direct response creatives we're
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    talking about identifying key emotional
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    motivators people buy the same things
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    for different reasons and they don't buy
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    the product they buy the problem you
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    solve and how I makes them feel so it
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    really is so important to understand
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    what is the consumer Behavior behind um
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    those buying patterns like what are
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    their pain points what problems are they
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    trying to solve what are their desires
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    what are their objections and most
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    importantly what language do they use
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    this is the same language you should use
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    in your scripts in your graphic ads and
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    diving into customer reviews comments in
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    your own ads and your competitor's ads
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    also comments in places like Tik Tok
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    right like it's such a fantastic source
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    of inspiration where you can search
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    through their amazing you know keyword
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    search capabilities you can find so much
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    organic content around a specific topic
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    and dive into the comments to see what
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    people say and also Reddit threads um
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    where people really go deep into
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    discussing their experiences are also a
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    great place um to help with that so then
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    competitor landscape is the other part
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    of it so this is always an interesting
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    one because since meta rolled out the ad
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    library and Tik Tock the top ads um I
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    think a big mistake a lot of PE people
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    make is just assuming that because the
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    ad is running it means it's working
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    that's not true and top ads also quite
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    deceiving because top ads aren't really
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    top ads right it's just ads that are
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    running or that have run so it's really
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    important to understand how to use these
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    tools so for example if it's meta ad
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    Library paying attention to the amount
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    of time the ad has been running to give
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    you some more clear indication whether
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    it has performed or not and within the
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    top ads knowing how to use the filters
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    of picking ads that
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    a conversion objective or that have a
  • 00:08:01
    higher CTR have have a higher average
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    watch time because this is also a closer
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    indication that it has performed so
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    don't get like distracted by all the
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    things that your competitors or or other
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    brands are testing um and don't try to
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    mimic the goal is
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    to understand the landscape from a more
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    strategic point of view so pay attention
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    to you know the collection of ads Within
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    their ad Library what are the common
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    themes what are the emotional motivators
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    they're speaking to what are the general
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    angles they're going for and use that to
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    improve um upon your strategy and add
  • 00:08:41
    your spin to it um and then observe
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    other verticals too I think a lot of the
  • 00:08:46
    times we tend to just um what are other
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    Hair Care Brands advertising what are
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    other you know gaming Brands advertising
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    but you can learn a lot from other
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    verticals so say for example you are
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    selling shapewear or or underwear that
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    helps women feel more confident you can
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    learn a lot from um Fitness and Wellness
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    advertisers that are targeting weight
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    loss right because it's those common
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    themes of talking about confidence and
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    feeling good in your body so um
  • 00:09:17
    observing not only your kind of direct
  • 00:09:19
    competitors but thinking about what
  • 00:09:22
    other brands and other verticals might
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    use similar tactics to speak to those um
  • 00:09:28
    common pain points that all humans have
  • 00:09:31
    so the last one is Trends research so
  • 00:09:35
    Trends live and die fast so from our
  • 00:09:39
    perspective we don't really put a lot of
  • 00:09:41
    time and effort into trying to recreate
  • 00:09:44
    on jump on Trends because at the end of
  • 00:09:46
    the day our goal is to create ads that
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    will scale that are more Evergreen that
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    have a longer
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    lifespan um Tik Tok is a great great
  • 00:09:56
    source to help you uncover these trends
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    Trends and they have a brilliant
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    methodology of understanding Trends so I
  • 00:10:03
    can share a link to this report it's
  • 00:10:06
    amazing reports on trends for 2024 and I
  • 00:10:09
    really like how they describe Trend
  • 00:10:13
    moments as these like creative prompts
  • 00:10:17
    that gain this quick traction that live
  • 00:10:20
    and die fast but then they evolve to
  • 00:10:23
    become Trend signals which become these
  • 00:10:26
    new kind of content patterns and then
  • 00:10:28
    event become Trend forces these are more
  • 00:10:32
    these kind of larger scale
  • 00:10:34
    behavioral um changes that happen within
  • 00:10:38
    the platform and that's what you should
  • 00:10:40
    really aim to understand because you
  • 00:10:43
    need to understand the language of the
  • 00:10:45
    platform you're advertising in to really
  • 00:10:47
    be able to create ads that are powerful
  • 00:10:50
    that feel
  • 00:10:51
    native um so the timing of creative
  • 00:10:55
    execution is also really important right
  • 00:10:57
    like last year we saw ASMR unboxing we
  • 00:11:00
    saw the podcast ads and the street
  • 00:11:02
    interviews and those like comedy skits
  • 00:11:04
    of the same person playing two
  • 00:11:06
    characters like if you were early on
  • 00:11:08
    that Trend and you like maximized that
  • 00:11:11
    opportunity great but now we're kind of
  • 00:11:13
    starting to see that die and saturate so
  • 00:11:16
    um trying to keep the finger on the
  • 00:11:18
    pulse of that but for us the biggest
  • 00:11:22
    learning is from a creative execution
  • 00:11:25
    perspective so how are they using sound
  • 00:11:28
    what are the different camera angles
  • 00:11:30
    like recently there was the trend where
  • 00:11:32
    you put your phone on the ceiling and
  • 00:11:33
    you shoot content from that kind of
  • 00:11:35
    angle what are the fun transitions that
  • 00:11:38
    creators are experimenting with there's
  • 00:11:40
    so much that you can learn from Super
  • 00:11:43
    Creative creators on Tik Tok and real
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    and YouTube to kind of help you execute
  • 00:11:50
    creative that feels like fresh and
  • 00:11:53
    Native so moving on to ideation and
  • 00:11:57
    execution creative diversification is
  • 00:12:01
    key like so key right so creative is
  • 00:12:04
    your targeting like I said people buy
  • 00:12:06
    the same things for different reasons
  • 00:12:08
    and because of how the meta and Tik Tok
  • 00:12:10
    auction works if an ad is similar it
  • 00:12:13
    will reach the same audiences and this
  • 00:12:16
    is both good and bad and you need to
  • 00:12:19
    know when to lean into it and I'll I'll
  • 00:12:21
    touch more on this in a bit but having
  • 00:12:23
    diversity and your creatives allows you
  • 00:12:25
    to reach different audiences for
  • 00:12:27
    sustainable performance over time um so
  • 00:12:32
    when we talk about creative
  • 00:12:33
    diversification it means a lot of
  • 00:12:36
    different things so it means how you
  • 00:12:39
    craft your message and what you say so
  • 00:12:41
    if we look at this chart for example
  • 00:12:44
    your creative can focus on functional
  • 00:12:47
    benefits so the different ways that the
  • 00:12:49
    product works do you offer 30 days money
  • 00:12:52
    back guarantee all those like functional
  • 00:12:55
    aspects or you can speak only to the
  • 00:12:59
    emotional parts right or you can live
  • 00:13:01
    somewhere in the middle but having that
  • 00:13:03
    diversity is very important and then
  • 00:13:06
    from which point of view is it on is it
  • 00:13:08
    from the Brand's perspective is it say a
  • 00:13:10
    Founder story or you're highlighting
  • 00:13:13
    Brands values or is it more native and
  • 00:13:17
    it's coming more from the customer
  • 00:13:19
    perspective so aiming to have creatives
  • 00:13:23
    that exists within all the different
  • 00:13:25
    siid of this charts is really important
  • 00:13:29
    and then you have creative
  • 00:13:30
    diversification when we speak of formats
  • 00:13:34
    all creative formats contribute equally
  • 00:13:36
    to Performance and you should be testing
  • 00:13:38
    all of them um from Statics to shorts
  • 00:13:42
    animated graphics to carousels and
  • 00:13:44
    catalog to short videos to long videos
  • 00:13:47
    and this is not only because different
  • 00:13:49
    people will react and resonate better to
  • 00:13:52
    different formats but because you also
  • 00:13:54
    want to make the most out of the
  • 00:13:57
    inventory right out of the placements
  • 00:13:59
    that are available definitely testing as
  • 00:14:02
    many formats as you
  • 00:14:04
    can so when we talk about creative
  • 00:14:07
    diversification we talk about testing
  • 00:14:09
    different formats we talk about
  • 00:14:11
    different levels of awareness so making
  • 00:14:14
    ads that speak to people that have no
  • 00:14:17
    idea what your brand is have never heard
  • 00:14:20
    of it before or maybe customers that are
  • 00:14:22
    more familiar or maybe customers that
  • 00:14:24
    have already purchased from you
  • 00:14:26
    before um or levels of awareness that
  • 00:14:29
    when it comes about being even aware
  • 00:14:31
    that they have that problem or being
  • 00:14:33
    very aware that they have that problem
  • 00:14:35
    and have already tried different
  • 00:14:37
    alternative Solutions before so then
  • 00:14:40
    also crafting like I said before
  • 00:14:42
    creatives from both points of view and
  • 00:14:45
    then also tone of voice um making ads
  • 00:14:49
    that have a humorous approach or an
  • 00:14:51
    educational approach a motivational
  • 00:14:54
    approach something provocative something
  • 00:14:56
    that starts with a question starts with
  • 00:14:58
    a I istic um there's so many different
  • 00:15:01
    routes that you can take and having the
  • 00:15:04
    diversification on that tone of voice is
  • 00:15:06
    also key and this is when chat GPT can
  • 00:15:09
    be just wonderful for you because let's
  • 00:15:11
    say you have a creative that shows sign
  • 00:15:15
    of good performance or that is working
  • 00:15:18
    being able to diversify the tone of
  • 00:15:20
    voice can literally just mean taking
  • 00:15:22
    that script putting into tra GPT and
  • 00:15:25
    saying like write this with a humorous
  • 00:15:28
    tone or make it more empathetic make it
  • 00:15:31
    more form formal make it less formal um
  • 00:15:34
    insert statistics around
  • 00:15:37
    XYZ um so really leaning into that to
  • 00:15:40
    help you test the the tone of voice
  • 00:15:42
    within your messaging and then um within
  • 00:15:45
    the more specifics of the creative
  • 00:15:47
    testing different styles of VI visuals
  • 00:15:50
    so testing more produced higher end
  • 00:15:54
    visuals versus testing the very native
  • 00:15:57
    lowii you GC style visuals testing
  • 00:16:00
    different
  • 00:16:01
    voiceovers um with human or AI generated
  • 00:16:05
    or the robot voice or male versus female
  • 00:16:08
    um testing all of that as well and then
  • 00:16:11
    font treatment which is does your do
  • 00:16:15
    your ads always look super native and
  • 00:16:18
    organic using the platform fonts or are
  • 00:16:21
    you testing branded fonts definitely
  • 00:16:22
    testing both so if you see what I mean
  • 00:16:25
    like there's so many different levels of
  • 00:16:28
    creative
  • 00:16:29
    diversification and it's important to
  • 00:16:31
    play around with all of those but being
  • 00:16:34
    intentional about it and tagging and
  • 00:16:37
    identifying each ad based on the list
  • 00:16:40
    above so that then you can use a
  • 00:16:42
    powerful tool like motion to start
  • 00:16:45
    creating those comparison analysis right
  • 00:16:48
    like do ads with a humorous tone perform
  • 00:16:52
    better than an ads with a formal tone or
  • 00:16:55
    do my ads from a brand POV perform
  • 00:16:57
    better than my C customer POV um and so
  • 00:17:00
    on and so forth so every ad creative is
  • 00:17:04
    a hypothesis that needs to be tested
  • 00:17:07
    really predict creative performance but
  • 00:17:10
    this is our way of conceptualizing the
  • 00:17:13
    different ideas this is kind of step one
  • 00:17:16
    before diving into storyboarding and
  • 00:17:18
    scripting but always identifying what is
  • 00:17:22
    that emotional motivator what is the
  • 00:17:23
    pain point or the desire or the
  • 00:17:25
    objection that we're speaking to and
  • 00:17:28
    then connecting the product or Services
  • 00:17:30
    benefit that addresses that specific
  • 00:17:33
    motivator and then from there you craft
  • 00:17:35
    your hook and you pick your offer and
  • 00:17:37
    your call to action kind of your concept
  • 00:17:40
    one and then intentionally creating
  • 00:17:43
    concept two to be different in concept 3
  • 00:17:46
    as well so that you can then test these
  • 00:17:48
    creative then validate um your
  • 00:17:51
    hypothesis and from there draw the most
  • 00:17:54
    learnings you
  • 00:17:55
    can um when it comes to creative
  • 00:17:58
    ideation execution looking ahead to
  • 00:18:01
    2024 I think that the teams that are
  • 00:18:03
    using AI for all stages of development
  • 00:18:06
    and iteration are going to be ahead of
  • 00:18:08
    the game so that means using AI to help
  • 00:18:12
    you with ideation help you with the
  • 00:18:15
    execution in terms of pumping out
  • 00:18:17
    scripts and changing tones and like
  • 00:18:20
    changing personas and things like that
  • 00:18:23
    but then also the tools let's say like
  • 00:18:26
    hen labs and Synthesia magic ads that
  • 00:18:29
    allow you to generate voices and even
  • 00:18:31
    Talent right like you can even put human
  • 00:18:35
    AI generated faces that look really
  • 00:18:38
    realistic um and that has shown to
  • 00:18:41
    perform well as well so it's really
  • 00:18:44
    exciting is these tools are developing
  • 00:18:46
    so fast and it's really fun to play
  • 00:18:48
    around with them and be able to
  • 00:18:51
    understand um how it can make your
  • 00:18:53
    creative production more efficient and
  • 00:18:56
    we talked about formats but I would say
  • 00:18:59
    that looking into 2024 and Beyond if
  • 00:19:01
    there's one format that you should
  • 00:19:04
    absolutely try and master is short form
  • 00:19:08
    vertical videos and that's primarily
  • 00:19:10
    because was where everything is going
  • 00:19:13
    right so like reals Tik Tok YouTube
  • 00:19:15
    shorts if you can really crack short
  • 00:19:17
    from vertical videos you can make the
  • 00:19:20
    most out of all these platforms with
  • 00:19:22
    like one assets which is
  • 00:19:24
    beautiful thumbnail split testing this
  • 00:19:27
    is so overlooked I'm willing to bet like
  • 00:19:32
    90% of media buyers do not manually
  • 00:19:36
    select their Thum thumbnails or upload a
  • 00:19:39
    custom file for their thumbnails and
  • 00:19:41
    they are sleeping because it makes such
  • 00:19:45
    a difference it can literally make her
  • 00:19:47
    break a creative you can take an a video
  • 00:19:50
    that's showing mediocre performance and
  • 00:19:52
    you split split the the thumbnails and
  • 00:19:55
    it can grow into being a winner or if
  • 00:19:57
    you already have a winner split testing
  • 00:19:58
    your thumbnails makes a huge difference
  • 00:20:01
    and when it comes to autoplay placements
  • 00:20:04
    focusing on the first frame retention
  • 00:20:06
    which is literally like the first microc
  • 00:20:09
    second or the first second has a huge
  • 00:20:12
    impact on performance and motion is
  • 00:20:15
    amazing for that because you have that
  • 00:20:17
    like first frame first second retention
  • 00:20:20
    um metric there that you can apply and
  • 00:20:22
    you can start paying attention to what
  • 00:20:25
    is the retention there it should be like
  • 00:20:28
    80 90% plus if it's not nothing else is
  • 00:20:31
    going to work there's no points in
  • 00:20:33
    focusing on what's my hook rate if your
  • 00:20:36
    first frame retention is low right so
  • 00:20:38
    focusing on that second and then a sound
  • 00:20:42
    first
  • 00:20:43
    approach um let's dive into that 95% of
  • 00:20:48
    Tik Tok reals and YouTube shorts users
  • 00:20:50
    spend time on the platform with sound on
  • 00:20:53
    which makes sound a very powerful tool
  • 00:20:55
    for capturing attention if we look look
  • 00:20:58
    back and think about how we think about
  • 00:21:00
    creatives and we're guilty of that as
  • 00:21:02
    well sound used to be such an
  • 00:21:04
    afterthought right we put so much time
  • 00:21:06
    and attention into developing the
  • 00:21:09
    visuals the Hulk the script and we would
  • 00:21:12
    just layer on this like music at the end
  • 00:21:15
    but if you think about how content is
  • 00:21:18
    creative in reals or Tik Tok it's a
  • 00:21:23
    mostly sound first approach like audios
  • 00:21:25
    Trend and go viral and people take an
  • 00:21:28
    audio and they use that to create their
  • 00:21:31
    content and that should be how you
  • 00:21:33
    approach your creatives as well um we
  • 00:21:36
    for the last six months have been
  • 00:21:38
    spending so much time and effort paying
  • 00:21:41
    attention to sound making sound first
  • 00:21:44
    creatives with a combination of sound
  • 00:21:47
    effects voiceovers beats and just taking
  • 00:21:50
    a sound first approach to even thinking
  • 00:21:53
    about and conceptualizing the ads so
  • 00:21:56
    original sounds super charging pain
  • 00:21:59
    performance we've been testing this with
  • 00:22:01
    a lot of our partners and when we add
  • 00:22:03
    bespoke sound it can lower your CPA by
  • 00:22:06
    up to
  • 00:22:07
    50% so if we take our direct response ad
  • 00:22:12
    structure where you have your hook which
  • 00:22:14
    is your what why your body which works
  • 00:22:16
    to break resistance and build trust and
  • 00:22:18
    your call to action think of the hook as
  • 00:22:21
    the ear stoer so really pay attention to
  • 00:22:24
    that other layer element of your
  • 00:22:26
    creative which is the sound um and try
  • 00:22:30
    to create an audio hook for every single
  • 00:22:33
    one of your creatives and adding in
  • 00:22:36
    sound effects throughout the body of the
  • 00:22:38
    ad is another way of making our creative
  • 00:22:40
    more engaging so I'll play some examples
  • 00:22:44
    so this first one we were creating ads
  • 00:22:47
    for a tella Health brand that is
  • 00:22:50
    advertising Ed right erectile
  • 00:22:52
    dysfunction for men and the thought
  • 00:22:54
    process behind this creative is what is
  • 00:22:57
    that emotional motive Ator men that
  • 00:22:58
    struggle with Ed they struggle with
  • 00:23:01
    confidence with performance anxiety they
  • 00:23:03
    it affects their relationships it
  • 00:23:05
    affects their relationships with their
  • 00:23:07
    partners and with themselves and when
  • 00:23:09
    you fix your Ed and you feel like you
  • 00:23:11
    have your mojo back and you have great
  • 00:23:13
    sex with your partner it's that feeling
  • 00:23:16
    of of confidence and feeling like you
  • 00:23:19
    know the best version of yourself what
  • 00:23:22
    does that sound like so we played with
  • 00:23:24
    the sound of confidence and starting
  • 00:23:27
    with the sound kind of imagined what the
  • 00:23:30
    visuals would be um with a little spin
  • 00:23:33
    of humor so let me play it hopefully you
  • 00:23:35
    can
  • 00:23:38
    [Applause]
  • 00:23:44
    hear all
  • 00:23:46
    right
  • 00:23:48
    yes so super easy super simple feels
  • 00:23:51
    really native um it's just funny it's
  • 00:23:54
    just the sound of confidence and he's
  • 00:23:56
    feeling himself he's waving to the
  • 00:23:58
    imaginary crowd he's feeling so good and
  • 00:24:02
    then boom get your prescriptions easier
  • 00:24:04
    and faster and this ad absolutely
  • 00:24:07
    crushed and I challenge you to think of
  • 00:24:10
    your brand your product your service um
  • 00:24:14
    think about your customers and how they
  • 00:24:16
    feel and are there any sounds that you
  • 00:24:19
    can think of and create visuals around
  • 00:24:23
    that so this is another
  • 00:24:26
    one
  • 00:24:32
    [Music]
  • 00:24:40
    so it starts with the sound of the alarm
  • 00:24:42
    and it's time to change to a better bank
  • 00:24:46
    and it's the sound of the alarm and the
  • 00:24:48
    sounds of online banking sounds of
  • 00:24:50
    payments sounds of transactions sounds
  • 00:24:52
    of using the app um mixed into a beat
  • 00:24:56
    and then you think about the visuals
  • 00:24:58
    this one is one voiceovers to create
  • 00:25:01
    this like humorous approach girls don't
  • 00:25:05
    want flowers for Valentine's we want
  • 00:25:09
    [Music]
  • 00:25:21
    this so as you can see it starts with
  • 00:25:24
    this with this sound that is already
  • 00:25:26
    kind of the the audio hook like the ear
  • 00:25:29
    stopper um and we sprinkle on some sound
  • 00:25:32
    effects and the visuals kind of come
  • 00:25:34
    together when you imagine um using that
  • 00:25:38
    sound and it plays a lot with the
  • 00:25:41
    emotional motivators behind using the
  • 00:25:43
    product and this one's another cute one
  • 00:25:46
    there are three things I love in
  • 00:25:49
    life
  • 00:25:51
    this
  • 00:25:53
    this and this D matica treatments
  • 00:25:57
    contain prescription strength
  • 00:25:58
    ingredients that are proven to work more
  • 00:26:00
    effectively than any shop bought
  • 00:26:02
    products start your free online
  • 00:26:04
    consultation only takes two minutes so
  • 00:26:07
    you can play around with voiceovers that
  • 00:26:09
    are not necessarily related to the
  • 00:26:12
    specific product like she wasn't even
  • 00:26:14
    talking about skincare she was just like
  • 00:26:15
    there are three things I love in life
  • 00:26:17
    but it sounds native it sounds like
  • 00:26:19
    those audios that Trend and that people
  • 00:26:22
    create content around and you can start
  • 00:26:24
    with that and then later on your more
  • 00:26:28
    let's say commercial voice over um with
  • 00:26:31
    the native visuals so some inspiration
  • 00:26:34
    for you to understand what I mean about
  • 00:26:36
    the sound first approach to creatives so
  • 00:26:39
    jumping on to the metrics and creative
  • 00:26:42
    analysis so what we pay attention to
  • 00:26:45
    when trying to understand if the ad
  • 00:26:47
    worked and if it didn't work why um the
  • 00:26:50
    first second retention that I mentioned
  • 00:26:52
    before so video play actions divided by
  • 00:26:55
    Impressions and your hook rate which is
  • 00:26:57
    three second views divided by
  • 00:26:58
    Impressions and you're wanting to answer
  • 00:27:00
    the question of did it make them stop
  • 00:27:02
    scrolling um these are kind of what you
  • 00:27:05
    should aim for but like I said each ad
  • 00:27:08
    account is so different um it doesn't
  • 00:27:10
    mean that if you don't have these
  • 00:27:12
    metrics the ad is not going to perform
  • 00:27:14
    but there's always always room for
  • 00:27:16
    improvements if these are low then after
  • 00:27:19
    that we have your hold ratees the
  • 00:27:21
    average watch time and the waterfall
  • 00:27:23
    rate so this is really paying attention
  • 00:27:25
    to what happens after the hook and did
  • 00:27:28
    the ad do a good job retaining them
  • 00:27:30
    after the hook and using motions
  • 00:27:33
    waterfall like the drop offs you can
  • 00:27:35
    really understand um where the biggest
  • 00:27:37
    drop offs happened and go back and
  • 00:27:40
    analyze that frame and figure out why um
  • 00:27:43
    sometimes it's just a matter of
  • 00:27:44
    replacing a visual or adding in a sound
  • 00:27:47
    effect or cutting down the voice over or
  • 00:27:50
    whatever it is to make sure that you
  • 00:27:53
    boost the engagement throughout the
  • 00:27:54
    video and then the more action focused
  • 00:27:57
    me metrics like your CTR your engagement
  • 00:28:00
    rates your conversion rates did it
  • 00:28:03
    generate interest and ultimately um your
  • 00:28:06
    performance metrics like CPA and Ras
  • 00:28:08
    which answer the question of did it make
  • 00:28:10
    them want to buy so when we're trying to
  • 00:28:13
    troubles shoot creatives or we're trying
  • 00:28:15
    to understand um why it worked or not
  • 00:28:17
    those are mostly the metrics that guide
  • 00:28:20
    our analysis and decision making so
  • 00:28:23
    going to zoom through iteration
  • 00:28:25
    strategies so spend does not equal reach
  • 00:28:27
    you can you probably know this if you
  • 00:28:29
    have a winning ad you can pump as much
  • 00:28:32
    budget as you want through it it doesn't
  • 00:28:34
    mean you're going to necessarily reach
  • 00:28:35
    more people you're probably going to
  • 00:28:38
    just saturate your core audience and
  • 00:28:39
    start to see some creative fatigue so
  • 00:28:42
    most learnings live on the creative so
  • 00:28:45
    instead of pausing your ads add in new
  • 00:28:48
    ad variations into that ad set that has
  • 00:28:51
    the high spend and starting to show
  • 00:28:53
    fatigue so creating these iterations of
  • 00:28:56
    your winning ads will allow you to
  • 00:28:58
    squeeze as much profits as you can from
  • 00:29:00
    an audience that is working um so this
  • 00:29:04
    is the best way to look at and think
  • 00:29:07
    about creative iteration so again
  • 00:29:09
    understanding the level of spend and the
  • 00:29:11
    ad account structure but always trying
  • 00:29:14
    to look at your accounts and figure out
  • 00:29:16
    how you can refresh creatives that are
  • 00:29:20
    resonating with your core audience while
  • 00:29:23
    also developing and diverse creatives
  • 00:29:27
    that will help you unlock new audiences
  • 00:29:30
    and this balance is what's going to help
  • 00:29:32
    you maintain performance so sometimes
  • 00:29:34
    it's really not about trying to pump in
  • 00:29:37
    as many new net New Concepts big swings
  • 00:29:40
    into ad the ad account sometimes it's
  • 00:29:43
    really just about okay we have create
  • 00:29:46
    that is working that is resonating with
  • 00:29:48
    this core audience how can we create
  • 00:29:51
    more variations of that um through
  • 00:29:55
    diversification within that kind of of
  • 00:29:57
    concept that has been validated or
  • 00:29:59
    speaking to a Persona or a motivator
  • 00:30:02
    that is working to help support that
  • 00:30:05
    increase in spend while also let's say
  • 00:30:08
    throwing in like a couple new Concepts
  • 00:30:11
    to help you hopefully unlock these new
  • 00:30:14
    audiences that will start converting as
  • 00:30:17
    well so some creative levers if you have
  • 00:30:21
    low first frame retention test a new
  • 00:30:23
    thumbnail or edit the first second of
  • 00:30:25
    the ad low hook rate focus on the Deep
  • 00:30:29
    analysis of those first three seconds
  • 00:30:31
    trying new visuals new copy new sound um
  • 00:30:35
    low hold rates try reordering the clips
  • 00:30:38
    add a new shots after the third second
  • 00:30:40
    make the ad shorter sometimes changing
  • 00:30:42
    the editing style adding transitions can
  • 00:30:45
    help sound effects as well um if you
  • 00:30:48
    have a low
  • 00:30:49
    CTR try adding in messages of scarcity
  • 00:30:53
    exclusivity urgency agitate the pain
  • 00:30:56
    points a little more add in some social
  • 00:30:59
    proof um some credibility as well and
  • 00:31:02
    then add in a new CTA um what I mean by
  • 00:31:06
    credibility is like sometimes you have
  • 00:31:08
    PR features and things like that and
  • 00:31:10
    then low conversion rate check for
  • 00:31:13
    congruency or make a custom landing page
  • 00:31:15
    a lot of the times when we are kind of
  • 00:31:17
    going too far with the creative testing
  • 00:31:19
    new Concepts and new messaging you might
  • 00:31:22
    deviate Too Much from the page you're
  • 00:31:25
    sending them to from the ads so It's
  • 00:31:27
    always important to check for congruency
  • 00:31:29
    because if the ad metrics are really
  • 00:31:32
    really strong it's doing the job of
  • 00:31:36
    engaging the audience and bringing them
  • 00:31:38
    to your website so if you have a
  • 00:31:39
    creative that really slaps on the ad
  • 00:31:42
    metrics but the conversion rate is low
  • 00:31:44
    maybe making a custom landing page or
  • 00:31:46
    editing your page to bring on the
  • 00:31:50
    message from the ad onto your landing
  • 00:31:52
    page and then checking spend by
  • 00:31:55
    breakdown of age and gender
  • 00:31:57
    is always key sometimes this is like
  • 00:32:00
    overlooked but you might have an ad that
  • 00:32:03
    is spending more on a specific agent
  • 00:32:05
    gender brackets and you could recreate
  • 00:32:07
    that ad to resonate even more by
  • 00:32:10
    adjusting the language to speak to a
  • 00:32:12
    younger older audience the tone changing
  • 00:32:15
    the pacing to match um and that's that
  • 00:32:19
    let's get to your questions I think I
  • 00:32:21
    hopefully covered a lot of things um
  • 00:32:24
    I'll stop sharing my screen and oh my
  • 00:32:28
    God so many
  • 00:32:29
    questions let's do this that was
  • 00:32:32
    incredible that was incredible I feel
  • 00:32:35
    like so I don't feel I know so many
  • 00:32:37
    questions have come through and this was
  • 00:32:39
    the perfect step to set the stage for
  • 00:32:41
    the different areas everybody I'm sorry
  • 00:32:43
    you know we're gonna run out of time
  • 00:32:45
    there's no way we're get to 60 some
  • 00:32:46
    question I'm sorry did I take too
  • 00:32:49
    long no no no no no this was the
  • 00:32:51
    foundation that everyone needed and I
  • 00:32:53
    think like there was so many great
  • 00:32:55
    things in there for me about an ear
  • 00:32:57
    stopper drop the mic bar killer talking
  • 00:33:01
    about Ai and the concept of like an AI
  • 00:33:04
    influencer esque super interesting like
  • 00:33:07
    so many things to unpack um I do want to
  • 00:33:10
    get to these questions now I have my own
  • 00:33:13
    natural Curiosities but we'll save that
  • 00:33:15
    for offline or a different thing so a
  • 00:33:19
    lot of the questions that are starting
  • 00:33:20
    to roll in are relating to to how
  • 00:33:23
    individual teams start to make this come
  • 00:33:25
    to life so we've talked about the
  • 00:33:27
    process I want to bring us all the way
  • 00:33:30
    back to when you had started creative
  • 00:33:31
    milkshake and I'm guessing it was just
  • 00:33:33
    you and maybe one other person so one of
  • 00:33:35
    the not the most upvoted question that
  • 00:33:38
    we've actually got at this point that I
  • 00:33:39
    took from um our questions before before
  • 00:33:41
    the show is what is your top tip for be
  • 00:33:44
    uh for being okay what is your top tip
  • 00:33:46
    for getting the best creative as
  • 00:33:48
    possible as a team of one at this point
  • 00:33:51
    so there's different angles you can take
  • 00:33:52
    it from but the idea is one person show
  • 00:33:55
    Okay so starting as a team of
  • 00:33:58
    one I would say your core focus is on
  • 00:34:01
    the research part of it right is
  • 00:34:04
    understanding how to develop a really
  • 00:34:07
    strong creative by understanding your
  • 00:34:10
    audience deeply understanding your
  • 00:34:11
    competitor landscape crafting those like
  • 00:34:13
    scripts and storyboards to be really
  • 00:34:16
    strong then the question then comes to
  • 00:34:18
    the creative production and
  • 00:34:20
    execution um there's there's different
  • 00:34:23
    ways to go about it you can Outsource
  • 00:34:25
    this to content creators right like you
  • 00:34:28
    can go on to marketplaces and platforms
  • 00:34:30
    and you can send your briefs and
  • 00:34:32
    storyboards get people to shoot content
  • 00:34:34
    for you um and then you turn that into
  • 00:34:37
    ads or you can take a more Hands-On kind
  • 00:34:38
    of do-it-yourself approach which was our
  • 00:34:41
    approach back then which is just I'm
  • 00:34:43
    literally going to take my phone and I'm
  • 00:34:45
    going to start shooting content I was
  • 00:34:47
    never the one to put my face on ads but
  • 00:34:51
    I always preferred to work with content
  • 00:34:54
    creators and actors to come into what a
  • 00:34:57
    studio environment doesn't even need to
  • 00:34:59
    be a studio but you're just literally
  • 00:35:02
    behind the camera executing on the
  • 00:35:04
    creative yourself um or you can
  • 00:35:06
    Outsource this creative production to if
  • 00:35:09
    you're going for a bigger budget
  • 00:35:11
    production you can develop the strategy
  • 00:35:14
    and you know get these briefs over to a
  • 00:35:17
    studio that will execute beautifully for
  • 00:35:19
    you depends what you're going for um but
  • 00:35:21
    then I it is key to have um a strong
  • 00:35:25
    video editing support Sports however if
  • 00:35:28
    you're going for reals and Tik Tok cap
  • 00:35:30
    Cuts is wonderful like it's just you can
  • 00:35:35
    do so much with your phone if you have
  • 00:35:38
    like a fantastic script and really good
  • 00:35:41
    references you can shoot content
  • 00:35:43
    yourself you can get creators to content
  • 00:35:46
    for you and edit them easily on cap cut
  • 00:35:50
    to create that even look feel native
  • 00:35:54
    like cap cut has already built buil-in
  • 00:35:57
    features that allow you to like edit
  • 00:36:01
    supers and captions so easily the text
  • 00:36:03
    to voice feature you have trending audio
  • 00:36:06
    in there so
  • 00:36:09
    yeah I'm in capcut all the time so I'm
  • 00:36:12
    with you I'm with you on that front and
  • 00:36:14
    I think you hit it nail on the head
  • 00:36:15
    saying like research informs everything
  • 00:36:17
    else then you're leaning into your skill
  • 00:36:19
    sets is how I interpret it it's like
  • 00:36:21
    okay if I'm more creative can I own that
  • 00:36:23
    script process can I invite someone over
  • 00:36:25
    to shoot but if you lean to the media
  • 00:36:27
    side it might differ a little bit so I
  • 00:36:29
    think that's super great I do see a
  • 00:36:32
    question that came in from Hannah along
  • 00:36:33
    the line of teams I do want to remix it
  • 00:36:36
    a little bit here but the question that
  • 00:36:38
    Han has is who should drive this
  • 00:36:39
    creative strategy when it comes to paid
  • 00:36:41
    media advertising so formats should it
  • 00:36:44
    be the paid media managers should it be
  • 00:36:45
    the designers should it be a creative
  • 00:36:47
    strategist so that's the initial
  • 00:36:48
    question and then the one that I'm going
  • 00:36:50
    to tack on to the end is just like team
  • 00:36:52
    structure-wise do you have any opinions
  • 00:36:54
    on how this should come to
  • 00:36:55
    life
  • 00:36:57
    yeah so it really depends on
  • 00:37:00
    like some some brands have like
  • 00:37:04
    inhouse creative teams other Outsource
  • 00:37:07
    it completely to agencies but just to to
  • 00:37:10
    simplify a team that would execute the
  • 00:37:13
    process I described right creative
  • 00:37:15
    strategist and a lot of media buyers now
  • 00:37:18
    are playing the creative strategist role
  • 00:37:20
    because they are able to speak to
  • 00:37:22
    creatives right so I think primarily
  • 00:37:25
    understanding those metrics and being
  • 00:37:27
    able to to speak to what has worked in
  • 00:37:30
    the ad account um is is very important
  • 00:37:34
    so kind of that first piece of the
  • 00:37:36
    puzzle a strategist that can understand
  • 00:37:39
    um the metrics in terms of how to use
  • 00:37:42
    that to inform strategy but that also
  • 00:37:45
    have a really strong finger on the pulse
  • 00:37:48
    of these channels and kind of understand
  • 00:37:50
    how to create content that that works
  • 00:37:52
    for that channel and and and it is
  • 00:37:54
    native so then having a strategist can
  • 00:37:58
    be someone on your team can be someone
  • 00:38:00
    that you Outsource but ideally that's
  • 00:38:03
    the person that's guiding the decision
  • 00:38:06
    making of
  • 00:38:08
    like understanding the ad accounts and
  • 00:38:10
    being like look okay like we have tested
  • 00:38:12
    so much video already let's throw in
  • 00:38:15
    some Statics let or we have been leaning
  • 00:38:17
    too heavy on static might be some missed
  • 00:38:20
    opportunities I'm testing shorter or
  • 00:38:22
    longer form videos so I think whoever is
  • 00:38:25
    closest
  • 00:38:27
    to like living inside the kind of AD
  • 00:38:30
    accounts and understanding what it needs
  • 00:38:32
    should be making those suggestions of
  • 00:38:35
    what type of formats um to test next and
  • 00:38:40
    then copywriters can be the creative
  • 00:38:42
    strategists or not maybe sometimes the
  • 00:38:45
    creative strategist just sends the brief
  • 00:38:47
    and then either chat PT is your
  • 00:38:49
    copywriter or you have a copywriter that
  • 00:38:51
    will turn those into scripts um and then
  • 00:38:54
    creative production again this can be
  • 00:38:56
    in-house or outsourced um you can be
  • 00:38:59
    sending your storyboards and scripts to
  • 00:39:02
    creators or you can be shooting all of
  • 00:39:04
    this in house um and then video editors
  • 00:39:08
    is key like cap cut can only take you so
  • 00:39:10
    much that's if you're like a scrappy
  • 00:39:12
    team of one that you know will be
  • 00:39:14
    putting out these videos but if you're
  • 00:39:16
    talking about a certain level of scale
  • 00:39:20
    and being able to quickly turn around
  • 00:39:22
    iterations having a video editing team
  • 00:39:24
    that is reversed in performance design
  • 00:39:27
    best practices is invaluable so I would
  • 00:39:30
    say either building that yourself or
  • 00:39:32
    finding a partner like creative not J
  • 00:39:35
    that can do that for you if you didn't
  • 00:39:38
    plug yourself I was gonna do it talking
  • 00:39:40
    about send your storyboards to a partner
  • 00:39:42
    I'm like hint hint creative milkshake
  • 00:39:44
    you know what to do make it come to life
  • 00:39:47
    Mar super great that's super great this
  • 00:39:49
    takes it to the next question though
  • 00:39:51
    right because when we're talking about
  • 00:39:52
    that skill set of being a little bit
  • 00:39:54
    closer to the data this is where I think
  • 00:39:56
    of you is like goated it's like you have
  • 00:39:58
    this down to a science who talking about
  • 00:40:00
    how great your team is so the question
  • 00:40:01
    that we have here is how do you onboard
  • 00:40:04
    new employees to make them feel really
  • 00:40:06
    good about creative help them quickly
  • 00:40:08
    become performance Masters like
  • 00:40:11
    yourself yeah I think the the foundation
  • 00:40:14
    of of great creative is like two things
  • 00:40:19
    understanding consumer Behavior because
  • 00:40:21
    at the end of the day you're you're
  • 00:40:22
    selling to humans and the is not going
  • 00:40:26
    to be great if you don't understand like
  • 00:40:30
    how to to craft creatives that really
  • 00:40:33
    speak to those emotional
  • 00:40:34
    motivators um so for us it's it's really
  • 00:40:38
    onboarding people who either have some
  • 00:40:41
    form of relevant experience or are just
  • 00:40:43
    hungry and eager to learn so teaching
  • 00:40:45
    them direct response best practices
  • 00:40:47
    first um teaching them how to conduct
  • 00:40:50
    research like knowing how to use the
  • 00:40:52
    tools on how to understand competitor
  • 00:40:55
    landscape
  • 00:40:57
    um and then that feedback loop right
  • 00:41:00
    like understanding how to learn from
  • 00:41:03
    your strategy whether you get a best
  • 00:41:06
    case scenario linked to emotion reports
  • 00:41:09
    or you just get like these are the ads
  • 00:41:11
    that worked well learning how to
  • 00:41:13
    creative is really important knowing
  • 00:41:15
    like if someone sends you an ad and says
  • 00:41:18
    this was our top performer when you play
  • 00:41:21
    that ad like what do you see like that's
  • 00:41:24
    something we train our cre our creative
  • 00:41:26
    strategist our video editors our
  • 00:41:28
    production team on is like what do you
  • 00:41:30
    see when you look at to have a method of
  • 00:41:33
    analyzing creatives what is the hook
  • 00:41:35
    what is the body what is the call to
  • 00:41:37
    action like what is the overarching
  • 00:41:39
    message what is the pacing what are the
  • 00:41:41
    visuals like there's so many layers to
  • 00:41:43
    analyze in Creative so that's definitely
  • 00:41:46
    one that is super important because if
  • 00:41:49
    you know how to analyze a creative you
  • 00:41:52
    can reverse engineer it to recreate it
  • 00:41:54
    to iterate it and so on
  • 00:41:58
    so I I do want to jump to the tactics
  • 00:42:00
    now so we have the team in place we're
  • 00:42:02
    training them on up I know there's a
  • 00:42:03
    couple other questions we'll try to get
  • 00:42:04
    them to later but Max now has a question
  • 00:42:07
    we get deeper into the weeds so now
  • 00:42:09
    you're working with teams that are
  • 00:42:10
    involved how do you balance performance
  • 00:42:12
    with branding it can be easy to lose
  • 00:42:14
    sight of branding in pursuit of the best
  • 00:42:16
    performing creative and vice versa but
  • 00:42:18
    digital ads are often the first
  • 00:42:19
    interaction for a customer how do you
  • 00:42:21
    think about things
  • 00:42:23
    Mela that's a really good question and
  • 00:42:26
    it's it's it's a fair debate and it's
  • 00:42:29
    it's always fair to think about what are
  • 00:42:32
    the priorities for this brand and what
  • 00:42:38
    is really the goal of your creatives and
  • 00:42:41
    and your paid social strategy as a whole
  • 00:42:44
    right like let's say your brand relies
  • 00:42:48
    so heavily on paid social for customer
  • 00:42:51
    acquisition right like it is without
  • 00:42:54
    that you're dead so if that's the case
  • 00:42:58
    if you so heavily on paid social for
  • 00:43:01
    customer acquisition I would say your
  • 00:43:04
    priority number one should be like
  • 00:43:07
    performance it's really about finding
  • 00:43:11
    creatives that work
  • 00:43:14
    because and you will have to sacrifice
  • 00:43:17
    brand sometimes for that because ugly
  • 00:43:19
    works because you know you you just have
  • 00:43:22
    to concede because you have to think of
  • 00:43:24
    the brand as a whole
  • 00:43:26
    and there are so many other
  • 00:43:29
    opportunities to build your brand
  • 00:43:31
    outside of your creative even though it
  • 00:43:33
    is the first touch so for example you
  • 00:43:36
    rely have the unpaid social you
  • 00:43:38
    sacrifice some brand to focus on
  • 00:43:40
    performance you're running ugly ads and
  • 00:43:42
    you hate it but then the customer
  • 00:43:44
    receives the product in their house and
  • 00:43:46
    you have a beautiful unboxing experience
  • 00:43:50
    and you have a beautiful notes from the
  • 00:43:52
    founder that talks about your mission
  • 00:43:54
    and you know what I mean like there's so
  • 00:43:56
    so many your emails might do the job of
  • 00:43:59
    helping convey your Brands like there's
  • 00:44:00
    so many other touch points that you can
  • 00:44:03
    use to help build your brand and if
  • 00:44:07
    really paid social is crucial for you I
  • 00:44:09
    would say Lan to Performance but if you
  • 00:44:12
    if you can afford to let's say your
  • 00:44:14
    channel is is super relevant for you
  • 00:44:17
    then maybe there's some room there to be
  • 00:44:19
    like okay let's let's focus on the brand
  • 00:44:21
    when it comes to our digital because
  • 00:44:23
    it's not live or die for us right
  • 00:44:27
    I love that honestly drawing it back to
  • 00:44:29
    the goal is so important so perfect
  • 00:44:31
    perfect perfect perfect the most upvoted
  • 00:44:34
    question we now have is what's your
  • 00:44:37
    advice for lowbudget companies so
  • 00:44:39
    thinking monthly ad spends at this point
  • 00:44:42
    so it could be creative it could be on
  • 00:44:43
    the media side um Anything That Floats
  • 00:44:45
    through your
  • 00:44:47
    mind H I think low budget doesn't mean
  • 00:44:52
    like bad I've seen like the the
  • 00:44:56
    simplest creatives absolutely kill
  • 00:45:00
    anything else like sometimes like
  • 00:45:02
    pulling out your phone and taking a
  • 00:45:04
    photo yourself or like making a video
  • 00:45:08
    that is like lowy and feels and looks
  • 00:45:11
    organic doesn't mean bad um I would say
  • 00:45:16
    like getting the basics right so like
  • 00:45:19
    going back to understand like you can do
  • 00:45:22
    wonders with canva templates for your
  • 00:45:24
    Statics and iPhone videos for your
  • 00:45:28
    videos you know some iPhone content and
  • 00:45:32
    cap cut but as long as the message is
  • 00:45:35
    there like as long as you really have
  • 00:45:37
    down like who your target audience is
  • 00:45:40
    what are their motivators their pain
  • 00:45:42
    points their desires and that's in your
  • 00:45:45
    ads like I don't see like you don't need
  • 00:45:48
    big budget Productions to to make
  • 00:45:51
    creatives
  • 00:45:52
    work love that love that okay now want
  • 00:45:56
    to start picking your brain on just like
  • 00:45:58
    the the overall Trends and from what
  • 00:46:00
    you've seen so Anie has a question what
  • 00:46:03
    are some of the most authentic non-l
  • 00:46:05
    looking like ad themes you have seen
  • 00:46:07
    working
  • 00:46:10
    well um in the past year um Street
  • 00:46:14
    interviews have worked really well like
  • 00:46:17
    comedy kind
  • 00:46:18
    of um using sound to create ads like
  • 00:46:23
    everything that feels and looks really
  • 00:46:25
    native to Tik Tok um and that is born
  • 00:46:29
    out of a Tik Tok Trend um tends to
  • 00:46:32
    perform really well um and these things
  • 00:46:35
    don't necessarily look like ads and also
  • 00:46:39
    a lot of the time yeah those are getting
  • 00:46:42
    overused but it's about knowing what's
  • 00:46:45
    coming next um
  • 00:46:49
    and what you can do as well is just
  • 00:46:53
    like just really live on Tik Tok like
  • 00:46:56
    it's it kind of sucks cuz you have to
  • 00:46:58
    like Doom scroll a little bit but it
  • 00:47:01
    kind of helps you like you get so many
  • 00:47:04
    ideas like we have DM groups with our
  • 00:47:07
    team and we're always sharing like oh
  • 00:47:09
    wait this would be a really good ad um
  • 00:47:11
    and people are so creative in how they
  • 00:47:13
    create content and easily use that into
  • 00:47:17
    in your creative
  • 00:47:20
    strategy we we need to be real like
  • 00:47:22
    living on there gives us Insight like I
  • 00:47:24
    I'm on food talk like no tomorrow so
  • 00:47:27
    even just regular Concepts that I'll
  • 00:47:29
    just randomly think of are now inspired
  • 00:47:31
    by food talk and I'm like oh that's kind
  • 00:47:32
    of cool like it could work tell the
  • 00:47:34
    story so I feel like inspo is everywhere
  • 00:47:36
    and like being there actually helps
  • 00:47:40
    out all right uh we're coming up to the
  • 00:47:42
    end here folks three minutes left please
  • 00:47:44
    be sure to get your question uh like up
  • 00:47:46
    vote where it makes sense the last one
  • 00:47:49
    that I'm going to get to I have to try
  • 00:47:51
    my best to to pick one that actually
  • 00:47:53
    matters and I think this is a good
  • 00:47:54
    summary one we got it earlier here
  • 00:47:56
    before uh before the session started but
  • 00:47:59
    it's around hot takes so you've talked
  • 00:48:01
    about a bunch different things chat gbt
  • 00:48:03
    ai's involvements um The Sounds
  • 00:48:06
    themselves but talk us through like what
  • 00:48:08
    some of the hot takes are as we get into
  • 00:48:10
    2024 that you might not have already
  • 00:48:11
    mentioned or dig a little bit deeper to
  • 00:48:13
    the ones you
  • 00:48:15
    have hot takes
  • 00:48:18
    um I guess that like ugc is dead is a is
  • 00:48:21
    a is a hot take um MH
  • 00:48:26
    and like the the iterations like that
  • 00:48:28
    you there's no such thing as creative
  • 00:48:30
    fatigue or like you shouldn't iterate or
  • 00:48:32
    you should iterate like that those two
  • 00:48:35
    um I would say that like ugc as we kind
  • 00:48:40
    of know or whatever it became in the
  • 00:48:43
    last few years I think that is dead and
  • 00:48:46
    and dying I guess just because it has
  • 00:48:49
    just become so saturated and everyone in
  • 00:48:52
    their mom is a is a ugc Creator and you
  • 00:48:56
    know this has been a game changer or
  • 00:48:59
    this has changed my life like that just
  • 00:49:01
    doesn't work anymore but it doesn't mean
  • 00:49:05
    that native first content short firm
  • 00:49:08
    vertical content native first is not
  • 00:49:11
    going to work like that is the future so
  • 00:49:15
    I haven't come up with a proper term for
  • 00:49:17
    it yet but it's just like it's content
  • 00:49:21
    that looks and feels native it is
  • 00:49:23
    created for a direct response you kind
  • 00:49:25
    of it's ugc but it's not really right so
  • 00:49:28
    there's two directions you can take it
  • 00:49:30
    it's like on One Direction it's it's the
  • 00:49:33
    script wellth thought out
  • 00:49:35
    developed ads shots in a native format
  • 00:49:39
    that look and feel like it could be done
  • 00:49:41
    from like that native perspective and
  • 00:49:44
    then the other direction is real actual
  • 00:49:47
    customer content like that's so so
  • 00:49:50
    powerful when Brands can tap into their
  • 00:49:52
    real customers to share their
  • 00:49:54
    transformation
  • 00:49:56
    to talk about their stories like that is
  • 00:49:59
    just like unmatched right like it's so
  • 00:50:02
    authentic and it builds so much Social
  • 00:50:04
    proof and you can use that to make
  • 00:50:05
    really powerful creatives so it's like
  • 00:50:07
    the two two opposite directions one is I
  • 00:50:10
    guess you could call it actor generated
  • 00:50:13
    content that does perform really well
  • 00:50:15
    and then really using real customers but
  • 00:50:17
    it's almost like that like in
  • 00:50:20
    between um everyone's tired
  • 00:50:23
    of and when it comes
  • 00:50:26
    to like the iterations part I I go back
  • 00:50:30
    to that slide where I showed like yes
  • 00:50:33
    that it doesn't mean you have to iterate
  • 00:50:35
    endlessly it has to be very intentional
  • 00:50:38
    in terms of understanding like is really
  • 00:50:42
    to um get more creative into that adset
  • 00:50:46
    to speak to the audience that's
  • 00:50:47
    resonating to get as much profit as you
  • 00:50:49
    can out of an audience that's performing
  • 00:50:52
    or is it about developing new Concepts
  • 00:50:55
    and can the ad account sustain you know
  • 00:50:58
    testing so many net New
  • 00:51:01
    Concepts Mela you're incredible is there
  • 00:51:05
    is there anything you we've come to time
  • 00:51:07
    we've come to time you've you've crushed
  • 00:51:09
    it on setting the foundation and gotten
  • 00:51:10
    to some of the questions that the the
  • 00:51:12
    audience has had any final things you
  • 00:51:14
    want to leave the audience
  • 00:51:17
    with um I challenge you guys to like
  • 00:51:21
    think outside the box like look at all
  • 00:51:24
    the um amazing AI tools and Powerful
  • 00:51:27
    tools that are out there to to help you
  • 00:51:29
    with your
  • 00:51:30
    creative um yeah just it I just love
  • 00:51:34
    seeing great creative out in the wild
  • 00:51:36
    you know whenever I see a good ad I'm
  • 00:51:38
    like oh my God this is so good and I
  • 00:51:41
    know there are a lot of you out there
  • 00:51:43
    that are making these ads and just yeah
  • 00:51:47
    let's let's keep pushing the bar we are
  • 00:51:50
    literally
  • 00:51:52
    like it's such a cuttingedge industry
  • 00:51:54
    you know like Performance Marketing is
  • 00:51:57
    just constantly evolving and it's it's
  • 00:52:00
    challenging and it's exciting um and I
  • 00:52:03
    really appreciates I've been a day one
  • 00:52:05
    fan of
  • 00:52:06
    motion the content that you guys put out
  • 00:52:08
    there is invaluable even being able to
  • 00:52:11
    have this conversation and discussion is
  • 00:52:13
    so cool to see so many creative strategy
  • 00:52:16
    nerds out there you know um so yeah I
  • 00:52:20
    really appreciate you guys taking the
  • 00:52:21
    time to join and and ask your questions
  • 00:52:24
    I hope um lived up to your expectations
  • 00:52:27
    thank you so much my heart every have to
  • 00:52:30
    show love to Mel in the chat and she
  • 00:52:32
    didn't strut her stuff but please be
  • 00:52:34
    sure to check out creative milkshake
  • 00:52:36
    have to have to you you've seen the mind
  • 00:52:39
    so let's make it happen okay everyone
  • 00:52:41
    else as I always say always appreciate
  • 00:52:43
    your eyes and ears during this time if
  • 00:52:45
    there's anyone else you think could
  • 00:52:46
    benefit like let's send this recording
  • 00:52:48
    out to the masses after the fact and
  • 00:52:50
    Mela has blessed us with all this
  • 00:52:51
    knowledge so let's start implementing it
  • 00:52:53
    along the way too Mela thanks thanks a
  • 00:52:55
    million this is super fun thank you
Tags
  • Creative Strategy
  • Ad Production
  • Direct Response
  • Consumer Behavior
  • AI Integration
  • Performance vs Branding
  • UGC
  • Creative Diversification
  • Sound Design
  • Research