Very interesting article. I run a fashion brand and our best performing ads are statics. What would you suggest in this case? You can still hook people with a problem, or some sort of higher messaging that defines an audience, but the product / brand is still front and center...
Great question – what I’ve seen work well is hooking with a problem like if you don’t know what to wear or if you’re looking for X during this season then this outfit is a great fit.
Obviously, the person’s gonna be wearing the outfit in the first frame, but it’s all about whether you’re calling attention to that specific product or the problem that that product solves as the hook.
And then, of course, optimizing for ads to drive new customers and doing proper exclusions to train the algorithm are all the same here.
Ultimately, the more qualitative learning is about how to format your ads come from that piece. If you prioritize the ads that drive the most new customers learn from those build on them and iterate you’ll end up with a bunch of ads that drive new customers effectively.
Very interesting article. I run a fashion brand and our best performing ads are statics. What would you suggest in this case? You can still hook people with a problem, or some sort of higher messaging that defines an audience, but the product / brand is still front and center...
Great question – what I’ve seen work well is hooking with a problem like if you don’t know what to wear or if you’re looking for X during this season then this outfit is a great fit.
Obviously, the person’s gonna be wearing the outfit in the first frame, but it’s all about whether you’re calling attention to that specific product or the problem that that product solves as the hook.
And then, of course, optimizing for ads to drive new customers and doing proper exclusions to train the algorithm are all the same here.
Ultimately, the more qualitative learning is about how to format your ads come from that piece. If you prioritize the ads that drive the most new customers learn from those build on them and iterate you’ll end up with a bunch of ads that drive new customers effectively.
Thanks a lot and thank you in general for your articles, always insightful 👍