The 80/20 Rule To Make Sure You Don’t Suck At FB Ads
Any good e-commerce team you work with should know that you need to always be testing creatives. Over the past year alone, we’ve shot, designed, and edited over 8000 ads for our clients’ campaigns, and helped them achieve over 7-figure revenues.
In this post, we'll list the absolute low-hanging fruits you can start implementing in your creatives RIGHT NOW, so you’ll be on your way to producing ridiculously good-looking ads AND crush it on Facebook in no time.
#1: Don’t let your audiences wait for the punchline
Why we love it
Lumin, a skincare brand for men, taps into its customers' pain points right from the start. We love that the ad immediately showcases the problem AND solution in the first 3 seconds. It’s clear that the target persona is someone who experiences dry skin from the lack of a proper routine, and a hassle-free skincare approach for a busy lifestyle is exactly what Lumin delivers.
Takeaways
Don’t wait for the punchline to showcase the problem and solution in your ad. If you don’t have a big budget for studio production, showcase your product in its actual use from the perspective of your target persona.
#2: Focus on your audiences’ niche
Why we love it
When you’re selling a product as ubiquitous and competitive as a phone case, you’ll need novel ways to tell people why your product is different from everyone else on the market. For Skinnydip, we love how they focus on a niche: young women who love to express their creativity and want to stay trendy and chic. This influencer-style video is also a format that we’re seeing more of and we loved how the creator used a ‘before and after’ approach to appeal to their consumer persona.
Takeaways
Think about why people should buy your product and focus on their niche. A UGC-style video also doesn’t always have to be in an unboxing format either. In this case, using a ‘before and after’ approach with the footage from your online store is a clever way to get more content, while selling in on your online store experience.
#3: Educate & entertain in 15 seconds
Why we love it
Bite’s video ad on educating the differences between 2 product types and their effectiveness is truly a bite-sized way to make consumers understand quickly the benefits of the products. Where others have leaned into the UGC approach in the dental care field, this educational approach showcases them as experts in revolutionising toothpaste.
Takeaway
Address your customers’ concerns, pain points or frequently asked questions (FAQs) head-on in your ads to showcase you get their headspace. A simple shoot like this with just your products can be elevated through good editing techniques and transitions.
#4: Create a powerful visual hook
Why we love it
Moft’s modular phone stand video got our attention right from the first 3 seconds. It’s the perfect example of a powerful visual hook that focuses on benefits. There are a few things to note that worked really well: we get that the consumer is constantly on the go, and wants to simplify their peripherals. We also see how flexible this product is to suit different use cases. Finally, the “phone charging” imagery serves as a visual cue of a real pain point that consumers have – running out of juice while working on the go.
Takeaway
When showcasing the context of how the product is in use, think about the single most powerful benefit that it can achieve and translate that into a thumb-stopping hook. Focus on capturing their attention on that one imagery first, before you dive into other reasons-to-buy.
#5 Don’t forget to use social proof
Why we love it
This is probably the oldest trick in the book. Embedding social proof is a tactic that we’re still using to great effect for our clients! And it sure helps that a celebrity like Jonathan Van Ness is endorsing the product.
Takeaway
Social proof is still one of the most effective ways to convert your customers, especially for top-of-funnel awareness. While not every skincare brand has the opportunity to be endorsed by a celebrity like Jonathan Van Ness, you could still use this tactic to great effect with actual customer reviews or experts in your niche.
We hope you’re inspired by these 5 tactics and that it pushes you to create more ROAS-crushing ads. If you’re feeling stuck and don’t know where to start, just reach out to us.
Got a question? Follow us on social @contentmogul and share your thoughts.