TOP creative concepts for ads
Hello ECOM growth folks,
JK here ✌️
How is it going? The first month of Q3 is surfing through, and a lot of people are taking some time off while others are preparing their businesses for Q4 scaling 🏷️
To get your ads ready to scale high, I prepared something special for you this week.
Let’s start…
Last week, I shared with you:
The most important creative performance metric
You learned all about:
🧠 Attention metrics
🧠 Checkout metrics
🧠 The one performance metric to rule them all
🧠 Practical tips on how to use it
You can read the blog post HERE if you still need to check it out.
Now, let’s move to the topic of this week.
Scalable creative concepts every brand should test
If you are like most brands out there, you are constantly chasing new scalable creatives, iterating on the winners, and testing new concepts.
I often get asked:
“JK, which are the evergreen creative concepts almost every brand should use in their creative mix?”
Great and IMPORTANT question 🙋
Especially for the brands that are just starting off and are looking to make the next big leap or open new markets.
That’s why I created a list of TOP creative concepts for Meta ads, and further down, I will give you an example for each + break it down with the explanation.
So you can get the most value out of this one 🧐🧐🧐
JK’s list of EVERGREEN creative concepts (almost)every brand should use:
- US vs. THEM
- Problem-solution
- Features/Benefits
- Media/Press
- Question
- Testimonial
- USPs
- Social Proof
- X reasons why
- Offer/Promotion
- Unboxing
- Announcement
Let’s now break down every one of them.
#1 US vs. THEM
Direct comparison with “other brands” is a great way to showcase what kind of improvement you made on the products and what the core benefits are for the customer.
Definitely highly recommended, especially when you are early on the market and you want to find the first scalable concept 📈
#2 Problem-solution
Quickly displaying what were the problems customers had before trying the product.
Showcasing the usage and, last but not least, quick and visible results.
As you saw in the SpoiledChild example, you will see many before-and-afters and people talking about their problems.
#3 Features/Benefits
An example from Ridge, one of the best distributors in the DTC, says it all.
A great visually displayed product with the five main features of the product with icons and nice attention-grabbing colors.
You will mainly find this concept with statics or motion graphics showing the product or a close-up of the person using/wearing the product.
#4 Media/Press
Displaying the 3rd party social proof from a well-known international or local magazine is always a smart move.
That’s how Buffy did it, as well.
#5 Question
They say that creative is your targeting, and it’s true. The creative style, model, concept, hook and other elements define who is going to engage with the ad.
One of the best ways to target the right people is with a question ad; just see the ad above that clearly defines that the people who can relate to the problem of hair loss are more likely to engage with the ad.
Great targeting hims 🎯
#6 Testimonial
You can see many of these, especially at the bottom of the funnel.
However, the best brands also find a way to use them in cold traffic.
See the Magic Spoon that uses it with the question of high-protein breakfast and customer testimonials that highlight the usage of the product to boost AOV and LTV as well.
#7 USPs
Huel is one of the brands that really master statics, and that’s why I wanted to share their examples on the USP static ad with you.
Hand holding the bottle showcases the desire to have it.
If you scroll through their ad library, you will find multiple variations of this concept, but I love the arrows and icons with the combo of price breakdown, Trustpilot reviews, and bold claim at the top 😍
#8 Social Proof
UGC video mashups are the way to build social proof and show it to potential and existing customers across the funnel.
The Australian fast-growing superstar did a great job here displaying different users, patterns, and their AFL collaboration 🏈
#9(X) / 3 reasons why
Almost nothing is as scalable as a great 3 reasons why video.
In this example above, you will see the great intro talking about the problem-solution before jumping into the 3 reasons why.
100% done by the creator, native to the platform, and ready to sell – great job Blendjet 🍹
#10 Offer/Promotion
Most of us already saw this one on our feed, right? 😁
It’s one of the longest-running ads from AG1 by Athletic Greens, with a clear offer to attract new customers at scale.
The product is shown in most of the image and has a clear offer. For pushing sales, this is how you do it, especially for the lower part of the funnel when attracting new customers or during the promotion periods.
#11 Unboxing
This unboxing POV ad from Harry’s is a great example of how you can work with a creator who doesn’t have to speak to the camera.
Because it’s a POV video, customers can relate to how it will look when they receive the package and see their product for the first time.
With a close-up, it also explains the features of the product.
I can imagine this one working across the whole funnel as it clearly shows the unboxing experience of the trail kit.
#12 Announcement
This ad from Glamnetic clearly states that this is a popular product they sell as they claim it has already been sold 10x, which also includes the scarcity of stock that it will run out of soon.
Clearly, states are back in stock, and the majority of the image is taken by the user’s hand so the person can imagine how they use the product.
Back in stock, bestseller alert, and new arrivals are some of my favorite concepts to use while scaling the ads,
Great job 👏
And that’s a wrap for today’s ECOM growth community!
If you have any questions or you want to break some of this further, DM me on LinkedIn
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Talk soon and as always …
Happy scaling! 🚀
BESTS,
Jure (JK) Knehtl
Founder @ JK GROWTH