Deep Dive Wednesdays

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DEEP DIVE WITH IBRAHIM

This approach changed how I now create ads. I used to create ads based on a piecemeal approach:

• First, write a script

• Then, hire actors and film videos

• And then, hand off to the video editing team

I was creating high-quality ads, but with low throughput, it was expensive, and took a lot of time. Now, I go with a systems approach—that is:

• Gather footage while getting distribution—influencers and creators post on their own handle (this is where Minisocial will be extremely helpful)

• Organize footage for maximum use

• Write a short script

• Use the content library for iterations & new concepts

Note: This is purely tactical content that you can actually use for your ads. It has changed how I approach ads.

Okay, so here are the 8 tips to creating consistently good winners:

1. Create videos based on the “system thinking” approach

   • Gather raw footage in repeatable formats

   • Organize raw footage for maximum throughput and reuse

   • Repurpose: combine & arrange raw footage to create new concepts and iterations

   Here are a few video shots for a skin care product:

   

When it comes to gathering, you need to figure out ways to source video content.

Here are the options (based on your budget and stage):

• Create yourself

• Customers

• Seed product

• Hire creators (Minisocial can help with this)

• Studio production

2. Mindset of throughput (efficiency) over quality

Your goal is not to expect the ad-ready level content yet, although sometimes it can be. So first, you organize your ads based on the shots and scenes. You can do this on Gdrive.

I love the fact that Minisocial gives a chance to give each creators a briefing before they shoot the content.

3. Identify shots with key visuals

   You should find cuts based on visuals and keep finding new cuts & visuals.

   Here are example shots for a hair brand:

   • Tying Hair

   • Texture Test

   • Smelling Product

   • Washing Hair

   • Before/After Shot

4. Look for scenes based on conversation

   This is where the creators are talking about the product.

   Scene types based on audio:

   • Product benefit

   • Testimonial

   • Problem

   • Solution

   • How to use

5. Cut videos into clips based on scenes

   • Store clips in a folder named after the scene type.

   • Give clip files a unique name.

   Note: Clips shouldn’t be longer than 6-8 seconds.

6. Prototype new concepts

   Here’s a good visual to think about:

   

Now you can:

• Create new iterations just based on hooks

• Change the first frame and keep the same hook

• Change out the B-rolls

7. Make more hook iterations

Here’s how you can look at hook iterations and the basic type of content you need:

• Hook Types

• Teaser

• Question

• Bold statement

• Social proof

• Offer

• Visual surprise

• Award or recognition

• Celebrity endorsement

• Humor

• Solve a problem

8. Replace hook visuals

The easiest thing you can do with a video ad library is replace hook visuals, and most people do just that. Simply change the hook on a winning ad, and you’ll automatically have more videos.

To understand better, read below how hooks can vary, and that makes a huge difference!

I highly recommend using Minisocial’s platform for high quality UGC videos to create this videos with strong messaging. Here are some examples of the videos they’ve made for Peel Away.

Alright folks, that’s it for today!

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