Video testimonials are a powerful marketing asset. Don't wait for them to happen organically. Implement a repeatable system, like offering discounts, to actively generate this crucial ad creative.
Broad personas like 'small business owners' are ineffective. To create resonant ads, define avatars by industry, location, tool usage, and ad spend to speak directly to their specific pain points.
Identify and test different 'angles'—the fundamental reasons a customer might buy, such as achieving a result, saving time, or mitigating risk. This uncovers the most resonant foundational message for your audience.
Instead of commissioning several unique videos from a creator, ask for one main video with multiple different hooks (opening lines/scenes). This gives you more ad versions to test for a fraction of the cost.
With Meta automating ad delivery and targeting via Advantage+, marketers gain a competitive edge by focusing on compelling ad creative and strong offers, rather than by tweaking technical campaign settings.
Meta's algorithm learns from who engages with your ad. By designing creative that speaks directly and specifically to your ideal customer, you are effectively telling the algorithm who to target.
Go beyond promising positive outcomes. A potent, often overlooked advertising angle is positioning your product as a way to avoid a negative result (e.g., 'no shin splints'), tapping into customers' fear of failure.
The post-Andromeda update algorithm favors ad sets with high creative volume and variety. Aim for around 20 creatives (images, carousels, videos) to enable personalized delivery and combat ad fatigue.
Don't let high-performing organic content go to waste. You can easily adapt it for paid campaigns by adding a simple, direct call-to-action at the end, ideally under five seconds long.
If you lack video production skills, use Meta's Creator Marketplace to hire influencers. They provide built-in trust and scroll-stopping power, serving as a 'cheat code' for high-performing ad creative.
Don't worry about perfectly matching the original setting when adding a call-to-action to an old video. A sudden, different scene can act as a pattern interrupt, re-engaging a viewer's attention.