Welcome to your weekly dose of INSPO ✨ It’s never been easier to whip up ads for paid social, but how do you make sure yours actually perform? This week we’re going to look at a reaction video that you can learn a lot from and will hopefully inspire some new ideas for your UGC ads.
Ad breakdown
This is one of the best examples of authentic UGC I’ve seen for a while…
These days, there’s an endless list of social creators who will happily follow a script but unless they’re really good actors the content can often end up feeling awkward and inauthentic.
This is what it should feel like…
The natural reactions, the authentic love of the product, the natural speaking over each other and reacting to each other’s comments, it all feels true to the creators’ style.
Does it work? The comments speak for themselves!
Why does it work?
👉 Strong targeting: The creators’ style and the close up visual hook draw you in immediately and grab the attention of the right people.
👉 Objection handling: They show you how easy the product is to apply, they acknowledge that you might feel apprehensive and show you you don’t need to worry.
👉 Native CTA: The ad then finishes with a strong, customer-first CTA ‘if you’re going to a festival you need this’ in social-first language ‘I don’t make the rules’.
Natural reaction videos like this can work really well but you have to make sure creators stay focused and don’t ramble or get messages mixed up whilst filming.
Here’s how to go about getting authentic feeling UGC content 👇
How to make this format work for your brand
The best way to make your UGC feel more natural is to give creators more freedom whilst putting some guardrails in place to make sure you’re still testing your hypotheses. Here’s how I do this…
🪩 Give creators an overview of what you’re trying to achieve and the key message you want to get across in your ad
🪩 Give them a list of key points you want to include
🪩 Give them a couple of hooks and CTAs to film but ask them to film their own as well
🪩 Give them pointers for creative direction e.g. angles to film or key shots to get but then make sure they know they have the freedom to create beyond this
🪩 Let them have fun and film their genuine reactions to the product
Give this a go and let me know what happens!
Happy ad making,
Katherine 🪩
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