Should founders be in ads?
Let's end this debate...
Hello! Welcome to your weekly dose of INSPO ✨
It’s never been easier to whip up ads for paid social, but how do you make ads that actually work? The answer: strategy. And that’s what you’ll learn from this newsletter. Every week I’ll breakdown the strategy behind an ad and help you understand how to use the thinking for your own brand.
Ad breakdown
Should founders be in ads or not?
The slightly annoying but most accurate answer is… it depends.
Founder-story ads can work really well. Or they can be a complete fail.
But the real reason for this isn’t always talked about.
So if you think you’re about to jump on the founder-ads bang wagon, read the rest of this email before you do.
This ad with Finn, founder of Headstrong, telling his story got great engagement and worked pretty well from what I’ve heard.
But it’s not because he’s sat in front of the camera or because he’s telling his story.
It works because Finn IS his target audience.
His business was born out of solving a problem that he suffered from personally.
So when he tells his story, people like him get it and want to try his solution.
Most of the time, the discussions that happen around the question ‘do founder ads work?’ are too focused on the format and rather than founder-audience fit.
In a lot of cases, the founder is the perfect person to tell the story because they’re the one who solved the problem, but if that’s not the case you need to think twice before you start filming.
The real questions should be:
Do we need to resonate with our target audience?
Yes.
Does this founder video do that?
Yes or no?
Just because it works for Headstrong, doesn’t mean it will work for you.
How to make this format work for your brand
Before you start telling your founder story, ask yourself these questions…
🪩 Which type of person will your audience resonate with most?
🪩 Is your founder that person or would someone else’s story be more engaging?
🪩 What’s the best environment for that person to tell their story in?
Give this a go and let me know what happens!
Happy ad creating,
Katherine 🪩
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