Remember, great creative succeeds at 4 key tenets:

• Stop the scroll: create an anomaly in a user’s feed. Hook their attention.
• Draw on an emotion: pain points and emotions truly sell products and services.
• Present the solution: how our product/service solves the pain point, how it will feel to purchase.
• Call to action: Connect solution to landing page. What should users expect when they click your ad?

<aside> 👋 If you don’t have the time to go through this checklist, our team of expert marketers and creatives are here to help. Book a call here, and find out why unicorns like Moneylion, Virgin, EA Sports, Harry’s and many others trust us to scale their companies

</aside>

<aside> 💡 Each of the items on lists below can be used as a separate iteration, A/B test your way to an incredible amount of variations - multiplying your creative output through SPECIFIC iterative techniques

</aside>

🎥 Video Editing Elements

• [ ] Text Typography:
  • [ ] Different audiences respond differently to the style of your copy. Change your tone of voice in each iteration
  • [ ] Make type heavier and larger (especially helpful for older demos)
  • [ ] Use all CAPS, bold, or italicized type to emphasize importance
  • [ ] Test removing filler words, 4-7 words at the maximum, get TO THE POINT
    • [ ] Use https://hemingwayapp.com/ if you are having trouble finding your “Delete” key
• [ ] Caption Colors:
  • [ ] Create different color combinations between text and text box color
  • [ ] Split test font colors/palette based on the desired emotional effects (blue is for trust)
• [ ] “Too Pretty” is a Thing:
  • [ ] Make your ads “U-G-L-I-E-R”
  • [ ] Makes ads “Lo-fi”: lower quality footage, shoot on iPhone instead of Canon or Sony
• [ ] Sound On/Off:
  • [ ] Captions are always a must, but switch out the style (kinetic aka animated text, scrolling, native Meta captions, etc.)
  • [ ] Split test music choice and when it is emphasized (usually at the hook)
    • [ ] Punctuate cuts with sound
• [ ] Length Matters:
  • [ ] Long form: 1 minute+ content (we have gone as high at 45 minutes!)vs short form
  • [ ] Short form: 5 - 60sec content (try versions with 15, 30, 60 etc.)

🎭 Talent/Setting

• [ ] Hair Color Theory:
  • [ ] Choose talent from different demographics to attract different users
    • [ ] Did you know redheads have a higher CTR than brunettes?
• [ ] Gender:
  • [ ] Different genders can help to call out and attract certain demos.
• [ ] Location:
  • [ ] In car shots
  • [ ] Self POV (selfie style video)
  • [ ] In the bathroom/GRWM style
  • [ ] In a gorgeous kitchen, in an ugly kitchen
  • [ ] Laying in bed
  • [ ] In a full face of makeup (or not)
  • [ ] In a gym mirror or any other full-length mirror
  • [ ] Outside locations have implicit meanings behind them:
    • [ ] Man/Woman on street interviews
    • [ ] Business formal in elevator
    • [ ] Walking through an upscale neighborhood, etc.
    • [ ] Great for emotional response: product usage settings (where will I be when actually using this product/service)
  • [ ] Podcast (slap a mic in front of 2 people in nice chairs and you now have a podcast shooting location)

🤯  Pattern Disruption = Value

The first 3 seconds of your ad are critical in understanding your client’s true motivation. Once you hook them, the door is open to rapidly create high-converting ads.

Measure your hook and hold rates and see how they correlate with CTR and CvR. We find there is a sweet spot/inflection point where the right amount of attention meets the correct message for each piece of content we create.

• [ ] (Literally) Write on the Walls:
  • [ ] On a body/hands
  • [ ] On walls
  • [ ] On the mirror
  • [ ] On a car
  • [ ] On post-it notes
  • [ ] In a text message/e-mail
  • [ ] On toilet paper…
  • [ ] Where’s a super bizarre place to receive a message? Try there.
• [ ] Strange Fruit:
  • [ ] The classic direct response go-to. The audience will look at the image/video and then read the headline, but they have to stop first.