Socialmedia ads

A logo stinger at the front of an ad is a second you paid for and they did not. The brand can arrive once they care. The first frame is the offer, the problem, or the result. Whose ad it is can wait until that has landed.

We cut the version that decides, not the version that introduces. If the only cut you have is a brand film, it can still be recut. The footage is often fine. The order is what makes it an ad or a mood.

One offer

A sale, a trial, a booking, a download. Pick one. An ad that mentions three next steps gives the viewer a small puzzle at the exact moment they were ready to act.

The words on screen have to carry the offer without the voice. Not a paragraph. The offer, the proof, the next step, in that order, big enough to read while the thumb is still moving.

We time those lines to the picture so they are not a subtitle track dumped on top. A line that covers the product at the moment the product needs to be seen is a line in the wrong place.

If the video ends on a lifestyle shot and the button says Get the trial, the viewer has to do the translation. Some will. Most will scroll, and you paid for the impression anyway.

The last frame names the action. The same words as the button. A person who stayed should not have to think about what happens if they tap.

What a bad ad teaches the account

Platforms learn from what people do. An ad people skip in the first second becomes an ad that gets shown to people even less ready to watch it. The edit is not just the creative. It is what the account is allowed to learn.

You can like the grade, the music, the slow shot of the product, and still have an ad that does not return the spend. Liking it in a meeting is a different test from whether a stranger, who does not know you, can tell what to do.

We will cut the version that can run. If a shot is only there because it is nice, it goes. Nice shots can live in the brand film. The ad is the short one with a job.