Hey there,

When you uncover a winning ad, it might feel like a miracle, and it often is — at least in part.

However, there are patterns that can help you predict the likelihood of an ad succeeding. I want to share those with you.

Savannah Sanchez is a good friend of ours at Motion and she recently shared her framework for creating “the perfect video ad” at our 2024 Creative Strategy Summit.

Here’s her full-length presentation:

And here’s her checklist:

1. Do I have an attention-grabbing hook?

Think: an unexpected visual, a thought-provoking question, or a relatable scenario.

Examples:

• A purchase I was wrong about…
• What I ordered vs. how I styled it
• Don’t spill my secret…

2. Am I incorporating high-quality visuals?

Even lofi videos should have great lighting and high resolution, especially in the opening frames.

3. Does my ad convey authenticity and reliability?

Use real people/creators in real situations creating real connections with your audience.

4. Is the product clearly visible in the first two seconds?

Enough said.

5. Do I have a clear problem-solution narrative?

Structure video ads so they follow the hook (problem) > story (solution) > CTA format.

6. Is there a compelling product demonstration?

Show off uses, features, and benefits of your product so viewers can visualize how the product could fit into their lives.

7. Have I incorporated fast-paced edits?

Aim to change frames with a minimum of 2 seconds between each. TikTok has trained people to focus on this type of content.

8. Does my ad have testimonials and social proof?

Use real user reactions and testimonials, press logos if you’ve made headlines, or anything else that will give you additional credibility with your audience.

9. Have I incorporated subtle feature highlights?

Don’t list off product features, but aim to incorporate benefits/value props into engaging storylines. 

10. Does my ad have emotional appeal?

Every ad should target an emotional response, whether it’s excitement, relief, aspiration, or otherwise.

11. Is there a strong call to action?

If you’ve retained viewer interest until the end, be sure to have a clear, singular next step, like visiting a website, making a purchase, learning more about a product, etc.

12. Have I incorporated humor, skits, or surprises?

This is often your X factor. And this is where creative strategists can truly shine. AI agents can be helpful, but no one can truly understand human humor like a human.

Do I believe that you need to include all 12 of these elements to create a winning ad? Do I think that incorporating these elements will guarantee a winning ad?

Not necessarily.

But Savannah runs mega ad budgets for brands like Fabletics, Gainful, Prose, and many more. These tactics are derived from her first-hand learnings after spending millions of dollars on Meta.

My advice? Download Savannah’s checklist and reference this whenever you or your team are constructing a new video ad narrative. It will help you get you closer to your performance goals.

In my next email, I’m going to share why creative velocity is so important. ⚡ Shoot me a quick reply if you want to get it sooner, and I'll opt you into our express track.

Best,

Reza Khadjavi

Founder & CEO | Motion

reza.khadjavi@motionapp.com

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