Welcome back to the party, y'all!

Y’all into video ads over at your company? I mean, 56% of marketers reported that short-form video was their biggest investment trend in 2024 — so ya wouldn’t be alone.

We definitely doubled down on video over the past 12. Check out this 3-month snapshot:

We spent 4x more on video for Meta and it’s pretty obvious why — our cost per demo is 3x stronger than image ads. 👀

But that’s not why I’m here today. If you invested in video like millions of other marketers did last year, then I wanna show you how to quickly mine the most valuable data from all of those ads. 

It’ll take about 3 mins. Cool? Let’s gooo. 👇

First thing you wanna do is find videos with the best Thumbstop ratios.

These are your best hooks. Study the opening 3s on these videos to understand what content resonates best with your audience. Then use this as a jumping-off point for brainstorming future hook iterations. 🤔

Now you wanna identify videos with top Hold rates and Conversion metrics (ex. Cost per Demo for us, likely ROAS for you)

These are your most effective conversion drivers. If you’re lucky - sometimes these are the same videos. Study these to understand what content is being relayed in the body of the video that is driving clicks and conversions. Use this feedback to help shape the narrative of future video scripts.

Too easy? Alright — now let’s look for outlier metrics to identify our biggest growth opp based on our current ad data.

We can slice this a few different ways, but I’m gonna look at our best Cost per Demo value. 👇

This is evidently a top performer for us, but you might also notice that its Thumbstop ratio and Hook rates are ~50% of what our top performers in those categories are.

My interpretation: Borrowing properties from the first 15 seconds of our video ads featuring Mirella Crespi and merging them with the last half of our Dara Denney ad narrative should produce a superior hybrid.

In fact — Dara is working on shooting something exactly like this for us right now.

Is this combination guaranteed to outperform? Nah. But it’s much more likely to than any net new ad concept you’re developing.

Repeat this process weekly or biweekly and y’all will realize better overall ad performance — that’s my promise. Hell, I’d even give you your money back on Motion if that wasn’t such a tacky offer. 😂

If you’re feeling this content^, then you’re gonna love what I’ve got cooking for you next. In a few days, imma take this a step further and show you how to capture macro trends across different ad combinations, like offers, landing pages, influencer talent, and more.

Chat soon! ✌️

Evan Lee

Head of Partnerships | Motion

evan.lee@motionapp.com

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