I've created 20,000+ ads. Here's what's converting NOW.

What Are the Top Converting Ad Formats for 2023?

Overview of Ad Formats

• The speaker has created over 20,000 ads and discusses current high-performing formats in Meta ads.

• Emphasizes the importance of understanding messaging strategies alongside ad formats to drive growth on Meta.

• Acknowledges sponsorship from Storyblocks, which will be referenced later in relation to ad creation tools.

David and Goliath Ads

• Introduces "David and Goliath" ads as a top-performing format, inspired by the classic underdog story. These ads resonate well with audiences due to their relatable narrative.

• Key components include identifying an enemy (e.g., a large competitor or industry issue) and contrasting it with your brand's strengths and benefits.

• Successful variations often incorporate educational elements before introducing the brand, enhancing viewer engagement. Animation is recommended for better retention rates and performance.

• Suggests using Storyblocks for easy access to animations that can visually represent complex ideas effectively in these ads.

AI-Inspired Ads

• Discusses "AI slop" as another effective ad format; these are animated characters that deliver humorous or outrageous messages directly related to products. This approach is gaining traction despite initial skepticism about AI-generated content.

• Highlights that authenticity is key; viewers appreciate transparency regarding the animated nature of these characters rather than pretending they are real people. Examples illustrate this point effectively.

TikTok Love Letter Format

• Describes a low-effort yet impactful format called "TikTok love letter," characterized by long text over short videos targeting specific audiences (e.g., “Listen, girls”). This format leverages viral trends from TikTok comments for messaging inspiration.

• Notes that creator content or iPhone footage can enhance relatability but emphasizes nailing the right messaging as crucial for success in this format.

Understanding Effective Ad Formats

Audience-Specific Visual Strategies

• For audiences aged 55 and above, stock footage (e.g., from Storyblocks) tends to perform better than iPhone footage.

• The TikTok love letter format is effective for engaging older audiences, often resembling a brief personal message.

Testing and Iteration in Ad Creatives

• Brands can use simple creatives as testing grounds before investing in more complex creator content.

• High-performing ads can be easily iterated by changing visuals or introducing new faces, allowing for rapid experimentation.

Objection Handling Techniques

• One effective ad format involves directly addressing objections by stating, "Hey, we're not cheap," which serves as classic objection handling.

• Understanding customer objections through feedback on social media or websites is crucial for creating relevant ad content.

Surprising Ad Formats and Their Effectiveness

• A specific line that has proven successful is: "We're not cheap, and we don't want to be," highlighting the importance of transparency in pricing.

• The "We're sorry" ad format surprisingly performs well despite initial skepticism about its effectiveness; it taps into core human emotions.

Listical Format and Its Utility

• Despite being seen as low-effort creative, listical ads remain effective when creativity is lacking; they can save campaigns under pressure.

• Using the same script with different creators allows brands to explore diverse personas while maintaining a consistent message.

Evolving UGC Trends: Yapper Format

• The yapper format features creators speaking directly to the camera without heavy B-roll or text overlays, aiming for an organic feel.

• This approach reflects a shift in user-generated content (UGC), focusing on authenticity rather than scripted performances.

Understanding Effective Ad Strategies

The Appeal of Yapper Style Ads

• The speaker discusses the effectiveness of "yapper" style ads, which engage audiences by addressing them directly and humorously.

• A comparison is made between yapper ads and traditional user-generated content (UGC) ads, highlighting that yapper ads tend to outperform standard UGC formats.

• Successful yapper ads require flexibility in scripting; creators must adapt scripts into their own words while being comfortable with this ad format.

• These types of ads are identified as ideal for partnerships, working well for both large brands and smaller creators alike.

• A key differentiator between successful eight/nine-figure brands and struggling six/seven-figure brands is the former's investment in partnership ads with creators.

Finding Creators for Partnership Ads

• The speaker recommends using Meta's creator marketplace to find suitable creators for partnership ads, emphasizing its utility without any sponsorship influence.

• Creators are tagged based on their performance metrics, such as hook rates and interaction rates, providing valuable insights into their effectiveness.

• Analyzing past partnership content allows brands to assess how well creators perform in branded contexts compared to their regular content.

• The speaker suggests reviewing a creator’s previous work to identify those who excel at yapper-style advertising.

Commitment to Content Creation

• The speaker encourages viewers committed to becoming top creative strategists to subscribe for weekly content updates.