The Best Creatives for Meta Ads 2024

Summary

This video script reveals the top 10 ad creative formats for Facebook ads, analyzed from over 20 brands' accounts. It highlights the headline image ad as the top performer, followed by educational ads, user-generated content, and creator collaborations. The presenter emphasizes the importance of using 'Golden Nugget' testimonials and founder stories to connect with customers. Also covered are statistical ads, feature point out, 'us vs. them', and before and after formats. The script introduces the text-only ad as a new format for 2024, suitable for various industries, especially B2B and service-based businesses.

Takeaways

• 📈 The script discusses the importance of testing different ad creative formats for effectiveness in Meta ads accounts.
• 🎨 The 'Headline Image Ad' is identified as the top-performing static ad format, emphasizing the power of compelling headlines drawn from customer testimonials.
• 📝 'Golden Nugget' testimonials are suggested as effective headlines because they are specific, memorable, and hard to fake.
• 📚 Educational ads are highlighted for their scalability and appeal, targeting the top of the funnel and providing valuable information to customers.
• 🗣️ User-generated content (UGC) is still dominant, especially single testimonials, and is recommended for its authenticity and impact.
• 🤳 Creator ads featuring influencers are gaining popularity and are seen as effective due to their ability to resonate with audiences on a personal level.
• 💡 The 'Founder Story Ad' is effective because it positions the founder as a relatable figure who can communicate the brand's mission and personal connection to the product.
• 📊 Statistics in ads are persuasive because they appeal to the logical side of the brain, providing quantifiable evidence of a product's effectiveness.
• 📈 The analysis revealed that over 70% of top-performing ads included images, often in the form of headline ads, indicating the importance of visual impact.
• 🆚 'Feature Point Out', 'US vs THEM', and 'Before and After' ads are classic formats that continue to convert well, each appealing to different psychological factors.
• 📝 The introduction of 'Text Only Ads' for 2024 is noted as a new creative approach, particularly effective in B2B and service-based industries.

Q & A

What is the easiest and most effective ad creative format mentioned in the script?

The easiest and most effective ad creative format mentioned is the 'headline image ad'. It's simple to create and has been identified as the top performing static format in the analyzed ad accounts.

What is the recommended strategy for crafting headlines for the headline image ad format?

The recommended strategy is to use 'Golden Nugget' testimonials as headlines. These are specific, memorable, and hard-to-fake testimonials from customers that can attract the core customer base effectively.

Why are educational ads considered effective in marketing?

Educational ads are effective because they target the top of the funnel, are scalable, and adopt a content-first approach that doesn't feel like traditional marketing, making them more appealing to potential customers.

What type of content can be used to create educational static ads?

Educational static ads can be created using videos, images, or any content that teaches customers something they need to know to be primed to buy the product.

Why has there been a decrease in the performance of UGC compilations and an increase in single testimonials?

The script suggests that single testimonials have become more effective because they put the spotlight on one creator and are more problem-solution oriented, which resonates better with audiences.

What is the significance of using established influencers for UGC single testimonials?

Established influencers are more likely to have a significant impact because they already have an established presence and are creating content about the specific niche or industry, which can lead to better results.

Why are 'founder story' ads considered successful?

Founder story ads are successful because founders are often best positioned to communicate the problem they are solving and their personal story, which helps people relate and connect with the brand on a more personal level.

What are some alternative ad formats that have been tested and found effective?

Alternative formats like the slideshow ad have been tested and found effective, especially for founders looking for a low-production, yet impactful way to present their story.

Why do statistics in ads work well in conveying a message?

Statistics work well in ads because they speak to the logical part of the brain, increasing trust and confidence in the product, especially when used to communicate a transformation or the number of people experiencing it.

What is the significance of testing different types of ad creatives across various formats?

Testing different ad creatives across formats is important to find what resonates best with the target audience and to encourage brands to step outside their comfort zone, potentially discovering more effective marketing strategies.

What are the top three ad creative formats that brands spending more than a million dollars per month on advertising tend to focus on?

The top three ad creative formats for brands spending over a million dollars per month are UGC single testimonials, images, and videos, with a focus on testing all formats to find the most effective strategy.

Why is the 'features point out' ad format considered effective?

The 'features point out' ad format is effective because it helps people retain more information when the information is arranged around the subject or product, a principle that has been validated from the print era to the digital age.

What is the main advantage of using the 'US versus THEM' ad creative format?

The 'US versus THEM' format works well because it targets people who are already sold on the product or solution, reducing the need for heavy education or convincing and making the selling process easier.

Why is the 'before and after' ad creative format considered an 'unfair advantage'?

The 'before and after' format is considered an unfair advantage because it powerfully communicates the transformation, which can significantly influence potential customers' perception of the product's effectiveness.

What is the new ad creative format introduced for 2024, and why is it recommended for certain markets?

The new ad creative format for 2024 is the 'text only ad'. It is recommended for B2B marketers, info-based marketers, and service-based businesses because it has shown effectiveness across various industries, especially in underserved markets.

Outlines

00:00

📈 Top 10 Ad Creative Formats for High Conversions

The speaker introduces the topic of the video, which is to reveal the top 10 ad creative formats for Facebook ads that convert well. They discuss the importance of testing different formats and share that the insights come from analyzing over 20 brand's Facebook ad accounts. The first ad format highlighted is the 'headline image ad,' which is both easy to create and highly effective in conversion. The speaker suggests using 'Golden Nugget' testimonials as headlines to attract the core customer base effectively. The second format is 'educational ads,' which are scalable and resonate with the audience by providing valuable information. The third format is 'UGC single testimonial,' which focuses on problem-solution scenarios and has seen a shift towards featuring individual testimonials rather than compilations. The fourth format is 'creator ads,' which have seen an increase in effectiveness, especially when working with established influencers. Lastly, the 'founder story ad' is discussed as a powerful format due to the personal connection and authenticity it offers.

05:01

📊 The Power of Statistics and UGC in Ad Creatives

This paragraph delves into the effectiveness of using statistics in ad creatives, emphasizing how they appeal to the logical side of the brain and build trust with potential customers. The speaker notes that statistics can act as a form of social proof, showing the number of people who have experienced a positive transformation. The analysis of ad creatives revealed that over 50% of top-performing ads were user-generated content (UGC), with single testimonials being the most successful format. Brands spending over a million dollars monthly on advertising tend to invest more in UGC than in image ads. The speaker encourages brands to test various formats, including videos and images, to find what works best for their audience. The paragraph also touches on the continued relevance of other ad formats such as 'features point out,' 'US versus them,' and 'before and after' ads, which are essential for brands to test in 2024.

10:01

🎉 Returning to YouTube with Exciting Updates

In the final paragraph, the speaker expresses excitement about returning to YouTube after a period of absence due to personal circumstances, such as moving apartments and dealing with a broken camera. They mention that they are using a makeshift setup for the video and apologize if the sound quality is affected. The speaker teases upcoming exciting content and projects for the next few months, promising a significant return to YouTube with a renewed commitment to creating videos for their audience.

Keywords

💡Ad Creative

Ad Creative refers to the content and design of an advertisement, which can significantly influence its effectiveness. In the video, the speaker discusses various ad creative formats that convert well, such as the headline image ad and educational ads, emphasizing their importance in attracting the target audience and driving conversions.

💡Headline Image Ad

A Headline Image Ad is a type of ad creative that features a prominent headline along with an image. The speaker mentions this as the top-performing static ad format, highlighting the importance of compelling messaging and the use of 'Golden Nugget' testimonials as headlines to attract the core customer.

💡Golden Nugget Testimonials

Golden Nugget Testimonials are exceptional, specific, and memorable customer testimonials that stand out and are difficult to fake. The video suggests using these as headlines in ads to attract attention and demonstrate social proof, as they are seen as highly credible and persuasive.

💡Educational Ads

Educational Ads are a type of ad creative that aims to inform and educate the audience about a product or service. The speaker notes that these ads work well because they target the top of the funnel and adopt a content-first approach, making them feel less like marketing and more like valuable information sharing.

💡UGC (User-Generated Content)

UGC refers to content created by users rather than the brand itself. In the context of the video, UGC is highlighted as a dominant ad creative format, with single testimonials being particularly effective. It is seen as more authentic and relatable, which can enhance trust and engagement.

💡Single Testimonial

A Single Testimonial is an ad format that focuses on one person's experience with a product or service. The video points out that single testimonials have been increasingly effective, especially when the testimonial comes from an established influencer in the brand's niche.

💡Founder Story Ad

A Founder Story Ad is an ad creative that features the story of the brand's founder, often highlighting their personal connection to the problem the brand solves. The speaker explains that these ads are successful because they allow the founder to communicate the brand's mission and values in a relatable way.

💡Statistic-Based Ads

Statistic-Based Ads incorporate numerical data or statistics to support the ad's message. The video notes that these ads perform well because they appeal to the logical side of the brain, increasing trust and confidence in the product or service being advertised.

💡Features Point Out Ad

A Features Point Out Ad is an ad format that highlights the features of a product or service in a clear and organized manner. The video explains that this format is effective because it helps consumers retain information and understand the benefits of the product.

💡US Versus Them

The 'US Versus Them' ad creative is a format that positions the brand against its competition, emphasizing its unique selling points. The video suggests that this approach works well because it simplifies the selling process by not requiring extensive education or convincing of the audience.

💡Before and After

The 'Before and After' ad creative format showcases the transformation or results that users can expect from using a product or service. The video highlights the importance of this format in communicating the effectiveness of the product, as it provides a visual representation of the benefits.

💡Text-Only Ad

A Text-Only Ad is an ad format that relies solely on text to convey its message, without images or videos. The speaker in the video notes that this format has been surprisingly effective across various industries and is particularly recommended for B2B marketers and service-based businesses.

Highlights

The 3X row ad format has been utilized in over $1 million of ad spending and is highly effective.

Top 10 ad creative formats are discussed for testing in Meta ads accounts.

Headline image ads are the top-performing static format, with messaging being key.

Golden Nugget testimonials should be used as headlines for headline image ads.

Educational ads are scalable and target the top of the funnel.

UGC single testimonials have seen an increase in performance over compilations.

Established influencers are more effective in UGC ads than typical creators.

Founder story ads are successful due to the personal connection and relatability.

Statistic-based ads perform well by appealing to the logical side of the brain.

UGC remains dominant in top-performing ads, especially single testimonials.

Images are prevalent in top-performing ads, with over 70% of brands using them.

Features point out ads are effective due to better information retention.

US versus them ads work well by positioning the product as superior to competition.

Before and after ads are crucial for showing transformation and gaining trust.

Text-only ads are a new format for 2024 and have shown surprising effectiveness.

B2B and info-based marketers should consider testing text-only ads.

The speaker has moved to a new space and is excited about upcoming content.

Transcripts

this ad had a 3X row as on over $1

million of ads spent this is the easiest

creative format to make and it converts

like crazy you're probably missing this

ad creative in your ad account so every

single year I make a video showing you

guys the top 10 ad creative formats that

you need to be testing in your meta ads

account and that's exactly what we're

going to be getting into today to find

these ad creatives that convert I

actually analyzed over 20 Brands

Facebook ad accounts and I selected the

top three performing ad creat from every

single brand so let's dive into these 10

ad creative formats now and we'll also

go over that table more in depth in a

bit ad creative number one and this is

the easiest one to make literally anyone

can make this in canva it's what I call

the headline image ad this ad creative

is super easy to make and it converts

like crazy in fact this was by far the

top performing static format of all of

the ad accounts that I analyzed and the

trick here of course is all in the

messaging it's all writing on specific

headlines and getting the headline

that's going to really attract your core

customer I actually find that a lot of

Brands don't do this right and they

spend a lot of time in money testing the

wrong messaging my hack here is to

actually use Golden Nugget testimonials

as your headlines so look into those

super special testimonials that your

customers have sent you on your website

and in the ad comments and use those as

your headlines Golden Nugget

testimonials are not like this these are

really generic really boring and

honestly yeah it does feel good when

when you get these type of testimonials

from your customers but they're not

memorable gold nugget testimonials are

like these and these they're incredibly

hard to fake they can often be really

specific and they really stand out the

trick here that I use with the bigger

brands that I work with is we will use

this to test certain types of angles and

messaging and if we find success on it

on these headline ads then we'll then

turn that into Creator content number

two educational ads now there are a few

reasons why educational content works so

well and a few reasons why is that it

inherently targets the top of funnel so

it's honestly the most type of scalable

ad creative you can make and it's also a

Content first approach no one likes

feeling like they're being marketed to

or advertised to and this honestly just

feels like hey you're sharing

information think of something that you

can teach your customers think of

something that they need to know and

understand to be primed to buy your

product the really cool thing here is of

course you can create videos and Creator

content here but you can also do

educational Statics which I have seen

convert just as well and number three

I'm not going to spend too much time on

this one it is of course the ugc single

testimonial and typically yes these are

going to be problem solution oriented

they over the last few months when I've

been looking at the top creative formats

from month to month I've actually seen a

decrease in ugc compilations in the top

performers and an increase in single

testimonial so that's just one Creator

having the spotlight and another tip

that I have here is I haven't seen as

much success with the typical ugc

creators I've actually found a lot more

success recently with more established

creators with more established

influencers especially those who are

already creating content about your

specific nich or industry I know that

not everyone can afford that but it is

really a worthwhile test if you have a

great brief and a great angle but it

really is a worthwhile test and that

does bring me to number four Creator ads

I really do want to underscore this

because I have seen a significant uptick

in work with influencers and creators

over just your standard ugc Creator and

number five is of course the founder

story ad now I've talked about this a

lot but the reason why founder ads are

so successful is often times Founders

are the ones that are best positioned to

communicate the problem that they are

trying to solve they often have a very

indepth story about why they wanted to

create the brand and how they were

personally affected and honestly people

really relate to that people don't want

to buy from the big unknown corporations

they want to buy from people so help

putting your founder front and center

really is a strategic move to getting

more people to convert unpaid social and

the really cool thing here is I've seen

top performing ad creative come from not

only high production that features

Founders but also low production more

ugc style oriented creative and I've

even tested out a few alternative

formats that have worked out really well

like the slideshow ad right here which

can be easily created by any single

founder out there this is honestly just

a must test for any brand number six no

surprise here are statistic based ads

actually when I was doing the analysis

on Headline ads when I was digging a

little bit more into the type of

messaging strategies people were using a

lot of times they did have a statistic

or numeral element an interesting to

note here is that several of the

headline ads actually did feature

statistics and this is again something

that I see that is carried over from the

last few years that has really stood its

ground and continues to perform now

something that I've said for a while is

that the reason why statistics work is

they speak to The Logical point of the

brain if you use numbers you get people

to inherently trust you a little bit

more psychologically and especially if

you're able to communicate the

transformation that's going to give them

a lot more confidence in your product

and something that I've been thinking

about a lot recently about why this

works so well is especially if you are

using the statistic to communicate the

transformation or the amount of people

that are experiencing that

transformation it's almost like a

differently formatted before and after

ad because that's what people are saying

they're saying oh okay this is probably

going to work for me because it worked

for this amount of people now let's talk

a little bit more about this table here

are some of the really interesting

things when looking at this data for

more of a macro level number one yes ugc

is still King in fact more than 50% of

all of the top performers that I

gathered were ugc and again single

testimonials are that top creative

format and brands that were spending

more than seven figures per month AKA

more than a million dollars per month on

their advertising they tend to spend

more on ugc than on images however with

that said When approaching any brand I

don't just think in terms of oh should

we use images or videos it's absolutely

something that you have to test all

across the board which is why I love

making these videos every year because I

do think that it encourages Brands to

test things that are a little bit

outside their norm and again I do think

that all brands should be testing this

video and images and you know on the

image side when looking at this data

More than 70% of all of the brands had

images in their top performers and a lot

of those were those headline ads and

many of those brands are taking the

learnings from Statics and images and

then rolling those up into their video

and Creator content now 7 8 and N are

all ad creatives that you've heard me

talk about ad nauseum so I'm not going

to go super in depth on them but yes you

should still be testing these in 2024

because they are still converting with

many of the brands that I work with and

in fact when I am beginning to work with

a new brand or I'm beginning to work

with a new product that is being

launched I am going through and I am

testing all of these especially these

three because it's so often that we'll

get in some initial traction or even

just a creative winner from that batch

and this is of course going to be the

features point out ad the US versus them

and the before and after all three of

these are really bread and butter

creative tests that all brands should be

running and and what I think is

interesting is they all tend to work for

slightly different reasons right some

interesting things to note about the

features point out at this ad format is

absolutely not new to paid social this

is actually an ad format that David oie

used in the print era and when they were

conducting research about why this ad

format worked so well they actually

found that people retained a lot more of

the information when using these call

outs and arranging the information

around the subject or around the product

and this is something that still Rings

true today as for the S versus them this

is something that tends to work really

well because these people are already

sold on your product or solution so you

don't have to do the heavy lifting of

doing a lot of Education in doing a lot

of convincing you just actually have to

position yourself and show why you're

better than your competition so it makes

the selling a little bit easier and I've

actually found that with us versus

thenen especially for new brands and new

pixels this is often their first

creative winner and then of course

before and after I would actually say

this is the ad creative format that I

struggle with the most getting Brands to

understand how important it is if you

can really communicate that

transformation it's an unfair Advantage

candidly at this point and I just don't

think many brands are doing it right and

number 10 new for 2024 I haven't really

talked about this ad creative so much

and I've definitely never shown it in

one of these videos is going to be the

text only ad now this is the ad creative

that I love testing with Brands because

I'm always so surprised at how well it

works across several different

Industries but this is also one that I

want to throw to all of my B2B marketers

and my info based marketers as well as

service-based businesses because this is

one that I see that continues to crush

for some of those more underserved

markets or at least markets that I

personally don't talk as much about on

YouTube but again I've seen it work for

almost every single industry and it's

something that I've been really enjoying

testing in my ad accounts lately so

there are a few different formats and

ways you can do this you know I think we

all saw this Adam ad and I definitely

think that it trickled down from there

but there are a few different strategies

you can try with this but as an ad

creative format as a whole it's

definitely a must try all right as you

can see this is a new space I actually

ended up moving from my apartment way

sooner than intended it's why I had to

take a little bit of a break from

YouTube and I also just found out that

my camera broke so if the sound is a

little wonky on here forgive me I'm

using this mic with this camera trying

to keep it all together but I am so so

excited to be making videos for you and

coming back to YouTube in a much bigger

way we have some really exciting things

coming up over the next few months and I

can't wait all right guys I'll see you

next week bye