đŠ Low production for the win!
Stop the scroll & make them watch â while on a budget
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This one is from Neil Patel for his SEO platform, Ubersuggest.
It starts with a bold hook right out of the gate: â#1 FREE TOOLâ paired with a couple of fire emojis. This gives you an immediate reason to stop scrolling.
Who doesnât want the best free tool for marketing?
Without skipping a beat, Neil immediately transitions straight into a POV screencast of the product in action.
Visually, itâs super native. It just looks like a guy holding his phone, showing you something cool on his laptop. It feels authentic and real.
Instead of just talking to the camera and listing off 10 different value props, he actually shows the audience what the tool can do.
So donât just explain your software in the abstract. Walk the viewer through a real use case, and donât be afraid to lean into âlow-productionâ territory. Sometimes it actually helps to be a little rough around the edges. The ad is more watchable that way.
Here are 3 examples of how you can adapt this concept to your own industry:
B2B SaaS: A slightly shaky iPhone video pointing at a laptop screen, showing a user turning a chaotic spreadsheet into a clean dashboard with a single click. âWatch how I saved three hours of manual data entry before finishing my morning coffee.â
Fintech: A native-looking mobile screen recording of a budgeting app, showing a thumb quickly dragging and dropping monthly expenses into custom folders. âHereâs the app I use to automate my rent and guilt-free takeout budget.â
Fitness: A first-person view of a hand holding a phone in a gym locker room, generating a custom workout plan right before walking out to the gym. âStop guessing which exercise to do next. Let this tool build your entire workout with 1 just click.â
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đą Ad Pick
Vote for the ad you want us to tear down next week by clicking on the option you want to see.
Option #1: This ad uses a technique called counter-cultural positioning.
Option #2: This ad is a âdisruptorâ, aimed specifically at Gen Z and Millennials.
Instead of talking about the features, the first ad demonstrated them.
This ad also applies a similar approach, however, it takes it to a whole new level:
