1. Start with your value proposition
What job is my product hired to do for your customer? What problems, obstacles or risks does your product help alleviate? What specific problem does it solve? What specific benefit will your customer gain when purchasing your product? An example:
Acorns - Invest with your spare change
2. Position your product
Saving Time
Saving Money
Staying Healthy
Financial Security
Connecting with others
Relationships
Building Confidence
Aspirations
3. Write your messaging
VP - Invest with your spare change
Position - Financial security
Combined:
Save for your future (position) by investing your spare change (value prop)
Now write several versions of this statement:
Invest you spare change to save for your future
Start building your nest egg by investing your spare change
Educational: How to save for you future with investing your spare change
Lists: 3 ways to save for your future using your spare change
Grow your money by investing your spare change
Make your money work for you when investing spare change
4. Choose an ad layout
PRO-TIP: Test all templates, it will give you more data on what works
Explainer
Comparison
A to B
All-at-once
Meme
Testimonials
Combo
Explainer: Short form storytelling. This is what it is, these are the cool things about it, do you want it? Be as direct as possible. These can also be leveraged as educational, like how to do x, y and z. Or even do lists, like 3 reasons this is an amazing product. The main thing here is to make sure that the first 3 seconds of the video is to hook someone with your first line of copy paired with visuals that are eye catching enough to stop scrolling. This can take time to get the right mix
Comparison: Show how you stack up against competitors, show off what makes you different. Example, if the comparison is speed, show that your product is faster via a bar graph. These can even be bullet points. Point here is to just show that the alternatives to your product are subpar compared to your product. You can even show the old way vs. the new way.
A-to-B: This can be a cause and effect or problem and solution. This just shows how doing x, y and z can result in a desired output. Even showing the problem and using this product
All-at-once: Show how it works, benefits, features as bullet points, helpful in a scrolling experience, it gets to the point faster.
Meme: Keeps messaging and your call to action prominent throughout the ad while being able to show shots
Testimonials: This is social proof / credibility. No one wants to be the first one to try some unknown product. But if there are people using it and loving it, use that to your advantage. This can either be someone talking to the camera and giving a review or just a selection of quotes online.
Combo: Mix and match, example, Testimonial with meme bars.
5. Shoot video
PRO-TIP: Shooting with your phone makes your ad look more authentic and looks less like an ad.
PRO-TIP: The first shot in your ad is the most important, so make it worthy of someone to stop scrolling.
Show your product
Show how it's used
Show features of it, the bells and whistles
Show how it solves issues