Why 20 second ads are performing

Hey Everyone!

Here is an easy tip to apply to your creatives, depending on the cost of your product.

Today's topic we’re gonna be covering is choosing the length of your ads correctly.

There are different circumstances when you should be using long-form content (60-180 seconds), vs short-form (15-30 seconds).

Here’s when you need to use short-form ad creation:

- A low AOV Product

- When your product requires an Impulse purchase

- Relatively low level of education about the product

A really great example that I’ve seen is Flo Vitamins. It’s a very simple premise, which is women’s vitamins for their menstrual cycle. It can be characterized in one sentence, and only needs a UGC creator to say “Check this out and here’s why”. With only one main value prop, you can deliver the message quickly and easily.

Here’s when to use long-form ad creation:

- When selling a high AOV product

- Lots of value props that need to be addressed

- Consumer needs more time to learn about an unfamiliar product

A situation I’ve seen before is Casper Mattresses, with mattresses costing upwards of $1000. These products need ads that are long, and polished, to display a level of education and trust in the product and brand itself.

Some brands need to use long-form when they need more time to convince the consumer to splurge for a more expensive product like an expensive set of pots or a new $1000 mattress.

For those products, consumers need time to become informed and need to get sold more on all the value props the product has to offer. For a product with a relatively low AOV, you don’t need to focus on that many value props or be thorough with them. Instead, the short-form content is a game of grabbing attention. Try and deliver your message as clear, concise, and quick as possible.