The Video Ad Secret That's Exploding Our Click-Through Rates

Happy Thursday,

This week, we've delved into the marketing tactics of bigwigs like Gymshark, Cards Against Humanity, and Apple.

But today, let's take a peek behind the curtain of our marketing strategy.

If you're in the trenches of newsletter growth, this email will be your weapon in acquiring more subscribers at a lower cost.

And even if you're not in the newsletter game, this new video ad format is worth a shot for its immense potential.

Let's rewind a month.

As a team, we embarked on a mission to grow this newsletter through small, $250/week ad tests.

Your feedback was our fuel, igniting our journey towards scaling.

Initially, we rolled out a series of basic image ads.

One mimicked the popular Apple Notes format, which performed decently.

Another was a meme ad, but sadly, it flopped like a poorly cooked soufflé.

Despite our efforts, nothing truly stood out as a game-changer. Some ads generated decent results but nothing mind-blowing.

And our cost to acquire new subscribers was far from our $3 goal.

Then, a couple of weeks ago, we decided to try the trending video format called UGC (user-generated content) for ourselves.

A UGC video ad is a type of video advertisement that is created by real people rather than professional actors or filmmakers.

These ads are often shot on smartphones or other handheld devices, and they typically feature authentic and unscripted moments.

UGC video ads are becoming increasingly popular because they are seen as more trustworthy and relatable than traditional advertising.

It seemed straightforward, so we whipped up a quick video as a test.

The outcome?

A whopping +113.6% surge in our click-through rate (CTR)…

And a -34% dip in our cost to acquire subscribers (CPA)!

Not too shabby for a video that required no fancy equipment.

The real takeaway here isn't just about experimenting, though that's undoubtedly crucial for optimization.

The more profound truth lies in a UGC video ad's lack of polish and why that's a blessing in disguise.

Today's audiences crave authenticity and genuine human connections.

They're willing to overlook the shaky lighting, jump cuts, and average mic quality because the ad feels genuine.

It blends seamlessly with the organic content they're accustomed to, piquing their interest and prompting them to take action.

If you haven't dabbled in this format yet, I urge you to try it.

Grab someone from your team, whip out an iPhone, and create a selfie video showcasing your product—no need to overthink it.

You might be shocked by the results, just like we were.

If you're seeking guidance on your marketing strategy, particularly paid ads, we're here to help you accelerate your growth.

Request a free consultation, and our experts will audit your current ad accounts and provide solutions to get you back on track in no time.

Here's what you'll gain from partnering with us:

• Competitor analysis

• Ad creation & optimization

• ROI measurement & reporting

• Campaign optimization

• In-depth keyword discovery

• Regular campaign reports

• Advanced campaign consulting

• Landing page & CRO recommendations

Thanks for reading. I’ve got more exciting marketing stories to share with you tomorrow and over the weekend; stay tuned 🙂 

To your growth,
Eric Siu

P.S. You guys are giving us lots of great feedback this week. Keep it coming.