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What's up, Marketers! This is Aazar.
This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.
This newsletter is divided into:
Sharing what I've learned
Sometimes share some other performance marketers’ lessons with you
And I analyze & compare the best ads on the internet (this issue)
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If you want to be creative, you need to look outside of your space for inspiration.
Most of the time B2B can learn something from D2C.
But I wanted to flip the script this time.
Here’s what we’re going to learn from this B2B ad account:
Skit ads.
If you don’t know what is Skit ad. ChatGPT came up with a perfect definition:
Yes, it’s the most popular ad format. If you’re not exploiting it, you’re missing out.
So, what’s the brand? It’s called Superside (and they have not sponsored this post).
It’s a design agency for marketers to find creatives (graphic or video).
Note #1: This newsletter is gonna be short today because I’m traveling but I want to inspire you, as always.
Note # 2: For a better understanding of the ads, I recommend watching them first. These ads are hosted on Atria (a platform that lets me save ads for inspiration even after the brands delete them. They also have a 5mn + ad discovery feature where I find good ad concepts worth stealing. I recently moved to this platform because lets me spy on brands I love, review mining and creative concept creation – concept to script to brief. It’s my all-on-one creative strategy tool now.)
Let’s see their ads and learn.
Ad # 1 – The Interview Skit
This ad has been running for more than 4 months, so it must be giving them the ROI. B2B brands ads don’t usually last this long.
What immediately stands out:
It’s an interview, the video seems fun to watch even if it’s an ad.
“The UX design interview” helps me lean in.
Hook: So your portfolio looks great – This is usually what we say to designers 😂
Within 6 seconds, I’m finding it funny because the UX design interview has nothing to do with the video ad. This is how expectations are in marketing in general 😂
They’re showing a deadline like sins marketers make when hiring for a creative and show instead how you can use their product/service
Most importantly, they don’t sell their service, they sell a lead magnet to make it easier for you to take the next step (foot-in-door technique)
The video is short and punchy
What we can learn & steal from this ad:
Skit ads work well when the hook is relatable. You need to find those relatable hooks in your user interviews and reviews.
Within the first frame, you see it’s a conversation or an interview. They make it super easy to watch that. Learn from the first frame.
Skit format: Interview – Can you find an interview format that works for your audience? It doesn’t have to be recruiting.
Ad # 2 – The Timing Skit
This ad is also proven since it has been running for more than 4 months
What immediately stands out:
Q4 marketing priorities. Please kill me. This hook 😂
And the lead-in: Our content needs to go viral 🙈
Painful: Cut the budget by 10%
Until 32 seconds I still had no idea what they were trying to sell
They understand us (marketers) - Big marketing dreams with shrinking budgets
What we can learn & steal from this ad:
Try to look for a situation that’s going on in your audience’s head or real life
Use words and copy exactly how people talk. You could probably find examples from viral social posts
Some examples I found on LinkedIn:
Get those social cues from social like these to create new ads. This can work for any kind of vertical: B2B or B2C.
This ad is also proven as it has been running for more than 76 days:
What immediately stands out:
Hook: The familiar scenario of planning
Multiple stakeholders exaggerate their projects and goals
The connection was done well – “Fishing for whales” > “I hope those whales can read
The victim aka the problem: Creatives
The content is entertaining and this creates an affinity with the brand
What we can learn & steal:
I love the format for having multiple people in the ad. I’ve recently tried multiple people in ads and giving each some air time, it keeps the attention and retention aligned
Familiar problems around jobs to be done can easily communicate the big idea to slide your product and services
Here’s a key learning: Once you find this ad format working for you, you can collect all the ideas and apply them to your brand.
Get even more ideas here, and you’re welcome :)
I’m not gonna further analyze because I think these 3 examples will give you enough ideas to create your own Skit Ads. But here’s one on AI with marketers’ ads.
Here are my lessons to run skit ads:
Exaggerate a little
Make it short and punchy
Don’t try to sell immediately
Make sure to add a joke or two
Find words and copy from viral organic posts
Use different formats: Skits, timing, and problem solutions
Connect with the solution once you’ve made your point the script
Don’t try to make the hooks too attention-grabbing rather focus on relatability
Additional resources for skit ads:
Happy Growing with Paid Social,
Aazar Shad
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