Tired of wasting ad spend on ads that don’t convert?

Vizcap Media founder Tyler Stephens has learned a thing or two by spending over $100 million on ads. He recently shared his hard-won wisdom at a recent Affiliate World event so that you too can create video ads that actually convert. Tyler recommends starting by leveraging the power of authenticity.

1. Shift Toward Authenticity with Single-Actor Ads 🕴

The rise of TikTok has fundamentally changed the video ad landscape. Viewers are now savvy to overly produced, inauthentic content.

Tyler’s research reveals that single-actor ads, often filmed on iPhones, resonate far better than those with multiple actors and elaborate setups.
Critical Ad Variables - Actors

This approach feels more genuine and relatable, fostering trust and engagement with your audience. It’s no longer about slick production; it’s about connecting with your audience on a human level.

2. Hook, Line, and Sinker: Grabbing Attention from the First Second 🎣

Your ad’s opening is crucial. You have mere seconds to capture attention before viewers scroll on.

That’s why a strong visual and audible hook is so important. You need to pique curiosity, or inject humor, or even use reverse psychology to make viewers stop and listen.

Don’t be afraid to experiment with different approaches to find what works best for your target audience.

3. The Power of Storytelling: Problem-Solution-Product 🗣️

High-converting video ads tell a story.

Start by framing the problem your target audience faces. This will build awareness, create a sense of urgency, and even evoke a little fear. Then, you should introduce your product as the solution.

In other words, resist the urge to jump straight into product promotion. This approach allows viewers to connect with the narrative and understand how your product can genuinely improve their lives.

4. Direct Response Principles: The Psychology of Persuasion 🧠

Direct response principles in ads are like Tom Cruise movies. They may seem a little cringy at times, but you’ll always get your money’s worth.

Tyler highlights several key direct response principles that can significantly impact ad performance:

  • Direct a Mental Movie: Engage the viewer’s senses – sight, sound, smell, taste, and touch – to create a vivid and memorable experience.
  • Intensification: Use before-and-afters to showcase the transformative power of your product. Visual evidence is incredibly persuasive.
  • Social Proof: Leverage testimonials and reviews to build trust and credibility. Showcase real people who have benefited from your product.

5. The Sweet Spot: Optimal Ad Length and Structure 🎯

If you’re making direct response UGC ads, 40-50 seconds is usually the optimal length. This time frame provides ample opportunity to tell your story, address objections, and include a compelling call to action.
Most Critical Variables - Video Length

That said, you’ll need more than a target length to craft winning ads. Don’t just wing it—use proven ad frameworks to structure your video and ensure you hit all the key persuasive points.

6. AI: Your Not-So-Secret Path to Efficiency 🤖

Embrace the power of AI to streamline your ad creation process. Tyler recommends several tools:

  • VizCAP AI: This software offers access to battle-tested ad frameworks and an AI-powered scriptwriting tool that can save you hours of work. It even generates storyboards, making production a breeze.
  • Casting Networks: Quickly and efficiently find actors for your videos.
  • Eleven Labs/TikTok Voices: Generate high-quality AI voiceovers for your ads.

7. The Call to Action: Seal the Deal 🔒

Every video ad should culminate in a clear and compelling call to action.

Tell viewers exactly what you want them to do—visit your website, sign up for a trial, or make a purchase. To encourage immediate action, sweeten the deal with a risk reversal, such as a money-back guarantee.

Finally, remember that creating high-converting video ads is an iterative process. Don’t expect to hit a home run with your first attempt. Test different hooks, visuals, and frameworks (like the example below) to see what resonates best with your target audience. Also, remember to analyze the data and refine your approach based on the results.
UGC Demo Framework
By implementing these strategies and leveraging the right tools, you can transform your ad spend from a gamble into a strategic investment.