Another newsletter, another mushroom-infused product. Truth be toadstool, I don’t know how many more shroom puns we have in spore. But what we do have is an example of peak UGC explainer content. The red flag hook is brilliant, the script feels natural and easily digestible, and the CTA sounds more like it’s coming from a friend than a brand hungry for sales and low CPAs. Another high point is the psychedelic visual of ingredients on a clear plate in the pool. 11/10 — way to Ryze to the challenge of making a cross-platform superperformer.
You’ve probably been feeling extra pressure to produce video ads recently. Everyone seems to be running them these days, but we’re still seeing great performance from the statics we’ve been rolling out. This scrollstopper is a gem of a static ad. It makes for a solid product explainer as well. It commands doomscrollers’ attention while offering to execute what so many wish they could do themselves: shutting down the dopamine feedback loop for some increasingly illusive focus time. Additional shout-out for using white space to drive initial visual traffic to the “IG is blocked” headline.
Can’t choose between a visual or copy-based hook? Wine not do both? Pouring (hopefully cheap) wine into the toilet is just about impossible to ignore, while native text treatment makes the follow-up listed USPs and statistics feel natural. Showing the in-app cost of drinking calculator adds an extra layer of intrigue, and user testimonials validate your curiosity. It’s a bit long, hitting the 43-second mark, but we still raise a glass of non-alcoholic sparkling cider to this UGC-laden delight that checks just about every box.
The face of composting has changed since you first heard about it from your eccentric 7th-grade science teacher. Mill reminds you of this fact by name-dropping Apple and Nest in the hook. Professionally-shot background footage gets TikTok’s green screen filter treatment so that spokesbro can give a full product breakdown and drop a very tempting 2-part CTA. You’re on the fence about going to Mill.com to reserve your membership? Well, you do want to track your impact, right? Sure you do, so you end up on the landing page anyway.
Disclaimer: this is organic content, but we liked it so much that we gave it a spot in this week’s lineup. Product demos are always a good way in, and this one definitely makes an impact. What’s a more memorable (or cathartic) test of durability than having 3 doods smash, slam, and stomp your products on a marble floor? So good, it doesn’t need copy, etc.
Skillful copywriters find ways to facilitate audience participation. Here, you don't just fill in the ___. You pull from your own experience to recognize the value of the course and the art of copywriting itself. Color scheme ensures you don’t scroll past, while design and typography create clear separation between hook and 2-part CTA in this A+ static.
You can’t not bite on this absurd visual hook — especially since it’s baited with the TikTok-native “3 reasons” setup. We like to show/mention the product within the first 5s, but this setup is strong enough for us to respect them for waiting a full 8s. The creator, testimonial, and USPs feel natural and unforced, while quick cuts keep you engaged. Yes, she does say “it’s 2022…” but we’ll brush it off. That’s just proof that it’s still performing if it’s live in 2023.