Part 2: The Modern Advertising Framework
Note: The examples below are from the Day Trading Attention, here for your reference with along with the original link to each post.
POV: Taking a Shower When You’re A Girl Dad
Original post link
Copy:
Every. Morning. #dad #dadsoftiktok #kentucky #girldad
This is an example of a piece of content you could create if you were trying to reach girl dads. Maybe you could try a few variations based on common situations that girl dads experience; some variations could tie in your kids’ clothing product in a creative way, and others could be more broadly relatable for girl dads.
Once you know what you want to make, you can then execute with strategic organic content principles in mind.
Part 3: The Core Variables
Platforms and Culture (PAC): The new requirement for your advertising knowledge
The bottom of every short girl’s baggy pants… (via @d00yoo on TikTok)
Copy: No baggy pants left behind 🤧
As I’m writing this there’s a TikTok trend where people refer to “canon events,” inspired by the film Spider-Man: Across the Spider-Verse. Canon events refer to moments that everyone has to experience for themselves to build character or learn a life lesson. Above is an example from a creator.
In this case, if you came across this trend, you could use it as an opportunity to showcase how well you understand your cohorts. What are the key life events for the people you’re trying to reach? What are the most common behaviors that people can relate to? Can you weave in your product or service in a way that’s authentic?
After you turn 30 and the PT asks you to point to what hurts
Copy: It’s all downhill from here.
BUT you can slow that downhill progression dramatically and have a higher quality of life for much longer IF you stay active and train.
Follow @milostrengthdpt for more content with rehab and strength and conditioning!
Edit: turns out this is called “hamboning”.. who knew? 🤷‍♂️. Credit to the artist Steve Hickman!
#physicaltherapy #physicaltherapist #physio #physiotherapy #physicaltherapystudent #rehab #humor
You might find trending memes, videos, or audio on various platforms that you can adapt into your content when you’re scrolling through content yourself. Here’s a physical therapist who layered on his own messaging over a popular video of hambone artist Steve Hickman. The video received 26.5 million views, at the time of writing. Adding titles that speak directly to your cohort group and calls them out literally is a good way to capture attention and make it relevant in the first few seconds.
Notice how the headline of the text here directly calls out a cohort, people over thirty who are starting to feel the effects of their lifestyle on their bodies:
Post yourselves to this song
Facebook allows users to upload photos as replies in the comments section. Using that observation, maybe you could add CTAs (calls-to-action) in your copy on Facebook Reels, asking people to leave their own photos in the comments and build a more intimate community. When people leave a comment or engage with your post, it’s a sign to the platform that people like watching or interacting with your content; since the platform wants to keep people on for longer, it’s more likely that your posts will be shown to them more often in the future (or to other groups of people who may also be interested in watching). It could also be an opportunity to get user- generated content that you repost in a different format, such as resharing those images on your Facebook and Instagram stories with your message layered on top of it.
Above is how a creator generated photo replies in Facebook Reels comments using a combination of in-app music and strong text call-to-action on the video.
Where is the surgeon hiding?
Copy:
Who said video games wont help you become a doctor? @Dr. Danny Shouhed #surgery #roboticsurgery #operatingroom #doctor
There are multiple variables here that help create an engaging hook:
1. The green screen video effect: Green screen effect allows creators to add their commentary or reaction on top of either a picture or a video in the background. In this case, the creator used TikTok’s native “duet” feature (which allows you to post your video in combination with another video from another account, in various formats) and selected “green screen” as the format for the duet. This means the video is playing in the background, with the creator’s face in the corner providing their commentary over it.
This format helps create an eye- catching hook that makes viewers curious about what the creator is going to say.
I also think the green screen format is a great one because it allows people to comment over headlines, articles, and screenshots of other posts that may be relevant to what your consumers care about. It can be an easy way to make content; if you’re a real estate professional, chances are you have some opinions about current interest
rates or home-buying trends in your area. You could find a relevant arti- cle that talks about those things with an intriguing headline, and layer on a “green screen” with your opinion. If you want more distribution on special press releases and announcements your company makes, you can “green screen” it for extra distribution instead of just posting that content on your blog and letting it sit there.
2. Title and first three seconds of the video: The title “Where is the surgeon hiding?” along with the creator saying “Where is the surgeon?” out loud in the first few seconds of the video creates curiosity. Adding a title that asks a thought- provoking or interesting question like this might lead to more users staying on the video to find the answers.
In this example, the readability of the title might be something to improve. The white text against the green background might not have been as readable as, say, using TikTok’s in-app features to add a black background behind the white text so it’s a bit more readable. This is where things get subjective—just because you or I or someone in the organization likes a particular color doesn’t mean that color is the one that’ll catch the most attention. In this scenario, maybe the creator could try multiple different colors in the headlines, post all the versions, and see which one ac- tually ends up working the best.
In the first few frames of the video, there’s also a slight pause before the cre- ator starts talking. The first frame of the video appears as a static image, rather than immediately focusing on the main point of the video. The first few seconds of a video are too valuable to waste time with slow starts, or extra frames that aren’t 100 percent necessary. It’s best to get into the message as fast as possible; otherwise you’ll lose viewers.
The first three seconds are critical to how relevant your video feels to your intended audience—this is the place to feature actors and actresses who look like the people you want to reach, add thought-provoking head- lines, or add movement and camera angles that make people curious about what the video’s going to say.
3. The sound: Native TikTok audio in- volving the Mission: Impossible theme song was added here and is playing in the background as the creator is talking. The familiarity of the song is a good way
to catch attention and help the distribution of the video; if TikTok sees that a lot of people are watching videos with that audio attached, then it’s potentially more likely they’ll give favorable distribution to other videos that have the same audio.
via @Chipotle on TikTok
Copy: we see u out there
via @chipotle on Instagram
Copy: we see u out there
Ask yourself, are you using cultural trends within each platform?
Chipotle in this example repurposed a TikTok to an Instagram Reel.
It was the same video with the same copy, but the trending sound they used in the background of this short looping video was different on each platform.
via @jun_yuh on TikTok
Copy:
We as human beings make thousands of decisions each day, and it’s in those moments of contemplation that we waste cognitive energy. If we hesitate for long enough, our bodies will persuade our minds to make decisions that keep us comfortable. That is why we tend to skip workouts and procrastinate on tasks. The 321 method is extremely simple but also very effective. It has you focused on counting down from 3, freeing yourself momentarily from the battle between your mind and body. Then on 1 you immediately move on to a subsequent task. Since you don’t give yourself time to second guess, you are able to overcome the initial friction point more easily. I usually do this in the mornings when my alarm clock goes off. Instead of snoozing, I’ll simply roll over, count down from three, and get up. This can be a powerful subconscious tool if you master the habit! Guide to academic success preorders next friday! If you want to be one of the firsts DM me on IG 🙂
As people increasingly use platforms like TikTok and Instagram as search engines, the copy (the caption) on your post plays a huge role. The creator of the above video received 12.9 million views (at the time of writing); it’s an eleven-second video that starts with “pov: you’re feeling lazy and don’t feel like doing anything” (which is relatable for a large group of people) and ends with a CTA to “read the caption,” where there’s longer copy elaborating on a solution to the problem.
via @atlmixersmobilebar on TikTok
Copy: Summer drink vevida que puedes hacer en casa facilmente #summervibes #summerdrinks #titoscongrape #titos
Before you start posting content it’s important to make sure that your profile is set up in the right way, so that when viewers click through to your profile after watching your video, they know exactly who you are and what you do.
For example, ATL Mixers did a great job with this TikTok video; they used catchy audio in the background, and they showed the process of making a summer drink (a topic that would be top of mind for people in July, when this was posted). Videos that show the process of making something—a drink, a recipe, or a special kind of food—are interesting for people to watch because they want to see the outcome.
In this case, ATL Mixers got 19.9 million views on this video at the time of writing. However, the link in bio doesn’t go to their website; it goes to their Instagram page.
On their Instagram page, they have a short bio explaining what they do and Instagram highlights featuring a couple of client reviews, but they don’t have a web- site link there in bio or a phone number.
