TLDR: A good ad isn’t just about selling; it’s about engaging. Smaller brands can elevate their social media presence by focusing on creating experiential video content that sticks. So, what makes a good ad? This post explores how brands can break out of the mold and craft ads that make an impact by learning from the past and creating new experiences.
Social media is flooded with ads that we swipe past like they never existed. So, what makes a good ad stand out? It’s not about who can yell the loudest or slap a discount code on their post. A great ad connects, even if it’s subtle. For smaller brands, this means taking a step back from the hard sell and leaning into authentic, creative, and experiential video production.
Why “Experiential” Matters
Experiential video isn’t a new term we throw around. It’s about giving your audience more than just something to buy—it’s about giving them something to experience. You’re not just showing off a product, you’re showing them how it fits into their life, their identity, and their story.
If we look back, vintage ads were all about the experience. Think about those old Coca-Cola ads that sold happiness in a bottle or the classic Volkswagen ads that didn’t just sell cars—they sold an idea, a feeling. The message wasn’t “buy this product”; it was “be a part of this world.” That’s where the magic happened—and it’s still where the magic happens today.
For smaller brands, this might sound like a lot, especially on a budget. But here’s the thing: you don’t need a million-dollar production to create something impactful.
Quick Tip:
Instead of focusing on selling, think about how your ad can make your audience feel like they’re part of something bigger. Whether it’s a behind-the-scenes look at your brand or a day-in-the-life style video, you’re bringing your audience into the experience.
Ads that focus on creating experiences, not just sales, are the ones that leave a lasting impression.
Storytelling Over Selling
We’ve all seen those ads where it’s just “Buy this, buy that.” But storytelling is your friend. People want to know the why behind your brand. What’s your story? Why should they care? Give them something to latch onto, beyond a price tag.
For smaller brands working within tighter budgets, this doesn’t mean skimping on quality. Instead, it’s about honing in on the heart of your message and using that to create a narrative your audience will relate to.
Example:
Let’s say you’re a small coffee shop. Instead of another “20% off your next cup” post, why not show how you make your signature brew? Take your audience behind the counter—show them the process, the love, the craft. That’s storytelling, and it’s how you create a real connection.
Good ads are stories first, products second. Focus on making your audience feel connected, not just sold to.
Simplicity Wins
A lot of brands overthink their ads. They throw everything in—features, specs, testimonials—and by the end, the message is lost. But the best ads are often the simplest. Think of those minimalist campaigns from some of the biggest brands. They don’t clutter the message. They keep it clean, focused, and powerful.
For smaller brands, this means thinking about how to convey your message with clarity and impact—without overloading the viewer.
Quick Tip:
Stick to one core message per ad. If you’ve got multiple things to say, save it for another post. Simplicity not only keeps the focus but also makes the ad more memorable.
Conclusion:
A good ad doesn’t just get seen—it gets remembered. Smaller brands might not have the budget for a Super Bowl ad, but with the right approach, they can create content that resonates. Focus on storytelling, embrace experiential video production, and keep it simple. And if you ever get stuck, look back at those vintage ads—they knew how to turn a product into an experience long before social media even existed.
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