
# 3 Reasons For Making Hook Iterations

![hook iteration](/images/postImages/3_add_hook_to_winning_ad_with_frame.png)

So, yeah, you want to know why bother making hook iterations.

It’s a legit question that’s quickly answered but not easily understood. Because context matters, and every growth team’s situation is unique. So, no one but you can only tell you should use hook iterations. However, you can benefit from some common reasons why performance marketers use hook iterations.

> Think of hook iterations like a skilled chef refining a recipe, tweaking ingredients and proportions until the dish is a culinary masterpiece, resonating with the palates of the diners.



## 1. Don’t Abandon New Ad Concepts Quickly

We spend time painstakingly researching, writing a brief, hiring agencies and creators, and fine-tuning concepts. And when they bomb upon launch, we get disheartened and abandon them quickly. Well, now you have a strategy to perfect those new concepts. Don’t give up too easily.


> Hook iterations are like finding the keys to a treasure chest that are your creative concepts. It will take time, it will require trials and iterations, but you will unlock that treasure.


## 2. Extend Winning Ads

Isn’t it nice to find an ad that wants to consume all your ad dollars? Congrats -- you have a winning ad. Well, those winning ads are rare, but when you get those moments, you should make the most of it. How -- By making hook iterations of winning ads.

> We've been able to revive old winners that were winners twelve months ago, 16 months ago. We've used Recharm to bring those back to life because a good ad is a good one, and sometimes, it just needs a new lens. Recharm allows us to give an existing winner a new lens. 


## 3. Backup Creatives

Hook iterations are relatively faster to make (provided you have the right tools like Recharm). So, when nothing is working in your ad account, you can quickly whip up hook iterations to try new things out. Sometimes, creatives team take longer, agenceis don’t deliver or you are just facing a creative block. Hook iterations is a reliable backup plan.



> Harness hasty hooks with the help of handy Recharm; a haven when hindered.



_[Learn more](/for_media_buyers) about strategies to make hook iterations_

Hook iterations in video ads are often overlooked. Here's what you need to know.

3 Reasons For Making Hook Iterations


# 5 Tips for Shooting UGC

User Generated Content (UGC) is exploding in popularity it is relatable content for commercials, viral videos, and ad campaigns. Instead of expensive video shoots, UGC features real individuals in their authentic environments, which, when done right, can give the consumer a feeling of relatable authenticity that is hard to replicate in a studio.
Here are 5 effective tips to maximize the impact of your UGC: 

## Tip 1: Invest in a Ring Light
Ring lights eliminate shadows and add different shades of light and color to your video. The circular-shaped lights are typically placed on an adjustable tripod with a built-in phone mount, but if you prefer to shoot your content while holding your phone, they make smaller clip-on models as well.


<div style="display:flex;justify-content:start;">
  <div style="display:inline-block;position:relative; margin-right: 40px">
    <img style="margin:0; padding:0" src="/images/postImages/5_tips_ugc_1.webp" alt="Image 1">
    <div style="text-align:center;margin:0; padding:0">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.jmsbeauty.co.uk/post/zing-on-zoom">Source</a></p>
    </div>
  </div>
  <div style="display:inline-block;position:relative; margin-right: 20px">
    <img style="margin:0; padding:0"  src="/images/postImages/5_tips_ugc_2.png" alt="Image 2">
    <div style="text-align:center;margin:0px; padding:0px;">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.walmart.ca/en/ip/Selfie-Light-Ring-Led-Circle-Clip-On-Cell-Phone-Laptop-Camera-LED-36-Adjustable-Brightness-Video-Lights-Rechargeable-Compatible-Photography/PRD7ET41B3I0VPF">Source</a></p>
    </div>
  </div>
</div>



Here are a couple of links where you can find both the [tripod](https://www.amazon.com/Extendable-Sensyne-YouTube-Compatible-Phones/dp/B08B3X7NXC/ref=sr_1_5?crid=1073ONP94CBDB&keywords=Ring+Lights&qid=1675693539&sprefix=ring+ligh%2Caps%2C207&sr=8-5)  and [handheld models](https://www.amazon.com/Selfie-Rechargeable-Retaining-Photography-Lighting/dp/B089CYYC65/ref=sr_1_9?crid=3GUUWP8ZL95KY&keywords=Ring+Lights+clip+on&qid=1675693987&sprefix=ring+lights+clip+o%2Caps%2C229&sr=8-9). 




## Tip 2: Keep natural light behind your camera
When you position yourself directly in front of a window, the natural light entering the room tends to produce a “washed-out” look which can add shadows and take away from the natural color and intensity of your shot. Don’t let the light hit your back. Keeping natural light in front of your face and behind your camera can help create the look you want to share with your viewers. 

The Verge gave a great example [here](https://www.theverge.com/2020/4/8/21202907/zoom-tips-video-call-lighting-audio-look-your-best).

  <div style="display:inline-block;position:relative; margin-right: 40px">
    <img style="margin:0; padding:0" src="/images/postImages/5_tips_ugc_3.png" alt="Image 1">
    <div style="text-align:center;margin:0; padding:0">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.theverge.com/2020/4/8/21202907/zoom-tips-video-call-lighting-audio-look-your-best">Source</a></p>
    </div>
  </div>


## Tip 3: Invest in Audio Quality

Spend equal time on how you look on camera and how you sound. Here are some audio tips.

* Get a USB Shotgun microphone to capture sound from further distances when the you can’t use a lavaliere or handheld microphone. You can plug this directly into your phone and use it as the native microphone for your camera.

  <div style="display:inline-block;position:relative; margin-right: 40px">
    <img style="margin:0; padding:0; width: 250px" src="/images/postImages/5_tips_ugc_4.png" alt="Image 1">
    <div style="text-align:center;margin:0; padding:0">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.amazon.com/Movo-VXR10-Microphone-Windscreen-Smartphones/dp/B0723D3FVL/ref=sxin_15_pa_sp_search_thematic_sspa">Source</a></p>
    </div>
  </div>

* Consider using wireless earbuds. The built-in microphones in even mid-range brands are still pretty good and will almost always be able to pick up better audio than the built-in mic in your phone. 

* If all else fails, get a miniature recording device or even a second phone that can be closer to you but still out of the shot. There are many digital recording devices out there that are made for this exact purpose. This way, even if your camera's native audio is not up to par, you will still have a clean audio source that can be overlayed into your video in post-production. Better safe than sorry!

Here are a few links to some of Amazon's best selling [USB mics](https://www.amazon.com/Movo-VXR10-Microphone-Windscreen-Smartphones/dp/B0723D3FVL/ref=sxin_15_pa_sp_search_thematic_sspa?content-id=amzn1.sym.f0c5ad8f-c1b9-48f0-8868-482b84b2d5eb%3Aamzn1.sym.f0c5ad8f-c1b9-48f0-8868-482b84b2d5eb&crid=3E0J9XLHFXME1&cv_ct_cx=shotgun+mic+for+phone&keywords=shotgun+mic+for+phone&pd_rd_i=B0723D3FVL&pd_rd_r=9de7101f-310a-406b-8929-e19d3f174f90&pd_rd_w=UGzX1&pd_rd_wg=reNTC&pf_rd_p=f0c5ad8f-c1b9-48f0-8868-482b84b2d5eb&pf_rd_r=7E6CS9482DEN0K91Y2SN&qid=1675771415&s=musical-instruments&sprefix=shotgub+mic+for+phone%2Cmi%2C166&sr=1-1-a73d1c8c-2fd2-4f19-aa41-2df022bcb241-spons&psc=1&smid=AJJXN514E694T&spLa=ZW5jcnlwdGVkUXVhbGlmaWVyPUExVkZUOFJCSkw0M1JZJmVuY3J5cHRlZElkPUEwMzUyODYxMzEzTzFUTVBRSFNaTyZlbmNyeXB0ZWRBZElkPUEwOTg4NzQzMTI1TE4yNTFWNjVKRSZ3aWRnZXROYW1lPXNwX3NlYXJjaF90aGVtYXRpYyZhY3Rpb249Y2xpY2tSZWRpcmVjdCZkb05vdExvZ0NsaWNrPXRydWU=), reasonably priced earbuds, and [mini recording devices](https://www.amazon.com/Sony-ICDPX370-Digital-Recorder-Built/dp/B06XFTWCBJ/ref=sr_1_4?crid=2N5S8PDUDBFGQ&keywords=digital+recorder+with+microphone&qid=1675771721&sprefix=digital+rec%2Caps%2C220&sr=8-4).



## Tip 4: Vary Your Angles
UGC should make the viewer feel a personal connection to you and your space. 
Set up a specific area to record
Move around your space and share additional angles to make your viewers feel closer to you. They should feel as if they are in the room with you and have access to the same space you are filming in.
Investing in a selfie stick or a motorized camera slider will give you better control over your shot while moving.

<div style="display:flex;justify-content:start;">
  <div style="display:inline-block;position:relative; margin-right: 40px">
    <img style="margin:0; padding:0" src="/images/postImages/5_tips_ugc_5.gif" alt="Image 1">
    <div style="text-align:center;margin:0; padding:0">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.jmsbeauty.co.uk/post/zing-on-zoom">Source</a></p>
    </div>
  </div>
  <div style="display:inline-block;position:relative; margin-right: 20px">
    <img style="margin:0; padding:0"  src="/images/postImages/5_tips_ugc_6.gif" alt="Image 2">
    <div style="text-align:center;margin:0px; padding:0px;">
      <p style="margin-top: 10px; margin-bottom: 0px; margin: auto"><a href="https://www.jmsbeauty.co.uk/post/zing-on-zoom">Source</a></p>
    </div>
  </div>
</div>


Here are a couple of links to some of Amazon's best-selling selfie sticks and motorized sliders.


## Tip 5: Product Placement

Recording your content in the appropriate aspect ratio -  9:16 for TikTok, Reel,s 4:5 for Instagram, and 1:1 Facebook. A simple trick you can use for all 3 formats is to create an invisible box around your head. Inside of this box you should create equal space (roughly a hands worth) on all 4 sides of your head. This should give you ample space to showcase both your face and your product all while keeping everything central to the video.

If you put your product too high or too low, you run the risk of having it cut off or covered up by marketing copy which will typically be added to the top or bottom of your video in the editing phase. Not every platform has the same viewing format so ensuring you shoot in the proper format is key to the impact of your content!


Easy and effective tips to maximize the impact of your videos.

5 Tips for Shooting UGC


# 9 Interview Questions for Creative Strategists

Creative Strategist is a new and emerging role in a marketing team. A person becomes a creative strategist with experience. One doesn’t go to college to get a degree in creative strategy. Individuals graduate into these roles. Some are performance marketers with a creative bent, and some are creative designers with an analytical mind. Some are great brand marketers with clarity of value-prop and customers.

Only a few in marketing have worked as creative strategists or hired one. Therefore, it is sometimes unclear how to interview a creative strategist.

Here are 9 interview questions you can ask when hiring a creative strategist for your creative team.


## 1. Define what a creative strategist does?

Look for clarity in their idea of a creative strategist’s role. Look for substantiation of that clarity with specific examples.

Everyone’s perspective on creative strategy is different. There is no definition of creative strategy, after all. A candidate’s description of creative strategy should match (or inform) your definition of creative strategy.

Best creative strategists will elevate your understanding of what a creative strategist can do.


## 2. **What qualities make a creative strategist successful?**

Look for specificity.

It is very easy to rattle off a list but hard to give personal examples. You are looking for a diverse set of skills -- creativity, process, familiarity with data, collaboration, etc.

Essential qualities to look for:



* Communication skills – Can they explain complex concepts in simple terms?
* Focus on understanding the customer – Do they know how and why strategists need to understand the customer deeply?
* Experimentation mindset – Can they translate any idea into an experiment?
* The mix of creative and analytical skills.
* Detailed oriented

The answer to this question requires specificity. An average candidate would rattle off a list of generic qualities. Great candidates cite examples.


## 3. What is the most important part of being creative strategist?

Look for the "why." 

This is a “why” question disguised as “what.” Why is a creative strategist’s role important? What impact can it have? How can a creative strategist fail? Without explaining the “why,” the answer to this question is not complete.

Through this question, you can dig deeper into the candidate’s record as a creative strategist. You can ask about the specific impact they have had in the past, either as a creative strategist or in a role that qualifies them to be one.


## 4. What trends have you seen in the DTC regarding ad creatives?

Look for curiosity. You want a person who is hungry to learn and will bring in new ideas continuously.

Knowing trends is less important than having a process to spot trends. How much time do they spend on social media? Have they utilized trends in social media before? Do they create content that rides trends? Who do they learn from and follow to be in the know about DTC direct response advertising?

Only some people can be on top of trends all the time. Only a curious person will find an inner passion for keeping up with this arduous task.

 


## 5. What does your creative ideation process look like?

Look for examples, and avoid falling for abstraction.

It is very easy to talk about a process as a professor and in abstraction. Not easy to talk about a process with a specific example.

The ideal candidate should clearly articulate their creative ideation process with examples. Creative strategists lead the creative ideation process and decide on what creative to run next. Therefore, you are looking for a structured thinker who can break down complex ideas into simple executable experiments designed to maximize learning and find winning creatives.

Things to look for:



* Can they lead brainstorming sessions?
* Can they get everyone in the room to contribute?
* Can they effectively organize information?
* Can they apply past creative performance data to establish priority?
* Can they help frame experiments in hypotheses?
* Can they make decisions and get the team to execute those decisions?

 


## 6. Where do you go to find creative inspiration for ads?

Look for depth.

Very easy to cite all the usual places to find inspiration. Depth is when a creative strategist can cite specific inspiration from specific brands. For example – _I love Masterclass ads because they have fast cuts and powerful background music. It creates engagement._

Creative strategists should cite examples of top creatives they have seen and why they were so great. Inspiration stimulates the growth and evolution of an idea, so it is important to know where the candidate looks for it.

An ideal candidate can critique creatives by applying high-level frameworks to gain a deeper understanding. For example – understand a creative from the lens of content pillars. Is it entertainment, educational, or aspirational? Do they cite how creatives speak to customers psychologically?


## 7. How would you define “variations,” and what changes would you make in a creative for variation?

Look for why, what, and how.

Use this question to judge the seniority and experience of the person. This question brings marketing, data, and creativity — all three together.

Why use variations – An ideal candidate can tell you why variations are important in the iterative process. This one should be easy.

What types of variations – An ideal candidate tells how to use data to inform the kinds of variations to make. Should there be variations on the hook, content copy, music, or something else?

How to make variations – An ideal candidate works with a designer or video editor to specify what changes need to be made. Look for a detailed orientation of the candidate. 


## 8. Can you give an example of how you've adapted an ad concept cross-platform?

Look for execution.

This is where the theory of creative strategy meets the hard reality of multiple ad platforms. Someone who has experience knows this well and can speak to it.

An ideal candidate has adapted an ad concept cross-platform and driven higher conversion. Even more important is understanding what works on different platforms and whether to repurpose a creative on other platforms. If the candidate demonstrates a nuanced understanding of what works on various platforms is a strong indication of experience and knowledge and will be a crucial indicator of success.


## 9. What script-writing formulas have you used successfully in the past?

Look for the craft.

Building creatives is an art. You need to understand direct-response advertising and marketing concepts.

Candidates can take this question as deep as they want. Deeper they go, the more craft they show.

Ideal candidates clearly articulate the anatomy of an ad (hook, features, and CTA) and ad building blocks. They demonstrate insights into the script-writing formulas and their understanding of key performance metrics. They will repeatedly cite how vital the hook is in any video creative.



Ask these 9 questions to identify the right creative strategist. Interviewing creative strategists doesn't have to be hard.

Creative Strategy Hub

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