Before you produce ads, do your research. High-performing brands learn from their audience. They study reviews, analyze competitor tactics, and refine their angles. The goal is to understand why people buy. Once you know these reasons, you shape your ads around them.
Start with Reviews
Begin your research by examining customer reviews. Reviews reveal key insights. They tell you why customers love the product. They might mention fit, quality, or how the product solves a specific problem. Consider a successful brand like a large T-shirt company. They have millions of customers and over 150,000 five-star reviews. Their success shows they do many things right.
Look at their reviews. Customers talk about product fit, comfort, and durability. Some mention how the T-shirts impress their partners or maintain length after washing. These details reveal angles. An angle is a reason why someone should buy from you. For example, “Look great for your partner” is an angle that resonates with people who care about their appearance and how others see them.
If you lack many reviews, check competitor reviews. Identify reasons why their customers love their product. If they focus on comfort and you also deliver comfort, highlight that in your ads. If some customers mention price hesitation, consider promotions to address that concern. Every detail in a review can inspire an angle for your ads.
Move from Reviews to Creatives
Once you find strong angles in reviews, think about how to turn them into ads. For example, you might notice customers say, “These shirts make my husband look amazing.” You can use that angle. You produce ads that say, “Go from father to daddy with these shirts,” or “I only date men who wear these shirts.” These hooks come from insights drawn from customer feedback.
The brand takes a core idea, improving your appearance and impressing others, and builds ads around it. This approach transforms raw feedback into creative hooks that speak directly to customers. The ads feel relevant because they stem from real user experiences.
Explore Multiple Angles
Do not rely on just one angle. If you only highlight free shipping, you limit your appeal. Instead, find several angles. Think about why people buy. Maybe they want better fit, social approval, more confidence, or greater comfort. Try to identify at least five different angles.
Ask yourself: Why should people buy from you and not your competitor? If your shirts offer superior fit, highlight that. If they give a confidence boost at work or on a date, say so. If they last longer after washing, mention durability. Each angle adds depth and variety to your messaging.
Research Trends and Formats
Do not just rely on angles. Consider trending ad formats and content styles. Maybe a certain type of user-generated content (UGC) video is popular. Maybe a specific style of Reels or TikTok trend resonates with your audience. Combine a proven angle with a trendy format. For example, pair your “look great for your partner” angle with a UGC video featuring a relatable couple. Trends help your angles feel current and engaging.
From Research to Ad Creation
After your research, gather your findings. Identify the strongest angles and needs. Think about which formats suit your message. Prepare briefs for your creative team. Show them reviews, highlight the angles you want, and guide them on formats. For example, you might say: “We found that customers love how these shirts impress their spouses. Let’s create a UGC video featuring a partner complimenting the wearer.”
Your creative team can then produce variations. They test different hooks, different creators, and different visuals. After launching these ads, monitor performance. Pause the underperforming ads and scale the winners. This iterative process refines your strategy over time.
Action Steps for You
- Check Your Reviews: If you have reviews, read them closely. Find what customers praise. Identify any subtle hints about what they truly value.
- Check Competitors: If you lack reviews, look at similar brands. Read what their customers say. If people love the competitor’s comfort, highlight your comfort if it’s better.
- List Angles: Write down five reasons people should buy from you. Avoid shallow angles like free shipping. Instead, focus on benefits that matter emotionally—confidence, social appeal, comfort, durability, or long-term savings.
- Match Angles to Formats: Consider how to present each angle. UGC videos, simple images, or testimonial ads can highlight different benefits. If romance is key, show a couple interacting. If comfort is key, show someone relaxing in the product.
- Test and Refine: Launch your ads. Check results. Identify which angles and creatives perform best. Expand on the successful ones and drop the ones that fail.
Keep Learning
Successful brands invest heavily in creative research. They understand their audience’s needs and build ads that speak directly to those needs. They try different approaches, test them, and iterate. You can do the same.
By understanding your customers, their desires, and their reasons for buying, you create ads that connect on a deeper level. This approach leads to more effective advertising and better results.
Conclusion
Ad research and creative development start with understanding why customers buy. By studying reviews, competitor feedback, and fundamental human needs, you uncover powerful angles. These angles guide your ad creation. With thoughtful research, you can produce creatives that resonate deeply, stand out in crowded markets, and drive better performance