Title card with a purple gradient background. A small blue/purple logo is in the top left. White text in the center reads "OUR FAVORITE ANALYSES".
The Motion logo and name appear above the title. Subtitle text appears below: "See your top video hooks".
The title card text overlays a transition to the Motion Plus One software dashboard. A woman appears in a small circle at the bottom left.
Speaker 1: When it comes to the performance of an ad, one of the most important jobs to be done, the very first job to be done is to capture attention for videos specifically. So what we can do in Motion is create a report to show you some inspiration on ads that are doing a really great job at capturing attention.
The speaker is in a small circle at the bottom left of the screen, overlaying the Motion Plus One dashboard. The main dashboard area shows a list of ads with thumbnails and names like "Holidays all year around_Image_BOGO_POP_Skywarp". The left sidebar has a list of reports like "Top Creatives", "Image Iteration", etc.
Speaker 1: That way as you go into making ads in the future, making future iterations or in your next sprint cycle, you know what type of content to draw from and to test out again.
Speaker 1: To do that, go ahead and click create report up in the top left hand corner and we're going to build a top performing report.
The speaker clicks the "Create report" button in the top left sidebar. A dropdown appears with "Top performing" and "Comparative analysis". She clicks "Top performing".
Speaker 1: Now, I'm selecting just the last 14 day window for me. Feel free to adjust to whatever time frame you want to be looking at for this.
The screen changes to a new, untitled report page. It shows a date range "Last 14 days", "Group by Ad Name", and an "Add filter" button. The main area says "Waiting for Meta..."
Speaker 1: And we're actually going to make use of our motion metrics. So go ahead and throw on a performance metric filter for hook.
The speaker clicks the "Add filter" button. A dropdown menu appears with options like "Campaign name", "Ad set name", "Tags", and "Performance metrics". She selects "Performance metrics".
Speaker 1: Your hook score is your ability to capture attention within the first three seconds of an ad. And I'm going to set that to being above 70. So only ads that have that 70 or above, we know is doing a really great job at capturing attention.
The speaker types "Hook" into a search bar that appears. She selects "Hook score". A filter condition box appears: "Where Hook score > [input box]". She types "70" into the box and clicks "Continue", then "Apply".
Speaker 1: So, throw this on here and you're going to get a full list of those specific ads.
The report loads, showing a bar chart with Spend and ROAS for various ads that meet the filter criteria.
Speaker 1: I personally like going over to card view because it's going to show the creative first and forefront.
The speaker clicks the "Card view" icon in the top right of the chart area.
Speaker 1: That way you can go ahead and preview the content as well, just like this. You can start watching all your video content.
The view changes to a grid of large thumbnails for each ad creative. The speaker hovers over the first creative. A "Creative insights" panel opens on the right, playing the video ad. The ad shows a hand lighting a candle on a small table.
Speaker 1: See what's happening within those first three seconds and start pulling some insights of, oh, interesting, all of our top hooks, for example, are ones that feature this type of content or this type of talent or this type of problem solution messaging or this type of angle, whatever it might be. You can start to pull some inspiration from this.
Speaker 1: Now, some additional things you might want to throw on uh this specific report is another filter for spend is above and add a threshold here. I'm just going to do spend is above $100.
The speaker clicks the "Add filter" button again. She selects "Performance metrics" and then "Spend". A filter condition box appears: "Where Spend > [input box]". She types "100" and clicks "Apply".
Speaker 1: That way we're essentially hiding out any ad that have had too little spend that we can't really say is part of our top performing um hooks, for example. So feel free to throw on a filter for spend above a certain amount, whatever makes the most sense to you, and to essentially hide out any ads that just haven't had enough spend within your account.
A new filter "Spend > $100" is added next to the "Hook score > 70" filter. The card view report updates.
Speaker 1: So the next step you're going to want to take here is to adjust the metrics within this report. I'm going to add spend and ROAS for me. Feel free to swap ROAS for whatever your bottom line metric is, whether it's cost per app install, cost per lead, whatever that might be. So essentially with this, I want to make sure one, it's had spend. So I want to see how much money is going towards this and if it's scaling in general. And then I want to see ROAS in my case to make sure that this ad is actually returning back for us. Because in some instances, for example, we could have ads which are doing a really great job at capturing attention, but they're not returning back for us, which means we could have a really shocking hook. So a really shocking messaging within those first three seconds and it's not quite attracting the right audience that are going to actually convert for us. So take these additional two metrics in mind when you are looking at your top performing hooks.
Speaker 1: Now you should be able to easily analyze what your top performing hooks are, grab a bit of inspiration to see what's happening within those first three seconds of hooks that are working well and use that in your next iteration of creatives.
