So, I don’t dictate per se, but I have input in two ways:
I send creators an initial doc with ‘talking points’ (things I’d like them to say about 80k) and example ad reads we’ve liked in the past
I review the script they’ll read from and/or the final filmed video (mostly to veto anything I don’t like, because rewording once the video is filmed is pretty costly)
I always encourage creators to use their own tone, say things they think will resonate with their audience, and take judgement calls on what will work best in their context. IME that has higher conversion rates :)
In Tom’s case we talked a bit about alternatives, and especially the ‘call to action’ at the end. I signed off on a script and the final filmed video.
So, I don’t dictate per se, but I have input in two ways:
I send creators an initial doc with ‘talking points’ (things I’d like them to say about 80k) and example ad reads we’ve liked in the past
I review the script they’ll read from and/or the final filmed video (mostly to veto anything I don’t like, because rewording once the video is filmed is pretty costly)
I always encourage creators to use their own tone, say things they think will resonate with their audience, and take judgement calls on what will work best in their context. IME that has higher conversion rates :)
In Tom’s case we talked a bit about alternatives, and especially the ‘call to action’ at the end. I signed off on a script and the final filmed video.