Common Mistakes DTC Brands Make in Ad Accounts (and How to Fix Them)

In the evolving landscape of DTC marketing, many brands find themselves grappling with persistent issues that hinder their growth. After conducting numerous audits, we’ve identified several common mistakes that can significantly impact the performance of ad accounts. This blog post aims to shed light on these pitfalls and provide actionable advice to help brands optimize their advertising strategies.

1. Limited Creative Range

One of the most significant mistakes we encounter is a limited creative range within ad accounts. Brands often fall into the trap of producing either too much branded content or too much unbranded content. A successful ad account strikes a balance between these two extremes.

When we audit accounts, we frequently see an overabundance of branded static ads that merely showcase product photography without engaging storytelling. While high-quality visuals are essential, they alone are insufficient for driving growth. Brands should aim for a diverse mix of content types, including user-generated content (UGC), lifestyle imagery, and engaging video creatives that resonate with their audience.

Moreover, it’s crucial to develop content that reflects the brand’s identity while also focusing on conversion. Many brands produce content that is purely promotional, neglecting the storytelling aspect that can create a deeper connection with potential customers. By incorporating a variety of creative types and narratives, brands can foster a more engaging ad account that drives better performance.

2. Underutilized Founder Stories

Another common oversight is the underutilization of founder stories. Many brands possess compelling narratives about their origins and the problems they set out to solve, yet they fail to leverage these stories in their advertising.

Sharing a founder’s journey can humanize a brand and create a relatable connection with consumers. It’s often as simple as picking up a phone and recording a quick video. This type of content can resonate deeply with audiences, as it showcases authenticity and passion.

Brands should not shy away from telling these stories, as they can significantly enhance engagement and conversion rates.

In today’s market, where consumers are increasingly drawn to authentic brands, sharing a founder’s story can differentiate a brand from its competitors. This approach is not only effective for established brands but also for startups looking to make their mark.

3. Too Much Random Content

While the mantra of “more content is better” often circulates in marketing circles, there is a caveat: the content must be strategic. A common issue we see is brands producing an overwhelming amount of random content, like “throwing pizza at the wall” to see what sticks.

This approach leads to a cluttered ad account where successful ads are not replicated or analyzed for their winning elements. Instead of creating a plethora of random ads, brands should focus on identifying what works and drilling down into those successful elements. By analyzing data and understanding why certain ads perform well, brands can create a more coherent and effective advertising strategy.

A strategic approach to content creation involves not only producing more ads but also ensuring that each piece of content aligns with the brand’s goals and messaging. This method fosters a more sustainable way to scale an ad account.

• "More content is better" is misleading; content must be strategic.

• Brands create excessive random content without analyzing what works.

• A cluttered ad account results from failing to learn from successful ads.

• Brands should focus on analyzing successful elements of their ads.

• A strategic content creation approach aligns ads with their brand messaging.

4. Long Video Ads

In paid media, attention spans are notoriously short. Yet, we frequently encounter brands using long video ads that fail to capture viewer interest. Ideally, ads should convey their message within the first three to five seconds, showcasing the product and its benefits immediately.

When videos exceed 30 seconds without presenting the product, they risk losing the audience’s attention. Brands should prioritize creating concise, impactful videos that quickly communicate their value proposition.

The goal is to engage viewers and prompt them to take action, rather than relying on lengthy narratives that may not resonate. Editing videos for clarity and impact is crucial. Brands should focus on strong hooks and ensure that the product is visible early in the video. This approach not only captures attention but also encourages viewers to click through to the landing page.

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• Attention spans in paid media are short.

• Long video ads often lose interest.

• Convey your message in the first 3-5 seconds.

• Videos over 30 seconds risk disengagement.

• Focus on strong hooks and clarity.

• Encourage action with concise, impactful content.

5. Not Editing for Specific Placements

Another tactical yet often overlooked mistake is failing to edit content for specific ad placements. Many brands repurpose organic content for paid ads without considering how it will appear across different platforms. This oversight can lead to poorly formatted ads where crucial text is cut off or the product is not clearly visible.

To maximize ad performance, brands must tailor their content for each placement. This includes adjusting text size, ensuring that key messages are easily readable, and optimizing visuals for different formats. By taking the time to edit content for specific placements, brands can create a more polished and effective advertising experience that resonates with their audience.

Ask For Help

At some stage, trying to handle everything can become a problem. If your team is having a hard time with Paid Media, producing video content, growing a community or just feeling overwhelmed with managing it, it could be the right time to ask for help.

At MarketingBack, we've helped DTC brands grow and market their brand. We ensure that all your traffic works seamlessly together and that our team integrates with yours to drive results. This unique philosophy is what sets us apart and helps us create lasting, multi-year partnerships.

6. Low quality Ad Libraries

Finally, a significant issue we’ve noticed are low quality ad libraries. In an era where brand identity is more important than ever, many brands fail to convey their unique personality through their advertising. Ads that lack creativity and emotional resonance can easily blend into the background, making it difficult for consumers to remember them.

To combat this, brands should focus on infusing their ads with personality and storytelling.

This involves not only showcasing products but also conveying the brand’s values and mission. Engaging ads that evoke emotions—whether through humor, inspiration, or relatability—can leave a lasting impression on consumers.

As the cost of living rises, consumers may take longer to make purchasing decisions. Brands that create memorable and engaging ads will remain top-of-mind when consumers are ready to buy. Therefore, investing in creative, soul-filled advertising is essential for long-term success.

Conclusion

In conclusion, the path to a successful DTC advertising strategy is paved with an understanding of common pitfalls and a commitment to continuous improvement. By addressing the issues of limited creative range, underutilized founder stories, random content production, long video ads, lack of placement editing, and low quality ad libraries, brands can significantly enhance their advertising performance.

As you evaluate your ad account, consider these points and strive for a more strategic, creative, and authentic approach to your advertising. The results will speak for themselves.