Here’s the complete transcript of our FitTrack Ad Review:
Gabe: What’s going on? My name is Gabe. This is Social Facts, where we review social ads based on best practices to help you become a better advertiser.
Today, we’re going to be looking at FitTrack, who makes smart body scales. Now, before we turn into a bunch of haters, always remember that it is much easier to critique than to create. So, much kudos to the creator. Now let’s go ahead and jump into video one.
FitTrack Ad 1
Speaker: Please, please, please stop measuring yourself on a regular scale. Let me show you the DARA FitTrack smart scale. It actually measures 15 different body composition metrics, such as your body fat percentage, hydration levels and visceral fat, which is the fat that wraps around your abdomen deep inside your body. It uses these four pads to send a small electrical current up your feet to measure your body composition. Now you can see how your daily choices, from how much you move to how well you eat, all connect to a full picture of your health. See what your body’s made out of today. Go, go, go and get it today for 20% off.
Gabe: This opener is cringe worthy. You never want to beg your audience to do something, because inside their head, they’re saying, “Please, please, please let me scroll right past your ad.” Then they do a decent job of telling you that you’re able to monitor 15 different body metrics with the scale. The reason why I like it is they showed the phone, so you know that they have an app. And then you get more familiar with their product as they’re scrolling through. You can be able to visualize the different metrics that they’re able to measure.
However, I do wish they did a better job of visually storytelling what those benefits of knowing what those 15 metrics are. They do it audibly throughout the video, but 85% of the content on social media is going to be listened with the sound off. And the text that they provide is, “See how daily choices connect a full picture of your health.” That doesn’t give the audience a deep enough conceptualization to knowing what those metrics are going to be able to do for you. And the visuals they have are just more B rolls or somebody standing on the scale and then them showing the app again. But the app’s not necessarily telling them how it’s going to be able to motivate them with those metrics.
Gabe: Overall, I give the video a 3 out of 10. The opener really impacts the performance. However, if you just cut the video and start at the seventh second on, when they’re talking about the 15 different body metrics that the scale’s able to record, and you’re able to see it’s on the app, I give it a 5.5. Maybe even a 6. The visuals aren’t as compelling as they could be to make it a top performer. However, it does a decent job of storytelling the benefits of the scale.
Now, let’s look at video number two.
FitTrack Ad 2
Gabe: I’m not the biggest fan of the opener. Visually, just somebody showing the scale, which is nice for a product shot, but it tells me nothing that’s going to differentiate the scale from something that I can buy for $19.99 down at Target. It does, though, have some interesting text when it says, “The last body scale you’ll need.” Then, instead of building on that messaging point, they go to social proof, where it says, “As seen in …” and they list a whole bunch of different areas, like Good Morning America.
Well, why were they seen there? What’s the value of the product for them to be able to be in those areas? For me, anytime that I’ve run a testimonial, which is similar to social proof, but this is even less, because nobody’s talking about it, it’s just, “As seen in …” Testimonials have never been a top performing video and there’s one or two chances that they were. That’s just because the rest of the video sucked.
Gabe: I can tell you that this is not a high performing scene where they’re giving the social proof.
And then they do have the picture of the app, but the, “As seen in …” is not giving any context to what that visualization of the app is. And since it’s the audience first time seeing the app, it’s going to be really difficult for them to be able to understand what’s going on with that visualization.
And then the next thing they brag about, “Sold out four times.” Cool. Why was it sold out four times? What’s so special about this scale? Tell me. Just like the previous video, we get the best stuff in the middle, where it says, “Connect to a mobile app,” which measures your body mass, fat mass, hydration, heart health. Your health at your fingertips. This tells me what’s different about the scale. This tells me why it was on Good Morning America. It’s going to be more impactful if you just cut the video and start from here on out.
Now, it is a little bit of a waste at that scene where it says, “Connect to a mobile app,” especially when you have the previous scene when they’re talking about the, “As seen in,” because there is an app there. And then when they talk about body mass, fat mass, hydration and so on, there’s an image of an app. So you can be able to cut that scene. People have very low attention spans, so you want to make sure it’s as snappy as possible and as direct as possible. That’s an area that you can be able to cut three seconds to better grab the audience’s attention.
Gabe: Overall, I give the video 4.5 out of 10, and the reason why is the opener, just like the previous video. Where you’re going to have the highest volume who’s consuming your video and they’re not going to understand why they should click on the ad. What’s the benefit for them? Where if you talk about the benefit later in the video, there’s going to be less and less people around. Eventually it’s going to be more in the bear in the woods situation. Is anybody going to know why they’re actually going to be clicking on this ad 20 seconds within the video?
All right, now let’s look at video number three.
FitTrack Ad 3
Speaker: Please throw out your regular scale like I did and upgrade to the FitTrack DARA smart scale. The scale that is going viral and sold out 10 times this year, with over 1 million users worldwide. It actually measures 17 different body composition metrics, such as your muscle mass, body fat percentage, hydration levels and visceral fat, which is the fat that wraps around your abdomen deep inside your body. It uses these four pads to send small electrical currents up your feet to measure your body composition. Now you can see how your daily choices, from how much you move to how well you eat, all connect to a full picture of your health. Pre-order today. It’s worth the wait. Go, go, go and get it for 20% off.
Gabe: That’s a good opening. By throwing away the scale, they’re catching my attention, but they’re also giving value by showing that my current scale isn’t up to par. Then, instead of building on the opener and telling me why I should throw away my scale, they just get super sales-y and brag about themselves and tell me how viral they are. When, instead, I just want to know what makes their scale different.
Then, at the tenth second, we learn about the benefit of why we should throw away our old scale and get the new scale — because FitTrack can be able to track 17 different body metrics. Which is great, but the audience doesn’t know that they should track 17 different metrics. Instead, a much more powerful message would be that you can track your micro progressions with 17 different metrics, so it can be able to further motivate you to work harder each day and not get burned out and not being able to see any progress by just measuring your weight. Which is good, but the benefit is at the 30th second, which means a significant lower volume of the audience is going to consume the more impactful benefit.
Instead, you should be testing this benefit as the opener and testing different visualizations for the audience to understand the power of having 17 different body metrics. So they can be able to see their micro progressions that will continuously inspire them to have better health, rather than just the one metric that they’re going to get with the traditional scale.
Gabe: Overall, I give the video of 5.5 out of 10. The intro is interesting, but like the previous videos, it falls down the same hole where it’s just a very sales-y video, and it doesn’t give the audience a deep enough conceptualization that differentiates the FitTrack scale versus the traditional scale.
So, what did you think about the videos? Did you like them? Did you not? Let me know in the comments below, and I’ll join you in the conversation.