Here’s the complete transcript of our Toast Ad Review:
Gabe: When I’m looking at this creative, what does Toast do differently than any other POS system?
Hi, my name is Gabe and welcome to Social Facqts, where we review social ads based on social media ad best practices to help you become a better advertiser. Today, we’re going to be looking at Toast, a POS point of sales software company for restaurants. Now, before we get too critical, always remember much kudos to the creator. Now let’s go ahead and watch that first video.
Toast Ad 1
Like the video says, “Running a restaurant is hard,” and I would say the same thing about choosing Toast. It’s not easy when I’m looking at this creative, what does Toast do differently than any other POS system? All they’re telling me is they take transactions from other customers. Cool. There’s a bunch of POSs out there that can be able to do that.
Overall, I give the video 4 and a half out of 10. It tells me what Toast does, but it doesn’t tell me what’s special about Toast and why I should really care. All right, now let’s look at video number two.
Toast Ad 2
When it’s the opening scene, I get the idea that I’m ordering from either Uber Eats or Door Dash, and it’s an advertisement for them. The only way that I’m able to see that they offer, or Toast offers upgrades, where you can be able to run combo offers, or you can be able to do menus that upsell for you, is just little graphics that don’t even happen at the opening scene. They pull into like the 3rd or 4th seconds, and then there’s a second graphic, which doesn’t take over the screen. There’s no text overlays that give you more of a context to what visual that I’m looking at. So instead of thinking that I’m looking at a restaurant POS software that’s going to help me increase my sales, I’m thinking that I’m going to be using Uber Eats tonight to order myself an extra large pizza.
Overall, the video gets a 2 out of 10, and that’s because of the context, or the lack thereof, that the audience doesn’t have a deep understanding about what they’re visually looking at. Just like any good meal, we’re saving dessert for last. Let’s jump into video number three.
Toast Ad 3
There’s nothing like when a good dessert hits your lips, or in this case hits your eyes, because we have a much better understanding of what Toast is able to do with your restaurant by having the side by side visual of traditional, where you see a bunch of waiters moving around the restaurant unorthodox, and then you have much more of an automation, much more cleaner system with the continuous three captains, to be able to show that what Toast is going to be able to do with your POS system is increase your efficiency. And you’re able to get that understanding within three seconds.
I do believe the visual can be cleaned up a little bit by having more bold colors that’s going to make the graphic more pronounced, plus you can also simplify the graphic as well so the audience has an easy understanding about visually what’s going on. However, once they do find out that this creative is their top performing, what they should do then is create new, different iterations about how they can be able to visualize the efficiency of the floor plan that Toast provides.
Overall. I give the video a 7 out of 10. So what do you think? Did you like the critiques, did you hate them? Let us know in the comments below and be sure to follow Facqt, to learn more tips about how you can be able to improve your social media advertising.