The Recipe for a High-CR Nutra Creative from the Head of One Media Nutra Team Mykhailo

Affhub talked to the Head of One Media Nutra Team, Mykhailo Borodai, to reveal to you all the secrets of creatives in the Nutra niche, which will 100% reach the audience in 2025. Mykhailo is the Head of the Nutra Team at One Media Holding; he really knows the subject. He successfully proved this at the recent Affhub conference “New Affiliate Gods”, presenting the team’s top cases to a broad audience and showing by his own example that FB storms are not a problem for real pros.

So, get ready for valuable insights and working approaches. We talked about the most common mistakes in creatives, creative testing, which triggers and visuals are currently working best, how to adapt creatives to the desired platform, and much more. Are you already curious about what came out of this conversation? Read below.

What mistakes when testing creatives most often lead to failures?

One of the biggest mistakes is not having enough variety in creative testing. Marketers often stay in their comfort zone, repeating the same formulas that worked in the past. For example, if a video ad with a particular script once gave a high CTR, it can be tempting not to experiment with other types of videos or content. However, consumer interests and preferences change quickly, and what worked a year ago may not be effective today. The creative process should be dynamic — constantly testing new ideas and approaches.

How do you test creatives in a way that minimizes costs?

We use an A/B testing strategy with clearly defined KPIs to test creatives effectively without unnecessary costs. For example, we can divide the audience into two parts and show them different versions of the creative, tracking their reactions to each. This allows us to identify the more effective creative and scale it. We also often use automated tools to optimize rates and budgets, which help minimize costs while maintaining high campaign performance.

Does investing in producing your own video creatives for a better CR on offers make sense?

Investing in your own production can be very profitable, especially regarding campaigns with high-margin products. Own videos allow you to control the quality and content and quickly adapt creatives to changing market requirements. For example, a video promoting a cosmetics brand that uses content from its own production with real customer reviews significantly increases trust and conversion rates compared to standard stock videos.

Do you use emotional triggers in your creatives to persuade the user to purchase the product?

Emotional triggers play a key role in marketing strategy. For example, we often use a sense of urgency by creating limited offers or emphasizing that the promotion is valid only for a short time. This encourages buyers to act quickly. Another effective emotional trigger is the fear of loss when we emphasize that a product may soon run out. Also, including stories of satisfied customers or mentioning the product’s popularity is social proof, which helps the buyer make a decision faster.

What types of visual elements (colours, fonts, content) have the most significant impact on conversion when advertising nutra products?

Choosing the right visual elements is critical for the success of advertising campaigns. Colours that encourage action, such as red or orange, are often used for call-to-action buttons. Meanwhile, calmer tones, such as green or blue, are used for the background so as not to distract the user from the main message. Fonts should be readable and not distracting, emphasizing simplicity and clarity. As for content, high-quality product images and the inclusion of elements that inspire trust, such as partner logos or certificates, significantly increase conversion.

How often do you and your team update creatives to prevent burnout, and what are the critical signals in this process?

We update creatives 2-3 times a week to prevent audience fatigue. Critical signals for us are decreasing engagement rates (e.g., decreasing CTR) and increasing cost-per-click (CPC), which may indicate that our creatives are becoming less attractive to the target audience. We also consider external factors, such as seasonal holidays or changes in the market, which may require a fresh approach to creative content.

Do you optimize your creatives to restore cart abandonment rates or repeat purchases while maintaining high campaign performance?

Yes, we are actively working to optimize our creatives to engage cart abandoners and encourage repeat purchases. For example, we use retargeting with personalized messages that remind you of items in your cart or offer discounts on future purchases. This brings back hesitant visitors and increases customer loyalty by encouraging them to make additional transactions.

Do you use “social proof” in your creatives to build trust in the product, and how effective is this approach for nutra?

Social proof is a key element of our creative strategy. We include real user reviews, videos with their success stories, and customer satisfaction statistics, which give potential buyers a sense of trust and security in the product. This approach has shown high efficiency, significantly increasing conversions, especially in the health and beauty segment, where trust in the product is critical.

How do creative requirements change on different platforms?

Creative requirements vary significantly depending on the platform. For example, Facebook and Instagram require bright visual elements and content that attracts and encourages instant interaction. Professional and informative creatives are more suitable for platforms like LinkedIn. Understanding the platform’s specifics and adapting creatives to its requirements and audience can significantly increase the effectiveness of advertising campaigns.

How do creative requirements change for different geographical regions, and how do you adapt your strategy to the specifics of each region?

Adapting creatives to different geographical regions requires a deep understanding of each market’s cultural, linguistic and psychological characteristics. For example, in Asia, cultural symbols and values ​​are of great importance, while in Europe, appeal to the quality and sustainability of products is more important. Our approach is to create creatives that consider these aspects while using local languages, symbols, and famous faces or locations to ensure maximum resonance with the target audience.

How do you analyze which type of video creative works best for a particular offer?

Analyzing the effectiveness of video creatives involves thorough testing and data collection. We use A/B testing to simultaneously run multiple video versions to determine which resonates best with the audience. We evaluate based on several key metrics: watch time, engagement (likes, comments, shares), and, of course, conversions. Additionally, we analyze the demographics of viewers and the context in which the creatives are most often viewed. This information helps us understand which elements (emotional appeals, use of humour, visual effects) are most effective for particular audience segments or specific offers.

Creative for the nutra niche is a true art that requires a deep understanding of the audience, its needs, trends, and platform features. We briefly outlined the basics of this art, formed by Mykhailo, the head of a team that is not afraid of storms and knows how to achieve a three-digit ROI even when Zucker is not in the mood.

The key to success is updating your creative from time to time, applying social proof and emotional triggers, conducting A/B testing, producing your own content (if appropriate), etc. We learned what to do when CTR decreases and CPC increases, which colours are effective, and how important retargeting is (the answer: very). Mykhailo honestly told us about everything that may interest when creating creative designs for the nutra niche this year.