Direct Response

Direct Response is for ads. Garren edits your video for conversion and retention, the way the best-performing ads on Meta and TikTok are cut: the first frame is a picture for your hook, then a fast montage of pictures runs while you keep talking.

What Direct Response does

• A first second that stops the scroll. The video opens on a strong picture for what your hook says, with a headline on your key words and a sound on the first frame. Two or three pictures come in the first three seconds.
• A b-roll montage. Most of the video shows footage over your voice: your own clips first (your product, your customers, your shoots), then stock footage from the Garren library and, with AI b-roll on, footage made for the moments nothing else fits. Each picture shows what you say at that moment and stays one to three seconds.
• You on screen where it sells. The montage cuts back to you for your claims, your offer and the call to action, always for at least 2.5 seconds, never as a flash between two clips.
• Short captions. At most three words at a time, and they keep running over the footage.
• Graphics that sell. Keyword stamps on your punch lines, and graphics only for the offer, prices, proof and the call to action.
• Punchy sound. Music and sound effects on High, a sound on the opening picture and on the montage's cuts.

Your style keeps its look: fonts, colours, captions and graphics stay as they are. Direct Response decides the rhythm, the amount of b-roll and the opening.

Your own footage

Ads like these mostly show the brand's own footage: product shots, customer videos and clips from creators. Add yours for the video on the New video page, keep them in your style's b-roll library, or link a Google Drive folder. Garren looks at every clip before it uses it. Your own phone footage counts as long as it is sharp and clean.

Under B-roll you tick where the montage's footage comes from:

• Your library alone: the montage uses only your own footage. The more clips you give it, the more of the ad it covers.
• Garren library: stock footage for the moments your clips don't cover. It has to look premium to go in.
• AI b-roll: footage made for the moments nothing in your libraries fits, checked like stock. See AI b-roll.

How to use it

On the New video page, under This video (or These videos for several ads from one recording), set Mode to Direct Response and tick the B-roll sources. It works with every style and every frame, and is made for 9:16 and 4:5 ads.

Plans and credits

Direct Response is part of the Pro plan and up. It uses 2 credits per minute of finished video, with your own clips or the Garren library. AI b-roll adds 0.5 credits per AI clip in the finished video, as in every mode, and the New video page shows about how many clips the ad will get. Music and sound effects on High are included. The voice clean-up on High adds 0.75 credits per minute, as for any video. Like every edit, it's rounded up per video. The New video page shows the exact amount before you start.