TikTok and Instagram Reels have redefined what a “good ad” looks like

Native-feeling content helps disguise your ad as a regular post, and more and more of our partners are seeing success mixing native social media elements into their ads. Even on Meta.

We’ve run thousands of ad tests across Facebook, Instagram, TikTok, and other channels, and we’ve found that ads that mix native social elements into the creative consistently outperform brand-driven creative. 

But how do you drive conversion while staying native to the platform? Can funny voiceovers really sell products? Yes! 

Here are 9 winning video ad templates that consistently win across multiple channels (not just TikTok).

Elements of a Winning Video 

Before we dive into specific templates you can use and scale for your own videos, let’s talk about the do’s and don’ts of social media video ads.

There are a few key things that we’ve seen work no matter which video template you pick: 

 

✅  Do!  🚫  Don’t 
Start with video in the first frame  Use static images in the first frame 
Start with an attention-grabbing headline Use a portion of a statement, long text that stretches over multiple frames, or generic copy that won’t stop anyone from scrolling
Use UGC or testimonial footage (if you’ve got it) Use overly stock-y footage that people won’t relate to
Feature trending music that’s allowed for ad use (avoid copyrighted music) Feature elevator music or skip the music (today’s top ads are sound on!) 

 

Video Ad Templates:

Now that you know the do’s and don’ts of creating winning video ads, it’s time to start creating your video ad. Here are 9 frame-by-frame video ad templates you can easily copy for your social ads! 

 

1) User-Generated Content (UGC)  

 

What it does: Showcases how consumers have benefited from using this brand. Imitates the “native” feeling of organic platform posts. Draws on the best parts of TikTok-style ads. 

 

The Formula — How to structure your video:

Formula Why we use it 
Frame 1: Attention grabbing headline Jump right into an attention-grabbing comment in frame 1. It can’t wait until frame 2, or 3. It has to show in the first 3 seconds of the video.
User situation Grabs attention by showcasing a real person in a relatable situation 
Proof Provides proof of users using this brand/product (ideally these are videos)
Solution Explains how this product solves a problem for these consumers
Benefits Supports the solution with product details 
CTA Gets them to take action

 

Example:

 

How the example uses the formula:

Formula In Example
Frame 1: Reaction-creating quote My neighbors have been using Sunday

Their lawn looks amazing so I had to try it

User situation (before) We find out your lawn needs
Proof (after) And send you custom nutrients to fix it 
Benefits You just spray!
Solution Get real results with a custom plan
CTA Fix your lawn

2) Vs. the Alternative 

 

What it does: 

Positions the brand as the superior choice to the alternative options. Compares your brand to your competitor’s or your product to an alternative solution.

 

Tip: Be specific about what makes your product great. Directly contrast it with the alternative. Some examples of what to highlight:

  • Lower price
  • Easier to use
  • Higher quality
  • Healthier or more environmentally friendly

 

The Formula — How to structure your video:

Formula Why we use it 
Frame 1: Provoking question or attention-grabbing statement  Grab attention right from the start
Comparison Introduce the brand and position them against the competition or alternative
Benefits Use 2 – 3 benefits that support the comparison
Solution Explain how the product solves the problem. 
Social or Press Proof Testimonials that explain why it is so great (ideal if they relate to the benefits outlined above)
CTA Get them to take action

 

Example:

How the example uses the formula:

Formula In Example
First-person question + specific benefit  I love that necklace, where is it from? (native-style comment box)

How I wear $243 worth of jewelry for $21

Comparison I stopped buying retail jewelry over a year ago
Solution Now I rent unlimited pieces for $21/month
Benefit I get to wear X popular brands
How It Works I buy what I love, applying the $21 credit
Benefit I’ve built my jewelry box for low $$
Competitive Advantage Rocksbox has totally changed my view on jewelry
Social Proof 10/10 it’s my favorite subscription box

 

3) “Made Easy”

What it does: Positions your product as the EASIEST possible solution to a customer’s problem. Shows that looking/feeling/performing better doesn’t have to be difficult. Other people just like you are already benefiting from trying something new.

Tip: Highlight how the process works in short, simple steps. Reinforce the simplicity with testimonials focused on ease of use

 

The Formula — How to structure your video:

Formula Why we use it 
Frame 1: Attention-grabbing statement Gets attention right from the start 
Benefit Use 2 – 3 benefits of the product 
Ease of Use Describe and show how easy to use the product is (or how easy it is to get a benefit from it)
Promise Choose your flavors 
Testimonials Get it delivered to your door
As seen in Show proof of press attention
CTA Get them to take action

 

Example:

How the example uses the formula:

Formula In Example
Attention-grabbing statement Dad hack #13
Ease of Use/HIW Get a Sunday plan

Take a soil sample

They build your custom plan

You just spray it on

Everything you need for a better lawn

Social Proof My lawn has never looked better

4) Buyer Decision Questions (BDQ)

 

What it does: Answers the most important Buyer Decision Questions (BDQs) that potential customers would ask themselves during the purchasing process. 

 

Tip: Be clear and concise; use UGC/social proof to demonstrate the core benefits of the product or service. Can also format as “3 or 5 reasons why X”.

 

The Formula — How to structure your video:

Formula Why we use it 
Frame 1: Attention-grabbing statement   Get attention with a bold statement + video footage 
Benefit #1 List out answer to BDQ/unique selling proposition that solves a consumer’s problem
Benefit #2 List out answer to BDQ/unique selling proposition that solves a consumer’s problem
Benefit #3 List out answer to BDQ/unique selling proposition that solves a consumer’s problem
Benefit #4 List out answer to BDQ/unique selling proposition that solves a consumer’s problem
Benefit #5 List out answer to BDQ/unique selling proposition that solves a consumer’s problem
CTA Get them to take action

 

Example:

How the example uses the formula:

Formula In Example
3 Reasons Why  3 reasons I love my Rocksbox jewelry membership
Benefit #1 1) Unlimited jewelry rental 3 pieces at a time
Benefit #2 2) Discounts and monthly shopping credit
Benefit #3 3) Discover new and upcoming designers

 

The video answers some core BDQs, particularly:

  • How many pieces do I rent at a time?
  • Are there any discounts if I want to buy the pieces I try?
  • What’s the benefit of renting vs. buying? 

5) Press + Testimonials

 

What it does: Uses press quotes and customer testimonials in creative to tell the story of how and why the product works. It provides social proof and validation that the product works and that customers love it.

 

Tip: An easy way to implement it is by showing UGC with a voiceover of a customer giving an honest product review. You can also use UGC footage with shortened testimonials/benefits laid over in text.

 

The Formula — How to structure your video:

Formula Why we use it 
Frame 1: Attention-grabbing UGC or press quote It tells you something important from the perspective of the user 
Intro UGC quote  Video testimonial describing how or why someone started using the product
UGC or press quote of solution  Quote that explains the problem that this product is solving 
UGC quotes describing how it works Explains in the consumer’s own words how it works (video on-screen show the step-by-step process)
Press proof Logos show press mentions for credibility
CTA Best to include a strong offer e.g. 20% Off + Free Shipping 

 

Example:

How the example uses the formula:

Formula Example copy 
Attention-grabbing UGC quote How I saved my skin from acne
Problem I was struggling with acne
Solution Apostrophe was the best solution
Ease of Use/HIW It was super easy, I just logged in online
Ease of Use/HIW I did a consultation, I sent photos. They found the best treatment plan for me and shipped it to my door. It couldn’t have been easier.

 

6) How To

 

What it does: Explains to customers how to solve a key problem and presents your product as the solution. This can be humorous or more didactic. 

 

The Formula — How to structure your video:

Formula Why we use it 
Frame 1: How to Start with a hook that presents a problem in the form of “how to do x” or “how I did x” 
Expanding on the problem (optional) Video testimonial describing how or why someone started using the product
Solution  Quote that explains the problem that this product is solving 
How the solution works (optional) Explains in the consumer’s own words how it works (video on-screen show the step-by-step process)
CTA Get them to take action

 

Example:

The Formula — How to structure your video:

Formula Example copy
Frame 1: How to How I took charge of my ADHD
Expanding on the problem (optional) [Explains her ADHD symptoms] 
Solution  Done provides online ADHD diagnosis and treatment
How the solution works (optional) Affordable and 100% from the comfort of my own home
CTA The best thing I ever did was ask for help 

 

7) Montage

 

What it does:  Relies heavily on product shots and product UGC to sell the product. This type of shot is inspired by TikTok and Instagram Reel trends of syncing images/video to music.

 

Tip: This is best for brands with a wide range of product offerings or color options for one core product. Since it’s focused on the aesthetics of the product or quick shots of the product in action, it’s less beneficial for brands that need an extensive explanation of what their product is and how it works. 

 

The Formula — How to structure your video:

Formula Why we use it 
Frame 1: Hook Start with a trending hook, e.g. “I tried the X I’ve been seeing everywhere” 
Product montage Quick shots of the product in action
CTA (optional) Get them to take action

 

Example:

Formula Example copy
Frame 1: Hook What it’s like having a Rocksbox membership
Product montage Quick shots of jewelry from the brand 

[Note the hands interacting with the products: this makes it feel more like a product people could actually use + buy]

CTA (optional) End card reminding people of the brand name 

 

8) Sales Q

 

What it does: 

Uses an FAQ-style to address sales questions head-on, with answers that help guide a user past their purchase objections. 

 

Tip: Lay out questions in a conversational way, how potential customers would actually ask them. Answer in a genuine, natural way. 

 

The Formula — How to structure your video:

Formula Why we use it 
Question highlighting current problem It reminds the user of an existing pain point
Solution Frames the product as the best relief for that pain point
Sales question #1 Directly addresses a question a user would ask before buying
Answer #1 Answers that most important question/starts breaking down barriers to purchase
Sales question #2 Directly asks the next most important question a user might have
Answer #2 Answers the 2nd most important question
CTA Pulls customers in and tells them what to do next

 

Example:

​​

 

How the example uses the formula:

Formula In Example
Intro/ Solution Questions I get about Farmstead grocery delivery
Sales question #1 Is delivery really free?
Answer #1 Yes! They have no fees!
Sales question #2 Are they local? 
Answer #2 Yup. And they deliver the same day to my neighborhood. 
Sales question #3 Are the products good?
Answer #3 Super fresh & tasty!
Sales question #4 Do they deliver to me?
CTA Check your zip code 

 

9) Native Style

 

What it is: Imitates organic posts. These styles of ads generally get more engagement and shares. 

 

The Formula — How to structure your video:

Formula Why we use it 
Native caption or UI element Stops the scrolling thumb because it appears to be content that the people they follow organically could have posted
UGC footage Grabs attention by showcasing a real person in a relatable situation 
Attention-grabbing statement Get attention with a bold statement + video footage 
Proof Showcases this brand/product in an on-trend way

 

Best Native Content elements to include:

  • Instagram/TikTok-style captions
  • TikTok filters (e.g. green screen)
  • Ask boxes 
  • Stickers 
  • Polls
  • UI elements (e.g. stylizing like a text message)
  • Channel-specific trends

 

Example:

How the example uses the formula:

Formula Example copy 
On-Trend Intro

(w/ native-style captions)

What Europhia characters would have on their Rockbox Jewelry wishlist 
First Product Example  Kat

Lombard ear cuff

Second Product Example Rue

Sloan signet ring

Third Product Example Maddy

The sylvie stone drop studs

Fourth Product Example Jules

Gemma choker

Fifth Product Example Cassie

Airi heart crystal pendant necklace

 

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There you have it: 9 detailed video ad templates for your next social media video ad.

As the advertising landscape keeps changing, it’s important to test new styles in addition to your tried-and-true creative. We’ve included UGC in almost every example because that’s what we’ve seen working across the board. You might easily swap the UGC for a founder’s story or more polished product videos from your team.

If you have any questions about the new style of social media ads (and why they work!), we’re here to help. 

Book a free consultation to learn how creative testing can help you hit your growth goals. And stay tuned for exciting updates on new Primer offerings! 

 

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