Growth Marketing Archives

Every second, countless ads compete for attention on social feeds—but most never get noticed. People scroll fast, skipping anything that doesn’t instantly catch their eye. That’s why a strong visual hook is essential. It’s the first thing your audience sees, and in just a few seconds, it determines whether they stay or scroll away.

Today, we’ll dive into some of the most effective visual hooks that are driving sales like crazy. From search bar animations to sensory hooks that make you feel the product, these techniques are trending for a reason. Get ready to discover simple but powerful ways to make your ads impossible to ignore.

What’s a Visual Hook?

A visual hook is the first thing people notice in your ad.

Whether it’s a bold animation, a close-up of something satisfying, or a question that sparks curiosity, your hook has to be immediate, engaging, and irresistible.

Why? Because attention spans are shorter than ever. You have less than three seconds to stop someone from scrolling—so your hook needs to deliver instant impact.

Some visual hooks have been trending because they’re simply too good to ignore. Think about it—when you see a search bar pop up with a question you’ve asked before, or a slow-motion shot of melted chocolate dripping, your brain locks in. That’s what a great hook does: it creates curiosity, emotion, or desire in just seconds.

And here’s the secret: the best hooks don’t just grab attention—they set the tone for the entire ad. A strong hook makes people want to keep watching, which means more engagement, better retention, and ultimately, higher conversions.

Now, let’s get deeper into these hooks.

Hook #1: Post-It Notes

Simple, easy, and incredibly effective. This hook is trending right now—and for good reason.

With just a Post-It note, you can instantly grab attention and create curiosity. Whether it’s revealing a surprising message, covering and uncovering text, or using it as a creative transition, this low-effort hook delivers high-impact results. It works especially well for product reveals, quick tips, and “before and after” transformations.

The best part? It feels organic, making it perfect for platforms like TikTok and Instagram Reels, where native-style content performs best.

Here are two ideas for you to implement this hook—but the good news is, there are endless ways to use Post-It notes to improve engagement.

The Reveal Trick – Write a question or statement on a Post-It (e.g., “The secret to clear skin?”). Then peel it away to reveal the answer underneath—your product, a surprising fact, or a call to action.
The Step-by-Step Guide – Use multiple Post-Its to break down a process or highlight key benefits of your product. This works great for educational content, testimonials, or product comparisons.

As said before, there are endless ways to use this hook. Now it’s time to use your imagination.

Hook #2: Search Bar

If you want to tap into instant curiosity, then this is for you.

This hook works by showing a search bar with a common problem or question, like “Best supplements for energy?” or “How to get rid of acne fast”—then revealing your product as the answer. It’s a simple yet powerful way to position your brand as the solution people are already looking for.

It’s effective because it mirrors how people naturally seek information. When they see a search query that reflects their own concerns, they’re more likely to stop, watch, and engage with the ad. It also works across multiple platforms, from TikTok and Instagram to YouTube Shorts.

💡 PRO TIP: We highly recommend checking out real Google searches to find actual questions people are asking. You can also explore Reddit and Quora to see what topics are trending in your industry. Using real, popular search terms will make your hook even more relatable and effective.

Hook #3: Sensory Hook

This kind of hook goes beyond just visual appeal; it engages multiple senses to create a more immersive experience for the viewer.

It works because high-quality, close-up visuals trigger a sensory reaction. Think of melting chocolate, a juicy burger, or a slow-motion pour of syrup—these visuals are irresistible because they engage the senses, making viewers almost “taste” the experience through the screen. It’s all about the feeling.

This technique is widely used in food, beverage, and even beauty ads (like glossy lipstick swatches or creamy skincare textures). The key is lighting, slow motion, and ultra-close-up details that make the product look as desirable as possible.

Let’s check this example. The hook is as simple as pouring hot chocolate into a mug and capturing a close-up. As you watch the video, you can almost feel the warmth and richness of the chocolate, instantly creating the desire to have that product in your own home.

Hook #4: Jump Cut

A Jump Cut is a rapid editing technique where scenes change abruptly to keep the viewer engaged. This style works because it eliminates pauses, making the content feel fast, energetic, and dynamic—which is perfect for grabbing attention in a crowded feed.

This hook is commonly used in fitness, energy drinks, and high-performance brands because it conveys speed, intensity, and action. Instead of a slow buildup, jump cuts throw you straight into the action, keeping viewers locked in.

Here is how to use it:

Fast Scene Changes: cut between different angles or actions quickly. Example: someone opening a can, taking a sip, and instantly jumping into an intense workout.
Text + Sound Effects: pair jump cuts with punchy text overlays or sound effects to enhance impact.
Before & After Contrast: show a tired person -> cut to them drinking the product -> cut to them crushing a workout.

🎶 PRO TIP: Music matters! It should mirror the visual pace, with sharp, impactful transitions that align with each cut. Make it fast, energizing, and impactful.

Hook #5: Curiosity Hook

A Curiosity hook plays on our natural desire to uncover hidden information. It teases something intriguing—whether it’s a secret, a shocking truth, or an unexpected insight—compelling the viewer to keep watching. This hook works because it creates an open loop, meaning the brain feels the need to fill in the missing information. The only way to do that? Keep watching.

This technique is especially effective in finance, beauty, fitness, and e-commerce ads—any industry where a “secret” or insider tip can shift buyer perception. By leading with curiosity and backing it up with a compelling reveal, you create an ad that not only grabs attention but also drives engagement, shares, and conversions.

Want to know how it works? Check it out:

One example of this hook in action is the phrase: “I know something big companies don’t want you to know.” This immediately sparks interest because it suggests exclusive, insider knowledge that the viewer doesn’t have yet.

In terms of visuals, imagine a black-and-white close-up of a sneaker, with a big red “X” over it. The contrast instantly signals something is wrong, making viewers stop and question what’s happening. The mystery keeps people watching, waiting for the reveal.

Hook #6: Shock Factor

Have you ever seen an ad and thought “What are they doing?”. And you kept watching because you were too intrigued and wanted to know what happened next.

Well, that’s exactly how the Shock Factor hook works. It utilizes an unexpected visual or statement that captures attention and provokes an emotional response from the audience. Its primary goal is to surprise or intrigue viewers, prompting them to reconsider their perceptions and engage more deeply with the content.

This type of hook shows something unexpected or seemingly impossible—like stepping on a bed while holding a full glass of wine without spilling it. It immediately makes people think, “Wait… how is that possible?”, keeping them engaged to see the result.

Why does this hook work?

First, because it generates instant curiosity: viewers want to see if the demo succeeds or fails. And it proves a key benefit by showing it. Plus, if the hook is extremely good, it makes the creative highly shareable –yes, people want to share something surprising to their peers.

Here is it in action:

Hook #7: Comment Box

This is the most native hook of all.

Using a Comment Box is one of the most natural and effective ways to make your ad blend seamlessly into social media feeds.

This hook works by mimicking the look and feel of an actual social media comment, making the ad feel like a real conversation rather than a promotional post. Instead of immediately realizing they’re watching an ad, viewers instinctively read the comment—just like they would on a regular post. This reduces resistance and increases the likelihood of them staying engaged.

This method is particularly effective for UGC-style ads, testimonials, and problem-solving content. Because it mirrors native user behavior, it boosts credibility and social proof while keeping your ad format fresh and engaging.

✨PRO TIP: We highly recommend using real users’ questions since they build trust and help brand reputation.

Hook #8: Green Screen

Who hasn’t used the Green Screen effect at least once in their ads?

If you haven’t, you’re missing out.

This hook is simple, highly effective, and easy to produce. All you need is UGC with a plain background, overlay an image or video behind it, and voilà—your ad is practically done. (Well, almost—you still need the right VO, footage, and storytelling to make it truly convert.)

The Green Screen hook works because it feels organic and native to platforms like TikTok and Instagram Reels. It imitates the way creators react to content, explain concepts, or compare products—making it ideal for storytelling, social proof, and problem/solution setups.

Who can use it? Absolutely anyone. From gaming apps to fitness and fashion, this is one of the most versatile hooks.

Hook #9: Cinematic Shot

Want to make your ad look high-budget, cinematic, and instantly eye-catching? The Cinematic Wide-Angle hook—often captured with drones or ultra-wide lenses—is a powerful way to create scale, movement, and excitement in just a few seconds.

This hook works by starting with an impressive wide shot, pulling the viewer into the scene before zooming in or transitioning to the product. The movement makes it impossible to ignore, and the high-end aesthetic gives your brand a premium feel.

Here is how to use this hook:

Start big: use a drone shot, ultra-wide lens, or dynamic pan to capture a stunning scene.
Create movement: follow a subject, zoom into the product, or transition smoothly to the next shot.
Reveal the product or action: close in on a key feature or show the product in use.

PRO TIP: If you’re in the travel industry, use this immediately. This is great for transportation, hotels, activities and more. But it can be used for other verticals related to outdoor activities.

In this example, we see how a fertilizer brand uses wide angles as its hook.

Hook #10: Chat Conversation

People are curious. If they see a conversation, they will most likely keep reading –even if they are not that interested, they will just read to know what the people in the conversation are talking about.

That’s when the Chat hook comes in. This is a highly engaging and native-feeling visual technique where your ad mimics a text message conversation. This hook feels personal and real, just like chatting with a friend on your phone, which is exactly why it works so well. It’s especially effective in showing quick exchanges or addressing objections in a fun, low-pressure way.

Here are three simple steps to make it work:

Create a simulated chat: mimic an iOS or Android interface with text messages. We recommend checking on demographics to see which device is more used in your target audience.
Use simple, direct language: keep it casual and relatable to your target audience.
Add humor or personality: make it feel like a fun, informal conversation (or even throw in emojis for extra relatability!).

This hook works great for service-based businesses, DTC brands, and tech products, where you want to make the audience feel like they’re having an insider conversation or learning about something exciting in an easy, relatable way.

Time To Boost Your Creatives With These Hooks

Visual hooks are powerful tools that can make your ads stand out and instantly grab attention in a crowded feed. Whether you’re using Post-It Notes, a Green Screen, or a Chat Hook, these simple yet effective techniques help you connect with your audience, spark curiosity, and drive engagement.

Remember, the best hooks aren’t just about cool visuals—they’re about using the right storytelling, tone, and pacing to match the platform and the audience you’re targeting. So, experiment with these hooks, test what works best for your brand, and let your creativity lead the way.

If you’re ready to take your ad creative to the next level, start incorporating some of these high-impact visual hooks today. And if you need help, just give us a call.

Drive Sales With Primer

Primer works to help our partners, like Sunday and Jocko Fuel develop winning ads and scale by handling the process for you, including creative strategy, design, production, reporting, and media buying. So, if you need an extra hand, give us a call.

Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, production, reporting, and optional media buying—to achieve your growth objectives. You can focus on your business while we deliver the results.

Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, videos, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.

Get in touch today »

Most brands don’t fail because of bad creative—they fail because they target the wrong audience. Even the best ad won’t convert if it’s shown to people who don’t care, aren’t ready to buy, or don’t even know they have a problem.

At Primer, we’ve tested thousands of ads, and we’ve found that the key to success isn’t just great visuals or clever copy—it’s understanding your audience at a deeper level. What questions do they ask before making a purchase? Where are they in the customer journey? How aware are they of your product?

But before you can optimize your messaging, you need to truly understand who your audience is. A winning ad strategy starts with knowing exactly what your ideal customers think, feel, and search for—so you can meet them where they are.

In this guide, we break down how to target the right audience using Buyer Decision Questions (BDQs), customer awareness levels, and journey-based ad structures. If you want to stop wasting ad spend and start converting more customers, this is where to begin.

Step 1: Identify The Right Customer Awareness Level

One of the biggest mistakes brands make is running ads with the wrong messaging for the wrong audience. Different prospects require different approaches depending on their awareness level:

Unaware – They don’t know they have a problem yet. Use educational content to highlight the issue.
Problem-Aware – They know the problem but don’t know the solution. Use problem-agitating hooks to capture attention.
Solution-Aware – They know solutions exist but don’t know yours. Use comparison-style ads or testimonials.
Product-Aware – They know your product but need a reason to buy now. Use discounts, social proof, or urgency.
Most Aware – They’re ready to purchase but might need a final nudge. Use retargeting ads with strong CTAs.

However, figuring out the right customer awareness level for your ads is just the first step to creating a relevant message to your audience; let’s move to the next step.

Step 2: Determine Customer Sophistication

Beyond awareness, customer sophistication refers to how familiar an audience is with products like yours. If you get this wrong, your messaging will either be too basic (losing trust) or too advanced (causing confusion).

Eugene Schwartz’s levels of customer sophistication can help guide your ad strategy:

Level 1 (Unsophisticated): Fresh market. Keep your messaging simple and clear. They don’t know solutions exist (Focus on problem education and pain points).
Level 2 (Moderately Sophisticated): Competition is growing. You need to differentiate. (Highlight innovation and first-mover advantage).
Level 3 (Highly Sophisticated): Saturated market. Differentiation is key. (Use unique differentiators and social proof, like testimonials).
Level 4 (Innovators & Early Adopters): Always looking for what’s next. Bring innovation. (Leverage data, real customer experiences, and product guarantees).

Now that you understand your audience’s awareness and sophistication level, the next step is putting that knowledge into action. The key? Structuring your ads in a way that resonates with where they are in their journey. We’ve broken down exactly how to do this in our Video Framework Finder.

Step 3: Use BDQs To Sharpen Messaging

Buyer Decision Questions (BDQs) are the foundation of high-converting marketing campaigns. They reveal the exact information potential customers need before they feel confident enough to make a purchase. If your ads, landing pages, and creatives don’t address these questions, you risk losing prospects to hesitation, doubt, or competitor offers.

But not all customers ask the same questions. A prospect’s BDQs will depend on their awareness and sophistication level. Someone who’s just discovering a problem needs education and pain-point clarity, while a product-aware customer is focused on comparisons, trust signals, and pricing.

Keep in mind that BDQs will vary by industry, but they typically include:

What problem am I trying to solve? (Pain point awareness)
What are my options? (Competitor comparison)
How does this product work? (Understanding features/benefits)
Can I trust this brand? (Social proof and credibility)
Is this worth my money? (Pricing, risk, and urgency factors)

If you want to learn how to properly apply BDQs in your messaging, download our free guide.

Step 4: Align Everything Into An Ad Strategy

Now that you know who your audience is, what questions they ask, and how aware and sophisticated they are, it’s time to build a structured ad strategy that moves them through the funnel.

TOFU (Top of Funnel) – Awareness & Engagement
- Goal: Capture attention and educate
- Best formats: UGC, problem-solution ads, listicles, authority-building content
- Metrics to watch: CPM, CTR, video engagement
MOFU (Middle of Funnel) – Consideration & Trust
- Goal: Prove your product’s value
- Best formats: Comparison ads, influencer testimonials, in-depth product demos
- Metrics to watch: CPC, engagement rate, landing page views
BOFU (Bottom of Funnel) – Conversion & Retargeting
- Goal: Drive purchases
- Best formats: Discount ads, urgency-based messaging, retargeting ads with testimonials
- Metrics to watch: ROAS, purchase conversions, CPA

The Right Audience + The Right Message = Conversions

Even the best ads will fail if they’re shown to the wrong people. Understanding your audience’s awareness and sophistication levels is the key to crafting messaging that truly resonates. When you align your ads with the exact questions and concerns your prospects have at each stage, you remove friction, build trust, and drive conversions.

Now, it’s time to take action:

Define your audience’s awareness and sophistication level.
Map out the Buyer Decision Questions (BDQs) they ask before purchasing.
Craft ad creatives that answer those questions directly.
Use proven video ad frameworks to structure your messaging effectively.

With this approach, you’ll craft ads that don’t just look good—they actually convert. If you can’t do it yourself, we can give you an extra hand.

Partner With Growth Experts

Hit your growth goals by getting your ads in front of the right audience. With a continuous pipeline of high-converting videos, landing pages, images, conversion copy, and UGC, you’ll have everything you need to test, scale, and drive real results. At Primer, we don’t just create great ads—we make sure they’re seen by the right people at the right time.

Get in touch today »

Gone are the days when polished studio shoots and celebrity endorsements were the only way to build brand credibility. Today, customers want to see real people wearing real clothes and accessories in real-life scenarios. That’s where user-generated content (UGC) comes in.

UGC is far from dead. In fact, it’s more influential than ever. From reviews and styling videos to unboxings with everyday people showcasing products in real life, UGC comes in many forms. In fashion, it’s more than just marketing—it’s social proof. It helps shoppers see how a product fits, moves, and looks on different body types and skin tones, giving them the confidence to buy.

A well-crafted UGC strategy helps fashion brands tap into authentic storytelling, creating social proof, and reaching new audiences without the hefty ad spend. But simply asking customers to post about your brand isn’t enough. To make UGC work, you need the right creators, frameworks, and distribution strategies.

In this guide, we’ll break down how to find the perfect creators for your brand, and share 11 expert tips to maximize the impact of user-generated content.

Finding The Right Creator

Some say UGC is dead because the content starts to feel the same. But the key to differentiating is actually finding the right UGC creator for your brand.

This can feel like an overwhelming task—but once you nail sourcing, everything becomes much easier. We’ve already covered how to find a content creator that aligns with your brand. Now, let’s dive deeper into what makes the perfect UGC creator for the fashion industry.

Not all creators are a good fit for every fashion brand. Their content should align with your product, their audience should match your target customers, and their style should feel authentic to your brand.

Here are a few things to keep in mind when looking for a UGC creator in fashion:

Content Style: Does their aesthetic match your brand? A creator who focuses on edgy streetwear might not be the best choice for a timeless, elegant brand. This may seem obvious, but sometimes we like the creator so much that we forget that they need to align to your brand.
Audience Fit: Are their followers the same type of customers you’re targeting? Check engagement, demographics, and the kinds of brands they’ve worked with before. A huge number of followers doesn’t mean they are actively engaged.
Product Integration: Have they successfully showcased fashion products before? Look for creators who know how to highlight fit, movement, and styling versatility.
Authenticity: Do they genuinely connect with their audience? Overly scripted content can feel forced—look for creators whose videos feel natural and engaging. 💡PRO TIP: Provide a script, but always let the creator use it as an inspiration to guide them. You don’t want them to come off sounding inauthentic by sounding unnatural.
Platform Strength: Where do they perform best? If your brand relies on TikTok virality, find creators who thrive on short-form, trend-driven content.

Choosing the right creator isn’t just about reach—it’s about alignment. If you’re too busy and need someone with expertise to handle UGC sourcing, we can do the work for you. Give us a call!

How to Structure UGC for Maximum Impact

Now that you’ve found the perfect creator for your brand, how are you going to structure your UGC campaigns? A great creator is only as effective as the content framework they follow. Without a clear structure, even the best videos can get lost in the scroll.

The most successful UGC follows a formula: a strong hook to grab attention, a clear value proposition to highlight the product’s benefits, and a compelling call to action to drive conversions. Simple, right? Now, let’s add a little spice with these 11 tips to nail your UGC strategy. 🔥

Start with a strong visual hook

The first 3 seconds of your video ad determines if someone keeps watching. Use bold text overlays, quick transitions, or an eye-catching shot (like a close-up of the fabric or an outfit change) to grab attention instantly.

Note for brands, always request at least two different hooks when working with a creator. Why? You can A/B test which one performs better and then iterate on that hook with other creators.

Tap into trends, but make them your own

Social media trends come and go, but using them strategically can skyrocket engagement. Whether it’s a viral challenge, a popular editing style, or a trending transition, integrate trends in a way that feels natural to your brand.

Not every trend will fit your aesthetic, but adapting them to highlight your product can make your content feel fresh and relevant. Keep an eye on TikTok’s Trending Tab and Instagram Reels’ Explore Page for inspiration.

Make your audience the main character (storytelling matters!)

People don’t just buy a product—they buy the story and feeling that comes with it. Instead of a generic product showcase, structure UGC with a relatable or aspirational scenario.

Here are some ideas for your storytelling:

✅ The Struggle → The Solution (e.g., “I could never find leggings that stay up… until now!”)

✅ A Day In The Life featuring your product naturally. (e.g., “A day in the life: Vacation Edition, this is what I packed on my holidays”)

✅ Before & After Transformations (perfect for styling videos)

✅Get Ready With Me (show products while getting ready for an event, a trip, or special occasion).

Good storytelling makes viewers imagine themselves wearing your product, which builds an emotional connection and increases conversions.

Leverage trending sounds & music

Audio plays a huge role in content performance. Use trending songs, voiceovers, or upbeat, fashion-forward tracks to make your videos feel current and algorithm-friendly.

📌 Pro Tip: Choose music that matches your brand’s vibe—chill and aesthetic for minimalist brands, high-energy for streetwear, or nostalgic sounds for vintage-inspired fashion.

🔥 Bonus: TikTok prioritizes content that uses new trending sounds early, so staying ahead of the curve can help boost reach.

Make it feel natural (but intentional)

The best UGC feels like a recommendation from a friend, not a sales pitch. Encourage creators to use casual, authentic language—no stiff scripts. Instead of saying, “This dress is so stylish,” a more engaging alternative would be, “I was NOT expecting this to fit this good—obsessed!” Natural reactions make content more relatable and trustworthy.

As we’ve mentioned before, if you provide a script, make it clear that it’s just a guideline. Give creators the flexibility to put it in their own words, so the delivery feels natural. The more genuine the content, the more it resonates with the audience.

Honest reactions

User-generated content is not just talking in front of a camera. It takes more than that to create a successful UGC video ad.

People connect with real emotions. A big smile, a surprised reaction, or a “WOW” face after trying on an outfit can make a video 10x more engaging.

Style the product

There’s a big difference between telling and showing. Twirl in a dress, stretch leggings, snap a jewelry clasp—demonstrate key product features visually.

A try-on haul or an unboxing with a try-on are great ways to apply this tactic, letting viewers see the fit, movement, and quality in real time. The more they can visualize themselves wearing it, the more likely they are to buy.

Keep it short, but loop-worthy

Shorter videos (7-15 seconds) tend to perform best, but making them seamlessly loop can increase watch time and boost algorithm performance.

How?

Start and end with the same shot (e.g., a mirror selfie)
Keep the final frame open-ended so viewers naturally rewatch
Use snappy edits to create a fast, engaging flow

The more replays, the better the algorithm boost!

Be native

Every social platform has its own style—and UGC should blend right in. TikTok thrives on fast cuts and trending sounds, Instagram leans into aesthetic visuals, and Pinterest favors longer, more informative fashion content.

Instead of forcing an ad into a feed, make it feel like organic content. Use text overlays, casual voiceovers, and popular editing styles that match what’s already trending. When your UGC looks like something a friend would post, it’s far more likely to grab attention and drive conversions.

One-size-fits-all doesn’t work here

Not all platforms favor the same content style. To maximize reach, tailor your UGC videos based on where they’ll be posted:

TikTok & IG Reels: Short, snappy edits (7-15 seconds), fast cuts, bold text overlays, trending sounds. Think quick outfit changes, fast-paced styling clips, or “GRWM” (Get Ready With Me) videos.
YouTube Shorts & Pinterest: Slightly longer, more detailed videos (15-60 seconds) with slower cuts and voiceovers. Perfect for fashion hauls, unboxings, or styling tutorials where viewers want more product details.
Facebook & Instagram Feed Ads: Mix text + visuals with a clear product focus. Comparison-style UGC (e.g., “Why this dress is my go-to for every occasion”) works well.

End with a strong CTA

Never assume viewers know what to do next. Spell it out:

Verbal CTA: Have the creator say, “This is selling out fast—grab yours now!” or “Use my code for 15% off!”
Text Overlay CTA: Reinforce it visually with phrases like “Shop Now”, “Limited Stock!”, or “Link in Bio”.
Engagement CTA: If it’s organic content, prompt interaction: “Which one should I keep? Comment below!” Higher engagement boosts visibility.

Not sure which CTA is perfect for your video? Don’t worry, we got you. Here’s a list with 25 CTAs that are proven to help your ads convert.

Nail Your UGC With Our Tips

Fashion is all about self-expression, and so is UGC. Today’s shoppers don’t just want to see your product—they want to see it in action, on real people, in real moments. That’s why the most successful brands go beyond polished campaigns and embrace the power of user-generated content.

By working with the right creators, testing multiple UGC frameworks, and optimizing content for each paid media platform, you can create engaging, high-converting content that feels natural, not forced. A well-structured UGC ad strategy turns social proof into sales, helping your brand build trust and stay relevant in a competitive industry.

Now’s the time to invest in UGC, experiment with formats, and let your audience see (and feel) why your brand belongs in their wardrobe. 🚀

Style Your Ads With Primer

At Primer, we’ve worked with top fashion brands like Savage X Fenty, Wantable and Rent The Runway. We now offer an on-demand service that helps you concept, plan, source, and produce UGC video ads that resonate with your audience and drive results. Let us bring your brand’s vision to life with authentic, high-performing content.

Get in touch today »

Your ad campaign starts strong, delivering impressive engagement and a steady stream of conversions. Then, performance starts to dip. Costs rise, click-through rates drop, and conversions stall. What’s happening? Creative fatigue is likely the issue.

Creative fatigue silently drains your ad budget. When users see your ad repeatedly, they lose interest, which affects critical metrics.

If your ads aren’t delivering the results they once did, don’t panic. Read on to discover how you can stay ahead of fatigue and keep your campaigns converting.

What’s Creative Fatigue?

Creative fatigue occurs when audiences repeatedly see the same ad, leading to declining interest and engagement. Facebook defines it as a performance decrease caused by ad repetition. When fatigue sets in, metrics like CPM and CPC increase, while CTR and conversions plummet.

Although it shares similarities with banner blindness, they aren’t the same. Banner blindness happens when users ignore ads that visually blend in, regardless of repetition. Creative fatigue results specifically from overexposure. Both hurt performance, but fatigue directly impacts metrics, making it easier to track.

Key signs of creative fatigue include:

Increased CPM: Costs rise as your audience tires of the ad.
Lower CTR: Fewer people click, signaling reduced interest.
Higher Frequency: Ads are shown too often, annoying users.
Falling Conversion Rates: Even those who click are less likely to act.

How To Avoid Creative Fatigue By Testing Smarter

The best way to avoid creative fatigue is to actively test both big ideas and scaling iterations. This ensures your audience stays engaged while helping you identify what resonates most. At Primer, we use a proven approach called the Outlier Method.

The Outlier Method focuses on analyzing your best-performing ads to understand why they work. Instead of starting from scratch, you refine and build on winning elements like hooks, visuals, and messaging.

This method has four simple steps:

LAUNCH: Ideate and launch “big idea” ads based on key questions buyers have. (Get our step by step guide on ad testing here.)
PAUSE: Pause underperforming ads quickly and determine the ads that beat the account average and become top performers — the “wins”.
SCALE: Scale the budget for the “wins” and make creative iterations on them for your next test.
REPEAT: Periodically start a new “big idea” process and repeat steps 1-3.

To avoid creative fatigue, it’s important to move fast with iterations. Delaying changes can lead to declining engagement and increased ad costs, as fatigued ads drive CPMs higher and CTRs lower. By consistently testing new ideas and refining your winners, you can sustain high performance, extend the life of your campaigns, and maximize ROI.

Why Iterations And The Outlier Method Matter

Creative fatigue isn’t just a buzzword—it’s a performance killer. When your audience sees the same ad repeatedly, engagement drops, and costs rise. Metrics like CPM (cost per thousand impressions) increase as click-through rates decline, forcing platforms to deprioritize your ad in auctions. The result? Your once high-performing campaign becomes an expensive dud.

The Outlier Method offers a proactive solution by focusing on constant improvement. Actively testing both “big ideas” and smaller iterations ensures your creative remains fresh and engaging. By analyzing what works, scaling it, and iterating further, you avoid falling into the trap of diminishing returns. This method saves you time and budget while consistently driving results.

To maintain performance, you don’t need to overhaul everything—small changes can make a big impact. Iterations like revamping the hook, highlighting new product features, testing different CTAs, or incorporating trends help extend the lifespan of winning ads. The goal is to keep your creative relevant and engaging without losing what makes it effective.

Ad fatigue and rising CPMs don’t have to drain your budget. By embracing a structured testing process like the Outlier Method and refreshing your ads with targeted iterations, you can keep your campaigns converting and your audience engaged.

Growth isn’t about reinventing the wheel; it’s about making that wheel roll farther and faster. Ready to take your ad creative to the next level? Start testing smarter and iterating faster—your results will thank you.

Partner With Growth Experts

Primer works to help our partners, like Rocksbox, develop winning ads and scale by handling the process for you, including creative strategy, design, production, reporting, and media buying. So, if you need an extra hand, give us a call.

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With over 2.35 billion users worldwide, Instagram remains a powerhouse for both creators and businesses. Whether you’re looking to build an engaged audience or scale with paid ads, Instagram’s latest updates and algorithm shifts bring new opportunities to grow—if you know how to leverage them.

At Primer, we specialize in UGC production, paid ads, and data-driven creative strategy. In this guide, we’ll break down:

✅ The latest Instagram updates and what they mean for you
✅ Proven hook strategies to stop the scroll and increase engagement
✅ The key to relevance in 2025 (so the algorithm works for you, not against you)

Let’s dive in.

What’s New On Instagram This 2025

In 2025, Instagram continues to innovate, introducing features and updates that enhance user experience and engagement.

Extended Reels Duration

Responding to creator feedback, Instagram has extended Reels from the previous 90-second limit to up to 3 minutes. This change allows for more in-depth content.

Profile Grid Redesign

Instagram has updated its profile grid to a rectangular format, moving away from the traditional square layout. This change better accommodates vertical content, reflecting the platform’s shift towards vertical videos and images.

Updated Content Dimensions
To optimize your content for 2025, adhere to the following recommended sizes:

Feed Posts:
- Square: 1080 x 1080 pixels (1:1 aspect ratio)
- Portrait: 1080 x 1350 pixels (4:5 aspect ratio)
- Landscape: 1080 x 566 pixels (1.91:1 aspect ratio)
Reels and Stories: 1080 x 1920 pixels (9:16 aspect ratio)

How To Grow On Instagram

If you’re a creator or a business trying to stand out on Instagram, keep reading.

Instagram has changed things up again, rolling out new features, longer video options, and smarter ad placements. But with these updates, competition is tougher than ever. Simply posting isn’t enough—you need to capture attention fast, tell compelling stories, and create content that blends seamlessly into the platform.

The good news? Whether you’re a brand running ads or a creator growing an audience, there’s a strategy for you. Let’s break down what’s working in 2025.

1. Nail Your Hook: 31 Scroll-Stopping Ideas

The first three seconds of any video ad can make or break your content. If your hook doesn’t grab attention, people scroll past.

But don’t worry, we’ve proven 101 video hooks for you. And here is a list of trending hooks in 2025:

Urgency/FOMO

I wish I knew this sooner…
STOP scrolling if you [want X / struggle with X]!
If you miss this, you’ll regret it.
Everyone is talking about [X], but they’re missing this.
Last chance to grab this before it’s gone!
I found the secret formula for [X] but this won’t last forever…
If you’re not using this by [month], you’re behind.
I’ve seen this all over my Instagram and I needed to try it.
I didn’t know [X] existed until now.
Only 1% of people know about this.
The game has changed—are you ready for this?

Easy Solution to a Pain Point

The hard truth about [X] no one talks about.
You’re spending too much on [X]—here’s a better way.
This is the solution you’ve been waiting for.
I never thought getting rid of [problem] would be so easy.
Things I’d love to know before [X]
Forget about [X], try this instead
The one thing stopping you from [goal]
You don’t need [X] to succeed—do this instead
If you’re struggling with [X], I’ve been there.
I never thought fixing [X] would be so easy.

User Experience/Trending

22. Storytime on how [X] changed my life.
23. One thing that helped me with [X] is…
24. This is what I did to [X]
25. Okay, update on [X]
26. GRWM: [X] edition
27. Let’s get ready to [X]
28. We listen and we don’t judge: [X] edition.
29. When I [X], I won’t say anything but there will be signs.
30. I can’t believe I’m saying this but [X] is the best that has happened to me in a while.
31. POV: I used [X] and it changed my life.

💡 Pro Tip: These hooks work for Reels, Story ads, and even captions. At Primer, we’ve tested them in paid ads and seen lower CPMs and higher engagement rates when paired with UGC content.

2. Reels Are Your #1 Ally

After TikTok got banned –and although it’s still working–, Instagram took the opportunity to start prioritizing reels. Since IG also expanded Reels durations, making it easier to share longer, deeper narratives. We’re seeing a major shift in both organic content and paid ads.

If you’re wondering why reels work, it’s because:

People engage with real, unscripted moments.
Storytelling feels personal— even if they’re promoting something, they don’t look like ads.

🔥PRO TIP: Try this if you want your reels to get more views and conversions.

Heart-to-heart storytelling → Share behind-the-scenes moments, struggles, or personal experiences to build deeper connections.
Native-style ads → Instead of polished commercials, use UGC-style clips that blend naturally into a user’s feed.

3. Native Style: Ads That Don’t Feel Like Ads

Instagram users hate being sold to—but they love discovering new things. The best brands understand this and create ads that feel like organic content and creators can take advantage of this too.

What’s working in 2025:

UGC-style ads → Authentic, phone-shot content performs better than polished studio videos.

Jump cuts & captions → Keep the pacing fast and text clear.

“Show, don’t tell” storytelling → Instead of listing product benefits, demonstrate them in action.

4. Retarget the Right Way: Smarter Funnels for Instagram Ads

This tip is especially important for brands that are running Paid Ads on Meta.

Recent privacy changes and rising ad costs make traditional retargeting less effective and forces brands to rethink how they engage warm audiences.

Here are some winning retargeting strategies:

Engagement-Based Retargeting → Video views are one of the most important metrics that sometimes are forgotten. Target users who watched 50% of your Reel or Story ad. They’re already interested—now drive action.
Story-Based Retargeting → Show product demo Stories again to users who viewed but didn’t click. A second touch can drive purchases.

Now, if you want to improve your creatives for retargeting, here is one example.

This example works exceptionally well for retargeting. Despite being a longer video (1 minute), it grabs attention instantly with a direct hook: “I got a ton of questions about JRNYS prescription programs.”

From there, it strategically answers key Buyer Decision Questions (BDQs) that hesitant buyers often have before purchasing. It tackles:

“Have you actually noticed a difference?” → Backed by a before-and-after transformation, reinforcing credibility.
“Why choose it?” → Highlights brand and product benefits, addressing concerns around effectiveness and trust.

The video wraps up with a strong recommendation, making it the perfect format to nudge warm audiences toward conversion.

Make Instagram Work for You in 2025

Instagram is evolving, and staying ahead means adapting to new features, trends, and strategies. Whether you’re a brand looking to scale or a creator growing your audience, keeping up with these changes is essential.

For creators, this means mastering hooks, storytelling, and engagement-driven content. Trends change fast, and staying ahead means experimenting with new formats like longer Stories, DM funnels, and AI-powered features.

For brands, Instagram isn’t just another platform—it’s a performance channel. To cut ad costs and maximize revenue, you need content that blends seamlessly into the feed. Users don’t want ads—they want stories they can relate to and that’s why UGC is a game-changer.

If you don’t have a steady source of UGC content, we can handle that for you. At Primer, we specialize in high-performing UGC and paid ads that drive real results. Let’s make Instagram your top growth channel—get in touch today.

Partner With Growth Experts

Hit your growth goals with a continuous pipeline of videos, landing pages, images, conversion copywriting and UGC ready to test and scale. We are Growth Experts that are willing to do the hard work for you.

Creative On-Demand: Access our subscription-based marketing creative platform to request UGC, videos, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.

Get in touch today »

In the world of digital marketing, getting your paid ads right can make or break a campaign. But success doesn’t come without its challenges. Through trial and error, we’ve uncovered common mistakes that undermine creative strategies. The good news? We’re sharing how you can avoid them. Here’s how to sidestep these pitfalls and ensure your ads stand out in a crowded digital landscape.

1. Ignoring The Hook

The first 3 seconds of your ad creative can determine its success. Without a strong hook, users scroll past.

The Problem: Weak or generic openings don’t grab attention. Viewers leave before they understand your message.

The Fix: Start with something bold or unexpected. Use striking visuals, relatable scenarios, or intriguing questions to stop the scroll. Need inspo? We’ve developed a list of 101 hooks that are proven to help boost ad performance.

Here are some tips on how to improve your hook’s performance:

Use Trends: Trending topics or formats instantly grab attention and feel relevant to your audience.
Ask Questions: Pose a question that sparks curiosity or addresses a problem your audience wants to solve.
Highlight Pain Points: Call out a challenge your audience faces to make them feel understood.
Show Bold Visuals: Use striking, unusual, or unexpected imagery to stop the scroll and draw people in.

This hook is great because it immediately starts by sharing relatable content to call your attention. “PSA” is used to convey important information intended to inform the public about an issue, encourage action, or raise awareness, so it’s a great technique to capture attention from the very beginning.

2. Focusing Only on Features, Not Benefits

Features alone don’t connect emotionally. People buy benefits, not specs.

The Problem: Highlighting features misses the chance to show how your product solves a problem.

For example, you’re a supplement brand and you’re highlighting the ingredients but… what makes your supplement better than the rest? Focus on benefits like “Boost your energy with natural ingredients”, or “Prioritize proper hydration with key electrolytes”.

The Fix: Emphasize the transformation your product provides.

Check out this carousel and how it uses both features and benefits. It explains the ingredients and the benefit each ingredient has.

3. One-Size-Fits-All Creative

Listen carefully: do not recycle the same paid ad across all platforms. Results won’t be the same.

Each platform has unique formats, audience behaviors, and best practices. A TikTok audience doesn’t consume content the same way as a Meta audience.

The Problem: Each platform has a distinct style, and its users behave differently. Using one creative for all can backfire. Why? Because of different content expectations –for instance, users are willing to see some authentic, fast-paced videos on TikTok while Meta favors short, engaged content; also, there are different audiences on each platform that you need to keep in mind.

The Fix: Tailor your creatives to fit each platform’s style and audience. It takes effort but delivers better results.

4. Overusing Generic Phrases

It’s time to talk about banner blindness.

Banner blindness is a phenomenon where users ignore ads, often due to overexposure or predictability.

You’re seeing the same phrase everywhere. It’s not authentic anymore. And you know it’s a paid ad before they’ve even finished the pitch.

The Problem: Audiences ignore phrases they’ve seen too many times. Your ad feels unoriginal and untrustworthy.

The Fix: Use fresh, specific language. Address your audience’s needs or use storytelling to grab attention.

Here are some examples:

Don’t say “New Year, New You” try “This year, I finally solved my [pain point] with [product]” instead.
Stop using “Transform Your Life Today” try “Life Hack: Try [product] for [pain point]” instead.
Change “Get Results in Just [X] Days!” for “Here’s how to get [value prop]”.

5. Skipping UGC

2025 is the era of user-generated content (UGC)

User-generated content (UGC) is content created by individual users to share information or tell a story: they may tell how they found your product, how great it was for them and more. It’s authentic content that works extraordinarily well for audiences nowadays.

The problem: Audiences crave real stories. Ignoring UGC in your ad mix means missing out on relatable, high-converting content.

The fix: Incorporate UGC into your campaigns. There are plenty of ways for that: from testimonials to reviews, real-life demos or voice overs – because yes, a real voice is way better than an AI generated one.

If you don’t have time to source a UGC creator, don’t worry, we can do that for you!

This one example here has everything a good UGC video should have:

Starts with a strong hook
Shows a before/after transformation
Spotlights the product in action
Lists benefits, not features

6. No Clear Call To Action

Even a great ad fails without a clear next step.

Now imagine: your ad creative is great, it has amazing UGC, answers the main BDQs your customers could have, but it finishes abruptly and it isn’t clear what to do next. Confused viewers don’t convert.

The problem: Vague or absent CTAs leave potential customers guessing. They’ll leave without taking action.

The fix: Add a specific, actionable CTA. Examples include “Shop now,” “Start your free trial,” or “Learn more today.”

Bonus tip: Adapt your CTA to the platform you’re advertising. For example, for Tiktok add your CTA in native-style captions or to have your voiceover state the CTA clearly.

7. Not Scaling Enough

Failing to scale a winning ad creative is one of the biggest missed opportunities in paid media. You’ve done the hard work of finding a creative that works—don’t let it go to waste.

The Problem: Many advertisers either hesitate to scale or scale too cautiously. A winning creative has a limited lifespan, and delaying scaling can lead to leaving significant revenue on the table. Additionally, scaling without a clear strategy can cause performance to plateau or decline.

The Fix: Scale your winner strategically and quickly. One proven approach is ourthe Outlier Method. This method involves isolating top-performing creatives, analyzing key metrics, and allocating more budget to scale those winners fast.

Start Testing Early: Identify potential winners before your campaign is fully live.
Analyze Metrics: Focus on critical indicators like CTR, CPA, and ROAS to select your outliers.
Allocate Budget Aggressively: Double down on top creatives while monitoring performance closely.

Scaling is the key to maximizing your campaign ROI. Don’t let hesitation hold you back.

Turn Mistakes Into Wins

Avoiding these mistakes can dramatically boost your paid ad performance. By leveraging tailored messaging, understanding your audience, and using data to guide your decisions, you’ll create ads that resonate and drive results. In a competitive market, a strong creative strategy isn’t just an advantage—it’s a necessity. Implement these fixes, test relentlessly, and watch your campaigns thrive.

Your Growth Partners

From UGC to landing pages, Primer helps create high-converting marketing assets. Trusted by top brands like Ka’Chava, Rocksbox and more, we’d love to work with you to grow your revenue, and can partner in whatever way suits you best.

Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, creative production, reporting, and optional media buying—to achieve your growth objectives. You focus on your business while we deliver the results.

Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, video ads, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.

Get in touch today »

2024 has been an incredible year for digital marketing, with brands embracing bold creative strategies to stand out in an ever-evolving landscape. At Primer, we’ve had the privilege of working with some amazing partners, crafting video ads that didn’t just capture attention but delivered real results.

From breakthrough product launches to campaigns that sparked emotional connections, our top 10 video ads of the year highlight what’s possible when creativity meets strategy. These ads represent diverse industries, unique approaches, and lessons that every marketer can apply.

So, whether you’re looking for inspiration, insights, or just curious to see what made the cut, Primer Wrapped 2024 has everything you need to step into the new year with confidence. Let’s explore the creative winners that defined the year.

Why Our Creatives Are Winners

Primer’s creatives are winners because we’ve cracked the secret formula for success.

The first and most crucial step in structuring your video ad is understanding your audience. By doing so, you grasp their sophistication and awareness levels. We’ve done the hard work for you by defining frameworks tailored to each level.

We combine this understanding with strong hooks that grab attention immediately, user-generated content (UGC) that builds trust and relatability, and compelling CTAs that drive action effectively. Every element of our creatives is designed to engage, resonate, and convert.

Additionally, our testing methodology allows us to detect winning ads quickly. By continuously analyzing performance and optimizing creatives, we scale the most effective ones to maximize results.

This year alone, we’ve generated over 800+ winning ads for our partners, consistently driving exceptional outcomes and setting new benchmarks for ad performance.

Let’s dive into some of our top-performing ad creatives and explain why they are winners.

Vs. Alternatives

This template is one of our favorites. It works especially well when you’re facing stiff competition or when potential customers are comparing multiple options.

By clearly showcasing the benefits of your product versus alternatives, it helps position your brand as the superior choice.

Let’s check some examples.

Why is this a winner?

This video starts with a strong hook: POV is a bold statement that speaks about user experience. In this case, it tells me that another product doesn’t work.
There is a strong comparison between the alternative and the product.
Leads with benefits. And also highlights ingredients as a benefit, that’s key for the health + wellness industry.
Finishes with a drive-action CTA.

Now, let’s check out this image ad:

Why is this a winner? Because they are highlighting that their product is the best of the year, in comparison to other alternatives that are cheaper and lower quality.

Ease of Use

This template positions your product as the easiest possible solution to a customer’s problem.

Why is this a winner? This video starts addressing a common problem and quickly moves to a solution (the product) reinforcing why you need it. Then, it shows how easy it is to use… So easy that even kids can use it.

How it Works

For those customers that are unsure about how the product works, this template is perfect. Highlighting how simple it is to use a product and positioning it as the perfect solution, their barriers to purchase are erased.

Check out this example:

Why is this a winner?

Starts with a question that highlights the problem and then immediately moves to the solution.
Now, it shows the ingredients. In the Health and Wellness industry, this is very important: the more natural ingredients it has, the more beneficial it is.
Explains how the product works in three simple steps.
Finishes with more benefits.

In this video, the pacing is very engaging and the vibrant colors are captivating.

BDQs

Addressing common buyer decision questions (BDQs) is key to convert.

By proactively answering these concerns, you reduce hesitation and build confidence.

This is a perfect example of how BDQs works. Here’s why it’s a winner:

Starts with a strong hook with native style: she’s telling that she found the perfect gift for her mother’s birthday.
Addresses the first BDQ: “What is it?” with a complete explanation of what the product is (a device that digitalizes your memories).
Addresses the second BDQ: “How does it work?” by explaining that you just have to send everything to them and you’ll receive your memories digitized.
It also showcases real social proof.

Why is this a winner? This video starts by calling out a problem for a specific area and introduces the solution. Then it explains “How It Works” and “Does It Really Work?” by showing a transformation (before/after).

Testimonials

UGC

If you’re not using UGC in 2025, you’re already falling behind. User-generated content (UGC) is essential for creating high-converting video ads because it builds credibility and fosters trust with your audience.

Sometimes, to make a great ad, you just need a good source of UGC. Whether it’s a testimonial, product demo, or everyday use cases, UGC connects with viewers on a personal level and drives engagement like no other format.

Check out how this UGC video turned into a successful ad. The key? When you’re doing UGC, don’t just focus on capturing authentic content, but also on the messaging.

Why is this a winner? In this case, at first she addresses a common problem (ordering online), then you watch her not only speak about the product, she also shows a transformation (before/after) and addresses common buyer decision questions like, “How does it work?” “Is it comfortable?”.

Social Proof

This is a fun way to show social proof by using UGC.

Why is this a winner? Since the beginning, the video is eye-catching. The hook is engaging and it follows with a challenge. He is proving that the product effectively works in real time.

Review

Why is this a winner? This format is 🔥. It’s so simple to use and native. It works especially well for TikTok and it’s just as easy as using a real review and picture of a happy customer.

PRO TIP💥: 4-images/videos layout is always eye-catching, especially if you have a bunch of star products or testimonials (you can show customers using your product) that you want to show.

The Power of GIFs

GIFs have become a powerful tool in modern communication, especially in marketing and branding. Their short, looping format captures attention instantly, making them ideal for delivering quick, impactful messages.

One of the key strengths of GIFs is their ability to bridge the gap between static images and full-length videos. This means that, if it is well done, it’d catch attention earlier than a video.

There is no doubt that they are a powerful, yet underestimated tool. We cracked the code and here is one of our winners:

Why is it a winner? It’s direct and goes directly to the point by highlighting the ingredients (which are very important and taken as a benefit in the skincare industry).

From Hook to CTA: Steal Our Formulas

As we wrap up 2024, it’s clear that the top-performing ads share a common thread: they connect with audiences through a perfect blend of strategy and creativity. By understanding the sophistication and awareness levels of the audience, leveraging strong hooks, UGC, and clear CTAs, these ads don’t just communicate—they convert.

Each creative highlighted here offers valuable lessons for marketers. Whether it’s showcasing benefits in a head-to-head comparison, emphasizing ease of use, or addressing customer concerns with a “How It Works” approach, these templates deliver results by solving problems and building trust.

As you step into 2025, take inspiration from these winners. The landscape of digital marketing is always evolving, but the formula remains consistent: know your audience, craft content that resonates, and test relentlessly to scale success. With the right tools and insights, your next big win could be just around the corner. Let’s make 2025 even better!

Get Video Crafted By Growth Experts

From UGC to landing pages, Primer helps create high-converting marketing assets. Trusted by top brands like Jocko Fuel, Sunday and more, we’d love to work with you to grow your revenue, and can partner in whatever way suits you best.

Get in touch today »

Crafting the perfect video ad in the competitive supplement niche isn’t easy. There’s a lot of competition so standing out can be challenging and creative briefs often slow the process down.

But when it’s done right, a creative brief aligns teams, streamlines revisions, and ensures on-target ads that captivate and convert.

At Primer, we’ve crafted thousands of proven ad creatives over the years, and here are some of our templates.

Vs Alternative Template

This framework is by far one of the most used templates for the supplement vertical. By positioning your product as the best solution, it saves your audience the time and effort of comparing options, and gives you the chance to control the narrative.

Highlight your product’s unique advantages while contrasting it against alternatives. Whether it’s a competitor, a different solution, or doing nothing at all, this approach emphasizes why your offering is superior.

Try this framework for moderately sophisticated audiences that are ready to evaluate their options. By showcasing specific advantages like affordability, ease of use, or sustainability, you guide potential customers toward confidently choosing your product.

For example:

UGC Vs Competitors

UGC is vital for building trust and creating high-converting video ads. When real customers compare your product to their past experiences with other brands, it adds authenticity and credibility to your messaging, making it more relatable.

Formula	Copy Example
Attention-grabbing statement	I’m breaking up with glucosamine and switching to Antinol Plus for my dogs joint health
Comparison	Antinol plus is made with powerful ingredients like green-lipped muscle and krill oil, working two weeks faster than other supplements..
Benefit	Since I started giving my dog Antinol plus we’ve been hitting our trails with less stiffness and more energy.
Benefit	Their clinical studies show improvement in dog mobility in as little as 30 days.
Benefit	We’re getting more miles and having more fun.
Benefit	They’ve got a 30 day moneyback guarantee you’ve got nothing to lose
CTA	Check them out if you wanna keep your best friend without worry.

No UGC? No problem: Use Comparison Lists

If you don’t have UGC yet, this template is a game-changer for supplement brands.

It works exceptionally well for both image and video ads, driving conversions and helping you stand out in a competitive market.

How It Works Template

The How It Works Framework is an incredibly effective tool we’ve tested for driving conversions. It simplifies the journey from problem to solution, breaking it down into actionable, easy-to-follow steps.

Using this framework effectively helps to demystify your product for potential customers, thereby reducing their hesitations and increasing their likelihood to convert.

It’s particularly impactful for middle-of-the-funnel and top-of-the-funnel audiences. These users may know about your product, but learning how it works gives them the clarity and confidence to take the next step.

For solution-aware audiences, it demonstrates why your product is the ideal choice compared to alternatives. For product-aware audiences, it highlights unique functionalities and advantages that set your product apart, helping sway their decision in your favor.

Here it is in action:

Simple Steps

Getting your supplements has never been easier with these 3 simple steps… That’s how this framework works.

Formula	Copy Example
Attention-grabbing statement	Another ‘miracle’ weight loss claim?I was skeptical – but DrBrainRX CHANGED my mind
Step 1	Free consultations with DrBrainRX’s team via online meetings
Step 2	Got questions? They’ve got answers, plus they handle insurance and plans starting at $186/month
Step 3	Post-consult, get meds delivered the NEXT DAY
Benefit	Customized program for your specific needs is the path to success
Benefit	Explore their 30-day satisfaction guarantee.
CTA	Nothing to lose but weight!

Now take a look at this example: same niche, similar product, different approach.

Although we know UGC is key, if you don’t have any then you need to get creative. Screen recording is a major element to share steps. It’s easy and allows users to watch the process in real time.

Formula	Copy Example
Attention-grabbing statement	90% of women have menopause symptom relief within 4 weeks with Alloy
Media proof	As seen in…
Step 1	Just complete a quick medical intake form
Step 2	Receive a personalized treatment plan
Step 3	Get medication delivered
Benefit	Their medical team is always there for ongoing support and education
CTA	Get a treatment plan in as little as 2 days with Alloy

How I went from (…) to (…)!

This hook suggests a clear narrative of transformation, indicating a before-and-after scenario. Using this engages the audience by illustrating the process that allows for the change, making it relatable and understandable.

Formula	Copy Example
Attention-grabbing statement	Here’s how I went from… To this.
Solution	Nootropic Brain Support
Benefits	8-10 hours of focus, mental clarity and drive
CTA	Try Nootropic Brain Support

Press/Testimonials Template

The Press/Testimonials Framework is a powerful way to showcase social proof and build trust with moderately sophisticated and most aware audiences.

By leveraging customer testimonials and press quotes, this template validates your product’s effectiveness and inspires confidence. It’s ideal for audiences evaluating their options or seeking reassurance before making a decision.

Mixing Social with Press proof

What makes this video effective is its simplicity and brevity. As the reviews appear, you see people working out, proving that using the Pre-Workout enhances their training.

⭐️Pro tip: using star ratings is always a great way to grab attention.

Social proof

Authentic testimonials of users that have used your product are essential for social proof. The more testimonials you have, the better.

Reviews

Reviews are always a smart choice for social proof. Real comments help users take action and build trust.

When users feel unsure, reading positive reviews can tip the scales and encourage them to make a decision.

🔥Pro tip #2: This kind of template works amazing for warmer audiences.

Buyer Decisions Questions (BDQs) Template

And last but not least we have BDQs.

This template is designed to address the most pressing Buyer Decision Questions (BDQs) potential customers ask before purchasing. It focuses on answering essential queries that alleviate concerns, clarify your product’s value, and guide prospects toward making a confident decision.

For moderately to highly sophisticated audiences, this framework is perfect for showcasing what sets your product apart. BDQs help highlight specific advantages, build trust, and remove doubts by providing clear, compelling answers backed by social proof or UGC. This template also works best for Product Aware consumers, since it offers an opportunity to reaffirm your product’s value and unique features.

X Reasons Why

X Reasons Why template simplifies decision-making. It’s an impactful way to address customer doubts, highlight your product’s key benefits, and guide prospects toward choosing your brand.

Formula	Copy Example
3 Reasons why	3 Reasons why I love Ka’Chava
Benefit #1	Whole body nutrition with everything needed
Benefit #2	So EasyPerfect on the go meal
Benefit #3	Good for your body and delicious
Social proof	As a woman over 40s who is in the best shape of my life, taking Ka’Chava shake everyday is my SECRET to giving my body the nutrients it needs to support my joints, bones and muscles.
CTA	5 Incredible Flavors

💪🏼Pro tip #3: Tiktok comment boxes are on fire! 🔥It makes your ads look native. What are you waiting for to use it?

Formula	Copy Example
3 Reasons why	3 Reasons why Jocko Fuel Energy Drink is a big deal
Benefit #1	Pure clean energy
Benefit #2	No crash or jitters
Benefit #3	No harmful preservatives
CTA	Get yourself a go.

Time to Fuel Your Sales

Throughout this blog, we’ve explored various templates you can apply to your video ads to boost your conversions. Standing out in the supplement industry requires not just creativity but also a convincing approach. These proven templates give you the tools to captivate your audience and drive real results.

Always remember, that authenticity is key. Pair these proven templates with genuine messaging that resonates with your audience, and you’ll position your brand as a leader in the market. It’s time to fuel your sales—start implementing these strategies today!

Get Video Ads with These Templates Crafted By Growth Experts

From UGC to landing pages, Primer helps create high-converting marketing assets. Trusted by top brands like Jocko Fuel, Seven Cells, Ka’chava and more, we’d love to work with you to grow your revenue, and can partner in whatever way suits you best.

Get in touch today »

Holiday season is just around the corner, and for most businesses, Black Friday and Cyber Monday (BFCM) are crucial for revenue. However, it doesn’t have to stop there – “fifth quarter” or Q5, beginning after Christmas and stretching into January, holds just as much potential.

To make the most of these peak periods, you need a well-crafted strategy. Here are five powerful tactics to ensure your seasonal growth marketing plan succeeds during both BFCM and Q5.

Why are seasonal campaigns so important?

A structured seasonal marketing campaign is key for brands aiming to boost revenue during Black Friday, Cyber Monday, and Q5.

Seasonal campaigns tap into heightened consumer spending behaviors, capitalizing on a sense of urgency and relevance that naturally comes with holidays and major events. By aligning your offers, messaging, and timing with these moments, you create a perfect storm for increased conversions, customer engagement, and brand visibility.

1. Define your Seasonal Offer

You may already know this, but the first step to prepare for any seasonal event is defining your offer.

Whether it’s Buy One Get One (BOGO), 30% off, or a limited-time product bundle, the offer should appeal directly to your target audience. The key is making your deal both compelling and relevant to the season.

For Halloween, you might offer “spooky” limited editions, while Thanksgiving sales could focus on gifting bundles. During BFCM, aggressive discounts and flash sales often drive the most conversions, but it’s essential to tailor your promotion to your brand’s strengths and customer expectations.

But how do you know if your offer is the right one? Start by looking at past performance. You can also conduct A/B testing to see which offers generate the highest engagement and conversions before the full launch. It’s also important to analyze your customer behavior, preferences, and feedback. This will give you the insights needed to refine your offer and ensure it’s positioned to meet your goals.

However, even if you don’t have a special seasonal offer, you could position your evergreen offers or bundles as a Holiday Sale.

2. Understand your Audience

Holiday season is the time to convert customers, so it’s essential to understand what your audience is seeking during the season.

Start by defining your audience’s level of awareness and sophistication regarding your product or service. Are they already familiar with your brand, or are they new customers? This information is vital for structuring your messaging, offers, and selecting the right creative framework for your growth marketing campaign.

Remember that in Q4 and Q5 the goal is to drive as many sales and revenue as possible. To maximize your budget, focus on audiences who already have a degree of awareness about your product or brand. Most Aware, Product Aware and Solution Aware audiences are the ones you should spot on. And for Q5, you may also want to target Problem Aware audiences, since they are constantly looking to solve a problem and your product may be a solution for them.

Understanding your audience will allow you to tailor your campaign to meet your customers where they are in the buying journey, increasing the chances of conversions.

If you don’t know where to start, check out our Video Ads Frameworks, in which you’ll find a framework for each level of awareness and sophistication.

	Unsophisticated	Moderately Sophisticated	Highly Sophisticated	Innovators & Early Adopters
Unaware	Educate them about the problem	New trends, subtly introduce solutions	Position yourself as the leader	Push disruptive innovation
Problem Aware	Define the problem, offer solutions	Show how your solution is different	Provide proof of results	Tie your solution to industry trends
Solution Aware	Focus on your unique value	Differentiate from competitors	Prove your product is the best	Position as the most advanced option
Product Aware	Simple, direct CTA	Compare your benefits to competitors	Build trust with testimonials	Highlight your product’s innovation
Most Aware	Create urgency	Reinforce your brand dominance	Offer exclusive incentives	Appeal to their desire for the newest and best

3. Prepare High-Impact Creatives

The next step is preparing your creatives.

You have the offer, you know your audience. Now you have to put it all together and create high-impact creatives that will drive conversions.

Remember that there is a lot of competition this time of the year, so your ad creatives need to stand out of the crowd.

Here are some good practices to keep in mind while crafting high-converting creatives:

Start with a strong hook: the first 3 seconds are crucial for any video because that’s when you capture attention. A strong hook not only grabs attention but sets the tone for the rest of your messages. Looking for fresh, effective hooks? Here are 101 proven hooks that will boost your conversions.
Match your creatives to the season: align your visuals and messaging with the seasonal event aesthetic. Use relevant colors, imagery, and themes to connect with the holiday. Remember to keep it native to fit in with the rest of the viewer’s timeline. Pro tip: use seasonal emojis for extra attention (🎄🎃🔥)
Use UGC: incorporating UGC into your campaign adds authenticity and relatability, helping build trust with your audience. When potential customers see real people engaging with your product, it creates social proof and makes your brand more approachable.
Create a sense of urgency: create a reason to act immediately. Offer a limited-time offer or limited availability of your product, you can also use countdowns to increase the sense of urgency. Try frameworks like FOMO, SUE, SUUB and more, these frameworks emphasize the need to act now.
Incorporate strong CTAs: regardless of the social platform where you’re running your ad, a CTA should feel organic to the user and native to the social platform and most importantly, it has to drive action to the consumer. Check out these 25 examples of CTAs Primer has developed that are proven to convert.
Test more, win more: At Primer, we launch new tests every two weeks. This testing cadence gives you enough time to find wins and pause mediocre ads before launching something new. Try out this methodology to improve your creative testing.

Pro tip: Iterate your winners by making different variations. Test different video formats and copy combinations before BFCM to optimize for performance.

🔥Hot tip: Running DPA ads on Meta? Adding masks is one of the easiest ways to find BIG holiday wins. Keep them simple and scannable, preferably paired with a consistent image layout so you know you won’t be blocking any key product elements.

4. Optimize your Landing Page

Now you have a great offer, you’re targeting the right audiences and your creatives are on point but… what if they don’t convert?

Before a big event like BFCM, it’s critical to ensure that your landing page is fully optimized. Even the best offer and creatives won’t deliver results if your landing page doesn’t provide a seamless experience. It’s not just about optimizing technical aspects like loading speed and a frictionless checkout process; your landing page also needs to address your visitors’ questions and emphasize the product’s benefits effectively.

Did you know a landing page has 8 seconds to convert? From the moment your page loads, every element must be crafted to drive conversions quickly and effectively.

Here are some critical elements to consider when building a high-performing landing page.

Clear & specific headlines written to address core BDQs (buyer decision questions): BDQs are the most essential questions that have to be answered before a purchase can be made and reflect your customers’ wants, needs, motivations, intentions, and decision-making processes.
Clear CTAs that are above the fold and in each section: guide users toward the desired action, whether that’s making a purchase, signing up, or requesting more information.
Mobile and desktop optimization: ensure your landing page is designed for both mobile and desktop experiences. Many users will access your site from various devices.
Easily scannable page with paragraphs with limited text: use concise paragraphs with a maximum of three lines to enhance readability and allow visitors to quickly grasp key points.
Consistent design elements: maintain uniformity in fonts, colors, sizes, and spacing throughout the page to reinforce brand identity.
Highlighted Value Propositions: clearly showcase what sets your product apart from alternatives and competitors, whether it’s personalization (e.g., “customized for your lawn”), convenience (e.g., “skip a trip to the doctor”), or innovation (e.g., “AI-generated skincare”).
Social or press proof: include testimonials, user reviews, or press mentions to build credibility and trust with potential customers.

For seasonal events, remember to be consistent between your landing page and your ads. Do not only follow the same aesthetic, but also deliver on the promises you make in your ads.

5. Don’t Forget About Q5

One of the biggest missed opportunities for brands is overlooking the potential of Q5. The Q5 period, spanning from the day after Christmas through January, is often underestimate but can be just as profitable as Black Friday and Cyber Monday. During Q5, consumers are eager for change. They embrace New Year’s resolutions and self-improvement goals, and looking for ways to upgrade their personal and professional lives.

For brands in niches like health & wellness, fitness, finance, telehealth, B2B, and other sectors that help consumers improve their day-to-day lives, Q5 is a golden opportunity. With ad costs often dropping after the holiday rush, it’s an ideal time to maximize your marketing budget and capture a more engaged audience at a lower CPM.

When CPM drops due to lower competition, you have a unique opportunity to increase your ad visibility without increasing your spend. This translates into more impressions, greater brand awareness, and a higher chance of engaging both potential and current customers.

To make the most of Q5, align your offers with consumers’ renewed focus on their goals. Launch campaigns for post-holiday deals, subscription services, or special bundles that match their aspirations for the new year. For industries outside of these niches, Q5 is still an opportunity. Use it to roll out fresh messaging that speaks to personal growth or professional success, helping consumers see how your product or service can bring positive change.

By incorporating Q5 into your seasonal growth marketing strategy, you can extend the gains of BFCM well into January, capitalizing on this high-conversion, lower-cost period. A strong Q5 strategy transforms what’s often considered a post-holiday slowdown into a critical revenue-driving period, setting your brand up for success into the new year.

Ready for the Holidays?

There’s plenty to do, but thankfully, there’s still plenty of time to do it. If you need any assistance in your holiday planning, that’s what we’re here for. Need some extra hands to get all of your ad creative produced on time?

Get in touch today »

In this blog, we will explore five advanced video ads frameworks that empower you to create high converting ads. With these strategies, you’ll effectively communicate to your highly aware prospects that your product is the ideal solution for their needs, compelling them to take action now.

Understanding Your Audience

A highly sophisticated, product aware audience exists in a highly competitive market, where numerous products or services offer similar solutions.

At this level of market sophistication, consumers are no longer just discovering options —they are fully aware of the range of alternatives available. This means they’ve already been exposed to multiple pitches and are familiar with how your product compares to others. The challenge here is standing out in a crowded landscape.

But how can you stand out in a sea full of competitors? In addition to understanding your audience and knowing what they’re looking for, you need a clear message that emphasizes your product’s benefits, builds trust, and demonstrates superiority.

That’s why, at Primer, we’ve developed five advanced video ads frameworks that will help you create compelling ads to capture the attention of these discerning prospects, proving that your product is the perfect fit for their needs and encourages them to hit the “Shop Now” button.

Framework Finder	Highly Sophisticated
Product Aware	Frameworks: TPE, QUEST, FOMO, SUE, HIW Emphasize the advanced features and integrations of your product Provide in-depth case studies, believable positive results, ROI calculators, etc…

1. TPE: Technical – Practical – Emotional

The TPE Framework is a fresh approach that combines technical details with practical tips and a touch of emotion. It’s a great way to make your videos stand out and capture your audience’s attention.

Technical: Showcase the product’s features, showing its superior capabilities.
Practical: Demonstrate the practical applications or use cases
Emotional: Appeal to the audience’s desires, aspirations, or pain points, building an emotional connection

Why it works: Sophisticated audiences are looking for clear, compelling reasons to choose your product. Features highlight the unique aspects they can’t find elsewhere, while practical use cases show how your product fits seamlessly into their lives. The emotional connection then bridges the gap, appealing to their deeper needs or aspirations.

Example: a fitness brand could begin by showcasing the advanced technology in its equipment (e.g., unique resistance technology). It then shows how the equipment can improve workout efficiency (practical use case), and finishes by connecting with the audience’s desire for a healthier lifestyle (emotional appeal), urging them to take action with a powerful CTA.

Section	Element	Captions & Stickers	VO	Footage
1	Hook
2	Technical Features
3	Use Cases
4	Emotional Benefits, Desires, or Feelings
6	Ending / CTA

2. QUEST: Qualify – Understand – Educate – Stimulate – Transition

The QUEST Framework is your secret weapon to guide your audience from problem to solution, positioning your product as their trusted advisor.

Qualify: Identify the specific problem or need your audience is facing.
Understand: Show empathy by acknowledging the audience’s pain points.
Educate: Introduce your product as the solution and explain how it addresses their concerns.
Stimulate: Build excitement by demonstrating benefits and results.
Transition: Create clarity on the next steps and what’s needed to move forward.

Why it works: QUEST is a journey, guiding the audience step by step from identifying their problem to embracing your product as the answer.

By qualifying their specific needs and understanding their problems, you make the audience feel understood. Education on the product’s unique benefits, followed by stimulation through proof and value, builds interest. Finally, the transition offers a smooth push to act, with a clear call to action.

Example: Imagine you’re a skincare brand. Your QUEST ad is for your star product: a serum for hyperpigmentation (qualifying your audience), you show empathy by expressing how frustrating can be to find a product that works (understanding), then you teach your viewers about the formula of the serum (educate) and stimulate interest by showcasing glowing testimonials and before-and-after results (stimulation). To finish, you add a powerful CTA (transition).

Section	Element	Captions & Stickers	VO	Footage
1	Hook
2	Qualify
3	Understand
4	Educate
5	Stimulate
6	Transition / CTA

3. FOMO: Fear of Missing Out

Have you ever felt that intense urge to be at an event with your friends, terrified of missing out? Well, that’s exactly how this framework works.

It leverages that same urgency, pushing your audience to engage before it’s too late and highlighting why your product is essential for staying in the loop.

Create a feeling of exclusivity or limited-time access.
Highlight the benefits that others are experiencing from your offering.
Suggest a potential regret: if you don’t act now, you will miss it!

Why it works: FOMO works by creating a sense of exclusivity and urgency, appealing to sophisticated buyers who want to stay on top of trends and avoid missing valuable opportunities.

Example: A popular music festival announcing its lineup for an upcoming event. They could emphasize how quickly tickets are selling out, showcase enthusiastic social media posts from fans who have already purchased theirs, show previous events and create an exciting sense of urgency that makes potential attendees think, “I can’t miss this experience!”

Section	Element	Captions & Stickers	VO	Footage
1	Hook
2	Trend or Popularity Statement
3	Showcase Demand
4	Product Intro
5	USP
6	Urgency
7	Ending / CTA

4. SUE: Scarcity – Urgency – Exclusivity

This framework motivates consumers to act quickly and feel privileged to be part of an exclusive offer.

Scarcity: Show limited availability to encourage immediate action.
Urgency: Create a sense of urgency through deadlines, countdown timers, or “limited-time offers.”
Exclusivity: Make the offer feel special and unique, something others may not have access to.

Why it works: This framework effectively taps into the sophisticated audience’s desire for unique and valuable experiences, inspiring them to take action.

Example: A luxury watches brand is offering a limited edition watch for Christmas (scarcity). The watches will be available for pre-order for a limited time (urgency). The watch will feature exclusive features that will not be available in future models (exclusivity).

Section	Element	Caption & Stickers	VO	Footage
1	Hook
2	Scarcity
3	Urgency
4	Exclusivity
5	Ending / CTA

5. HIW: How It Works

This framework motivates consumers to act quickly and feel privileged to be part of an exclusive offer.

Use a Hook with an intriguing fact or question
Walk the audience through how the product works, highlighting key benefits at each stage.
Show the product in action to reinforce your points.

Why it works: The HIW framework works because it provides clear, detailed insight into how the product functions and why it is superior. Product aware, sophisticated audiences appreciate a logical, fact-based explanation and value proof of functionality.

Example: in this case, the video starts with a question, followed by a step-by-step explanation of how to use the product while demonstrating its use. To finish, there is social proof showing how much people love the product.

Section	Element	Caption and Stickers	VO	Footage
1	Hook
2	Product Intro
3	Explanation / Benefits
4	Demo
5	Ending / CTA

Time to Make a Move

Each of these video ads frameworks acknowledges the depth of awareness and sophistication in the audience by providing logical reasoning, building trust through social proof, and offering emotional or psychological triggers to prompt immediate action.

The effectiveness of these strategies lies not only in their structure, but also in your implementation. Be authentic, deliver genuine value, and always appreciate your audience’s intelligence. Test your creatives as much as you can to get even better results.

Start implementing these frameworks today to watch your conversions grow.

Get Video Ads with These Frameworks Crafted By Growth Experts

In the competitive realm of DTC marketing, these video ads frameworks serve as your secret arsenal for engaging even the most discerning and informed audiences. By mastering and utilizing TPE, QUEST, FOMO, SUE, and HIW, you’re not merely selling a product—you’re creating captivating stories that resonate with your audience’s needs and aspirations.

Get in touch today »

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Hook #1: Post-It Notes

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1. Ignoring The Hook

2. Focusing Only on Features, Not Benefits

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Mixing Social with Press proof

Social proof

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Time to Fuel Your Sales

Get Video Ads with These Templates Crafted By Growth Experts

Why are seasonal campaigns so important?

1. Define your Seasonal Offer

2. Understand your Audience

3. Prepare High-Impact Creatives

Here are some good practices to keep in mind while crafting high-converting creatives:

4. Optimize your Landing Page

Here are some critical elements to consider when building a high-performing landing page.

5. Don’t Forget About Q5

Ready for the Holidays?

Understanding Your Audience