Good copywriting isn’t just about writing words—it’s about understanding what makes people take action. The difference between a brand that sells and one that struggles isn’t just the product—it’s how that product is positioned in the customer’s mind.

One of the biggest mistakes businesses make in advertising is thinking they need to convince people to want something. That’s not how great copy works.

Eugene Schwartz, one of the greatest copywriters of all time, put it perfectly when he said:

“Copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product.”

This quote encapsulates one of the most important truths in marketing: People already want things. They want to be healthier, wealthier, happier, more secure, more attractive and more respected. Your job as a copywriter is not to convince them to want these things—it’s to show them how your product helps fulfill those existing desires.

Do you know what brands like Jocko Fuel, Rocksbox and Sunday have in common? It’s one thing: their excellent copywriting.

In this blog, we will explore some best practices those brands use in their copywriting to get amazing results.

Copywriting Best Practices

Good copy doesn’t happen by accident. It’s a mix of strategy, psychology and craft—and the best copywriters follow a repeatable process. Whether you’re writing an ad, a product page or an email, these three principles are essential for copy that actually sells.

Here are some best practices you need to keep in mind when writing:

1. Know Your Customer

Before you can sell anything, you need to deeply understand who you’re selling to.

Demographics are important (sex, age, location…), but what’s more important are their desires, fears, frustrations and motivations—and how they make decisions.

Here’s how to start:

Begin with your BDQs–Buyer Decision Questions. These are the core questions your ideal customers ask themselves before buying. For example: Will this actually work for me? Is it worth the price? What makes this different from everything else I’ve tried?
These BDQs should reflect the mindset of your best customer—not just anyone who might stumble onto your product. Speak to the ones most likely to convert.
Read customer reviews and ad comments—there’s gold there. Look for exact phrases customers use to describe their pain points, doubts and breakthroughs. You’ll often find better copy in their own words than anything you could invent.

Once you know who your customers are and what they want, let’s move to the next step.

2. Know What Value You Bring

If your audience doesn’t immediately understand the value of what you’re offering, they’ll bounce. Fast.

Here’s how to highlight what matters:

Benefits > features–features tell; benefits sell. Instead of “This app has real-time notifications,” say “Know what matters, the moment it happens.”
Demonstrate value clearly–what’s the problem, and why is this product the best solution? Make that connection crystal clear.
Tell a story–people remember stories. A mini narrative with emotional stakes can do more than a list of specs. Even a few lines about someone’s transformation using your product can build massive trust.

Always ask: How does this make the customer’s life better, easier or more exciting? That’s your core message.

3. Hook Them Quickly & Replicate What Works

In a world of 2-second scrolls, your copy needs to hook fast—or it’s lost.

Here’s what matters:

Your hook is your make-or-break moment. Whether it’s the first line of an ad, the subject line of an email or the headline of a landing page, you need to grab attention immediately.
It should:
- Spark curiosity,
- Hit a pain point,
- Make a bold promise, or
- Trigger emotion.
Replicate what works. If a hook performs well—keep it. Use similar formats, tones and emotional triggers in future ads. Study past winners and reiterate.

Let’s see how some brands put these best practices in action.

Jocko Fuel: #1 at Understanding Their Audience

If there’s one brand that nails audience alignment, it’s Jocko Fuel. Everything, from their product names to their tone of voice—shows they deeply understand who they’re talking to, what those people care about and how to speak their language.

Their audience isn’t the casual gym-goer or someone looking for a trendy health drink. It’s the disciplined few: military professionals, athletes, high-performers, people who wake up at 4:30 a.m. on purpose (or the ones who have read Robin Sharma’s books) and those who believe in hard work, ownership and no excuses.

Jocko Fuel knows exactly who they’re talking to: disciplined people. So their copy doesn’t try to explain or sell discipline—it assumes it. That level of understanding allows them to skip the fluff and speak directly to the mindset of someone who’s in pursuit of excellence.

You see this in everything they write:

“Stay in the fight.”
“No sugar. No crash.”
“Formulated by Jocko Willink.”

This level of clarity comes from doing the work:

Starting with the BDQs their audience asks (e.g., Can I trust this? Will this help me perform?)
Studying how their customers speak in reviews and comments
Aligning every message with a specific kind of person—not the general public

They don’t just sell supplements. They sell alignment with a way of life. That’s what happens when you truly know your audience.

Rocksbox: Highlighting Value Like a Diamond

Rocksbox also knows exactly who they’re speaking to—and what they most value. Their tone is elegant, chic and thoughtful, designed to connect with women who love fashion, self-expression and trying new styles.

The copy feels delicate yet confident, just like the pieces they offer. Even their use of emojis is intentional—💍✨—adding a playful, stylish touch without ever feeling over the top.

Rocksbox excels at showcasing the value of their jewelry subscription service by emphasizing the benefits that resonate with their target audience. Here’s how they do it:

Benefits Over Features

Instead of merely listing features, Rocksbox focuses on the advantages their service offers:

Try Before You Buy: Members can experiment with different styles without immediate commitment, ensuring satisfaction before making a purchase.
Unlimited Exchanges: The flexibility to swap pieces as often as desired keeps the jewelry collection fresh and aligned with current trends.
Exclusive Discounts: Members receive special pricing, adding value beyond the rental service.

Addressing Customer Pain Points

Rocksbox understands common challenges jewelry lovers face:

Indecision: Choosing the right piece can be daunting. Rocksbox alleviates this by allowing members to try multiple pieces before deciding.
Cost Concerns: High-quality jewelry often comes with a hefty price tag. Rocksbox provides access to premium pieces at a fraction of the cost.
Style Evolution: As personal styles evolve, so do jewelry preferences. Rocksbox’s model supports this evolution without the need for permanent purchases.

Rocksbox’s copywriting essence is the same on all their platforms: landing page, email, social media… Instead of hard-selling, they paint a lifestyle: freedom to try new styles, express yourself and swap jewelry as your mood or outfit changes. It’s subtle, but every post reminds you: This isn’t just jewelry—it’s a feeling.

Sunday: Make It Clear from the Start

Sunday’s copywriting also immediately addresses their customers’ common pain points. At the same time, they factor in their audience’s aspirations, using strong hooks that resonate with their customers’ desire for beautiful lawns without the hassle.

Sunday’s target audience is homeowners, particularly families residing in suburban areas, who take pride in maintaining a lush, green lawn. That’s why their tone is friendly, casual and helpful—like a neighbor who happens to know a lot about grass. There’s no pressure, no technical jargon and no “perfect lawn” snobbery. Just copy that says: “We’ve got you. Let’s make this easy.”

They’ve mastered the art of going straight to the point by using hooks that are super clear and confidence boosting. Here are some examples:

“Everything you need, nothing you don’t.”
→ Minimal, clean and instantly communicates value
“Safe, easy, and effective—everyone is a lawn pro with Sunday.”
→ Removes doubt and empowers the customer right away
“Traditional lawn care is toxic. Yours doesn’t have to be.”
→ Strong contrast, speaks to eco-conscious values and makes Sunday the smarter choice

Sunday’s copy grabs attention fast because it speaks directly to a specific lifestyle and set of values. It’s not just about lawn care—it’s about making lawn care easy, safe and stress-free for the people who need that most.

Sunday’s copy is effective because it’s simple, clear and reassuring. Their fast, benefit-first hooks make lawn care feel doable, even for beginners—and that’s exactly what their audience needs.

Master the Art of Copywriting

Great copy isn’t about clever words—it’s about clarity, connection and strategy. When you know who you’re talking to, what they truly care about, and how to grab their attention fast, you’re not just writing—you’re selling with purpose.

Jocko Fuel shows us the power of knowing your audience. Rocksbox proves how highlighting real value makes all the difference. And Sunday reminds us that hooking someone quickly can be done with simplicity and heart.

So whether you’re building a landing page, writing an ad or launching a new brand voice, start here with your copywriting:
✅ Know your customer
✅ Show them the value
✅ Hook them right away

The best copy feels effortless, but it’s built with intention. Get that part right, and the rest will follow.

Ready to Write Like the Best?

If you’re looking for a team that can generate fantastic copy for your ads and landing pages, Primer is here to help you. Our breadth of experience means we see what works in many different verticals, placements, platforms and audiences. We bring that knowledge (backed by extensive data and proven success) to every account we service.

Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, copywriting, 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 »

We at Primer attended this year’s Make Ads That Convert event hosted by Motion and came back with fresh insights on what makes a top-performing ad today.

No surprises that AI was the top topic of conversation. AI is everywhere in the creative process. Just give it a few words and it’ll do magic. Static ads? With a good prompt, it’ll make a high-converting image in seconds… or create briefs or even edit videos… it has become key in the creative process of ad development—but it won’t replace the human behind a successful ad. As Alex Cooper said in the very beginning of his speech: “Creative strategists won’t be replaced by AI. They’ll be replaced by another creative strategist using AI better than them.”

For today’s blog, we are going to dive deeper into AI in the creative process: how to become great at research, how to scale your ads by using effective prompts, how to mix AI and UGC in an ad and much more. Let’s go!

Research: Old Way vs. New Way

Did you know that 90% of bad ads start with bad research?

This means a bad ad is not about a poor choice of footage or a terrible script. It’s something deeper: A bad ad is caused by not fully understanding what your product is, why it sells, what pain points it solves and more.

Before you start creating your ad, you need as much information as possible. Do your research, but not just on a surface level—go deeper.

Ask questions. Talk to the AI like you are a consumer. Go into Reddit and start looking for your brand, product and more. Spy on your competitors. Go through social media and read comments and try to find that good review that’s a golden nugget. All those steps are essential parts of the research that will become a high-converting ad.

This is what great research looks like. As you add all the tools to your Chrome extension or Slack, start asking questions and go deep in social media, you’ll have all this valuable information and crafting your ad will be easier. The key? A great prompt.

We now live in a prompt-first world, and the more exact your prompt to ChatGPT, Claude, or other LLMs is, the better results you’ll get. Knowing exactly what to ask makes the scaling process even faster and allows you to get tons of versions of a winning ad faster than ever.

Now, let’s see how prompting works.

Building Prompts Like a Pro

Writing a good prompt isn’t as easy as it looks.

The next time you ask ChatGPT for help, remember: It’s not enough to simply tell it what you want. You have to be specific.

And by specific, we mean really specific, down to every last detail.

In her session, Dara Denney walked us through the creative process. Early on, when you’re just mapping out your monthly ad roadmap, AI might not feel essential. But as you move into writing briefs and producing ads, you’ll quickly realize how AI becomes a powerful assistant. It’s not irreplaceable—but it helps you move faster and get better results.

Just like Jimmy Stagle and Alex Cooper mentioned in the first session, Dara emphasized the importance of digging into customer reviews to find those “golden nuggets”—language that truly reflects the voice of the customer.

Once you’ve found reviews that resonate, it’s time to start designing your prompt.

Here’s a beginner-friendly prompt structure Dara shared.

A strong prompt includes:

The persona, tone and brand voice
The task + an explanation of the objective of the task
Good examples of the task + why they are good
Bad examples of the task + why they are bad
Extra context
The output format you want

The better your inputs are, the better your results will be. That’s the greatest difference between crafting average ads and high-converting ones.

Here’s how a lazy prompt and a great one compare:

If you’re an intermediate prompt engineer right now, then you already know the correct use of ChatGPT. But are you using other AI? Have you tried Gemini, Claude, CustomGPTs?

Pit them against each other. If you get a result from Claude, paste it into ChatGPT, and say:

“Claude gave me this. Can you beat it?” It’s almost like a creative duel. For example, Claude often writes stronger long-form scripts, while ChatGPT usually gives better hooks and headlines. But when you mix Claude’s output into ChatGPT or vice versa, while raising the stakes, the results improve dramatically.

Now that you dominate the AI, here’s what you need to do next: Create a Prompt Library.

A Prompt library is a curated set of reusable prompts that you can add to over time.. This means video, static ads, customer reviews and more. You can craft a spreadsheet and even filter by industry or brand so whenever you’re working with the same brand or kind of client you’ll know how to move fast. This will not only save time, but will also get you great results from the start.

Prompting Best Practices

Here are some best practices to improve your prompting skills:

Tell the AI “Now rewrite this as if it’s version 10 after 9 rounds of expert feedback.”
At the end of your initial prompt, add in this sentence: “Before you give your response, what questions do you have that would help you give a better response?”
For each output, ask, “How could you improve that?” Keep asking this question over and over.
Once you’re happy with your final output, ask, “What would I have had to ask in my initial prompt to get to this output?”

Humanizing AI

Barry Hott is the creator of ugly ads, and in his session he spoke about humanizing AI.

He stated that relevance is everything when it comes to ads. Social algorithms define relevance by who pays attention and for how long. And relevance is also multidimensional: topic, format, cultural, platform… Even with diverse customers, a single piece of content can be relevant to each of them if it’s adapted to those mentioned dimensions.

Audiences have subconscious “content blockers,” meaning they instantly skip content that doesn’t feel immediately relevant. This gives you a great insight: People decide in the first frame whether something is for them. You need to blend in to stand out: Your ad needs to seem real.

Native Ads

Native content isn’t about format. It’s about relevance. It’s about understanding what your audience is actually consuming on social, not what you wish they were. Not what your mood board looks like. It’s not necessarily UGC—you can create native ads using AI too. Here’s a list of things you can do:

Low-resolution, vertical clips ripped from someone’s dashcam
Screenshots of tweets or TikToks dumped into Reels
Loud, clickbait-style captions in default IG/TT fonts
Security camera footage with zero polish
Clips from news, podcasts or even random nature content

A World of AI-Generated Content

Have you ever seen those fake drowning videos that look real for the first few seconds—until you realize it’s AI? They’re everywhere now. And they’re part of a growing genre: AI-generated, emotion-baiting content that dominates For You Pages across platforms.

In other words, AI is shaping content trends in real time. A year ago, this genre didn’t even exist. Today, it’s everywhere.

However, what these videos gain in virality, they often lose in something far more valuable: authenticity. As Barry Hott put it, “We’re heading into a world where authenticity becomes the most important creative currency you have.”

AI tools can help make content look authentic, but not feel real. And that’s the gap: AI can mimic human nuance, but it can’t replace it, at least any time soon.

That said, if you’re experimenting with AI-generated ads and want to push for more realism, Google’s latest tool, Veo 3, is worth exploring. It’s a big leap forward in visual quality—but even with these upgrades, authenticity is still a human edge.

AI, UGC and Infinite Message Testing

Did you know that 75% of Gen Z say they can tell when content feels fake?

Kelly Rocklein used this stat to reinforce the concept that Barry Hott also mentioned: Authenticity matters.

And consumers are most likely to trust a recommendation from another customer, expert or founder.

With this in mind, it’s important to say that social proof still matters. And that you can create AI UGC content that feels authentic.

The key to creating that kind of content is that, in the end, it’s not just about using AI. It’s about how to use it in your work.

So, what’s working now? Well, AI-generated UGC performs well in top-of-funnel ads for cold audiences. This means that viewers either can’t tell it’s AI or don’t mind that it is. Another thing that’s working well right now is straightforward explainer videos and product demos that can be easily generated with AI. This idea is great if you want to scale your product in different countries and need ads in different languages.

It’s important to keep in mind that AI won’t replace humans yet. There are certain actions that still need to be made by humans–especially for emotional depth. That’s where agencies like ourselves at Primer come into play. We combine the human touch and emotional depth with the best-in-class AI tools to produce Ad Creative that performs at scale. Reach out to us directly here if you want to learn how we do this.

AI-Powered Creative Strategy

AI-powered algorithms now train directly from every asset you upload. They scan your asset and already know everything about your brand and your product and then decide where and when to show it. That’s why you need creative diversity.

Concepts, hooks, personas, formats and execution styles must be different enough for the algorithm to identify them as different.

A concept is a combination of who your buyers are, why they buy and what they buy. Now, that concept can be executed in different ways: images, carousels, videos, UGC, hi-fi polished video and so much more.

Here is how creative diversification works. It helps you to achieve diversity, volume and velocity at the same time:

But what does AI have to do with this? Mirella Crespi explained that she uses this method combined with AI to test more diverse ads. It also reduces your production cycle.

Here are some ways you can use AI in your ads:

Blending AI + UGC: Whether you’re using AI avatars mixed with UGC B-rolls or just AI to generate B-rolls, this is a great way to implement AI in your ads.
Augmented reality: Remember that time when there were big lipsticks and bags everywhere online? That’s it. They are really strong scroll-stoppers.
Elevating hooks: Crop something in the middle, transform UGC with a filter… just get messy with this and get visual scroll-stoppers that catch the eye instantly.
Creating b-roll product demos from images: Share the original footage with AI and ask for variations in color, patterns and more.

Again, remember that AI can do a lot of things, but there is some stuff it can’t do yet. Train your AI so it can improve its results, but keep in mind that it won’t replace UGC creators and actors–yet.

The Future of Advertising

With the evolution in AI, the bar has been raised. Lazy creative won’t get you results. Iterating on the same hook or slightly tweaking your captions won’t unlock new audiences anymore. What will? Big, structured ideas. Clear personas. Bold creative diversity. And yes, strategic use of AI.

If you want to win in today’s ad environment, you can’t rely on old formulas. You have to be faster, smarter and more dynamic than ever before. That’s where AI comes in, not as a replacement, but as a partner. A creative accelerator that helps you move with more speed, more volume and more precision.

But here’s the catch: AI can only amplify what you give it. If your research is weak, your prompt vague or your idea unclear, your AI-generated creative will reflect that. On the flip side, if your strategy is clear and your prompts sharp, you’ll generate high-converting assets in less time, with less guesswork.

The marketers who will thrive aren’t just using AI. They’re mastering it. Training it. Testing it. Challenging it.

Remember that the creative strategist of the future isn’t going to be replaced by AI. They’ll be replaced by another creative strategist who knows how to use AI better than them.

Why Primer
At Primer, we’re not just keeping up with the AI wave — we’re shaping how it works for ambitious brands. As a hyper-specialized growth marketing agency, we blend cutting-edge AI tools with human insight to create ads that resonate. We believe creativity still needs context. Data still needs interpretation. And strategy still needs storytellers. That’s why our process always puts people first, with AI as the accelerator — not the engine.

Let’s Talk
If you’re ready to scale faster with bold creative, sharp strategy, and the smart use of AI, let’s connect. Whether you’re refining a winning funnel or rebuilding from the ground up, Primer can help you break through. Reach out — we’d love to show you how we do it.

Marketers aren’t fighting for attention; they’re fighting for emotional connection.
In a world where every scroll is a decision and every second counts, it’s important to say the right thing and engage from the beginning.

That’s why the best-performing ads aren’t just clever.
They’re emotionally charged.
They speak directly to the viewer. And often, all it takes is one power word to flip the switch.

Power words are persuasive, high-impact words that trigger an emotional or psychological response.
They spark curiosity. They create urgency. They make people feel understood, excited, even obsessed—and most importantly, they make people act.

You don’t need to be a seasoned copywriter to use them.
Even one of these words—dropped into a script, headline or CTA—can turn passive viewers into engaged customers.

In this post, we’re breaking down the exact categories of power words we use in ad scripts that convert, plus examples you can plug straight into your next campaign.

Let’s get into it.

🔥 Urgency/Scarcity

Limited
Today only
Last chance
Hurry
Ends soon
Now
Deadline
Don’t miss out
Final hours
Almost gone
Only X left
While supplies last
Selling fast
Clock’s ticking

➡️ Great for: retargeting. Use these words for flash sales, countdown offers, abandoned cart emails.

💥 Emotional Triggers

Love
Hate
Fear
Crave
Imagine
Obsessed
Shocked
Can’t live without
Game-changer
Mind-blowing
Regret
Addicted
Must-have
Impressed
Controversial

➡️ Great for: high-engagement hooks, storytelling ads, lifestyle brands.

💎 Value-Driven

Free
Exclusive
VIP
Bonus
Save
Limited-time offer
Instant access
No-brainer
Get more
Extra
Special deal
Just for you
Bargain

➡️ Great for: subscription services, lead gen, product launches.

🧠 Curiosity & Intrigue

Secret
Insider
Hidden
Discover
Uncover
Revealed
Psssst… attention
Little-known
What no one tells you
The truth about
Sneak peek
Guess what
You won’t believe
Do you know…?

➡️ Great for: lead magnets, blog ads, native content promotions.

💪 Confidence & Trust

Unknown
Insider
Hidden
Discover
Uncover
Revealed
Little-known
What no one tells you
The truth about
Research-based
Approved
Safe
Secure
Industry-standard
Let’s be honest…

➡️ Great for: conversion-focused copy, testimonials, long-form ads.

Power Words in Action

Let’s look at how brands are using power words to drive clicks, build trust and boost conversions—without sounding salesy.

This ad kicks off with a controversial opinion, which instantly grabs attention.
It sparks curiosity: “Who would say that?” “How could that be true?”.

This brand taps directly into both curiosity and emotion, using power words and tone to keep viewers watching.

Similarly, this one starts with a refreshingly honest opinion, which immediately builds credibility.
It feels raw, real and unscripted. That honesty, paired with subtle power words, helps customers drop their guard and lean in.

Why Power Words Work

Power words aren’t just trendy—they’re rooted in how our brains work.

They tap into emotions, primal instincts and cognitive shortcuts that help us make decisions faster. When someone hears “exclusive,” their brain registers status. When they see “ends soon,” they feel urgency. When they read “secret,” they’re hooked by curiosity.

And when these triggers are used intentionally—in headlines, scripts or CTAs—they quiet the noise and make your message the one that lands.

You don’t need more words. You just need the right ones.

Try swapping 2–3 bland words in your next ad with power words from this list.
Test the difference.
Then do it again.

Words have power. Use them to convert.

Partner with Creative Experts

At Primer, we don’t just talk about power words—we use them every day to write high-performing ads that stop thumbs and spark action. From brands like Jocko Fuel to Sunday and Rocksbox, we help teams concept and write UGC ad scripts that feel real, convert fast and hit emotionally. Whether you need hooks that hook harder, CTAs that convert or full-funnel copy that actually sells—we’ve got you.

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.

Get in touch today »

Before a great ad ever hits the page, there’s the research phase to fully understand what to communicate.

Research isn’t just about customer personas and product specs. It’s about understanding the real-world context your creative is about to live in. What’s already out there? What’s grabbing attention in your category?

This is where competitor research comes in—and no, that’s not cheating. It’s smart. Your competitors are out there spending real money testing headlines, visuals, hooks and offers. And a lot of that intel is just sitting in plain sight, waiting for you to use it.

By studying what others are running—what’s trending, what’s tired and what keeps showing up again and again—you can save time, avoid guesswork and craft ads that are not only creative, but competitive.

And the best part? You don’t need a fancy tool or paid subscription to get started.

In this post, we’re sharing 5 resources you can use right now to peek at the creative strategies of brands in your space. From Facebook to TikTok to business cases, these tools will help you benchmark what’s working—and build smarter, sharper ads from day one.

But first, let’s learn a bit about benchmarking and how to do the perfect research for your brand.

The Importance of Benchmarking and Research: A Checklist

Benchmarking is one of the most underrated steps in the creative process.

Before you dive into copywriting, designing or storyboarding, it’s worth stepping back and asking: What else is out there? Because chances are, your audience is already being hit with ads from brands just like yours. Understanding what they’re seeing helps you craft something that cuts through, not blends in.

Here’s Primer’s checklist on what you can’t skip when doing research on your competitors:

1️⃣ Follow your top 5 competitors on:

Number 1: Instagram, your go-to platform

2: TikTok

3: LinkedIn

4: Blogs

5: Email lists—sign up for everything

2️⃣ Use AI

AI is a powerful tool when it comes to research. Ask AI tools about your competitors’ value propositions, offers and more. Try to become their buyer persona and ask as many questions as possible.

And we know ChatGPT is solid—but don’t stop there.

Try Gemini, Claude or DeepSeek to summarize positioning, scan patterns in messaging and spot visual trends.

3️⃣Stalk their ads

There are plenty of tools to help you stalk your competitors and know what they’re communicating.

Let’s take a look at 5 of them and how they can help you turn your competitors’ ad spend into your creative shortcut.

Primer Video Ad Library

Primer Ad Library is a free, open-source platform built to help marketers analyze top-performing ad creatives. Inside, you’ll find a curated collection of real ads from brands across industries like fashion, health and wellness, beauty, supplements and more.

Whether you’re looking for new UGC inspiration, landing page layouts or the latest performance hooks, it’s all organized and searchable—no login, no paywall, no fluff. You can filter by ad type, format, platform and category to quickly benchmark what’s working and find inspiration for your next campaign.

Here’s how to get started:

1. Visit the ad library
Head to https://goprimer.com/ad-library/ to access the entire collection. No signup required—it’s completely free and open to everyone.

2. Browse and filter
Use filters to explore ads by platform (Meta, TikTok, YouTube), format (image, video, landing page) or industry. This helps you zero in on relevant creative examples fast.

3. Analyze and apply insights
Study how brands structure their hooks, visuals and CTAs. See what trends keep popping up—and where there’s room to stand out. Use those learnings to craft sharper, better-performing ads.

Another easy way to stay ahead is by subscribing to Primer’s newsletter. Every week, we share real ad insights, creative breakdowns and top-performing tests—straight from our team to your inbox. It’s like getting a behind-the-scenes look at what’s actually working in paid social right now. No fluff, just actionable ideas you can steal and adapt. Sign up for the newsletter here and start building better ads.

Facebook Ad Library

The Facebook Ad Library is another fantastic free tool for ad research. It shows every active ad running on Meta.

It’s also one of the easiest to use. You don’t need a login or a subscription; just get into the Facebook Ad Library, choose your country and then type in a brand’s name. You’ll instantly see every ad they’re running across Facebook and Instagram.

Pay attention to the language, visuals and offers you see in the ads. Are they using UGC? Promoting bundles? Leading with discounts or testimonials? If an ad keeps showing up for weeks, that’s a strong sign it’s working.

And don’t forget to save what’s working for other brands. Save examples that catch your eye. Write down what stands out: is it the hook, the layout, the CTA? Over time, this gives you a swipe file full of proven ideas you can borrow from or improve on.

You don’t need to reinvent the wheel. Use the Ad Library to see what’s working now, and then build smarter ads that actually compete.

TikTok Creative Center

The TikTok Creative Center is one of the best free tools for short-form video ad research.

It shows top ads by country, industry and campaign goal. You can filter by conversions, traffic and more.

You’ll also find trending sounds, hashtags and creators—all updated in real time.

And unlike Meta’s library, TikTok also shows engagement. That means you see likes, comments and shares on real ads.

This helps you understand what’s working now, not just what’s running. And you can also get some inspiration from comments, using popular questions.

If you’re running UGC ads, this tool is a must, because it will also help you source UGC creators that may match with your brand. And no, we’re not talking about using the same creators as your competitors, but finding very diverse creators that align with your brand.

This platform is great for brands in beauty, fashion, travel and wellness.

And if you want to sound native to TikTok, study the rhythm, visuals and copy from winning creatives.

Motion

Motion is one of the most powerful paid tools for creative performance research. It’s built for growth teams and agencies that want to dig deeper into what’s working—and why.

With Motion, you can break down ad performance by creative type, hook, length, platform and more.

The Creative Research feature lets you analyze your top-performing ads and compare them against competitors. You can sort creatives by CTR, ROAS, scroll-stop rate and engagement.

It also shows how long each ad ran before it was turned off—a key signal for identifying fatigue or success. If a brand cuts an ad quickly, there’s usually a reason.

Motion even lets you tag and filter by creative concepts, helping you spot patterns and trends over time.

If you’re building a testing roadmap or trying to fight creative fatigue, Motion gives you the data you need to move fast and smart.

It’s a paid tool, but the insights are worth it for teams focused on scaling.

Foreplay

Foreplay is a paid creative research platform designed for marketers seeking to streamline their ad inspiration and strategy processes. With its extensive library of over 10 million ads from 200,000+ brands, Foreplay offers a centralized hub for discovering and organizing ad creatives.

Users can save ads directly from platforms like Facebook, TikTok and Instagram using the Foreplay Chrome extension, ensuring that inspiration is never lost due to expired links. The platform’s AI-powered features, such as the Emotional Driver Matrix, provide insights into the emotional elements of ads, helping marketers understand what resonates with audiences. Additionally, Foreplay’s swipe file allows for easy organization and sharing of saved ads, making collaboration seamless. For those looking to delve deeper into competitor strategies, the platform offers tools to track ad durations and analyze creative patterns.

Foreplay is ideal for teams aiming to enhance their creative workflows and stay ahead in the competitive advertising landscape.

Research Is Your Competitive Edge

Before a single asset goes live, the smartest brands are already winning—in the research phase. Whether you’re launching a new product or testing fresh creative angles, studying what’s already out there saves you time, budget and guesswork.

From free tools like Meta Ad Library, TikTok Creative Center and Primer’s own Ad Library to premium platforms like Motion and Foreplay, there’s no excuse to fly blind.

You’ll spot trends before they peak, avoid creative clichés and find inspiration backed by real-world data.

Want even more insight?
Subscribe to Primer’s Newsletter—straight from our tests to your inbox, we share what’s working right now so you can make better ads tomorrow.

Because great creative doesn’t start on a blank page. It starts with seeing what’s already working—and doing it smarter.

Partner with Growth Experts

At Primer, we create high-performing ads that stop thumbs and spark action. From brands like Jocko Fuel to Sunday and Rocksbox, we help teams concept and write UGC ad scripts that feel real, convert fast and hit emotionally. Whether you need hooks that hook harder, CTAs that convert or full-funnel copy that actually sells—we’ve got you.

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You never get a second chance to make a first impression. That quote from Will Rogers hits especially hard when you’re running ads on Reddit.

Reddit isn’t like other platforms. It’s not polished like Instagram, fast like TikTok or aspirational like Pinterest. It’s real, raw and fiercely community-driven. That means your creative can’t feel like an ad. It needs to feel like it belongs.

Too many brands focus only on media buying and targeting—and forget that what matters most is how their ad looks, sounds and feels in the feed. This blog breaks down how to tailor your creative for Reddit, with best practices that help your Promoted Posts stand out without standing out too much.

TL;DR: Reddit is brutally honest. If your ad feels out of place, users will ignore—or mock—it. To win here, you need creative that blends in with the community, speaks their language and earns attention with authenticity.

Let’s dive into what makes Reddit ad creative work—and what will get you downvoted fast.

Why You Should Advertise on Reddit

Reddit has over 500 million monthly visitors and some of the most actively engaged communities on the internet. But unlike other platforms, Reddit isn’t a place where users passively scroll—it’s where people go deep. They research purchases, ask real questions and seek out honest opinions. That creates a huge opportunity for brands that are willing to meet them there with relevant, respectful and native-feeling ad creative.

Here’s what makes Reddit especially valuable from a creative standpoint:

Context-rich targeting: You can reach users based on specific interests, subreddits and conversations—so your creative doesn’t have to be generic.
Low competition, high intent: Many brands still underestimate Reddit. That means more space for standout creative and lower CPMs compared to platforms like Meta or Google.
Brutal feedback = creative gold: Redditors won’t hesitate to call out lazy ads, which makes it the perfect platform to test authenticity, tone and creative alignment in real time.
Fewer bots, more real people: Because Reddit is heavily moderated, there’s less spam and bot activity than on other platforms. That makes feedback and engagement more honest—and more useful for refining your message.

If your brand values creative testing, audience alignment and staying ahead of the curve, Reddit should be part of your paid media mix.

Plus, if you want to talk about numbers… Reddit also offers a cost advantage that’s hard to ignore. Because it’s still underutilized by many brands, CPMs and CPCs tend to be lower than on Meta, TikTok or YouTube. That means you can test more creative angles and messaging without blowing your budget.

What Kind of Ads Can You Run on Reddit?

Reddit gives you several flexible ad formats to work with, which means you can tailor your creative to more naturally match the user experience. The main formats include:

Image ads: A single static image paired with a headline. Great for simple value props, product visuals or meme-style hooks that blend into the feed.
Carousel ads: Multiple images users can swipe through. Ideal for storytelling, showing product benefits or comparing features.
Video ads: Short-form video that auto-plays with sound off. Use this to demo a product, show reactions or repurpose UGC in a way that feels organic.
Text + link ads (free-form): This looks like a Reddit post, with text, links or embedded media. It’s perfect for a more native feel—think explainer copy, testimonials or conversation starters.

Each format has its strengths, but they all share one rule: Don’t look like an ad. Whether you’re running a product carousel or a short video, your creative should match the tone and style of the subreddit you’re targeting.

Now that you know which ads you can run on Reddit, let’s check out some creative best practices. Because yes, Reddit is different from the other platforms—so your ads need to be tailored for it.

#1 Build for Reddit

Here’s something that shouldn’t surprise you: Most Redditors are scrolling on their phones. In fact, 75% of global users access Reddit via mobile. So if your creative isn’t optimized for mobile, you’re missing the mark before your ad even loads.

But a mobile-first approach isn’t just about shrinking your desktop designs. It’s about using your creative real estate strategically—from size to subtitles—to deliver a seamless, scroll-stopping experience.

Here’s how to get it right:

📐 1. Use the Right Aspect Ratio

If you want to take up more screen space (and get more attention), go for a 4:5 aspect ratio for your videos and images. It’s the sweet spot for mobile real estate—and Reddit research found that 4:5 video can lower 28-day CPA by 54%.
That said, 1:1 can still work great for image ads, so don’t be afraid to test both formats depending on your message.

✍️ 2. Include Text Overlays

🎥Redditors don’t mind reading – but don’t make them work too hard. Don’t be afraid to use text in your ads, but do it with text overlays added to images and videos, not long blocks of text. Overlays can help you get your point across quickly, especially in fast-moving feeds. Bold headlines, tight copy and meme-style formatting are some ideas for your creatives.

🔇 3. Add Closed Captions

Reddit is a sound-off platform by default. Most users scroll in silence, so if your video relies on voiceover alone, it might go completely unheard. Adding closed captions makes sure your message still lands.

TL;DR:
Mobile-first isn’t optional on Reddit. Use 4:5 formats, clear text overlays and closed captions to make sure your creative works with the platform—not against it.

#2 Be a Brand

Unlike other platforms, Reddit actually wants you to be a brand. Just don’t pretend you’re not one.

Redditors are smart—and they value honesty. So if your creative tries to blend in by being too native or too informal, it can backfire. Instead, lean into being a brand with confidence, and do it with transparency and authenticity. The brands that perform best on Reddit show up clearly and consistently, without over-polishing or over-selling.

Here’s how to brand your Reddit creative the right way:

🏷️ 1. Brand Name

Make sure your brand name is visible early. This isn’t the place for bait-and-switch storytelling or clickbait hooks. Reddit users appreciate when they know upfront who is talking to them.

🔲 2. Logo Placement

The top left corner is your golden spot for static image logos. According to Reddit, placing your logo here drives 2.4x more positive brand awareness outcomes than hiding it or skipping it entirely. For video, you’ve got more freedom: Test watermarks, early logo reveals or branded intros—but always try to show your branding within the first 3 seconds.

🎨 3. Aesthetics

Don’t overdo the polish. Reddit isn’t Instagram. Match your aesthetic to the subreddit. Lo-fi, real, even meme-adjacent design can work brilliantly—so long as it still feels intentional and on brand.

TL;DR:
You don’t need to hide the fact that you’re a brand. Reddit users expect honesty. Use smart logo placement, authentic tone and subtle branding to build trust and drive better performance.

#3 Show & Tell

We’ve talked about showing up as a brand, but now let’s dive into how to really tell your brand’s story to Redditors.

✂️ 1. Keep Headlines Brief

Even though you can go up to 300 characters for your headline, shorter is sweeter for in-feed posts. Headlines over 150 characters tend to reduce campaign impact and efficiency. So keep your headline punchy, then let your creative assets fill in the rest of the story.

PRO TIP: if you use Reddit native slang, that’s a blast.

🎥 2. Experiment with Longer Video

When it comes to Promoted Videos, you don’t have to stick to the 15-second rule. In fact, longer videos (up to 60 seconds) can be super effective, especially when you’re telling a compelling brand story or showing product benefits. However, be mindful that videos longer than 60 seconds might not perform as well for lower-funnel goals like mobile installs, so experiment to find your sweet spot.

🛍️ 3. Show Your Product

Redditors want to see how your product works—not just hear about it. Whether you’re showing how it’s used, explaining the benefits or simply making the case for why it’s a must-have, showing is far more powerful than just telling.

Videos that demonstrate how a product is consumed or used can shift attitudes and boost purchase intent.

💡 4. Experiment with Deal Messaging

Don’t forget to capture attention with limited-time offers, discounts or exclusive deals. Redditors love a good bargain, and adding deal messaging to your headline or assets can create a sense of urgency—and get your audience to take action.

TL;DR:
Keep your headline short, try out longer videos for storytelling, always show your product in action and don’t hesitate to experiment with deals.

#4 Be Native

Demonstrate your knowledge of Reddit with callouts to specific subreddits, users or themes. Redditors love recognition (especially karma)—so acknowledge them with words, imagery and nods to the platform.

The best way to do it? Incorporate redditisms—acronyms often used by the community, like these ones:.

TIL	Today I Learned
ICYMI	In Case You Missed It
IYKYK	If You Know, You Know
TL;DR	Too Long, Didn’t Read
AMA	Ask Me Anything
AMAA	Ask Me Almost Anything
IMO	In My Opinion
PSA	Public Service Announcement

Using these acronyms in your headline will definitely catch Redditors’ attention.

#5 Be Prescriptive

Don’t forget to be clear when it comes to taking the next step. You’ve captured attention, sparked interest and maybe even a laugh—but now what? Without a clear what’s next, even the best ad can fall flat.

This is where your Call to Action (CTA) does the heavy lifting.

📣 1. Always Add a CTA

Whether it’s “Shop the collection,” “Install the app” or “Get your discount,” a clear CTA helps connect the dots between your message and the action you want people to take.

Your CTA can go in your headline, your creative or both. Think of it as your final nudge—an invitation to keep engaging.

🎯 2. Match Your CTA to Your Goal

Make sure your CTA lines up with your campaign objective.

Launching a new product? Try: “Explore the collection.”
Driving installs? Try: “Download now.”
Capturing leads? Try: “Sign up for early access.”
Running a promo? Try: “Use code for 15% off.”

🎞️ 3. Reinforce It in Your Video

If you’re running Promoted Videos, include your CTA in the video itself, not just in the caption. Why? Because ads that visually reinforce the CTA drive 1.4x higher lift in brand attribution, according to Reddit research. That’s a simple tweak with a big impact.

A good CTA isn’t pushy—it’s clear, helpful and respectful of your audience’s time and attention. And on a platform that values honesty and transparency, that goes a long way.

TL;DR:

Don’t leave people guessing. Give them a clear next step (or CTA) that aligns with your goal and reinforce it in your creative for maximum results.

TIL How to Advertise on Reddit

Now you know: Advertising here isn’t about blasting polished ads into the void. It’s about joining the conversation, being real and giving people something worth stopping their scroll.

From building mobile-first creatives to showing up as a brand (without pretending not to be one), Reddit rewards advertisers who respect the platform’s tone and values.

So, what’s your next move?
✅ Make your ad feel native
✅ Be honest and direct
✅ Tell a good story
✅ Show your product
✅ And always guide users with a clear CTA

Whether you’re launching a product, promoting a deal or just testing the waters, remember: Redditors are smart—and they reward brands that act like it.

Partner with Growth Experts

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.

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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.

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.

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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.

Get in touch today »

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 »

Copywriting Best Practices

1. Know Your Customer

2. Know What Value You Bring

3. Hook Them Quickly & Replicate What Works

Jocko Fuel: #1 at Understanding Their Audience

Rocksbox: Highlighting Value Like a Diamond

Sunday: Make It Clear from the Start

Master the Art of Copywriting

Ready to Write Like the Best?

Research: Old Way vs. New Way

Building Prompts Like a Pro

Here’s a beginner-friendly prompt structure Dara shared.

Prompting Best Practices

Humanizing AI

Native Ads

A World of AI-Generated Content

AI, UGC and Infinite Message Testing

AI-Powered Creative Strategy

Here are some ways you can use AI in your ads:

The Future of Advertising

🔥 Urgency/Scarcity

💥 Emotional Triggers

💎 Value-Driven

🧠 Curiosity & Intrigue

💪 Confidence & Trust

Power Words in Action

Why Power Words Work

Partner with Creative Experts

The Importance of Benchmarking and Research: A Checklist

Primer Video Ad Library

Facebook Ad Library

TikTok Creative Center

Motion

Foreplay

Research Is Your Competitive Edge

Partner with Growth Experts

Why You Should Advertise on Reddit

What Kind of Ads Can You Run on Reddit?

#1 Build for Reddit

📐 1. Use the Right Aspect Ratio

✍️ 2. Include Text Overlays

🔇 3. Add Closed Captions

#2 Be a Brand

#3 Show & Tell

✂️ 1. Keep Headlines Brief

🎥 2. Experiment with Longer Video

🛍️ 3. Show Your Product

💡 4. Experiment with Deal Messaging

#5 Be Prescriptive

📣 1. Always Add a CTA

TIL How to Advertise on Reddit

Partner with Growth Experts

What’s a Visual Hook?

Hook #1: Post-It Notes

Hook #2: Search Bar

Hook #3: Sensory Hook

Hook #4: Jump Cut

Hook #5: Curiosity Hook

Hook #6: Shock Factor

Hook #7: Comment Box

Hook #8: Green Screen

Hook #9: Cinematic Shot

Hook #10: Chat Conversation

Time To Boost Your Creatives With These Hooks

Drive Sales With Primer

Step 1: Identify The Right Customer Awareness Level

Step 2: Determine Customer Sophistication

Step 3: Use BDQs To Sharpen Messaging

Step 4: Align Everything Into An Ad Strategy

The Right Audience + The Right Message = Conversions

Partner With Growth Experts

Finding The Right Creator

How to Structure UGC for Maximum Impact

Nail Your UGC With Our Tips

Style Your Ads With Primer

What’s Creative Fatigue?

How To Avoid Creative Fatigue By Testing Smarter

Top Iterations to Refresh Your Winner Video Ads

Why Iterations And The Outlier Method Matter

Partner With Growth Experts